Contrary to popular belief, email remains the preferred method for one-on-one communication.

It’s a powerful and easy-to-use marketing tool!

While social media is great for keeping customers informed, emails are the best way to promote limited-time offers and get impulse clicks. It’s a crude shotgun approach that doesn’t effectively target your most loyal customers. Personalisation is the power of e-mail marketing.

In 2020, 87% of marketers believe email is effective for customer communication. We still send out newsletters, promotions, and lead retention emails to keep customers interested. Simple, but emotionally evocative language works.

Email is a direct and informative way to contact business leaders. A good subject line balances intrigue with a tendency to cut to the chase when acknowledging buyer intent.

Also, when dealing with businesses, keep the email body to one call-to-action (CTA).

• Rapid response
• A clear CTA
• Automated but still personal
• Not going anywhere soon

Rapid response

Tired of ineffective ads and social media posts? Emails can be tailored to customers and businesses, increasing response rates.

The most common metric for measuring email marketing success is CTO.

This rate compares opened emails to CTA link clicks. Over 13% of marketing emails result in a click. That’s comparable to a large campaign’s successful social media post, but much cheaper.

When starting your email marketing campaign, aim for a 10% CTO rate. Experiment with layouts, CTAs, and images to increase your rate.

SalesHandy and RightInbox are great standalone mail tracking tools that show link clicks and opened emails.

A clear CTA

Email is a great way to connect with your target demographic. The formality of your language, the graphics and images you use, even the text color and font you use affect customer receptivity.

Your subject line should begin or end with your CTA. Writing an email can be as simple as framing your CTA as a solution to a problem.

Questions should be filled with emotion to elicit a response. “Worried about which mattress to buy?” “We make mattress shopping simple.” “Go shopping.”

This formula may not work for B2B sales. Instead, you must be able to convey value information concisely. Encourage your prospect to respond by emphasizing the value of your service or by asking questions.

Proactively schedule meetings and suggest timelines. Keep the ball in the clients’ court.

Automated but still personal

Discuss mail marketing clients. These tools can send emails to leads and current customers based on their behavior.

Consider the path a potential customer takes from sign-up to purchase. Lifecycle emails can be tailored to a prospect’s stage in the cycle.

Your email software may automatically send emails to users who close their virtual shopping cart browser window. To reactivate cold leads, you can automate email vouchers or discounts.

Depending on your business, you can further categorize and target niches within your client base.

Not going anywhere soon

Email marketing has a $US44 ($AU61.77) ROI. Not to mention the huge B2C audience – 90% of customers enjoy receiving coupons and sales promotions.

Email marketing is a great way to attract and retain customers for any size business, and it’s here to stay.