Email marketing is the original medium of digital marketing. Since its inception, the power of email marketing has grown expansively. And, despite today’s new innovative tech marketing tools, email remains one-of-the-most influential.
According to Salesforce’s 2015 State of Marketing Report, an outstanding 76% of marketers consider email marketing essential to their business. Email marketing is a constantly evolving medium, and knowing where to begin can be overwhelming. Lets review 4 steps to email marketing:
Build your Email List
Your email list is your key to unlocking conversations with your valued customers. These are the people who subscribe to your email and have a expressed an interest in your product or company. There are a few things to consider when building out your list:
Make it easy to sign-up. Establishing a quality email list begins with figuring out where your brand engages with people. For on-premise customers, social WiFi makes it easy to capture email addresses via your WiFi connection. In addition, capture online customers by adding a sign-up form or subscribe button to your website and social media profiles.
Explain the value of your emails. Why should people sign-up? Clearly outline the value of your emails and give people a reason to subscribe. For instance, can subscribers expect incentives, company updates, industry trends and/ or blog posts?
Get to Know your Audience
Gaining customer analytics is critical to understanding your audience and how to approach them. Unique insights about your customers demographics, buying behaviors, and interests better prepares you to create conversations and ultimately bring customers back to purchase from your business.
Social WiFi assists in this process. When customers log into your businesses WiFi with their social media ID, you gain data about them including gender, age and interests. This allows you to engage this customer using targeted content.
Personalize Your Content
People are only interested in content that is personally relevant. Generic or spammy emails will get deleted. Email needs to be thoughtful, personalized and significant to the person. Design of your message, content, and offer are all dependent on personalization.
With more targeted email messaging comes a higher ROI and a happier customer base. Understanding your customer analytics plays a crucial role in creating personalized content. Again social WiFi is helpful in this movement. In fact, our deployments globally demand a customizable solution that provide this level of intelligence.
Make it Mobile
Optimizing your email marketing efforts for mobile is an ever growing trend. Of US smartphone users, 72% either send or receive a personal email via mobile, according to Forrester.
Creating email responsiveness in mobile devices will be critical to reaching your email subscribers. In fact, responsive email design in mobile devices can lead to 130% increase in clicks, according to the Salesforce Report. So it makes sense that, 46% of marketers surveyed from the Report say that they are using some form of mobile marketing.
Mobile presents a unique and interesting transition in the way people digest email. With the advent of social WiFi, you are able to automate the delivery of emails as soon as a customer steps into your business. This is useful in that you can connect with customers in real time.
The potential of email is expansive. In order to capitalize on its influence, you must first understand how it works for your business and your target audience. From there you can plan the ideal message and proper delivery of content in order to be successful. Tap into the power of email marketing and realize the benefits for your business.
