Posts Tagged ‘email marketing’

A man standing with a email symbol.

Have You Asked: Is Email Marketing Dead?

Would you be surprised to know that 99 percent of people check their email every day?

With a statistic like that, it’s not hard to see why email marketing is a go-to for marketing campaigns. What’s confusing, though, is that sometimes, email marketing ROI can look a little bleak.

An unsuccessful email campaign in a world where opening emails is such a big part of people’s lives can be confusing, and brings up an important question:

Where is the gap between consumers checking their email constantly, but not clicking on your brand’s message?

As you consider the value of email marketing, consider this — 73 percent of millennials prefer email communication when receiving marketing material. Ultimately, the problem may not be the marketing channel, but the message delivery. So, is email marketing dead? Or, is there something that can be done to enhance the email marketing experience — for consumers and marketers?

A marketing strategy makeover might be necessary for a struggling brand. Email marketing as a marketing tool isn’t dead. But some email marketing practices are, such as impersonal email address lines, violating General Data Protection Regulations (GDPR), ignoring user experience, and not tracking metrics.

If your brand’s email marketing strategy is currently struggling with bringing in high ROI, it could be that your strategy hasn’t been improved to reflect how email currently works.

Ultimately, if you’re not catering to your audiences, or if you’re not using metrics to appropriately measure and improve your email campaigns, you’re likely missing out on ROI — not because email marketing is dead, but because your strategy is outdated.

To improve your email marketing ROI in 2020, here’s what to retire:

1. Impersonal subject lines

Email marketing starts before readers even open the email. Subject lines can make or break open-rate, a metric that tracks how many subscribers open your emails.

Personalizing marketing messages makes readers feel connected to what’s being sold. Generally, making a subject line personal can be as easy as noting the holiday season or asking a question to get readers thinking.

Think about what in your email is the “must-know” takeaway, and create a short subject line that taps into emotions to get subscribers clicking.

2. Ignoring GDPR standards

GDPR means making sure the reader gives clear, unambiguous permission to receive marketing emails. Full compliance with GDPR ensures that sending marketing emails is legal.

GDPR was created so consumers know their data is protected and being used by brands they have trusted with personal information. They opt-in to emails they’d like to receive from brands they’re interested in.

This is good news for marketers because it means your email campaigns will only be sent to users who are genuinely interested in your marketing messages. It also ensures your email marketing messages are compliant with the law.

3. Using templates that aren’t mobile-friendly

The world is mobile now. Many people check emails from their phone.

Emails that aren’t mobile-friendly are probably raising your bounce rate exponentially due to poor user experience. Because it’s so easy to click away from something that’s unappealing, emails optimized for mobile should be an important step in the design process.

The Apple iPhone is the most popular method for opening emails. For some audiences, marketing emails that are stellar for mobile should take priority over emails for desktop, so the majority of readers don’t get turned away from desktop-friendly templates.

4. Poor email design

It’s imperative to take time designing emails that delight readers.

Emails lately have gotten snazzy. From animations to GIFs, and even embedded full-length videos, businesses are dipping their toes into exciting email marketing efforts to pull readers in.

Emails that have quick loading time, bold CTAs (Call to Action), and colorful visuals typically perform best.

An email newsletter with long paragraphs, the same-old template and a CTA that hasn’t changed in years are less than exciting, and probably leave readers clicking out of that email.

5. Not strategically using metrics

Tracking metrics helps fill in the gaps when looking where to improve marketing efforts. They break down the behavior of email subscribers. 

Metrics collect data on how many people are interacting with emails, when they are, who they are, and for how long. All of this information is important to know when planning because they lead to important marketing decisions.

Metrics save time by reporting on what’s working and what isn’t. To begin tracking metrics, consider what email software you use. Many have reporting and tracking built into their tools, as well as information about how that data is collected and interpreted.

Ultimately, the reasons you may not be seeing results, is not because email marketing is dead — it’s because of how you’re email marketing. So, before you turn away from email marketing as a whole, think about ways you can improve your strategy to compete.

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Improve your marketing email campaigns by integrating these successful tips

Marketing pros live and die by email, and with good reason: Email marketing provides the highest ROI of any marketing channel, especially when it’s done correctly.

But while your ROI has the potential to be monumental, the strategies behind successful email marketing campaigns aren’t always quick or easy.

To maximize your reach and covert your copy into a convincing narrative, you’ve got to be thoughtful, captivating and customer-centric.

Follow these effective tips for crafting compelling email marketing messages that will help grow your business.

Research Your Target Audience

Your audience is the most valuable asset to your business, and it’s your job to ensure that you develop customer profiles that align with your business and its values and mission.

That starts with compiling organic email lists based on everything from demographic data to hobbies and interests.

Verify that every name on the list wants to be included in your email marketing campaigns. The fastest way to get blacklisted by the major ISPs is to purchase or rent email lists.

Building the lists from scratch is time-consuming, but the reward is much higher engagement.

Test Your Email Content

Before you send out a campaign to hundreds, if not thousands of readers, be sure to test your content first for broken links, image resolution issues, spelling errors, grammatical mistakes and design layout.

It’s always best to send a few test mails to yourself to ensure that everything looks correct.

Beware of Spam-Like Content

Always, always keep your content relevant to your audience and consistent with your brand.

Everyone has spam filters and “junk” email inboxes, and if your subject headers, for example, are too gimmicky, have too many exclamation points or contain misspellings, it’s likely that your email campaigns will be promptly dumped into the trash bin.

Always Include a Call-to-Action

There’s nothing worse than leaving your audienceat a dead end.

One of the most crucial email marketing best practices is to be abundantly clear and direct with your audience – and that means telling them exactly what you’d like them to do next.

The point to any marketing message is to get a response.

Provide sign-up links, for example, if you’re promoting a class, workshop or webinar. If you’re hosting an event, be sure to include an RSVP link. And if you’re offering promotional offers, use action verbs – “reserve,” “act,” “subscribe,” “save,” “start” and “get,” for instance – to persuade your audience to respond.

plant growing in concrete

Grow your company with these marketing strategies

Federal and state regulations don’t make it easy for title insurance companies to market and grow their business, but there are strategies to maximize their marketing efforts.

Federal and state regulations don’t make it particularly easy for title insurance companies to market and grow their business, but despite the regulatory RESPA obstacles, there are strategies that title insurance companies can implement to maximize their marketing efforts.

Leverage Your Online Presence

Leveraging your online presence is paramount. By using the right technology and social media platforms to create insightful, compelling and informative content, you can generate – and keep – a captive audience.

The key takeaway is to provide value to your readership, which in turn establishes trust. And trust is key to growing your business.

Additionally, regularly updating your website with a clear mission, current marketplace trends, blog posts, analysis and data backed by research shows that you’re an expert in your field.

Authoritative blog posts and engaging social media posts generate the strongest leads, so it’s crucial to maintain a regimented and consistent posting schedule.

If you slack, you risk losing the audience – and potential clients – that you’ve worked so hard to connect with and cultivate.

Remember that homebuyers and sellers are a core element of your target customers, and they’re more educated than ever before about title insurance.

Savvy consumers compare title insurance companies, and if you don’t have a go-to resource stocked with information, services and products, you’ll miss your opportunity to connect with these people.

Good, Ol’ Fashioned Networking

As well, network at every opportunity, and taut your services with lenders, real estate professionals and others in your field.

While social media and an informative website are critical, word-of-mouth recommendations continue to generate leads.

Collecting e-mail addresses legally is also an effective way to market your services to the right demographics.

Deliver a Useful E-Newsletter

An educational enewsletter providing insight about relevant topics – including escrow, property searches and title insurance protection – is another proven way to reach your target audience and build a solid customer base.

Use graphics and photos to illustrate trends and salient points, and present simplified information that home buyers can easily digest. These are just a few ways to effectively market your title insurance company. Amanda Farrell, who writes for PropLogix, offers several more ideas to jumpstart your marketing efforts.

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Don’t Get Shut Down Due to “Spam”

Don’t think you can download or even ask for someone else’s email address list unless you know for certain those recipients – each and every one of them – has opted into receive your content.

We’ve previously offered our thoughts on the importance of a well-built email list of customers.

While some consider email “old-school” in the face of loads of social media platforms and texting, beautifully built content contained on your website, email still connects you to your audience in ways social media platforms might not.

You need email addresses. You need new email addresses. You need an email distribution list that is constantly growing and evolving.

Why?

Because engaging your clients and colleagues in a narrative about your business, while also providing useful information, is powerful in establishing you as an industry leader and establishing your brand.

But don’t think you can download or even ask for someone else’s email address list unless you know for certain those recipients – each and every one of them – has opted into receive your content.

To do otherwise, to poach or duplicate or take anyone else’s email address list without first getting a recipient’s okay to receive – or better, without getting the recipient’s email address directly from them – is “spamming,” and the implications are not pretty.

Spamming your audience could result in getting permanently banned from your recipient’s inbox such as if she hits the “do not contact” button or flags you as spam on her email client. Spamming your audience can even result in getting yourself permanently banned from your email management service.

When you think about it, sending unsolicited emails is not even helpful toward getting your message to the masses because these recipients have expressed zero interest in your offer – they may not even know who you are.

You’re better off taking the slow and steady approach to building your email database. Here are just a few ideas for building your email database:

  1. Create an email subscription form for your blog
  2. Promote contests that require an email address for entry
  3. Offer downloads that are accessible only by volunteering an email address
  4. Share a subscribe link to your social media pages

Always tell your would-be subscribers what they should expect. Do you email once per month or once a week? What type of information is included in your distributions?

By building your email list the right way, you’ll ensure you have quality contacts who are more likely to engage with your message.

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Build Your Business’s Email List

There is nothing like a solid, well-built email list – one that actually has people and businesses you want to reach.

Though some consider email “old-school” in the face of social media and text messaging, beautifully built content within your enewsletters and even within simple emails, can reach your audiences in ways social media platforms might not.

To that end, you need email addresses. You also need to not engage in spam (using email addresses you’re not entitled to). Here’s a great bit on how businesses can legitimately and effectively gain new email addresses, thereby continually growing their audience reach.

15 Proven Ways to Grow Your Email List

Real Estate Corner:

As technology continues to affect nearly every corner of our lives, real estate transactions are getting done with more technological influence than ever: How Technology Is Changing The Real Estate Market.

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