Top tips to consider for a strong email marketing strategy

In recent years, reports on email marketing strategies have been greatly dismissed as a dying tool, but, not so quickly, and why is that you ask yourself? Email marketing is now employed by 70% of all retailers and growing 10% annually (Mccloskey, 2006) and is the number one means of direct communication to the one another, not only this but also the most highly endorsed use for both personal and marketing communications.

“67% of marketers say that delivering highly relevant content is a strategic goal their organization wants to achieve through email marketing.”- MarketingSherpa 2013

With the evolution of smartphones, androids, tablets and laptops, emails are accessible anywhere, any time, they are native and versatile . This 24/7 vulnerability to receiving emails creates a universal acknowledgement that the trend is certainly not dying, like reports may suggest, but in fact evolving.

“Email marketing is a legitimate, lucrative, and widely used business tool, but it is in danger of being overrun by unwanted commercial email (also known as spam).”(Pavlov, 2008) In order for companies to avoid this unwanted and useless outfit, some tips below are discussed to empower a good email marketing strategy:

• Data should always be applicable 

Analysing research data to ensure that useless junk is not reaching the wrong audiences. ‘Spam’ or big ‘Batch’ messages will be of no use and reach wrong targets, using the analysed data points to divulge into targeting gender, age and location will boost consumer experience and relevance. If using more than one platform to spread information then repetition is useless, using Facebook geo-targeting can increase likelihood of effective transmission.

• Customer experience 

With the growing evolution of smartphones and the increasing number of consumers using them, not enhancing the mobile email experience can play a key role in the down fall of the strategy. ‘ReturnPath’ research points out that 63% of public in the U.S immediately delete emails if they are not mobile friendly. Optimising the initial interest into your email comes from displaying an easy to use and sophisticated mobile email experience.

• Personalisation

Its all about enhancing customer experience, pin pointing individuals through unique personal emails can drive customer growth rates by up to 30%. Creating an strengthened practise through personalised suggestions derived from customer browsing websites will be consumed with greater appreciation.

• Accessibility 

More often than not, consumers archive or save messages for a later date, it maybe to store and view on a tablet or PC due to enhanced viewing, wider viewing, faster internet access or a quicker typing keyboard. But one thing that email marketing allows is a rather than a one channel access, it bridges the three devices and allows access from all three.

• Deals and Savings

At present, consumers prefer receiving deals from emails rather than Facebook or another social media platform. Amongst the abundance of uploads on Facebook it may prove difficult to sift out the necessary information or links, there for, spread the word on social media, and show the deals and links to your sight in emails.

“Email marketing infrastructure is a complex system requiring analysis that takes account of the whole system”(Pavlov, 2008), this in order to avoid time wasting on both parts and enhance productivity and efficiency of each email sent and received to consumers.