How to Increase the Effectiveness of E-mail Marketing?
“Content is the king” has become popular in marketing industry. Same principle can be applied to E-mail marketing as well. What would capture people’s attention and enlarge the effectiveness of email marketing?
Generally email includes two parts, including the title and the content.
Title would affect people on their willingness to open the e-mail, and the content would affect that whether they are going to click to your landing page to search for further information or not.
McKinsey’s article “Email Marketing: Think Inside the New Box” provides suggestions about how to enhance the effectiveness of email marketing.
1. Focus on the whole journey, not just the click
Company needs to remember that email isonly the first click – literally – in the consumer’s decision journey.
Customized landing pages – sending the user directly to the item or offer featured in the email – can result in conversion rate uplifts of 25%+.
Company should also optimize landing pages to be mobile friendly. According to eMarketer, nearly 45% of all marketing emails are opened on a mobile device nowadays.
2. Share the lessons
The best marketing organizations view every email as an opportunity to learn more about their consumer.
process: a. define clear learning objectives for each campaign b. capture the data c. share it within the marketing group and throughout the organization
3. Get personal
Relevancy is a priority
build customization and targeting abilities
customer information must be aggregated to create a single view of each consumer