Email marketing is not just about investing in the right platform and releasing content to a mass audience. This especially applies to retailers in the market who require faster responses and sales. Ideally, you should never forget that email is in fact a very personal medium of communication because you are placing yourself right in the hands of the reader and as such you need to treat your content with a certain level of personalization to be able to ensure that you get the results you are looking for.
Here are some strategies top retailers around the world are applying to their emails that you could also adopt:
- The first thing to remember is personalization. Irrespective of the content matter, you need to be able to personalize it for the reader. Ideally creating a segmentation strategy would work. Segment your entire list based on the information you have and then release the mails in batches, tweaking the information slightly to suit each segment.
- The frequency of your content also matters. You need to be able to send out pertinent information without constantly clogging their inboxes unless you are running a specific promotion or sale that would require more attention. Understand the nature of the reader and only increase the frequency of your content when you have to.
- You need to understand when repeated emails work and when they don’t – also if you are opting to send a higher frequency of mails during a specific period of time, ensure that each mail has something different to say instead of repeating the same thing over and over which will only irritate your readers. Plan ahead and highlight different aspects of your promotion or sale in each of your emails.
- You should also look into crafting better subject lines. If you subject line is too long, chances are only a part of it would be seen when a reader opens their inbox. If they aren’t able to ascertain what the email is about before opening it, chances are your content will be deleted and it would be a complete waste.
- Try to include production recommendations where possible and also personalize these recommendations based on the reader, including images and other relevant matter to enhance the message. People want to know that peers have purchased and enjoyed the experience. This tends to speak much louder than anything you would have to say.