Knowing your audience is an essential point when you set up an email marketing automation strategy.
Finding and understanding how your market is evolving is a basic and essential business that you need to master, regardless of the industry or type of business you have.
One of the major elements of a marketing strategy is to reach your audience through email marketing. This is where consumer emailing habits play a vital role.
Email marketing is the use of email to promote a product or service. It is used as an effective method for acquiring new customers, increasing brand awareness as well as interacting and strengthening the business-customer relationship.
In terms of return on investment, email marketing continues to be the best of all marketing channels.
Email Marketing Automation
Nowadays, we can not talk about email marketing without mentioning email automation. You will not always have the time to answer your emails in time. Automating your emails will save you time, put in place more effective strategies and increase your revenue.
Email automation is an email campaign sent automatically when a person performs a specific action or meets trigger criteria. For example, when someone subscribes to your contact list, they automatically receive a welcome email. It is the result of email marketing automation.
It allows you to send relevant content at the right time and to the right people. Automated email campaigns account for 21% of email marketing revenue. Why not go for it? Choose a tool that allows you to easily set up scenarios that meet your needs.
Understanding your emailing customers’ habits will help you develop a more personal relationship with your audience while delivering more relevant marketing messages – all for a ridiculous price, far from the price of a TV commercial or the purchase of an advertising insert.
Here’s a list of consumer emailing habits you should have in mind when planning your email marketing automation campaign.
Consumers share information if they get something back
Build a healthy contact list to send your email marketing campaigns to. Without it, you will struggle to reach your goals. Encourage people to share information by offering rebates, discounts, free samples or free deliveries.
45% of consumers surveyed said they tend to share information because they get something in return – essentially discounts. Use this technique to attract more people to join and be part of your mailing list. You can also use email marketing automation to automate your email marketing automation and segment your list to get a more complete overview of the type of audience you have in your existing list.
Consumers prefer to receive an email a week
According to one study, 33% of consumers surveyed prefer to receive only one email per week. It is better not to bombard your email contacts every day, because they can choose to unsubscribe, an act that any company wants to avoid. With a potentially busy agenda for everyone, it’s wise to keep a healthy number of contacts in your mailing list rather than sending them messages every day. Being in touch with them at least once a week should be enough to keep your business in the minds of your audience.
Next generation consumers want to receive information by email
Admit it, the new generation is a big part of your mailing list. And as you are more tech-savvy than their elders, you must learn to maximize this situation by infusing good strategies in your email marketing strategy.
It is worth noting that 65% of young consumers would like to be informed of a brand’s activities by e-mail. This is news because it is much easier to target and communicate with Generation Y (all people born between 1980 and 2000) than any other communication channel.
Consumers prefer to use their smartphone to check their inbox
Since the introduction of smartphones, manufacturers have slowly but surely found a way to integrate it into the daily routine of people looking for a hotel, a school for children, a job or wishing to send emails.
Smartphones have become the best companions when people are outdoors (yes it’s true inside too). As smartphones become more and more accessible to everyone, there is no doubt that there has been a considerable increase in the number of people who check their emails while on the road.
In fact, 45% of respondents use their smartphone to check their business emails and 63% use it to check their personal emails.
Consumers will only open emails about them
Capture the attention of your audience with the purpose of your emailing campaign. About 35% of e-mail recipients say they open an email based on the subject of the message.
This is one of the consumer’s emailing habits that you should consider as it is a major factor that will attract or scare your audience. Integrate original, relevant and interesting offers into this famous subject line so you can get a foot in the door, bringing you closer to the desired result.
Use these habits to your advantage and improve the way you execute your plans. Refine your strategies based on campaigns already completed. Keeping in mind these consumer emailing habits, you are well on your way to achieving your goals.
- Offer discounts or tips to encourage your consumers to share information. Build a good database and segment it accordingly to reach the right audience.
- Create an attractive subject line. Grab their attention right away to stand out from the ocean of promotional emails.
- Avoid the content and attachments of long or bulkyKeep reading fluid and transparent. Do not make them wait and let guess what you want to say.
- Personalize your marketing email. Improve your email by personalizing it, as if you were communicating directly with the recipient. An automated emailing scenario could be of great help to you.
- Time your emails well and make them relevant. Experiment with your campaigns Check at what time you received a higher open rate or use tools like Predictive Sending to send your campaigns at the best time for each of your contacts. Do not forget to make your content relevant.