Digital marketing provides countless opportunities for Singapore businesses to thrive. Email marketing is one of the widely used marketing strategies by companies to win more customers and drive more traffic to their websites.
Globally, there are more than 3.7 billion email users, and this number is expected to grow to 4.3 billion by 2022. This statistic is one of the primary reasons why email marketing is considered the most sustainable and timeless digital marketing strategy in the world today.
The average ROI for every SGD 1.37 spent on email marketing currently stands at SGD 43.77. It is of paramount importance to make sure that the campaign is designed correctly, run, and monitored to achieve the expected results.
Here are expert tips on how to create a great email marketing campaign for the Singapore market.
Select the Right Email Automation Tool
Email marketing automation tools such as iContact, MailChimp and Constant Contact can help you send out bulk emails to the target audience fast. However, it is essential to consider the labor requirement associated with each of the tools to avoid any inconveniences in the future.
Ideally, the right automation tool should be in line with the size of your marketing team and budget. Some of the sophisticated tools need one or more trained personnel at the reins. If you are on a tight budget and cannot afford to hire such staff at this stage, consider simpler software that requires little overhead.
Consider Ditching Outlook for a Third Party Tool
Give your subscribers an opportunity to unsubscribe to your weekly or monthly newsletters lest they feel that you are forcing them to receive and read your emails. Outlook is good, but the only downside is that it does not provide an unsubscribe button. Therefore, consider ditching it for a modern and more customer oriented third party tool that gives the email recipients an opportunity to unsubscribe by just clicking on a button.
Automate Loading Contacts with your Customer Relationship Management Tool
Manually synchronising or loading the subscribers’ email addresses from your current CRM (Customer Relationship Management) can be time-consuming and tedious. It can result in technical misfires where people who have already unsubscribed are added back to the mailing list, or you end up sending out duplicate emails.
You can avoid these challenges by using a plug-in that automates the whole process. The plug-in or tool should be compatible with the other systems that you use to capture existing and potential customers data.
Cross-Sell Services and Products Using Email Automation
If you have successfully converted a potential lead to a customer, go an extra mile and cross-sell additional goods and services that are in your portfolio to them. Be cautious not to sound too salesy or marketing oriented to avoid compromising the reputation of your business.
However, there is no harm in having multiple campaigns. That is, specific campaign for potential customers at each stage of the sales funnel and another one for clients who have already converted. Make sure that the content contained in the email is pertinent to them and fresh.
Use the different seasons in the year to market and grow your brand. For example, during the tax season, send out emails that contain information on how your product can help them file their returns easily, accurately, and efficiently.
Towards and during the festive season, send out emails that contain targeted promotions such as special discounts to customers who have purchased certain products. You can also offer special discounts and coupons to potential customers who are yet to convert but are towards the final stages of the sales funnel.
The point we are trying to put across is that, make sure that you send the emails at the right time, and fine-tune the content to match the season and the needs of the recipients.
Identify When People Unsubscribe
Understanding your target audience is crucial to creating a great marketing campaign for the Singapore market. Take note of the time or instances when the recipients unsubscribe from the mailing list. Before they go, ask them the reason so that you avoid repeating the same mistake in the future. Make it easy for them to respond to this question by listing down some of the plausible reasons and include a checkbox that they can click on instead of typing the response.
Note that if the prospects are clicking on your emails and CTAs (call-to-action), you are doing it right. If they are not clicking or taking the desired action the chances are that, they are unsubscribing.
Concisely, knowing the reason why they decide to leave will help you improve your campaign and avoid other subscribers from doing the same. Remember that getting a new client is more expensive than retaining an existing one.
Create Stellar Content
Content matters and should be given the high attention it deserves if you are to succeed in creating a great email marketing campaign for the Singapore market. The content contained in your email will determine whether the recipients will open, read, and take the desired action.
Here are actionable tips to help you create stellar content for your email marketing campaigns for the Singapore market.
- Create a compelling subject line to boost open rate
- Personalise email copy (include the customer’s name in the subject line and the body of the email)
- Strive to make your emails clear and catchy
- The subject line should be related to the copy
- Keep the content relevant
- Entire email copy should be written in the second person
- Focus on highlighting the benefits of the products/service rather than the specifics of your offer
- Keep it short and compact
- Let your personality shine
- Do not spam
Mistakes to Avoid When Doing Email Marketing in Singapore
All the information we have shared show far was meant to show you how to do email marketing in Singapore the right way. However, just like any other digital marketing strategy, there are certain things that you should avoid doing if you are to succeed in getting tremendous results from the campaign.
Here the seven mistakes you should avoid when doing email marketing in Singapore.
Mistake 1# Not Running Tests and Improving
It is essential to research and test the different moving parts in your email marketing strategy. The information you gather in the process will help you to know the specific areas that you should improve on or delete altogether.
For example, just placing a sign up form at a random location on your site and waiting for subscribers will not deliver much result. You need to carry out A/B test frequently to know if the form is working as expected. The same case applies to the various elements in the emails that you send out such as subject line, message, and even the CTA buttons.
Some of the best email marketing tools in the market such as OptinMonster and Hello Bar come with an in-built A/B test split testing feature. You can use it to test locations, wording, and sign up forms to know what works best for your site. The tools also have reporting tools that you can use to monitor various metrics such as open rates.
Mistake 2# Purchasing Email Lists
As a new business that wants to get started on email marketing as quickly as possible, you might be lured to purchase an email list. Don’t as you will not get any tangible results from the list. In fact, you will just put your reputation in jeopardy by bombarding random people with random emails and newsletters that they never subscribed for in the first place.
Instead of spending thousands of dollars on an email list, invest that money in professional website design and landing pages. Design better sign up forms to encourage more people to subscribe to your newsletter and email list. Otherwise, your emails will be marked as spam and you risk losing the good reputation you have worked so hard to build.
Mistake 3# Ignoring Lead Generation
If you are to succeed in creating an email list in the current competitive Singapore digital market realm, you need prospects to sign up. Great content, good user experience and lead generation campaigns will all work together to help grow your email list.
The three are important and ignoring one of them will slow down your email marketing campaign. For example, if you have compelling content that resonate with the target audience and a mobile friendly website that offers great user experience, but the sign up forms are not noticeable, all your efforts will go down the drain. The target audience need to see the sign up forms when they land on the site. Use colour contrast to make it stand out from the surrounding elements.
Lead generation plugins such as Optin Monster and WP Optin Wheel will do all the hard work for you. That is, they will increase the opt-in rate exponentially thereby making your email marketing campaign more effective.
Mistake 4# Ignoring Stats
When is the last time you checked your Singapore email marketing campaign stats? Metrics such as open rate will help you to know if you are doing the right thing. Google Analytics has a feature that allows digital marketers to track email subscribers in real time.
For example, you can tell the number of subscribers who visited your website from a specific email campaign. Stats will also help identify emails that had the most significant impact on the target audiences as well as onsite purchases.
Apart from Google Analytics, you can use other email marketing providers in Singapore such as AWeber, MailChimp and Mad Mimi. They all have reporting tools that you can use to keep track of one or multiple email marketing campaigns in Singapore.
Mistake 5# Lack of Segmenting
Sending mass emails will save time but you will not get any significant results from the campaign. Consider segmenting your list using parameters such as gender, income, geographic location, past purchases and other factors that are meaningful to your campaign goals.
Of course, it is not possible to collect all this data from the website, lest you turn off potential subscribers. Once you have their email addresses, proceed to send surveys. The information gathered will help you segment your email list accurately thereby supercharging your Singapore email marketing campaign.
Concisely, the more information you have about the potential customers, the easier it will be to segment the list. With the segments in place, create custom messages for each. By any means, you do not want to send non-customer and existing customers the same email, do you?
Mistake 6# Non-Responsive Email Format
In a world that is filled with a broad range of smartphones with varying screen sizes, you will not get away with non-responsive email formats. Bearing in mind that Singapore has the highest smartphone penetration in the world, be sure that over 80% of the recipients will read your email on a smartphone.
Take some time to test how your email looks on multiple devices before sending it out. You should only send them out when you are sure that it will look great on multiple devices. Tools such as Litmus can help you test your email across different platforms and devices without breaking a sweat.
Mistake 7# Inconsistency
One of the main reasons why most email marketers fail to achieve the set goals is because they have an inconsistent schedule. That is, they send out emails randomly and without putting into considerations the interests and needs of the recipients.
Stay ahead of this group by been consistent. Create an email calendar that is based on the information collected about the target audience and stick to it at all times.
Adhere to the above tips and guidelines to succeed in creating a great email marketing campaign for the Singapore market. MediaOne can help you get the best results by creating a robust campaign for your brand and monitoring it to ensure that it delivers the expected positive results.
This service will free up your daily schedule and give you ample time to concentrate on other equally important tasks in your business. Get in touch with us today for more details about this and other digital marketing services we offer in Singapore.