What do your habits say about your business?
Despite the growing popularity of social media marketing, email remains one of the most successful marketing channels for businesses. Effective marketing emails convert prospects into customers and reinforce relationships with existing clientele. A study by the Data & Marketing Association (DMA) reveals that the average consumer checks their work inbox 28 times a day, and their personal inbox 19 times a day. Hypothetically, if you only direct your marketing emails to personal inboxes, you still have 19 opportunities every day to get your foot in the door. But how does your business present itself?
While many companies place importance on email campaigns, they each have a different approach – some for the better, and others for the worse. Find out below what personality traits your company follows based on your email habits, and how these strategies are either harming your business or helping it to succeed.
1. The Planner: Marketing Automation
You like to plan ahead. Your calendar is full of upcoming meetings and activities, and you are prepared for them all.
Companies use marketing automation to schedule automatic marketing actions, including social media posts, emails, and website activity. For email marketing, this tool allows marketers to organize the content and timeline of emails in advance. This means businesses can send personalized material to prospects and clients, all while staying on top of their marketing campaigns.
2. The Show-Off: Catchy Subject Lines
“If you’ve got it, flaunt it.” Some people wear leather pants, you write catchy subject lines.
Your email open rates directly correlate to how eye-catching your subject line is. No matter how well you craft your email, you will lose the attention of your audience without a powerful subject line. You should keep your subjects concise (under 7 words) and try to sound personal. Avoid generic, “spam-esque” subject lines: “FREE items TODAY ONLY when you subscribe to our channel!” That’s not the type of showing off your audience wants to see.
3. The People-Pleaser: Offer Incentives to the Consumer
You feel compelled to please everyone. You buy your friends expensive gifts to keep them in your life.
Although these might be unappealing qualities in people, they actually pay off in email marketing. Your first priority in an email should always be the needs of the consumer. What can you offer them? What will they gain from this email? Offer incentives as early as possible – either in the subject line or the first paragraph – to attract their attention and hold it for the rest of the email.
4. The Chatterbox: Lengthy Emails
There’s nothing worse than being stuck in a conversation with someone who won’t stop talking.
Fortunately, in an email, people can abandon ship if the conversation is lasting too long. Well, erm, not so fortunate for you. Don’t let your emails drone on and on. Long emails lose the attention of readers, especially if they lack visual appeal. Keep your emails concise and efficient.
5. The Procrastinator: Poorly Timed Emails
You show up late for work and delay important deadlines. People tell you the event starts at 7:00 p.m., when it really starts at 8:00 p.m.
Although you delay deadlines and meetings, email marketing is one thing you shouldn’t put off. Like social media, the time of day you send your marketing emails will determine how many people you reach. If you send your emails at the wrong time or on the wrong day, your open rates will decline. Email marketers believe these are the prime times for sending emails:
- Adult demographics: Between 9:00 and 11:00 a.m. Midweek.
- Youth demographics: Between 12:00 and 2:00 p.m. Mid to late week.
These are approximate times for the average consumer. To create a successful email campaign, you must understand the behaviour of your target demographics and plan your marketing emails accordingly.
As you will see, your email habits can either augment the success of your business or drag it down. Which personality traits do you follow? If you follow the first three, you’re on the right track! When used tactfully, these simple email marketing strategies are fundamental for bringing in new customers and clients. Don’t be a Chatterbox or a Procrastinator. If you’re ready to shake these habits, Worldsites Toronto is here to help with all your email marketing inquiries. Contact us today for a free consultation.