The Importance Of Effective Email Marketing
Klaviyo, based in Boston, Massachusetts, are one of the leading global organizations when it comes to creating a platform for successful email marketing. The vast majority of email marketing campaigns have a limited conversion rate due to too many businesses merely putting out irrelevant, unfocused information that lacks a strategy and doesn’t take into account why would-be customers choose to ignore and, oftentimes, immediately delete and unsubscribe from receiving such campaigns.
The likes of Klaviyo, though, have proven that email marketing can be extremely valuable to companies, especially when it comes to keeping clients interested in the company, resulting in further sales in the future. That is the basis of this article, as we examine how Klaviyo and email marketing can allow businesses to retain customers for the long-term.
Know Your Audience
As noted, an organization should think like its customers, especially when it comes to an email marketing campaign. One or two occasional messages may do no harm, but what if people are receiving daily updates, many of which may be totally unnecessary? If the e-shots are of no use to the receiver and do not provide any level of engagement or entertainment whatsoever, they are more likely to turn people away than to attract new customers. Any company wishing to delve into email marketing has to take the time to work out what its clients want to see and, more importantly, what they don’t want to see.
Utilise Customer Data Efficiently
Going back to the target audience, successful email marketing isn’t simply about messaging Dave from Carlisle because he bought a radiator three years ago. It is about taking the high level of existing customer data, defining any patterns of user behavior and online browsing which resulted in sales, and moulding it all together to create a campaign that is appealing to all, regardless of backgrounds or interests. This is an area where companies often slip up, as they try to appeal to the minority of regulars who would be buying products anyway rather than trying to attract a larger majority who otherwise may not have been aware of what the company offers.
This is where Klaviyo can be particularly valuable, because they offer a virtual system that stores all vital customer data (with permission, of course), including personal traits that may not have even been considered by company managers in the past, that will make it far easier to filter down tailored messages that can appeal to both longtime clients and potential new consumers.
Don’t Be Too Salesy
Lets face it, as much as a company tries to portray itself as merely saying hi, here is what we are up to with its email campaigns, the real purpose of marketing in this manner is to try and generate some sales. The problem for a lot of organizations is that its mailing list have gotten wise to such a strategy, meaning that they can determine a blatant sales pitch from a mile away, oftentimes without even opening the email. Therefore, the business has to be creative and clever when it comes to composing messages that might have the underlying intention of trying to boost sales figures, but without coming across as being too forward or persuasive.
The messages should ideally take the approach of saying that customers could take advantage of an offer or a brand new product, as opposed to emphasising a promotion so much that it ends up dominating the content of the email. This also relates to the identity of the company itself, because a business which is seen as being fun, vibrant and friendly is more likely to achieve the desired results with email marketing than an organisation which is renowned (unfairly or otherwise) for putting profits first and customer service second. A positive strategy not only allows customers to consider a sale via email marketing, but to remain for the long haul, having realised that they can trust the company and are happy with their method of conducting business.
Ask Customers First
One of the bug-bears for customers is when they start receiving marketing material that they have never signed up to, especially when it comes from an organization that they have never bought a product from or perhaps never even heard of. If a business wants its email marketing to generate customers that can be retained for the long-term, it is not a good idea to pounce upon their inboxes and then keep sending them endless messages. Therefore, it is far more logical to perhaps send a basic email in advance asking for their permission to receive such messages, or in the event that a campaign is already ongoing, they may include a question on the final page of an online transaction about signing up to receive mailings (alongside the usual subscribe button located somewhere on the website). By doing this, even if customers choose not to receive them, at least they were asked beforehand, meaning that they could be retained for future purchases despite not them opting out of receiving digital marketing paraphernalia.
Klaviyo are proving that email marketing really does work, and that businesses can retain customers for many years to come if they get their strategies right. These tips will hopefully be of great use to any companies wishing to initiate an email marketing campaign, or to perhaps refresh their current tactics. Find out more about How to build a website.
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