You’ve Got Mail
7 March 2020
Written by Acme Mag
Let’s start with the facts: 87% of the Australian population use the Internet and 93% of these ‘internet subscribers’ use it every single day.
When you think of online activity, the mind often goes straight to social media platforms.
Internet users have an average of 5.5 social media accounts each, flocking from one to another depending on what is popular at any given point in time. What all of these social media platforms have in common is that they are all linked by and to an active email account. While users are spreading their time across the range of platforms, accessing a variety of features, the common link is the email address used to register their account.
And it doesn’t stop there — dive a little deeper and you’ll discover that the email address is also linked to an online banking account, healthcare fund, superannuation, a bunch of online shopping services and maybe even work related emails? Making it almost supersonic as it’s consistently present in our day-to-day.
Why email marketing?
Email marketing is powerful. A great email marketing campaign can mirror traditional print marketing efforts with the same creative imagery, yet includes the added benefit of follow-up information being just a click away, such as links to websites and other pages. Email marketing is one of the most effective ways to reach and engage your audience not to mention it can be personalised, tailoring messages based on customer actions. Email marketing is also highly measurable. At any given time you can document how well your email campaign is performing, make adjustments and improve its effectiveness.
Keep in touch with your customers on a consistent basis, letting them know you value them and all the while they’re keeping you front of mind. *magic*
Email marketing in 2020
So now you know who’s on emails (spoiler – it’s everybody) and why campaigns are so effective, here’s how you should tackle email marketing in 2020.
01/ Clean up your database
It’s tedious, but it’s gotta be done! This means cleaning up your database and categorising your clients, applying tags such as ‘looking to buy’ or ‘investor’ which brings me to point 2…
02/ Customise your database
Ensure your messages are going to the right audience. Joe the investor shouldn’t be getting your monthly email on tips to buying his first home.
03/ Be interesting & have purpose
Use witty subject lines (sans click-bait) and be straightforward. You don’t want to be considered spam either so keep in mind once a week is plenty.
