Pretty Social - Fall in love with email marketing again

Fall in love with email marketing again

Our top 10 marketing predictions for 2019
28th January 2019
10 ideas on how to write emails customers actually want to read
10 ideas on how to write emails customers actually want to read
5th March 2019
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Fall in love with email marketing again

Fall in love with email marketing again
In the world of marketing, it can feel like social media is the Kardashian and email marketing is a bit..well, Paris Hilton. But just because the humble inbox visitor is over 20 years old doesn’t make it over the hill. If you take a look at our recent marketing trend predictions for 2019, you’ll see that email marketing is actually having a real moment right now.
So let’s explore why, and how you can make the most of this affordable, customisable and super effective marketing method.

 

Why choose email marketing?

Email might be as old as the hills but it remains an incredibly versatile marketing tool.

 

It is known to be:
  • Far-reaching: Email is the currency of the internet – it’s the one thing that everyone has and uses on a daily basis. In fact, by 2021 it’s estimated that 4 billion people will use email – that’s half the world’s population, you guys!
  • Cost effective: With a typical ROI of 3800%, that’s something few other channels can compete with. Take a look at our pricing model and you’ll see that a monthly email campaign starts from as little as R1500/month.
  • Easily measurable: You have access to metrics like opens, clicks, bounces, forwards and social shares so you can constantly tweak your strategy to make your emails more effective.
  • Outperforming Twitter and Facebook in generating sales: A McKinsey & Company study found that email marketing is 40 x more effective than these social media methods in getting customers to buy from you.  
  • Relatively non-intrusive: Email is one of the few digital media channels where the user – not algorithms – is in control. Entering an inbox is like having a private, one-to-one conversation where a customer can choose to engage with you or not. They’re in the driving seat and they love that.

 

Growing your database

An email marketing campaign is only as good as the contact list you have, so it’s important to always grow your database.

 

Here are some ideas to get you started:
  • Everyone knows somebody: While it’s never a good idea to simply start spamming every email address you’ve ever had contact with, it’s okay to write a personal note to people inviting them to join your database, or to ask friends to share your newsletter around.
  • Add a newsletter pop-up to your homepage: A popular way to gather email addresses is to add a sign-up welcome pop-up to your website, with an incentive such as a discount on a first purchase.
  • Use social media: Facebook, for example, has an app called Join My Mailing List which enables people to join your mailing list from your business page.
  • Put down a physical list: If you have a retail business, a list next to your cash register is an easy way to get people to sign up for your newsletters – especially with an incentive such as a monthly prize draw.
  • Use your email signature: Remember that your email signature can be more than just a reminder of your contact details. You can share news of awards, customer testimonials, demo videos and – yes – invite someone to join your mailing list.

 

The right way to do email newsletters

Email is one of the best ways to build and strengthen customer relationships over time. If you look at some outstanding email examples, it’s clear that great design and clever copywriting will go a long way in creating emails that customers actually look forward to receiving. A big email trend for 2019 is to make more of storytelling – creating content that truly engages with customers on a personal level.

 

Here are a few more basic tips in making standout newsletters:
  • Keep it short: No-one has time to read a long essay so take the time to decide what is really important to communicate, and how to do that in short, attention-grabbing wording.
  • Make it personal: The more personalised an email is the better – at the very least address someone by their first name and make a note when they last bought from you, or even what they bought.
  • …And mobile friendly: Most emails are read on phones these days so you must create your emails to read well on a desktop, tablet, or smartphone.
  • Don’t be all sell, sell, sell: Take a tip out of Hubspot’s book – try to keep your email content to be about 90% educational and 10% promotional. If you only ever email someone to get them to buy something, they will very quickly unsubscribe.

 

Types of newsletters proven to boost sales

It can be hard to know what to write if you do newsletters on your own and get caught up in the busyness of running your business. Luckily, help is at hand with a team of professionals who can help you plot, plan, design and write your newsletters.

 

Here are a few ideas on how you can connect with your audience:
  • Newsletters: Create a calendar of news for the year where you can share updates on new products and services, new staff members, giveaways, research, testimonials and more.
  • Offers & Promotions: A great way to drive traffic to your website and generate additional revenue for your business.
  • Announcements: Share exciting announcements – such as a new product or service – with your audience.
  • Upcoming events: Invite customers to special events – consider giving your database first notice to make them feel appreciated.
  • Surveys: Get to know your customers by embedding surveys in your email marketing campaigns.  

 

Take a look at our process and some newsletter examples we’ve done for clients recently, here. If you like what you see, get in touch with us for a personalised proposal for your email marketing needs.
Call us: +27 79 896 1593 or email info@prettysocial.co.za

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