Marketing and design trends are constantly changing which means the quality of your content needs to keep up. But in the drive to revive website and social media strategies, email campaigns often fall by the wayside – which is a shame really, because if done right, email marketing can be of real value to your business, particularly in terms of ROI.
According to Oberlo, email continues to be the main driver of customer retention and acquisition for SMBs, with 81% of SMBs still relying on email as their primary customer acquisition channel, and 80% for retention. Moreso:
- Number of global email users set to grow to 4.3 billion by 2023
- In 2019 alone, 293.6 billion emails were sent and received daily
- The average email open rate is 20.81%
- Emails with personalized subject lines generate 50% higher open rates
- The average open rate for a welcome email is 82%
- Adding videos to your email can increase click rates by 300%
- Three abandoned cart emails results in 69% more orders than a single email
- 49% of consumers said they’d like to receive promotional emails from their favourite brands on a weekly basis
- 49% of all emails are opened on mobile devices
So now you know WHY you need to start reviving your email campaigns, but HOW do you get started?
The first place to start is probably the design element.
Play around with email templates and layouts that resonate with who your target audience is and where they’re most likely to open your emails (mobile, webmail or desktop) – then design your campaigns accordingly. Your CRM can be a valuable resource for identifying and understanding prospective and existing customer profiles. Be cognisant of this information when creating new campaigns or refreshing older ones.
With 49% of all emails opened on mobile devices, you want to ensure that your campaigns display properly on a variety of devices, and that they’re responsive. You don’t want to be losing leads, opportunities or customers because of a poor user experience or a lacklustre or inappropriate design. Don’t forget to measure the impact of newer designs against older campaigns and then adjust the emails according to customer response. Changes needs to bring your business measurable benefits (results) and improved ROI, otherwise it’s a pointless exercise.
Email campaigns must have good content
Looks aren’t everything when it comes to capturing your audience’s attention, keeping them engaged or driving them to act. The quality of the content you deliver through your email campaign is critical.
Use your CRM to segment your leads, opportunities and customers into Buyer Personas by way of demographics, geography and where they are in the sales funnel. This will help you better understand who they are, the challenges they face and the solutions they seek. Then personalise your email content accordingly so that it’s relevant to the specific persona it’s being served.
Never stop researching and improving
Make use of whatever tools and resources you have available to you to improve your campaigns. Look at your CRM and take from it whatever insights you can to better understand your customers. Make use of the reports that your CRM can generate to learn more about what your customers want and need, and then adapt your message in your campaigns as needed. Do your keyword research and incorporate the type of content customers want to consume into your emails, e.g. video, infographics, etc. Integrate optimal 3rd party systems into your CRM, like MailChimp, making it easier to monitor, track and adjust campaigns.
About Qobrix | Qobrix is probably the most complete real estate CRM System in the market today. From the moment a lead is created, until well into the after-sales lifecycle, the Qobrix CRM System assists with every step in the process. From viewing hot leads, determining the most productive sources, generating specific property brochures, uploading client contracts, or analysing what types of properties are in demand, the Qobrix CRM System delivers effortlessly.