Over half of consumers say they are influenced by brand emails in purchase decision-making. Email marketing is one of the top ways to dramatically increase purchase revenue.
But the how, when, what and why of your B2C email marketing are significant. It is important to get these factors right when sending consumer emails. Below we’ve listed all the email strategies to increase customer engagement.
Timing
If you’re a business owner, you most likely compulsively check your email 24/7. Consumers don’t.
Over 25% of consumer emails are opened after the workday, from 5 pm-7 pm. According to various consumer reports, the best days to send emails are Tuesday, Thursday, Friday, or Saturday.
Personalization
B2C marketing personalization is easy with today’s CRM, customer relationship management, software. Programs like Mailchimp simplify personalization. Try adding a consumer’s name into the subject line or email intro.
Add their name makes the email feel more special. Consumers act on emotion, and they are already more likely to listen when their name is involved.
Language
Your email tone needs to emulate that of your consumers. You should know exactly who you are talking to, who is your customer, and what kind of language do they use?
Once this is determined, identify their language. What slang do they use, what references will they relate to? Include this in the language of your copy throughout your email.
Design
Most CRM databases have email templates built-in. You can use an existing one or create your own. Once you figure out a style that works, keep your emails looking consistent.
Over time, consumers’ “muscle memory” will guide them through the email. They’ll know precisely where your call-to-action buttons lie and your contact info.
Make sure to also keep in line with general industry-wide email design. This will make it easy for consumers to navigate your emails.
Lastly, when it comes to design, less is more. Have one focal point in your email and build around it.
Segment
Not every email you send will be relevant to everyone in your customer database. For example, notifying someone of a product option they’ve recently purchased in a few styles doesn’t make sense.
A few areas to consider for segmentation are location, age, gender, buying habits, and interests. Segmentation adds value to your email. It tells the recipient you’re listening to them.
Conversely, sending an irrelevant email to someone due to lack of segmentation will seem spammy and cause potential customers to unsubscribe fast.
Video
Video B2C conversion is as high as 65%. Videos should be no more than two minutes and link to a landing page. Make sure to mention in the subject somewhere that a video is included.
This will entice people to open the email.
Successful B2C Email Marketing
B2C email marketing is an incredible tool, if not the best, to engage with subscribers. You own your email list, so there are no algorithms to compete with.
Follow the steps above to optimize your click-through and conversion rates. Continue reading our blog for more marketing tips!
