So cliché yet frequently misunderstood, the truth is money is not in the product, but in the marketing. No matter how good your product is, if it lacks attractive marketing in the face of ruthless competition, chances are you are about to go out of business and it’s just a matter of when. However, marketing does not exclusively revolve around selling your product to a target audience with the aim of surpassing sales targets.It involves maintaining a hungry crowd anticipating your next offer on a daily basis. Unsurprisingly, “maintaining a hungry crowd” is an umbrella term, full of complexities that you need to explore and master. Maintaining a hungry crowd necessitates continuous acquisition of holistic knowledge, which in turn, should become a principle. Effective email marketing, combined with sensitive and humane insight, is the embodiment of that principle.
Turn Recipients into Customers: Advantages of Email Marketing
The reason why email marketing is so vital is because it allows businesses to reach target audiences at little cost. Proof? Resident experts at Campaign Monitor, a premier email marketing firm, firmly assess that a well-placed email marketing message, for as little as $1 marketing investment cost, has the ability to haul in a revenue of up to $38.
Small businesses can benefit a great deal from these email marketing conversion tips:
Attach descriptive tags to your images. According to MarketingCharts, an online publication, at least 400 commercial emails reach the average person per month. You may notice that many among these commercial emails contain attention-grabbing, highly expressive images that can elicit emotional responses, and eventual purchasefrom consumers in need. Your modest business, by way of use of well-placed images, can stand out in any congested inbox, and in the process, help boost your brand’s promotional campaign.
However, it is also imperative to know the downside to email marketing, aptly known as the “Catch 22.” This happens when itis presupposed that 50% of all emails are checked via smartphone. While checking emails via mobile devices such as phones or tablets undeniably bolstersresponse timeto time-sensitive messages, relatively smaller mobile screens are detrimental to unfriendly even tohigh-resolution, conspicuous images. Should a recipient of your email see that the images have been blocked, and therefore induce annoyance or impatience, there is increased likelihood that your brand could be blocked from getting into their inbox, forever relegating your messages to the spam folder. The more frequent it happens, the more difficult it is to fortify your brand’s name and reputation as a legitimate business. As reported by Sender Score, the preeminent raters of online marketing reputation, only 28 percent of emails sent reach the inbox of the targeted audience.
Fortunately, the risks posed by “Catch 22” can be countered by the use of descriptive alternative tags, informally known in Internet marketing jargon as ALT tags. Adding alternative or ALT tags to your promo images is a foremost principle of web accessibility and convenience. The experts at WebAIM, a non-profit online third party accessibility expert,highlight the benefits of descriptive ALT tags. The function of ALT tags is such that it applies to both context and purpose. It is a sales pitch and contingency all at the same time. Sales pitch because it is expected query that is normally searched for by potential customers; contingency because of its visibility if images fail to load, or if the recipient is visually impaired.
For instance, if an image in a commercial email is unable to load quickly because of slow connectivity and risks the irritation or impatience of the recipient, it still explicitly displays the image’s ALT tag translation and meaning.So before impatience sets in, the recipient sees and reads the descriptive text or tag. If the text is well-placed, piques interest, and perfectly suits the recipient’s preference, the chances of converting the recipient into a customer are boosted significantly.
No matter if you are an up-and-coming business or a small yet stable name, waste no time. Go through the images on your website and email promos to review and enhance the descriptive ALT tags, using descriptive words that can prompt the targeted customer to take action.
Know your customers. While you may not possess extensive data about your prospective customers, you can take note of the manner in how they action in response to your emails. Do they read them? Or do they ignore them? Employ tact in tracking open and click-through rates with each promo campaign, including the most favorable times in which to send messages, basing from response and headline tests conducted. From the results, you can now categorize the recipients in order construct a campaign that adjusts to their online activity. Internet Retailer reports that Totes Isotoner (a footwear, cold weather accessory, and umbrella manufacturer) saw its revenue multiply by 7000% when it employed analytics derived from target customers’ email activity, search history, and online purchase history to send specialized commercial emails.
In essence, even if businesses do not have access to the personal information of prospective customers, keeping track of their online purchases, search tendencies, and inclinations enables them to craft a more perceptive and personal approach not only in making their brand name known, but in addressing the customers’ needs. That this marketing approach is mutually beneficialsimultaneously is even more satisfying to know. A company in need of a boostreaches a wider audience, whilepotential customers themselves are spared of the effort, time, and energy to search extensively for their needs.In a nutshell, the supply gets to predict and understand the trend of the demand.
Loosen up and avoid asking for too much. Pattern your email marketing campaigns on the premise that each recipient is targeted based on his or her taste and inclinations, and that they are sent a concise and clear message, call to action, and promised a hassle-free billing or checkout experience, regardless of whether it is via a desktop computer or mobile. Prefilled special promo offers can be of immense help especially to clients who aren’t keen or tech-savvy, so that they will not have to trace or type in discount codes or follow too many instructions before checkout. Collaborate with a trusted mobile payment service provider to ensure secure checkout experience, avoid payment security problems, and skip asking customers to take unnecessary steps prior to checkout. As reported by Mobile Commerce Daily, in spite of customers’ widespread familiarity with the use of PayPal of online merchants, evidence clearly implies that it stunts sales completion by almost 15 percent (when consumers are using mobile to shop), because of too many steps to complete the transaction.
From a standpoint of practicality, as long as payment security is assured, everything is good. Truth be told, too many steps in purchasing diminish a potential customer’s interest in the product. It’s only realistic to expect aborted transactions and lost sales if the steps in purchasing are too rigid, strict, and numerous. Marketing, in whatever form, should take into strong consideration time-strapped and impatient customers, not to mention elderlyand technically-challenged ones.
Aim for a lasting relationship. While one-time clients are always good for business, forging a long-term relationship with your customers is a definite win-win. The personal touch can be cultivated by knowing a customer’s past activity and purchases. Marketing expert Epsilon presents overwhelming evidence that “personalized” or “triggered” commercial emails are 76% more successful than generic ones.
Needless to say, if you cannot find a way to entice or discern the needs of target customers, you cannot deliver sales, irrespective of your product price or quality.
In these ever-evolving times, sensitive email marketing is the preferred way to communicate and attract customers, obtain vital insight about their tastes, and pile up sales. Careful analytic strategy, combined with a personal approach, is key to turning commercial email recipients into repeat customers. Not to mention that in the handsof these same satisfied customers lies the oldest, most effective mode of marketing – word of mouth.Whether you are an emerging pharmaceutical firm or a proven and trusted assignment help service, knowledge and mastery of the ins and outs of email marketing is a definite must. These steps, when followed properly, can surely accelerate return of investment with every single email.