Email marketing is no doubt one of the most budget-friendly forms of marketing and the best way to reach consumers in Kenya and around the globe.
91% of consumers check their emails daily compared to 61% of users who access social media daily.
An opt-in email list is a great asset to growing your business which results in more sales, improved customer relationships and growth through recommendations.
In your email reports, you can tell the number of unsubscribes but not why they unsubscribed. Today we are going to look at why people unsubscribe from your email list and how to stop the exodus.
Too many emails
According to research, this is the top reason why people unsubscribe from mailing lists. If you’re sending emails every day and you are seeing high unsubscribers rate you might want to rethink your email marketing frequency.
If you have a newsletter you might consider sharing it once a month or at least twice a month but have a time gap between the two.
Your email subscribers don’t want to hear from you as frequently as you might think.
If you signed up to learn about cars and instead receive emails on beauty you will most likely unsubscribe from that emailing list, right?
Relevant emails are personalized, useful and timely to your customer. Sending the right content to the right person and at the right time is the goal of your email marketing otherwise if you send irrelevant content people will just unsubscribe with the thought ‘This email isn’t for me’.
Take time and segment your email list subscribers according to behaviour, demographics and engagement because a generic one-size-fits-all messaging might not work out.
Emails not mobile optimized
Most people open their emails on their mobile phones and if your emails are not optimized for mobile it means that they won’t look great when opened.
Links may not work correctly, images might not display and the text could be small and unreadable. If your subscribers can’t read your emails they might not want to stick around.
Studies show that personalized emails yield an increase in revenues and transaction rates. Why? When they receive content that is relevant to them they feel valued and are most likely to respond.
How to personalize your emails?
- Greet them by name
- Deliver exclusive offers and discounts for them
- Celebrate their birthdays
- Tailor the email to their gender
- Track their website usage and personalize emails according to their preferences and habits.
Your customer’s circumstances have changed.
This is where we say it’s really not you but them.
Their life progress and interest might change which will affect their mailing subscriptions too.
Why so? They might have changed jobs, moved abroad, gotten married, had kids or simply changed their minds.
On the other hand, it can be a very helpful move because your emailing list will no longer have subscribers who will ignore your emails or who you can no longer do business with.
A person might open a legitimate email newsletter and then realizes he/she didn’t sign up for it and unsubscribe immediately. Ask readers to subscribe/opt-in to receive emails from you. You might consider having a double opt-in which will get you people who really want what you are sending. This means that your list will have engaged customers who will read your emails and make a purchase. Don’t be afraid of the double-opt-in, sometimes quality is better than quantity.
Most companies in Kenya are adopting email marketing in their marketing strategy because after all, businesses are looking for avenues to sell their products or services. Other forms of marketing can be a bit expensive but email marketing is not. Don’t be afraid to test all your email marketing strategies until you get ones that work.
These tips come in handy for both businesses that are starting or those that have already started email marketing in Kenya.
We offer FREE consultation on email marketing and on other areas of digital marketing. Feel free to give us a call.
You can use email marketing to attract, convert new customers and retain your existing customers. Email marketing in Kenya is one of the most effective ways you can share your message, sell your services, and build a relationship with your customers.
Email marketing can prove to be a tool that can help you bring in more business. Most people usually access their emails several times during the day and them opening your email and giving you business takes a bit of time and strategy.
People receive hundreds of emails from different companies offering them the same products or services as you are and standing out from other companies can take you a step closer to converting them.
This is where an email marketing funnel comes in handy. An email marketing funnel can help you win customers at all stages of their buying journey from lead generation to customer retention.
Here are some tips that can help you improve your email marketing process.
Email marketing platform
You can’t succeed in email marketing without an email marketing platform/software that can help you make the whole process seamless. There are several most common platforms that can help you with email marketing such as MailChimp, SendinBlue, ActiveCampaign and Hubspot among others.
Some of the key features that you should consider checking out from the platforms are:
Automation: Select a platform that can allow you to automate the whole email marketing process because it will make work easier for you.
Templates: Email marketing needs a well-structured email for both your content, CTAs and images. An email marketing platform should have a variety of pre-made templates with a variety of flexible, visually attractive, mobile-friendly designs.
Tracking: You need to know how your email campaign performed in terms of open rates, click-through rates, bounce rates, and unsubscribe rates. Most of the platforms have a dashboard for this but it is important to check before you pay for a platform.
Mobile Responsive: Your emails need to be readable on a mobile device. Where mobile responsiveness used to be an afterthought adjusted after desktop, now most people are on mobile.
Create Email sign-up forms
You need an email database for your email marketing campaign. Email sign up forms will help you collect email addresses that can help you build a subscriber list.
How go get email addresses?
- Provide some value or incentives for people to sign up
- Create a free resource or gated content. This means that the content is exclusive for people who sign up
- Create a simple form with only a few necessary steps. If your questions are many people might leave before filling out the whole thing. You can opt to have the name, email and company field in your form.
- Avoid long and complicated processes. Make it as easy as possible.
Send an introduction/Welcome Email
As soon as someone subscribes, your first email should go out to them. That’s why you need to get an email platform that automates this process so that it makes work easier and sends out timely responses.
How to go about it?
Welcome your new subscribers and thank them for signing up. This could be the first email. Then the second email could be an introduction to your products or services. Space the time between the two emails but don’t wait for more than a day between the two emails.
Nurturing your leads
It is important to nature your leads with educational emails. Send at least 2-3 emails including follow-ups so as to create an interest in your products or services. Create informative content that highlights your Unique Selling Proposition that you can send to them. Also offer an incentive and direct them to your website either by providing links to your content or CTAs.
Convert your leads
Your subscribers who have responded to your previous emails are likely interested in what you are offering. You need to encourage them to make a purchase.
How so? You can provide an offer or discount to encourage conversions, you can as well generate ‘fear of missing out by making it an exclusive, limited stock promotion (no one wants to miss out), you can as well generate a sense of urgency by making the offer a limited time offer.
Add clear CTAs to your emails and highlight your offer as well. If you are in the e-commerce business, send abandoned cart emails to those who didn’t finish making a purchase, they could be potential customers.
Retain your customers
Just because your customers have purchased, it doesn’t end there. Loyal, repeat customers are more profitable in the long run. Retarget your existing customers with an offer or an exclusive discount just for them.
You need to come up with a clear strategy for your email marketing campaign in Kenya. Set specific time intervals between different emails.
Email marketing can be a valuable asset for your business. Most businesses in Kenya are using email marketing to get clients for their business. If you are not sure about whether the email market can provide value to your business or don’t know where to start, we offer FREE Consultation and will be happy to answer your questions. Call us Today.
Also Read:3 ways to improve your email open rates
You might think that people don’t use emails as much these days with the popularity of social media. However, email marketing is as important as any other form of online marketing. Through emails, you can connect with your customers and increase your sales.
Companies in Kenya are beginning to utilize email marketing in their online marketing strategy and are reaping big from it. Depending with the industry you are in, the type of emails you send out will vary.
What is email open rate?
Email open rate is the number of emails that were opened or viewed from an email campaign and used to evaluate engagement. To measure email marketing campaigns you need to test and analyze because your email campaign success relies on the open rate from your subscribers.
How to measure email success metrics
When you run an email campaign from an email marketing software, you can check the following metrics:
- Open rate
- Click rate
- Reply rate
- Time spent reading
- Unsubscribes and opt-outs
- Bounce rate
- Spam reports
For you to improve your email marketing efforts, focus on reviewing your open rates to see what has been working and what hasn’t and depending on the trend you can adjust accordingly.
- Personalize your email
Keep your email content and subject line personal.
If your database has the contact’s first name be sure to use it in your email. If you don’t have any person’s name just use the company name so that the recipient can see that at least you took time to personalize it.
In most email marketing softwares, there is always a field to personalize depending on how you have saved your database. For example you can have first name, company name, phone number… so if you wanted to use the first name depending on the software you are using you will see the “contact first name” or “first name”. When sending out, all emails will be personalized as per the contact persons details.
2. Use an engaging subject line
The subject line of an email is the single line of text people see when they receive your email.
47 per cent of emails are opened based on the subject line alone.
This is very crucial and will be the determinant of your open rate and which part of the inbox your email will go.
Your email subject lines are your brand’s first contact with potential customers and, if used correctly, they can contribute to a thriving, profitable email marketing campaign.
You need to know what will influence your target audience to open your email, what will catch their eye and what will not. From this you can craft an email subject line that you can be sure your recipients will be attracted to.
When your email subject lines sounds salesy your emails are bound to go to the ‘promotion’ box and most likely won’t be read. Words that will take you to promotion tab are: “free’, ‘ promotion’ ‘Incredible deal ‘ ‘Increase sales’ ‘Cheap ‘ ‘Limited-time offer’ also avoid using All Caps.
With so many techniques for writing good subject lines, it’s easy to leave these words out of the mix for better open rates and a clean reputation for your brand.
Also remember to not use misleading subject lines because your recipients might end up reporting you as spam or unsubscribing.
3. Right time to send emails
Depending on the field and location among other factors that affect your open rates, it is important to know when to send your emails.
You need to know when your recipients are likely to open their emails. You can test different campaigns and depending with the open rates you get per campaign, you can nail the perfect time to send your emails.
If your audience are in Kenya you need to know when they are likely to open their emails depending on their occupation, for us it’s in the morning when people are likely to be in the office, say by 8 AM so they can see our emails before they get busy or get out of the office for meetings.
Email marketing is not dead and is here to stay. In Kenya most businesses are embracing email marketing in their digital strategy and they are reaping big from it. Email marketing in Kenya can still work for your business, you just need to work on a strategy that will help you ace it.
We offer email marketing services in Nairobi, Kenya and across the world, and would love to have a chat on how you can use emails to grow your business.