A lot of people claim email marketing is dead. But is it really?
For B2B audiences, email is the  third most influential source of information behind colleague recommendations and thought leaders. In B2C,  80% of retail professionals claim email marketing is the driving force behind customer retention.

These stats lead us to believe one thing, that email is alive and well. An effective email strategy will not only increase lifetime customer value, but create personal relationships with them along the way.
If your email marketing efforts are failing or simply nonexistent, here are 7 best practices that’ll improve your email marketing in 2018.

1. Keep mobile users in mind

Make sure your emails are designed to be mobile responsive. According Fluent’s second annual “Inbox Report” 75% of users check email on their smartphones.

To optimize mobile engagement, you can:

  • Add CTA buttons
  • Use single column design
  • Ensure email looks good on all screen sizes

2. Tie email marketing strategies with social media

You’ve heard it once and you’ll probably hear it again: social media is an integral part of any marketing strategy. For email marketing, you can cash in on this opportunity by linking your email marketing with social media.
To do this, add a subscribe tab to your Facebook page or in your Instagram bio. In every email, integrate social icons at the bottom so users can easily click through to your social profiles. This synergy helps extend reach to new users and build brand value at the same time. Double win!

3. Use a strong “Welcome Email” for campaigns

The power of a strong welcome email is one of the lesser known email marketing best practices. In fact, optimized welcome emails help generate 320% more revenue than promotional emails.
So basically, don’t be afraid to say hi to new subscribers and show a little extra love as they subscribe to your list.

4. Personalize your email campaigns

Using your subscriber’s first name in subject lines is good for an email, but when it comes to 1:1 relationship building, you want to go the extra mile. This involves creating customer segments based on behaviors, location, purchasing history, personal preferences, etc.

A study by Temple’s Fox School of Business, “found that product personalization, in which customers are directed to products that their past purchasing patterns suggest they will like, triggered positive responses in 98 percent of customers, with the positive effect being most pronounced among customers unfamiliar with the firm”.

5. Design drips they can’t resist

Email marketing platforms like Mailchimp and Salesforce Marketing Cloud make it easy to engage with thousands of customers at once. When users enter your drip campaign, they’re automatically delivered emails on a set schedule that give them: company news, special sales, blog digests – whatever compliments the campaign your running.

Depending on what your goals are, you can design everything from 11-step to 35-step campaigns that do the work on their own. Regardless, drips are an excellent automation tactic that drive cost-effective results, quickly and efficiently.

6. Create meaningful call to actions

Calls to actions are important when it comes to email marketing. Whatever action you want a user to take in email, make it clear with actionable and honest CTAs.

7. Incentivize engagement with surveys

Your end users have the best insights for innovation.

Want a simple way to engage your subscriber list and improve product innovation? Get subscribers opinions on what they want to see, with an incentive attached. Not only will they be happy for your promotion, they’ll feel more apart of your company.
Final thoughts…
Whether you’re running a small-to-medium business or massive enterprise, email marketing is the most effective acquisition and retention strategy to date. With a good email marketing strategy, your brand can build better relationships with customers, pull them through the funnel, and generate revenue faster.
Want a cost-effective and measurable way to nurture leads throughout your funnel? See how Brandsonify can help your email marketing efforts today!

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