As the world now operates in a remote era, both customers and companies are trying to adapt to new ways of doing business. Compared to conventional marketing strategies, marketers now focus on digital marketing to bring customers and businesses closer together and create a more engaged relationship. Email marketing is considered one of the most fundamental digital business practices that effectively reaches and communicates with all your customers.
Despite the rise of social media marketing, email marketing continues to stand as the most effective way to connect a business and its customers. According to Optinmonster, for the first check of the day, email wins by accounting for 58% of all the information exposure channels, such as social media and news. Email also outperforms social media in key engagement indicators such as the open rate and the click-through rate (CTR). Additionally, for individuals in Generation Z, 40% of people aged 18 or under will always open emails first before social media on their mobile devices.
What Is The Goal of Email Marketing?
So, if email marketing is so powerful, how do companies get their customers to check their emails for promotions? One of the most important things is to set up a steady routine or a time schedule for sending emails. It is crucial for companies to realize that email marketing is a marathon, not a sprint. They should be ready to consistently devote lots of time and effort into it. A company that sends promotional emails at 9 am on Mondays for every single week will definitely have stronger customer loyalty than a company that only sends promotional emails when they have promotional events. If the company has a set schedule of sending promotional emails, its customers will anticipate the emails to come at a certain time of the week.
How Do You Target Different Customer Groups?
An important thing to keep in mind about email marketing is that there are several niches of customers that all digest information in different ways. Market segmentation is a core part for all marketing strategies, including email marketing. Companies should send different promotional emails to different groups of customers in order to satisfy their needs at a maximum level. For example, as Generation Z starts entering the workforce, companies will need to personalize and improve the customers’ mobile experience by taking care of the format of emails. They need to think about how the emails should fit into the size of mobile devices while not contradicting its views on desktops. Also, for inactive users, companies should make sure to re-engage them by sending special offers occasionally to increase attraction and retention rates. Lastly, it is important to keep in mind that the small details will result in big differences. For branding purposes, companies should stay consistent with small details of the emails, such as the fonts, wording, color, etc. Those small details will most likely decide how the customers perceive the brand and company, a measure that directly affects revenue generation and brand awareness.