As marketers, some of you may probably ask: do people still check their emails? Does email marketing could still create an impact? It’s 2020, how is it still relevant? And some of you may have probably heard that it’s already dying. As experts, we advise you to not believe it. As a matter of fact, email marketing still remains as one of the best ways to attract new customers and retain old ones. And to add, it’s still one of the most effective platforms to nurture your existing leads.
If you’re not convinced yet, we are ready to give you numbers! Statistics say, though email marketing does not come off as the hottest and newest marketing strategy out there, it’s still here to stay. Various social media platforms have been popping out everywhere. Yet, even the widespread invention of different social platforms is still prominent, email marketing has remained as an integral part of our generation’s digital habits (Source: Statistica).
To further stretch the idea behind the on-going relevance of email as a marketing platform, here are some statistics from a data-driven article and infographic we found from Campaign Monitor:
- Email subscribers are 3x more likely to share your content via social media than visitors from other resources.
- 72% number of people prefer to receive promotional content through emails, compared to 17% through social media.
- 158% amount of click-through rates increase when social sharing is included in emails.
- Email is 40x more effective at acquiring new customers than Facebook or Twitter.
- An email campaign is 6x more likely to result in a click-through than a tweet.
- The average order value of an email is at 3x higher than that of social media.
And in terms of the engagement rates between social media and email, there’s only an approximately 0.06% overall engagement in Facebook, Twitter, and Instagram while through Email, there’s an average of 22% of Open Rate and 4% Email CTR across all industries (Source: Optinmonster). More engagement equates to the high-intent reached audience. Therefore, through email, it’s more likely that you will be able to reach the right intended audience, especially with proper database building.
Now that we have proved to you that email marketing is still one of the best ways to reach out to your audience, let’s discuss further how can you make your email campaign strategy tactical. Sure, it delivers and is as competitive as social media marketing. However, in order to reach your marketing goals your email marketing plan still has to be well organized and insight-driven.
Introduction to Constant Contact Email Marketing
Constant contact email marketing is as literal as it sounds. It means building strong relationships with your audience through consistent communication over relatable content sent across email. However, it’s not just a simple multiple delivery of emails. Constant contact is still a tactical move and should be well-thought of and approached in a methodical manner. For example, in executing a constant contact marketing, you must make sure that you only provide email messages in a measured way by ensuring your content is intent-based and customized depending on the audience segments within your email list. Not only that this will urge more open rates and CTR, it will also avoid email blacklisting. To add, it was also mentioned on Campaign Monitor that around 32% of users unsubscribe due to “irrelevant or useless” email. Hence, you must avoid sending emails just for the sake of it.
How often should brands send marketing emails?
More than building your email list and segmenting them according to their demographics or psychographics, figuring out the perfect time and frequency of your emails is one way to increase your email CTR or open rates. According to a MarketingSherpa survey, 61% of users prefer receiving a promotional email at least once a month. While 15% of users say they wouldn’t mind receiving a promotional email every day. From the same study as well, it says that 91% of users have no issues with promotional emails in general. However, experts believe that such emails should be well-timed and targeted—ensuring that each email they receive contains something that is useful or relatable to them.
Just to give you an overall idea of how most brands do it according to Campaign Monitor, “Weekly emails are so effective that this is most common with marketers. Monthly emails can be effective, too. But there’s always a concern that mailing monthly may be so infrequent that subscribers might forget who you are, and thus be more likely to delete your messages.”
But this does not apply to all. Therefore, here are some tips on how you can determine your frequency and timing.
1. Do a competitor check
Research on your competitors and check your industry stats. You should be able to see how many emails they send per week and consider learning from them. However, don’t rely too much on how your competitors are doing it. Your tactic should still be customized depending on your goals and needs.
2. Check when there is a need for your products
In email timetabling, you should also consider when your product’s demand is at its peak especially if it’s a seasoned item. For example, if you’re selling Christmas Trees or decors, you should be able to start your email campaign during Ber months. Or if you’re gathering leads for an online event, you must start scheduling your campaign a month before the event. And when it is a few days away, you can start emailing every day.
3. Learn from past email campaigns
By doing so, you can monitor your campaign trends and observe how are your opening rates, click-through rates, the number of subscriptions and unsubscriptions are doing. From there, you can set a benchmark and identify whether you need to decrease or increase the number of emails you need to send.
4. Test frequency
Sometimes a big variation in your email marketing frequency can also lead to an increased number of unsubscriptions. Better yet, if you are implementing a new scheme in your campaign based on your past campaign performance, try it first on a small group in your list and measure its impact. It won’t hurt to do an A/B testing before you dive into a new technique.
Why is Constant Contact Important?
You have probably realized now that constant contact email marketing is not as simple as delivering emails once in a while to your chunk of audience list. But as experts, we tell you that it’s going to be worth it once you have perfected your strategy based on the frequency and time of your emails.
But after putting much effort into studying the trends in your industry and audience behavior, what does your brand really get in return?
The answer is: Customer retention.
According to Invespro, when it comes to customer retention, the most effective digital marketing tactic is email marketing. And by using the constant contact email marketing method, other than pinning down the best times to talk to your audience, it also means that you should also create personal and direct messages to them. That way, they notice your brand more by finding spaces you can become relevant to them.
Tips on How to Promote Customer Retention Through Constant Contact
Here are some constant contact email tactics that can strengthen customer retention.
- Check-in Emails
Sending out check-in emails is one way to stay in the radar within your audience. You can easily create check-in emails depending on your goal. If you just want to stay connected, write something that has a context or personalized that is related to your brand. Or if you want to gain a certain action from them, you can conclude with a CTA.
- Loyalty Emails
You can also send out loyalty emails by introducing new opportunities or surprises to your audience. Through audience data, you can write them personal content as well. Loyalty emails do not mean promotions right away. This can be similar to what Spotify did in their artist wrap-up campaign.
- Post-engagement Emails
If you have attached tracking tools in your website or ads, you can reinforce follow-through in your audience’s previous engagements through post-engagement emails. The idea is, you can send them educational content based on the ad or landing page they landed on. This highly encourages consideration.
- Birthday Emails
You can also keep your brand in the radar by creating an automated email based on your audience’s birthdates. This becomes useful as this promotes brand reputation and affinity. It can also be accompanied by a simple discount or offer with your brand.
To wrap up, creating a constant contact email marketing campaign may be tricky yet we guarantee that it will bring great results! Considering that you already have a good amount of database, all you have to do is test and learn and create a tactic out of your observations.