How to Effectively Use Email Marketing in a Post-Pandemic World

Maybe you started an online business during the pandemic. Maybe you’ve got a local restaurant that’s just reopened. Either way, email marketing is an easy, cheap, and effective way to get in touch with your customers. The key to a successful business is enticing customers, and email marketing allows you to pinpoint your audience, keep them informed, and boost your sales.

Here’s how you can take full advantage of email marketing to grow your business.

Trial and Error 

When you first start out with email marketing, it can be hard to know how many emails you should send, when you need to send them, and what consumer action should be defined in them. The answer to all of these is trial and error. 

Define the goal you want to achieve, set up parameters to measure success rates, and try out strategies. By analyzing opens, clicks, website visits, and e-commerce data, you can get an idea of what works for your audience, and what falls flat.

Personalize 

Nobody wants to read automated messages about living in difficult times. Nowadays, people crave meaningful interaction more than ever. Personalizing emails by using nicknames in the subject line, mentioning their favorite products, and offering birthday and anniversary discounts can go a long way in building customer relationships. It’s more work, but the rewards are worth it. Customers like to feel special, and email marketing is the perfect medium to do it. 

Stay Relevant 

If you’re leveraging an email campaign, but you’re having trouble seeing results, you might have a relevancy problem. We all know what it’s like to open your inbox and see it flooded with promotions and newsletters. The reason none of these emails are opened is that they’re not relevant to the reader. 

Some simple ways to boost open rates is by:

  1. Updating your mailing list. If your business is targeted to a specific demographic, make sure you’re recruiting them to your mailing list. Check for inactive or invalid email addresses and weed them out. 
  2. Focusing on timing. Announcing sales on weekends can trigger customers to check out your product or service. Similarly, if a customer has abandoned their cart, you can send a follow-up email reminding them or offering a discount for a set period of time. 
  3. Optimizing your subject line. You can have curated, engaging content in your email, but unless your subject line is intriguing enough, it’s not going to be effective. Keep your subject line brief, use power words to create a sense of urgency, and don’t be afraid to use a bit of clickbait (but not too much!). 

So when’s the right time to start your email marketing campaign? Right now! The sooner you start, the sooner you’ll get to see results—and NK Digital Marketing can help you reap the benefits. Contact us to get started with your own customized email marketing campaign and get closer to achieving your business goals!

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