4 Email Marketing Strategies in Kenya (2018)
The success of your email marketing program is determined by the effectiveness of the email marketing strategy. The email marketing strategy forms part of your business plan or marketing strategy. It enables you to market products and services via email channels to reach your marketing goals. Through, effective email marketing strategy you are able to identify the target customers, their likes and needs as far as your products and services are concerned. Moreover, effective email marketing strategy gives a guideline on how to deliver on your tactics to achieve your business goals. Are you wondering why you need an email marketing strategy? Well, consider a situation where you are a fashion designer based in Mombasa then you receive an email inviting you to a mechanical engineering event happening in Nairobi. For starters, the email marketing strategy lacks relevance, in this case, how is mechanical engineering event relevant or beneficial to you as a fashion designer? Second, it lacks segmentation; I mean you are likely to get a higher turn out by targeting people in the nearby area. Let’s discuss some of the tips to developing an effective email marketing strategy.
1. Subscriber Segmentation
As mentioned earlier, segmentation is key to achieving high buy-out or engagement, open rates, leads and revenue. Segmentation refines your audience to make your email campaign more targeted. For instance, if you are inviting small business owners to a digital marketing event in Nairobi, you should segment your email list to identify those living within Nairobi and its environs. Segmentation does not mean that it should only be location-base. You can segment your subscribers based on the industry by targeting consumers in that specific industry. For instance, a company that deals in building and construction is more likely to engage with an email campaign promoting building materials than a business dealing in fashion design.
You can also segment your email campaign by the company size or the annual revenue. For example, a startup with 5 employees is more likely to engage with an email promoting virtual human resource services compared to a big company of 500 employees. This is because big companies have well established human resource department as opposed to small business whose financial capability may limit their ability to invest in human resource.
2. Email Personalization
Email personalization does not mean sending an individual email to each subscriber, but using user data to personalize the email message. The key to email marketing is creating relationship with the recipient. It entails earning the trust of your recipients rather than forcing familiarity. Study indicates that personalized email is 6 times more effective than general messages. According to studies, every email generates revenue of sh. 11.07 on average. This means that 1000 emails can earn you revenue of about sh.11070. If the email is personalized then you can expect six time more revenue. The basic form of email personalization is to address the recipient by their names. Study shows that email subject lines containing recipient names have 16% higher open rates.
As mentioned earlier, email personalization is based on customer data and thus the first step to personalizing your email is by acquiring the data. User data can be obtained through different methods such as social media or sign up forms. You need customer data such as name, location and company to execute a successful personal communication. Personalization is also achieved through two-way email communication. Allowing readers to respond and engage with your campaigns ensures its authenticity. Thus. use of email addresses like firstname.lastname@example.org should be avoided in order to encourage user engagement and boost credibility and personalization of the campaign.
3. Utilize email automation
Email automation means automatically sending emails to customers based on their behavior. Examples of trigger-based emails are “thank you” and “welcome” emails as well as the order confirmation emails. Study shows that trigger-based emails have higher click-through rate (CTR) compared to the traditional emails. This is mainly because of their relevance to the context. A typical example is where you start shopping online through Jumia, Kilimall or any ecommerce website by adding items to the cart. However, when you are about to check out, you realize that the shipping cost is higher than you expected and decide to leave the purchase incomplete. In such a case, you are likely to complete the purchase if you received an automated email a few hours later with a free shipping code or a discount.
There are different types of trigger-based emails one of them being the activation email. This is an activation campaign aimed at encouraging a new user to start using your product. It involves sending introductory information to help users get started with your product or service. Another type of trigger-based email is the win-back emails aimed at encouraging subscribed customers to continue using your products. It mainly targets the customers nearing the end of their subscriptions or contracts or those who have not used your products for a considerable amount of time. You can also have automated surprise emails aimed at rewarding loyal customers.
4. Responsive email design
Your email should be accessible in different devices such as desktop, tablet and mobile. As mentioned in our recent article on benefits of email marketing, a report by Jumia indicated that there is an increase in smartphone uptake in Kenya. This represents an equivocal increase in the number of people using their mobile phones to read and reply to emails. A related study indicates that 54% of marketing emails are opened on mobile devices. As such, sending an email that is not optimized for mobile is likely to result in higher un-subscription rate among mobile users. It is also proven that 55% of smartphone users have purchased at least once after receiving promotional emails.
You can ensure that your email is mobile-friendly by implementing a responsive email design. You should ensure that user experience is optimized for any device or screen size. Second, mobile friendly email can be achieved by maintaining short and precise subject line and pre-header. You can also implement larger, bolder, clearer, and simple-to-click call-to-action (CTA) to boost your click through rate. Instead of text link, use bigger CTA to accommodate readers with bigger hands or smaller screens.