Enhance Relationships Through Email Marketing

How are you reaching out to consumers? Is it through traditional media like newspapers, television, and radio advertisements? Try email marketing, it has proven to be the one of the top ways to market products and services.

Become more effective with what you do:
There are certain factors that go into email marketing that play a huge role in successful marketing to consumers. A lot of thought usually gets pushed aside throughout email marketing strategies pertaining to HTML vs text emails, subject lines, email usage, ROI, and testing.

Here are a few tips to give more insight on how to implement these strategies into the email marketing plan.:

HTML vs Text Emails
Although Internet usage is growing through mobile devices, consumers still check majority of their emails through a computer. Text emails are great for reminder emails or quick information that have no images, videos, or links connected to them. Only 16% of mobile users permission based email are viewed on mobile devices, of those users, 64% are carefully examining and reading a company's email through their Blackberry -Marketing Sherpa, in partnership with survey sampling (2007). When composing emails, remember that they have the potential to be opened both on a computer and on a mobile device, make sure that emails are not invisible and that all images are viewable in both elements. Consumers on-the-go have the tendency to check an email on their phone while out and if interested in the material, will return home to view through a computer, if the email is not formatted the same or things don't work, you just lost a sale. Don't jam pack an email with too much information or too many images because if an email is opened through a mobile device, this will appear cluttered and the viewer will more than likely close and delete the email.

Subject Lines
A subject line can determine whether an email will be opened, deleted, or considered spam. If you want to make consumers open emails there are three types of emails that have a higher chance to success. These emails are usually about discount offers, free product offers, and the usage of a familiar brand name. People need excitement and enthusiasm to open emails. A long drawn out title is less effective than a shorter one. 35% of email users open messages because what's contained in the subject lines -Jupiter Research (2007). Here's a tip: The best subject lines tell the consumer what's inside, and the worst sells what's inside. No one wants to feel like they are always being sold something. Personalizing subject lines don't raise open rates, they actually make consumers feel like they're being spammed because they know that someone that actually knows them would never address them in an email like that. If the company wants to brand within the subject line, there's a 32-60% chance of the email being opened by the consumer -Jupiter Research (2007).

Email Usage
If you want to reach the average online adult, 74% of them agree that their preferred method of commercial communication from companies is through email -Pew Internet and American Life Project (Feb. 2009). Although 94% of daily email users are subscribed to marketing messages, a company has to keep their interest to have success getting them to open the email -"Exact Target" Subscribers, Fans, and Followers. The Social Profile (2010). 55% of email users say they do not open company emails who's subject line or approach does not catch their interest -e-Dialog, "Manifesto for Email Marketers: Consumer Demand Relevance (2010). Of that, 67% of users agree that the only motivation behind giving their emails to companies is to receive discounts and promotions -"Exact Target" Email X-Factor Study (2010). This means that the 63% of email users that check their email at least once a day are looking for catchy emails that can benefit them, so make sure to have an attention grabbing approach -Merkie, "View from the Digital Inbox (2011).

ROI (Return on Investment)
The goal of marketing strategies for companies is to have a return on investment on their efforts. 72% of companies rate emails as "excellent" or "good" for receiving a return on investment -Econsultancy, "Email Marketing Census (2011). Companies that market through email can expect an almost 10% increase in sales -Internet Retailer (2007). The more messages a company delivers that catch the interest of email users, the bigger ROI they can expect. Emails can generate around $0.15 in revenues per delivered message -Epsilon "Q3 2008 Email Trends and Benchmark" (Jan. 2009). With marketing ROI growing in discussion between companies and marketing executives, this strategy is expected to grow much bigger than at its current state. 58% of US marketing executives feel marketing ROI is now one of the most valuable and discussed trends to stay on top of -Anderson Analytics and Marketing Executives Networking Group,"Marketing Trends Report" (2010).

Testing
Marketers and companies don't right off the top know everything that will be successful and effective when it comes to email marketing, testing must be done to see what works and what doesn't. 48% of marketers test subject lines on a regular basis to identify what type of information consumers value most when opening emails -Marketing Sherpa (2010). 51% of US online markets use email A/B testing with another 25% saying that they plan to start using a testing method -Lyris (2010). Other factors that can be tested during email marketing include offers and call-to-action emails. Making sure that everything works correctly and are effective attention grabbers will prove to be beneficial and add more revenue in the long run for the company.

Email Marketing Advantages
Advertisers and companies have an easier time communicating and producing results through email marketing strategies. With consumers wanting to receive these emails, more than likely they are going to use coupons, discounts, and news to the best advantages for both them and the company. It cuts down on the cost, time, and complicity of advertising. Email marketing is growing more popular rising 15% since 2009 with digital marketers -e-Marketer.com.