Techniques to Recapture Customer Attention Through Email Marketing

It’s very important for small business owners to know that getting valuable customers to like what they’re selling is tough. And yet, it’s not something impossible to attain.

How Should Startups Design Marketing Campaigns to Grab Attention?

If you are accustomed to sending plain text emails to subscribers, reconsider your strategy. HTML emails are a much better alternative. At first, they might seem tricky and even a bit scary to implement. However, with the right approach, you’ll see that they offer many more benefits than you’ll get with plain text emails.

Online customers are responsive. A recent report highlights that HTML emails receive a 50% higher click rate than text emails.

If you’re attempting to build a strong brand for your business and showcase your products to the masses, you need to use email the smart way to hook customers and convince them stick around.

Here are some useful guidelines to help you harness the power of email for your business.

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Campaign Branding

Quality emails allows businesses to control their messaging. Make sure to design them properly so that they can reflect the online identity of your brand.

When sending emails, it will always be a good idea to include your company logo. Use background fonts and colors to create and visual affect and make users remember you.

User Segmentation

If you want your emails to be opened and read, you must focus your attention on segmentation. Do not send everyone the exact same thing.

Believe it or not, very few companies today take the time to assess segmentation. In fact, some don’t use it at all.

There are sensible ways you can use to separate your client base and target them individually to grab their attention. The RFM (recency, frequency and monetary value) approach is the most common, and yet the most effective.

To make it work you must answer the following questions:

  • When was the last time a customer bought from you?
  • How frequently do they buy or engage?
  • How much money have they spent with you?

Separate Customers Who Have Bought From Those Who Have Not

email1Make sure to use the simplest segments when sending emails. Change your offer and give customers something different every time.

This will appeal to their sense, not to mention that it will convince them that there’s more to your company than just a product. For instance, you could offer customers that are new (and never made a prior purchase from you) a discount.

Save the “real goods” for paying clients. For them, it might be wise to provide access to exclusive products, or perhaps a reward for being loyal to you.

Targeted Email Marketing

email2A smarter, more advanced tactic is to make use of trigger-based emails. Trigger-based email touches are very specific, and they’re aimed at certain customers.

Amazon for example, has implemented this strategy quite successfully. The emails sent to existing and new customers usually consist of items people have bought or checked out on Amazon.

To make this work for your company, you might want to search the market for the best email marketing software. The best available online will have features to help you keep track of your customers’ accounts. In addition, they’re excellent at spotting people who abandon their shopping carts for a timely email follow up message.

The web is an extremely powerful marketing tool. To make it work to your advantage, however, you must use it right.

When sending emails to market your products, it is wise to know at least some basic (preferably something personal) information on the target recipients. This will help you segment clients much better and more effectively.

Make Automated Email Campaigns Work

A lot of companies used automated emails when marketing their brand and products. However, many times these emails end up in the spam or junk folder.

It is important to choose quality automated email messages if you want to win over people. Keep things simple, neat and organized. Implement personalization and non-salesy language into the email to make customers feel special, and don’t send the same email over and over again.

Email can be a powerful marketing tool for business. But it doesn’t work if you don’t have a target audience properly segmented. Don’t send people discounts and vouchers to products they don’t want to buy. Instead, win their trust by sending emails particularly crafted toward their individual needs and wants.


Images provided by the author on his own license.

Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.