MarketingSherpa is one of the leaders in digital marketing best practices. They recently wrapped up their annual Email Summit in Las Vegas, helping thousands of business hopefuls learn the ropes and get their marketing campaigns in order.
Your small business can learn much from attending events like this one. Even if you couldn’t attend in person, you can still glean insights from the seasoned email marketing presenters. Here’s what they had to say.
1. There’s a science to smart email messages.
The best emails are the ones that recipients will share with others. What makes for share-able content? Email Summit presented Jonah Berger advises businesses to use social currency, triggers (it should be memorable), emotions, publicity-oriented, and stories and offers practical value.
2. Use data
The Kentucky Derby wanted to increase engagement in order to drive ticket sales for the event. Their marketing team set out to get insights from behavioral data so they could connect with their audience. They revamped their weekly newsletter that builds up to the May event based on data such as call-to-action clickthroughs to tailor future content topics. With more insight into what recipients wanted to know about, they were able to increase interest and then gain the right to sell tickets.
3. Bridge the gap
Email content works best when it can connect prospects who are in a conversation with your brand and move them to lead status. The marketing team at Precor, a fitness equipment manufacturer, sought to use buyer personas in its sales funnel matrix, and then crafted emails that fit into the overall marketing campaign and would run alongside SEO, social and telemarketing tactics. The move helped the company gain 74 percent new leads.
4. Make the customer the priority
Overcoming challenges communicating with their core audience was the goal for email marketing specialist Mary Abrahamson. The company served HVAC, electrical and plumbing contractors, but didn’t have a segmented campaign. By sending a single email asking recipients to identify with an industry, the segmenting process could begin. In this way, she could begin to tailor content to each industry, and promote the right products that would suit their needs.
5. Take a multichannel approach
Once your team has segmented prospects to personalize the email campaign, it’s time to take it a step further. In order to drive relevancy, marketing teams must employ additional segments as well as more channels. The marketing team at Finish Line shows how to do this well. After segmenting the audience into 300 groups, the team ran a holiday campaign on an automated platform. The messages included cart-abandonment sends, trigger-based communications, loyalty program emails and others. After aligning the campaign with content on other marketing channels, the company gained a 50 percent increase in email revenue.
Learn from the best at the Email Summit of 2015. You can implement these valuable lessons into your own email campaigns. Align what you’re doing with other marketing programs (and make sure you’re using other channels!), segment your audience according to industry, needs or preferences, connect customers using the personalized email conversation to other platforms and channels, identify critical data to inform campaigns, and use email messaging science. With these tips and tricks, your organization can put your email marketing on the fast track and watch the engagement increase and the revenue roll in.
Don’t forget, email messages need to be streamlined, use a lot of white space, employ images and feature the most important information at the top. With every email you send, make sure it offers recipients a lot of value, and they’ll keep clicking through to learn more about your company.