4 Ideas to Improve Email Marketing

Instead of sending lots of emails hoping that only a small fraction of people will open the email, open it and take action; it
may be better to adopt a different strategy. Data driven behavioral emails is proving to be more effective. In this new world of email marketing it is all about personalization, dynamic segmentation.

Here are 4 steps for every business to take in order to maximize the results of email marketing:

1) Craft the best welcome email.

Welcome emails are an essential step of the on boarding process for every company. A great welcome email will help you turn free trial users into raving fans, your potential audience into real customers. The purpose of the welcome email is to guide you user to take the next step. Figure out which action gets people hooked, and build your welcome email around it.

2) You must figure out the "WHY"

Imagine someone walks into your store, picks up an item off the shelf to check it out but leaves without buying anything. You must never let this opportunity slip away without at least asking a few questions.

In the same way, you can use emails to figure out the "WHY".

Send inactivity emails. If someone has signed up for your product or service, most of the really hard work is done. If a user is inactive, send them a little reminder.

Another method is by asking for feedback when people are really done. This information will be incredibly valuable for your business development.

3) Renew.

Email is the perfect way to turn expected problems into simple solutions. If you have a subscription-based product, renewal emails are the lifeblood of your residual sales. Remind users how much of a pain it will be to switch to another product and provide an easy path to renewal.

4) Email receipt.

Transactional emails are opened at up to eight times the rate of promotional email according to Experian. Most transactional emails lack any marketing value and this is a massive opportunity if you play it right.

You can't sell directly in a receipt, but here are few ways to make them more valuable:

• Include a referral code.
• Offer a discount on the next purchase.
• Ask customers to follow you on LinkedIn or your blog.

Email marketing can drive real revenue for your business, but you've got to think bigger than blasts. Behavioral email is a key to unlocking the hidden value in your customers and users.