Jumpstart Your 2017 Email Marketing Strategies – Learn How
The New Year is the perfect time to assess your email marketing strategies. What worked well over the past year? What didn’t? What are you hoping to achieve from your email campaigns in 2017?
As you pay attention to the things that were effective for your audience, you must also balance this with the up-and-coming trends. Luckily, there are few simple ways to jumpstart your email marketing campaigns for 2017 without having to do much legwork. After all, you don’t want to deplete your resources in the first couple months of the New Year!
Below are a few helpful suggestions for getting your email marketing off to a rocking start!
Nurture new subscribers.
It’s always exciting when you get new email subscribers. However, some of your new buyers will be from the holidays and require different treatment.
Holiday shoppers often make purchases because they need a gift for a loved one or heard about your product from a coworker. In order to keep them coming back for more, you must nurture them ever so carefully. Here are a few tips for doing exactly that.
- Send a lower volume. Often times, people who sign up during the holidays are gift purchasers and don’t care to receive as many emails. As you plan your campaign, consider that these new subscribes may need a lower volume of emails compared to others on your list.
- Keep offers relevant. All promotions or special offers that are sent should be relevant to the recipient. Analyze what types of purchases were made by new subscribers and how much was spent so that you can match recipients with the right offers.
- Show appreciation. It goes a long way when you show a new customer that you acknowledge their purchase and value their business. Just a simple “thank you” email is enough to display this recognition. Pair it with a discount and you can win even more brownie points!
Cater to mobile shoppers.
More people are shopping from their mobile devices these days, so a 2017 email marketing strategy should embrace mobile. Shoppers should be able to make safe and secure purchases from an email that is opened on their smartphone. The experience should also be free from loading delays and other interruptions, such as being redirected to additional pages.
As you build an email marketing campaign around your mobile users, consider the following:
- Use a responsive design. This type of design shows your email in the same format across devices. All recipients receive the same experience, increasing trust and brand loyalty. A responsive design is also seamless and more enjoyable for mobile users, boosting sales by an average of 15 percent according to MailChimp and Litmus.
- Preview your emails. By getting a look ahead, you can see what your customers are going to see. Emails should be optimized for mobile devices, meaning that the images load quickly, the text is simple and easy to read and form fields are easy to fill out.
Create an email marketing calendar.
Just as you develop an editorial calendar for your content, it’s equally important to create a calendar for your email campaigns. Think about what types of promotions you plan on running and when. Where possible, align your promotions with the time of year. If your company sells snowboard equipment, running an end-of-winter sale will generate orders before the spring starts.
Also think about the other types of marketing channels that you can use alongside your emails. For instance, to boost snowboard sales, you can run an ad on Facebook or generate a blog post about the benefits of new snowboard equipment.
As each month approaches, review your calendar and make the proper adjustments so that you’re continuously sending out timely, relevant and thoughtful emails.
Get hands on with improvements.
By making changes to your email campaigns, you’re automatically improving them. You’re tossing away the things that weren’t effective in the previous year and sticking to the things that are. Plus, you’re focusing on the latest trends such as making it easier for mobile shoppers to complete a purchase directly from an email.
Nevertheless, you still need to be hands-on about improving your campaigns. For example, you might want to switch to a new marketing automation program that allows you to segment users and track data more efficiently.
Or, you may benefit from a complete clean-up of your subscriber list. Start by sending emails to subscribers that you haven’t heard from in a long time and ask if they still want to be on your list. There’s no reason to send emails to people who are no longer interested.
It might also be time to develop responsive design templates or invest in an email preview service. If you’re not sure how to grow your campaigns, attend a seminar or workshop. Many can be done online so you don’t have to leave the office!
Email marketing continues to be a cost-effective strategy with a high return on investment. This is one channel that you don’t want to ignore, but you also don’t want to take for granted.
As you get a headstart on your email marketing strategy and find yourself in need of some advice, give WSI Net Advantage at 510-687-9737 a call or fill out our contact form. We’re happy to help you be the best that you can be in 2017!