There are a lot of ways to reach customers, but a recent consumer survey conducted by Adobe indicates that email marketing should be your #1 method of marketing. According to the survey, 61 percent of people want to hear from brands through email rather than other types of messaging such as direct mail, phone calls, and text messages. That’s an impressive 24 percent increase from 2016, suggesting there are new trends in what customers want. Here are some tips and advice on email marketing to make sure you stay on top of these new trends.
Send Regular Deals and Promos...But Not Too Many
One of the highlights of the Adobe consumer survey is that 62 percent of people want to see offers and promos from their favorite brands rather than other types of content. Furthermore, 40 percent of people say email deals are a big incentive for making purchases.
That’s the good news—your customers want you to email them deals. It’s not as cut and dry as that, though. The very same Adobe survey shows that customers also complain about receiving too many promos and deals through email, so the question is how often should you do send out those deals?
The answer depends partly on the age demographic of your customers. The survey indicates that people younger than 35 are more receptive to daily emails, whereas people older than 35 prefer emails on a weekly or monthly basis.
Send 2 – 3 email deals per week on average
As a general rule of thumb, SpotOn recommends to our merchants that they send out 2 – 3 email deals per week. Based on the survey findings, you could increase that number to 4 or 5 deals per week if your customers tend to be younger, or decrease that number to 1 or 2 deals per week if they’re older than 35.
Send Informational Marketing Emails, Too
One of the major complaints from customers in the survey was that they wanted to see more informational emails from brands rather than just discounts and deals. This isn’t necessarily a new trend, and it’s why SpotOn recommends that merchants send out at least 2 – 3 informative marketing emails every month.
Not sure what sort of marketing emails to send? Here are some ideas to get you started:
- Send useful tips or advice that can help your customers out. After all, you are an expert in your field.
- Let customers know about new products, services, hours, and exciting updates at your business. This keeps you top-of-mind.
- Announce special events at your business or if your business will be appearing at a community event. Telling customers you hope see them there will not only keep you top-of-mind, but build brand loyalty.
- For more great ideas, download our free guide, "75 Reasons to Contact Your Customers."
Make Sure Your Emails Are Mobile Optimized
The last juicy tidbit from the Adobe consumer survey is that 59 percent of people are checking their emails on their mobile phones. Not coincidentally, one of the biggest complaints among customers is that emails from brands are often not optimized for mobile viewing.
This is huge. If your email service isn’t sending out emails that look good on a mobile phone screen, you’re missing out on connecting with more than half of the customers on your email list. The moral of the story is to make sure those emails look good on both computer screens and phones. Luckily, if you’re a SpotOn merchant, our platform automatically optimizes emails for both web and mobile, so there’s nothing extra you need to do.