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What Are Good Email Marketing Strategies?

What are the best customer engagement strategies when it comes to email marketing?

  • Answer:

    We have been innovating in this area over the past several months. We first built out an in-email poll unit initially for a B2C client (financial services vertical) that sends out large email newsletter campaigns to 1M+ consumers. These are life cycle emails, with the goal of "up selling" these consumers on a related product. This client added a visually rich poll unit (a "constructed" image with a poll title, question, answer choices, VOTE button) that was embedded inside the email newsletter template. We built it so the poll unit could be any size. What we found worked best was if the poll unit is placed towards the top, on the right rail. The poll content needs to be contextually relevant to the primary newsletter content and copy, thats adjacent to the poll in the main newsletter area. We saw this engaging in-email poll unit deliver 31% of all clicks out of the email newsletter to the website landing page. We also saw that relative to a simple "Take the Poll" link inside the email newsletter, embedding a visually rich in-email poll unit saw an increase in engagement, in some cases of 30% or more. We have seen very good results in driving in-email engagement for B2B use cases, as well as Conference & Event Marketing use cases as well. Again, polls seem to work best. We have also built out other forms of interactive engagement that can be triggered inside email newsletters, including: - in-email quizzes (multi-question interaction that starts inside email, continues in a separate browser window or on a landing page, before the user is presented a targeted offer and driven to a conversion event) - in-email social sharing-driven promotions (user is offered an incentive to share a brand message on FB, TWT). Again the promotion is kicked off by the user inside the newsletter, but the interaction concludes in a separate browser window or on a landing page. - in-email opt-in. The user is offered an incentive to opt-in into a contact list. Again the interaction starts inside email, and concludes on a landing page. This is very useful when you are tapping a "rented" email list for additional opt-in users for your business, brand, product or service. If you have more questions, please drop me a note. Regards, Mani

Mani Iyer at Quora Visit the source

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We were fortunate enough to contribute some content for Vidyard about turning email subscription customers into leads using video! This is one of the best ways to engage people through emails. For our full post check out the Vidyard blog: http://www.vidyard.com/blog/turn-subscribers-into-qualified-leads-with-video-in-email/ In case you aren't convinced, here are some stats from Digital Sherpa (http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/) about video in email: 1. Click-through rates increase 2-3 times when marketers include a video in an email 2. Subscriber to lead conversation rates increase 51% when video is included in email marketing campaign 3. An introductory company email that includes video receives click-through rate by 96%

Valerie Hamilton

I have had some luck with contests or giveaways but those can get stale after a while. It really depends on your audience and if you can provide valuable content to bring them back to your website. The email can be used as a teaser to draw readers into the full article on your site. If you run an email newsletter, try listing the first couple sentences of each article, rather than the whole article to draw in readers. Also, think of other things to giveaway to "subscribers only" such as PDF resources, etc.

Sean Hecking

I agree with Sean about providing valuable content, but this can also be in the form of a report, survey, whitepaper, coupon or voucher. However, this will only work for so long, as Sean already said. The long term objective of email marketing is to develop a loyal online relationship with your customer. This can only be done over time. You need to show yourself as an expert in your field. Contribute your knowledge on forums, discussions etc and start building your relationships with them there. You can then invite people back to your website to sign up for your newsletter, which they will look forward to because they know that what you have to offer is valuable.

Spiro Malamoglou

As we all know that online marketing has various aspects but Email marketing is very useful for customer engagement, best strategy in email marketing is sending trigger mails, it sounds very interesting as I found it in a post of http://iCubes.inBlog. Here it is the blog post http://icubes.in/blog/trigger-mails-a-sure-shot-method-to-fire-up-conversion-rate/. Hope this will be helpful!! Thanking you

Nidhi Sharma

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