Although some experts suggest that email marketing is no longer effective, many marketers believe that email marketing can be modified in order to be a valuable tool in a mobile marketing campaign. Using the appropriate strategies, companies can turn email marketing into a device that engages customers and encourages them to interact with your brand.
Essentially, email marketing is the parent of social media. Despite the marketing hype that currently surrounds social media, email marketing is still a strong way to create a substantial connection with your target audience. According to a recent study, 66% of marketers still consider email marketing to be bringing in an “excellent” ROI.
The key to maintaining relevance within your email marketing campaign is to optimize your strategy for mobile. As smartphones continue to take over the world, marketers must find ways to relate with mobile users. Mobile users often turn into instant conversions, which increases their value to marketers.
Determine Your Target
Targeted email marketing is one of the most successful strategies for marketing campaigns. As you get to know your customers, you can begin to segment your audience and tailor your emails to reflect individual interests. Targeted emails augment your level of relevance to a consumer’s life.
As you begin to target specific groups, don’t forget to consider mobile customers. Your company might find it valuable to email consumers during peak shopping hours with a discount on a certain product, or send an email around dinnertime about a special promotion.
Develop Your Content
In regards to content, focus your pitch on the interests of the consumer. Readers usually respond to informative content rather than just a sales pitch. Create appealing content that adds value to their lives and doesn’t oversell your products.
Keep your text short and easy to scan. Mobile viewers in particular are not going to take time to read a lengthy email, so prioritize short paragraphs, strong headings, and bullet points.
A fatal mistake frequently made by marketers is to not offer easy access to information about your products or services. Include obvious links in your content so that readers can quickly transition to your site. If your main goal is to drive consumers towards your products, make sure that it’s simple for them to get to your real sales pitch!