According to a report by Radicati Group, Inc., there are about 124.5 billion business emails delivered every day. With more than 3.8 billion email users around the globe, it’s no wonder that more businesses are using email to reach, nurture, and convert leads. And it’s working–email marketing has an incredible 38-to-1 return-on-investment (ROI) and there’s no sign of a slow-down.
How can your business take advantage of this high-ROI vehicle to increase your revenue in the coming year? Let’s explore four of the best ways.
Using email to increase engagement — and revenue
Email marketing is a versatile tool and there are many ways to use it to enhance your customer’s experience from internal team communication, the sales funnel and through customer service.
Let’s look at some of the most compelling techniques you can use to step up your email game.
1. Personalization is king
Personalized emails get a 26% higher open rate than non-personalized ones–making it critical for success. Personalization can mean many things including adding an individual’s first name or the name of their company, to creating specific email sequences just for different customers so they get the most relevant information.
Mail merge functionality like including first names is easy, but to really see a higher ROI on emails, personalized segmenting and sequencing is a must.
2. Add value with segmented campaigns
Segmented email campaigns get almost 60% more clicks and over 14% more opens than non-segmented campaigns, so it’s worth the time it takes to separate your audience into targeted groups. In fact, segmenting your audience by age, gender, hobbies, geographic location, buying behavior, and more can help you give them the precise content they want and need. Personalizing the email sequences by segment can be a powerful addition to sales efforts.
Personalized sequence emails mean that a client is given a set of emails based on their category or behavior. For example, the sales team can build email sequences that are relevant to a particular industry. Then, using automation software like Mixmax, triggers can be created based on integrations. So, when a CRM category is updated to that industry, the emails fire and then are all sent over time. This will dramatically reduce the time needed to build and manage email marketing to these prospects.
3. Follow the rules
A great way to keep customers engaged is to design a series of automated emails that inform, inspire, and delight.
Welcome emails can be segmented according to specific audience needs, personalized, and developed into highly-targeted flows for an individualized experience.
One way to ensure your customer is in the loop throughout your relationship is to use automated rules. These rules will help teams to flag, move, or respond to messages, depending upon the type of campaign or correspondence. For example, you can integrate your emails with other software such as Salesforce, Slack, DocuSign, and more to streamline your processes and keep external and internal customers happy.
4. Add some visual excitement
Video is an important consideration when using email marketing. A welcome email with an embedded video can increase click-through by 96%. And 64% of people make a purchase after viewing video, so it’s an effective tool for your marketing arsenal.
Video can engage, inform, and help add a human touch your message–and automation makes it simple. Workflow automation that can coordinate with, say, Vidyard, can simplify your email campaign and allow you to interact with your customer further based on triggering events, such as when a video is watched.
Additionally, innovative email functionality like polls and surveys can also excite customers. Polls and surveys not only give you information about your customers’ pain points – they also let your customers know you’re interested in what they have to say.
Use automation to improve email sequences
No matter how you decide to use the power of email marketing to interact with your customer base, using automation to streamline the experience is a wise choice.
Automated workflows can assist you in providing your customers with quick response, a personalized sales experience, and aggravation-free interaction–all elements that will help you create an enduring relationship.
Matt Shealy is the President of ChamberofCommerce.com. Chamber specializes in helping small businesses grow their business on the web while facilitating the connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.
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