According to Statista, a market and consumer data company based in Germany, more than 4.3 billion people - over half the world's population - will be using email by 2023. With a staggering ROI of as much as $45 for every $1 spent, it's no secret that a well-oiled email marketing campaign can play a significant role in the success of your business. Over the last 12 months, COVID-19 has impacted nearly every facet of daily life, including email use. 78% of marketers reported an increase in email engagement since just before the pandemic. To ensure that your email marketing campaign can go the distance, check out the new rules to live by in 2021.
Know your customer base - and show them how well.
Segmentation can be intimidating since it involves parsing out information about only the products/services that are relevant to the specific audience you're trying to reach. However, as tempting as it is to tell your customers about everything you do, nearly 43% of consumers say they're likely to unsubscribe from your email blasts if they feel that the content isn't relevant to them. By adequately applying segmentation to your email marketing campaign, you can target a more precise subset of your customers to let them know what's new with the products or services they've shown an interest in in the past. When you provide them with information pertinent to their interests, both click-through and sales rates increase.
Let them go, but learn from their departure.
It may seem counterintuitive, but easy opt-out measures are a benefit to your business. It forces you to drop the rose-colored glasses and see your content through the consumers' eyes. Your audience won't opt out of high-quality content, so if you see an increase in unsubscribes, this is a valuable indicator to let you know that you've got some work to do.
Quality suggests quality.
Your products and services are high-quality; your content should look the part, too. In today's market, you've got to up the ante on your email graphics to attract a customer's attention and make them keep reading.
Need more help to bolster the return on your marketing campaign? Make the first step: call Clairant today!
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.