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When used wisely, email marketing can be a very effective tool for increasing customer loyalty. The right frequency and the right content are crucial factors for success. Here are our top 4 tips for efficiently increasing revenue with email marketing.
1. Land in the inbox
Some emails never even make it past the first hurdle and fall victim to the customer’s or server’s spam filter. Choose a professional newsletter provider to help you avoid this trap. Look for providers who have a seal of quality. We recommend the Certified Senders Alliance in German-speaking countries and Return Path for businesses worldwide. Such providers can ensure that your newsletters land in your customer’s inbox.
2. Tweak the subject line to make a good first impression
Whether your newsletter is ever opened depends largely on the subject line. The goal is to convey the topic as concisely as possible. Keep it short! Otherwise your newsletter will be overlooked in the mass of emails your customers receive every day. 10 characters are an ideal length. While it is not always possible to write this concisely, you should never use more than 60 characters since the subject line will be cut off at this point. Do not enter the name of your customer or store in the subject line. The space is too precious for nonessential information. Rather, think of a catchy tag line that entices customers to open and read the email.
3. Accommodate mobile devices
Roughly half of all emails are opened on mobile devices these days. If your newsletter is not designed to be read on both stationary and mobile devices, then the content will likely be distorted or displayed incorrectly when opened on a smartphone or tablet. Your content will never be read and will never reach its goal if it is illegible to the recipient. Responsive design is a must for all emails and newsletters!
4. Encourage customer feedback
Numerous studies have shown that the conversion rate is about 10% higher for products that have been reviewed by customers. So send your customers an email once they received the product and kindly ask for feedback. Some customers may be annoyed by such emails, so make sure the product can be reviewed with just a few clicks of the mouse. Encourage customers to participate by regularly raffling off prizes among everyone who reviewed the item.
But most importantly, you should always take the time to test, analyse and improve your email marketing campaigns. When used wisely, email marketing can help you along the road to success in e-commerce.