Are the email marketing messages you send your customers rewarding to them? And are they even seeing those emails to begin with?
Though 85% of people say receiving discounts is one of the most important reasons they sign up for emails from brands (Adestra, 2016 – info entry required), discounts aren’t a sustainable email marketing strategy. 41% also say they sign up for product updates, but maybe you don’t have new things to announce that often. So how do you keep yourself noticed and valuable in the inbox?
To start, don’t email just for the sake of emailing. Always have a good reason for visiting the inbox of your subscribers, providing value and helpful information. This could be in the form of new product announcements, sales, recommending complementary or upsell items, or rewarding them for subscription or purchase anniversaries. If you email just because, you could find your open rates going down the tubes as people stop caring about the emails you send, or worse, start marking them as spam.
Before anyone even opens your emails, the value you provide starts with great subject lines. But done poorly, your subject line can also be a deathtrap to the spam box. As a matter of fact, 69% of people report marking an email as spam based solely on the subject line. So before you end up in that dreaded place, give a little P.A.U.S.E. to your email subject lines.
Once you’re crafting great subject lines, you can start packing those emails with value that will delight your customers. Luckily for you, we wrote a recent post on that, too. Check it out here!
Not quite sure where to start? Take a look at your own inbox. Which emails compel you to open? Start to think about why they did. Which emails encouraged you to actually take action? What was it that worked in getting you to do so. There’s nothing wrong with pulling inspiration from what someone else is doing and making it your own.
And once your head is full of great email marketing ideas, check out our new Customer Marketing offering to reach your customers using the same platform you track their shipments with—ShippingEasy!