1. Provide Multiple Channels of Communication
Make sure you are reaching your audience wherever they are. Place a sign up form or guest book at a convenient location within your business. Add a button to your website and Facebook page to join your mailing list. You could even use a QR code which allows a customer to join a list by scanning the code – add this to a business card, flyer or point-of-sale sign. Your customers are connected through multiple social media channels, make it easy for them to connect with you.
2. Take the Pressure Off
Don’t require customers to give you too much information. Especially if they are joining using a mobile device, ask them for only the information you truly need. If you need a geographic location, perhaps ask only for a zip code instead of a street address or phone number. While an email address is really all you need, additional information will aid you in more targeted marketing. Just don’t expect a consumer to give you their life story in data; be respectful of their time and effort in connecting with you.
3. Subject Lines of Email Messages: Be Clear and to the Point
The very best subject lines-the ones that get opened the most every time-are the ones that tell exactly what’s in the email. A good subject line should be as brief as possible (maybe 50 characters, including spaces), accurately reflect what is inside and motivate the recipient to open the message. If this were in your email box, would you be likely to open it?
4. Keep Your Writing Simple
While good writing does matter, email does allow you to speak in a more casual voice – just like any other social media. Your customers are people too, write like a human and drop all the sales jargon and techno babble. You can be funny and loose and still get your message across.
5. Give a Clear Call-To-Action
The body of the email should include a clear call to action. Make sure your message contains relevant content and has a compelling reason to act. Include links and make sure they are tracked so that you can continue to market to people who have shown interest in the past.
6. Be Mobile Aware
No that some of your customers will access your email via a mobile device. Make sure you know how your email is delivered and displayed on various different mobile devices. Targeting by location is a great tool for mobile marketing.
7. Send the Right Message to the Right Person
Make sure your list is kept up to date and clean. It is irritating to receive a message with someone else’s name, location or buying history. Customers only interested in one product or part of your business may not be interested in hearing every message you send. Maintaining separate lists by customer interest or preference helps you tailor email messages and campaigns.
8. Use Surveys to Gather Data Quickly
If you need more customer data to properly segment lists, use a survey as a quick way to get people’s opinions or interests. For customers, it’s visual, it’s interesting, and it takes just a second to answer. Once you’ve got a good pool of responses, you can create new lists based on your results.
9. Test: Don’t Spray and Pray
Spray and pray emails will never perform as well as tailored emails to particular customer segments.” Segmentation allows you to create targeted email campaigns based on behavioral information or other contact data you know about each recipient. Surveys also help to determine the right tactic for each customer group. This can be done through A/B testing, which tracks the performance of two or more entirely different versions of an email message. Try a soft-sell message to your active subscribers and offer a significant discount to those that are less active or haven’t clicked lately.
10. Enrich the Contact Data
As you gain more data – and more insight – about your customers, update to manage customer segmentation. Utilize purchase history, click through rates, and additional data gathered through previous marketing campaigns. Test new messages, new formats and even new segmentations as you improve on your data list.