Email marketing has been around for seemingly an eternity — is there really much more to explore? Have new forms of communication like social media taken over? It may surprise you, but email marketing is still number one when it comes to effectively reaching your most loyal guests. Email use is set to reach over 3 billion users by 2020.
For the most part, you find your most loyal guests are normally those who decided to be included to receive news and special offers via email. These are the people who are tuned into your fun center or amusement park and want to know what you have to say. They’re looking for deals, special events, and to stay connected. The most important thing to remember is that you should not take these guests for granted. Instead you should feel lucky that they have allowed you entrance into their inbox! It’s time to take advantage of this opportunity.
One Size Does Not Fit All
How many devices do you currently use at least three times a week or maybe even a day? Are you using a cell phone, a tablet and a laptop? Well guess what, so are your guests! According to Adobe, consumers use an average of 5 different devices per person, and they’re looking at your emails on all five! With such a multi-device friendly environment we live in, your email must be able to be readable on iPads, Microsoft Surfaces, the Google Pixel, and other devices. Did you know that by 2018, 80 percent of email users are expected to access their email accounts via a mobile device?
Draft #1 and Beyond
We’re taking it back to the middle school days with this one. Before you even think about sending out an email, you should have drafted at least a minimum of 2 or more campaign ideas and objectives. Revisions only lead you to the next big thing. We like to say, repeated revisions leads to results. Remember, Rome wasn’t built in a day. It takes time and revision to create something that generates positive results. Revise, revise, and then revise again.
In today’s world, people are attracted to visual communication. We also process visuals 60,000 times faster than we process text! Don’t just send out a boring black and white email with only text – send something that can really stand out from the crowd. Your audience expects you to bring life and fun to their inbox. If you really want to outdo yourself, add in a video. Emails that include video have an increase of clicks by over 200%!
Marketing is a Science!
We drive our marketing decisions based on data every day. One way to use data when making marketing decisions is through A&B testing. A&B testing is the technique of sending out variations of your email; different subject lines or different images that you decide to include. Maybe you want to test the whole email where email A is entirely different from email B! By sending out emails A & B to a select portion of your email list, you can find out which one is more likely to perform better. Add some data into your marketing campaigns by using A&B testing.
Additional things like segmenting by demographics or location make it simple to speak and connect with specific guests within your email list. With the wide array of reporting utilities at your disposal, it’s easy to track the success of your campaigns at every point in the conversion process — from the amount of opens to who clicked through to your landing pages; email marketing has transformed into so much more than the spray and pray mentality.
These tips will help you achieve higher click through and conversion rates. Coupled with a well thought out email strategy, you can’t lose.
If you’re looking for more information, please don’t hesitate to give us a call, we’d be happy to speak with and teach you more about email marketing.