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5 Tips for Improving Acquisition Email Marketing

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5 Tips for Improving Acquisition Email Marketing
5 Tips for Improving Acquisition Email Marketing

Today, practically every business does some form of email marketing. Let's face it: Email isn't going anywhere, despite numerous prognostications in recent years that email is dead.

But how effective is your email marketing? More precisely, are your email campaigns helping you acquire more customers or just aimlessly filling up consumers' inboxes?

Marketers have historically viewed email as a profitable customer acquisition channel. Only a mere 2% of marketers rated leads generated from email marketing as “high cost,” according to a survey by Software Advice, thereby making email the lowest-cost online marketing channel. In fact, customer acquisition via email has quadrupled over the last four years, according to a report from customer retention firm Custora.

With these datapoints in mind, it's time to enhance your customer acquisition email marketing campaigns. By employing these five tips, you should see improved email clickthrough rates that will generate more qualified leads and sales.

1. Implement real-time replies. One of the great things about email marketing is that the data it yields can often be collected in real time to create segments. This typically follows one of three basic patterns:

  • Real time/real time: In this scenario, a subscriber's real-time action elicits a real-time response. As soon as a subscriber takes some action with your email, say, by clicking on a “Learn More” button, a relevant follow-up email is auto-generated containing more information about your brand or offer.
  • Real time/trigger: In this situation, a user segment is developed based on real-time data; however, a response email is not sent until a pre-determined time. This method will allow you to refine your messaging and offer based on certain criteria of the subscriber and his or her action.
  • Real time/ad hoc:This is a highly manual, but very effective, form of real-time email marketing. In this scenario, a marketer watches his dashboard and uses the real-time data coming in from email actions to develop personalized messaging and offers for specific consumers.

2. Add click-to-call to every email. Click-to-call should be in every digital and direct marketer's toolkit. This form of search marketing enables consumers to easily contact your business via a one-step dialing process. By implementing a click-to-call feature in every email, you ensure that consumers who want to take an action now with your business can do so and don't have to find your phone number within the email and dial it themselves. Click-to-call does the hard work for them and will help you generate many more leads than emails that don't contain this handy function.

3. Use mobile wisely. One of the best ways to improve your lead generation and customer acquisition efforts is to mesh mobile and email. Our internal analytics show that for many merchants, between 30 and 60% of their marketing emails are now being read on a mobile or tablet device. Marketers should take advantage of this by segmenting their subscribers by device and operating system and sending messages that include specific keywords.

4. Design your emails for mobile. Seventy-six percent of consumers use their smartphones to sort emails before viewing on a computer, according to BlueHornet. Your email campaigns should be designed and optimized for mobile since more than 80% of non-optimized emails will be deleted without being read and 30% of consumers will take the additional step of unsubscribing entirely. A clean, simple email design is more likely to produce an action from a consumer using a mobile device than a complex, multilayered email that will eat up the battery life of a consumer's mobile device.

5. Use compelling creative. While too many images in your email is a recipe for disastrous clickthrough rates, having compelling email creative is a must. Inboxes are highly cluttered these days. It's important to make sure your email stands out by employing creative that complements the “from” and “subject” lines. Email creative should compel a subscriber to take a specific action, hopefully one that the creative has specifically highlighted. Once the consumer opens the email, make sure the creative follows what the “from” and “subject line” promised. Consumers will quickly delete your message, or unsubscribe to your offer/list, if you falsely advertise in the subject line.


D
aryl Colwell is a senior vice president at MediaWhiz, a performance media company that is part of Matomy Media Group. Email him dcolwell@mediawhiz.com or follow him on Twitter at @dhcolwell.

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