10 Ways to Make Email Work Harder

Posted on by Brian Quinton

Is there synergy in your digital marketing budget plans for 2012? A survey by marketing research firm 6S Marketing suggests a continued misalignment between email marketing spend and consumer behavior.

SEO and social media marketing currently make up 70% of online marketing budgets. But email still dominates consumer behavior. Thirty-five percent of today's consumers spend 180 minutes or more (3 hours) online per day. The activities they do the most are check emails (94%), search (87%) and research products (78%).

Email will be a 1.6 billion-dollar business this year, still outpacing mobile and social spending. However, small and medium businesses especially should take a look at those numbers. A whopping 94% of consumer online behavior is checking email. So the question stands: Where are you spending your digital marketing budget next year? Here are 10 easy ways to make your email budget work harder:

1. Go Groupon: Why should Groupon have all the fun? Small and medium sized marketers have an opportunity to use email to be creative on discounts, coupons and viral offers.

2. Check Your Messages: Make sure your email messaging is in sync with your customers' needs and preferences. If your business is auto insurance, for example, you might need to audit current emails to make sure the messaging is relevant for new car owners, or even for customers that might be in the market for a new car.

3. Engage Brand Ambassadors: Identify potential ambassadors of your brand and engage with them. Find subscribers who open, click and share your newsletters, and inspire them to spread your business. Remember: peer recommendations hold four times as much weight as advertisements.

4. Optimize: In this time of tight marketing budgets and tight consumer spending, you need to make sure that you don't waste time and money invested in your email campaigns. Make sure that all emails you send land directly in subscribers' inboxes. Optimize your email deliverability by tweaking elements like the "from" field, content, frequency, email list quality.

Making the Most of the Inbox – Using Email to Drive Engagement and Relationships
Check out this related B2B LeadsCon Event!

Email is the go-to channel from quick follow-up on inquiries for many organizations to nurturing potential buyers down through the demand ge…

5. Go Mobile: By putting a computer inside the mobile phone, mobile device manufacturers started a process that has seen mobile phones and tablet devices evolve to a point where people no longer go to the Internet as a separate part of their everyday lives, but rather, the Internet is evolving to become an integral part of peoples' everyday lives.

6. Greetings: Welcome emails have been reported to the highest responsiveness than regular newsletters. Don't waste the opportunity, and give your subscribers a warm welcome with instant messages.

7. Avoid Trust Killers: What worked in 1999 does not resonate with recipients these days. Avoid tricky subject lines and gimmicks in your offers. Your subscribers know better than that, and a few quick sales should never kill the trust of the many.

8. Embrace Branding: Don't always rely on opens! Emails increase brand awareness, whether they are open or not. Even if some of your subscribers do not open the newsletters, they still have a chance to notice your brand name in their inbox which might influence their next purchase decisions.

9. Focus on the Dialogue: The impact on responding to consumers' actual needs starts with a one-to-one discourse. Don't just communicate outwardly. Listen to what they have to say via social networks, community forums and surveys.

10. Don't Match the Economy: In other words, be aggressive regardless of the stock market, consumer confidence level or GDP. Email is a cost effective way to communicate your best offer or best experience to your best customers. Don't cut it back.

After all, email is going to be the most frequent activity your customers engage in online. That hasn't changed, and budgets for 2012 should reflect that.

Simon Grabowski is CEO of email marketing provider GetResponse.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Data Intelligence for Targeting Check out this related B2B LeadsCon Event! Everyone has data, and lots of it. What’s the best way to make sense of all that information, and target the right prospects at the right ti… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM