There are many who believe that email marketing has taken a back seat to other forms of exposure such as social media and the Smartphone app. However, times are soon to change. I fact, you may have noted that the levels of responsiveness have dropped over the past two years. This has less to do with a shift towards other forms of media and more to do with how the email is presented. As search engines continually revamp their algorithmic requirements in terms of SERP exposure, it is likely that 2015 and beyond will see a renewed focus into email campaigns. How can you leverage the best practices to make the most out of this approach?
Clearly Incorporate Social Media Connections
The keyword here is CLEARLY. All too often, the only link to a social media page on an email is an obscure reference to a Facebook or Twitter page. Make this link exceedingly clear and place it at both the top and bottom of the article itself. This widget should be far more than a hyperlink. It should ideally be the familiar Facebook or Twitter icon followed by a “follow us here” statement or similar text. It has been shown that email combined with social media can offer a CTR that is up to 115% higher than email alone. There is simply no reason not to take advantage of such figures.
Addressing the Negative
Some marketers will only tend to focus on those clients which make a purchase and remain loyal. This is a grave mistake. You will also need to give attention to those who may have abandoned their shopping cart or who failed to complete their user registration. By no means are these failed sales. The fact that they were nearly ready to sign up or make a purchase clearly signifies that they may still be on the proverbial fence. Timely action here is key. Once the trigger event has taken place, it should be logged and the appropriate email should be sent out within two hours. This email will be based upon the action that the customer should take. Assuming that the client abandoned the shopping cart, an email with a headline such as this may be appropriate:
“We noticed that you did not purchase our item. Don’t worry…it’s still available. Click here to buy it now.”
This is a passive call to action; not too overwhelming while still dictating the shopper that you care about their business.