How To Reach More Consumers With Effective Email Marketing

So you’ve been sending out emails regularly and maybe even more with the COVID-19 situation worldwide to update your existing customers and reach out to potential ones. But you are getting far less response than expected. In times of a pandemic where consumer confidence is shaken, how do you stay connected with your customer base with more effective emails?

Studies have proven that for every $1 spent, email marketing generates an average of $42 in ROI. Unlike other channels, email marketing reaches consumers where they visit every day — their inbox.

But of course, you have to give them a reason to open the emails. The data you have comes in useful here. Track your performance with open rates and click-through rates, and use A/B testing to optimise your email marketing strategy further.

 In light of the current COVID-19 pandemic, it is especially crucial for SMEs to activate their business continuity plans and ensure that they remain in touch with their consumers effectively.

Here are common reasons why people might not open your emails.

1. Lack of personalisation in emails

From the view of the receiver, personalisation makes a significant difference. Customise your greeting and subject lines to include the individual names of your customers — your email will stand out and be more likely to be opened.

Perhaps go one step even further, and customise the information within for that particular user, whom you’ve noticed to have certain preferences for travel, for example, and include a personalised call to action.

2. Non mobile-optimised layouts and visuals

An email’s looks can make all the difference. We are in an age of shortening attention spans after all. With 81% of people opening emails on their smartphones than tablets today, having your emails mobile-optimised is crucial. So it’s important to test — do so with any email marketing software like MailChimp, Campaign Monitor or Shopify.

Visuals are another way to draw the reader in and keep them engaged. However, emails that are too aggressive with visuals might turn readers off instead.

Moderation is key. Use appropriate visuals only where they add value. For easily digestible information, try using diagrams. Adding headers in your email can also enhance readability.

3. Frequency

Just because you have subscribers, does not mean you can bombard them with messages all day. Work out a schedule instead. Your customers know when to expect an update from you, and with a clear content calendar, you’re also able to better plan your emails without sending out repetitive information.

Data suggests that every two weeks is the optimal frequency to increase email views. However, there are no universal truths. Use data analytics for better insights regarding your consumer base.

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