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It is no secret that email marketing is a successful way to engage and build relationships with prospective customers. According to Marketing Land, 51% of customers surveyed discover new brands through marketing emails, and on average, 40% of the leads brought in through email are considered qualified.

However, consumers are bombarded each day with these types of messages from various brands, so effectively reaching your customers and getting them to act on your email messages requires a successful strategy. Email marketing services can also be useful in helping you develop and deliver effective email marketing.

Below, we discuss the 3 common traits that successful email marketing campaigns have in common:

1. Meaningful Personalization

Anyone can insert a recipient’s name into the subject line or body of a marketing email. Though this was once a new technology, it is now common place for companies to use this tactic as a form of personalization. This means that brands need to go beyond simply addressing the customer by name if they want to make an impression.

In fact, research from Temple University’s Fox School of Business suggests that this type of personalization is not only ineffective but can actually turn customers away from your brand.

Ultimately, the study found that the best way to use personal information without driving customers away is by providing deals on products that customers want. By using the customer information that you have gathered, you can send emails with targeted offers based on the customer’s interests and purchase history. This is far more effective than just sending a message with the line “Hi [insert name here]!”

2. Mobile Optimization

As this infographic from Mashable shows, 90 million Americans access their email through a mobile device. With so many people opening and reading their email messages from their smartphones, tablets, and other mobile devices, it is imperative that companies make sure that their email design is responsive. If subscribers cannot easily read and navigate your marketing emails from their mobile device then your email messages are not effective, and your brand may very well see a drop in subscribe rates.

There are many ways to create a mobile-friendly email design:

• To make the email easier to navigate on a smaller screen, use a single-column email template so that less scrolling is required.
  
  
• Utilize a large font size in a simple color to enhance readability.
  
  
• Make sure that the images you include are small to reduce load time.
  
  
• Use short, catchy subject lines to get the attention of the mobile user.
  
  

3. A Clean Marketing List

Sending the same message to all of your subscribers is not effective. In fact, many viewers may identify this type of behavior as spam and choose to unsubscribe from your brand’s emails if they do not find the content or promotions relevant to their needs and interests. The best way to ensure that you are delivering the right email message to the right reader is by segmenting your email list and sending targeted messages and offers to each segment based on their purchasing history and identified interests.

Developing a clean marketing list also means getting rid of inaccurate or invalid email addresses. According to research from social media marketing expert and content strategist, Jay Baer, 17% of Americans create a new email address every 6 months, and 30% of subscribers change email addresses annually. This means that some of the email addresses on your list could very well be inactive. If you want your email marketing campaigns to remain deliverable then you need to successfully manage your email list.

Where Email Marketing Services Come In

Email marketing services make it easy to set up and implement your email marketing campaigns. Most of these services will offer your brand the ability to send professional and personalized emails while automatically managing your email lists through subscribe and unsubscribe options.

Trumpia provides you with the tools you need to successfully develop and deliver your next email marketing campaign. In addition to personalization options, our email marketing services also include advanced scheduling options and optimization features that allow you to send messages with high deliverability. We also offer your brand analytics capabilities that allow you to track your email campaigns in real time.

One thing that sets Trumpia apart from other email marketing services is that our all-in-one marketing solution allows you to take a cross-platform approach to email marketing by integrating mobile text, app, voice, or social channels into your messaging. For information or to find out if our services are right for you, contact us today.

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