There has been a lot of talk about the importance of improving business web marketing in 2014, and why not? 34.3% of the human race, over two billion people, use the internet each and every day. They use the web to check social media and stay in contact with friends and family. They're reading high-quality web content, and they're making more purchases online than ever before. Current statistics show that American eCommerce grew to $262.3 billion last year.
Looking at these facts, it's no wonder why so many espouse the necessity of getting on social media, building a better website, and producing great blog content that will draw web users to your business. All of those things are true, but a huge number of sources reporting on web marketing have been doing you a huge disservice by ignoring e-mail as an important tool.
Why Does E-mail Remain So Important?
To see how important e-mail remains to a web marketing campaign, you need only look at the usage statistics. Mobile users spend nine minutes a day, approximately 7.6% of the time spent on their mobile phones daily, using their e-mail. Overall, more e-mail is read from a mobile device than is read on a traditional desktop computer, with approximately 51% of all e-mail being opened on a smartphone or a tablet. Because of the added convenience and connectivity, more than 44% of email recipients bought something after receiving a personalized marketing e-mail in 2013. As mobile continues to grow, so will the importance of e-mail marketing.
Sharpening Your E-mail Efforts in 2014
Like content marketing and social media outreach, you have to customize every little detail of your marketing e-mails if you want to generate sales. Take the following into consideration as you write each e-mail:
Personalize Your Outreach- The days of sending mass-produced content to a general audience are over. You need to personalize each of your marketing e-mails, tailoring them to your target audience. If you can do that, you're much more likely to make a sale. In fact, personalized e-mails are six-times more likely to result in a sale.
Use Images- Did you know our brains process visual information 60,000 times faster than textual information? That means we remember images a lot better than we remember text. Subsequently, adding relevant imagery to your marketing e-mails is a great way to make them aesthetically interesting, but doing so will also make what you have to say more memorable. Remember, the images need to be relevant and useful.
Keep the Subject Short and Sweet- As a general rule, any content you publish on the web needs to be punchy and to the point. The same holds true for the subject line of your e-mails. Keep in mind, if you can keep your subject lines under 10 characters, 58% of recipients will open your emails. The longer your subject lines get, the less likely your e-mails are to be opened.
In truth, focusing on any one marketing method is going to limit how successful your online campaign can be. Smartly combining your e-mail efforts with social media and content marketing can help your business tap into ever growing eCommerce spending, if you're willing to put the effort into each correspondence.