August 2019

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Email Marketing In Kenya

by Martin Yumbya Marketing Director on August 13, 2019 Comments Off on Email Marketing In Kenya

Is Email Marketing still relevant? YES

Email, has now been around for over forty years. It’s a form of communication that many argue is outdated and irrelevant in this world of smart phones and social media that we live in today. Email has been used for many years for personal communication, business communication, and yes – marketing & advertising.

However, many people would relate email marketing with being interruptive, spam related, and often irrelevant & mass communicated information.

But the truth is, email can still be used as an effective and very powerful marketing tool. And today I’m going to share with you few but very important tips on how you can use email marketing to grow your business

In today’s world, the consumer is king – it’s all about putting the right thing in front of the right person at the right time, and using email marketing is lets you do that.

When someone fills out the information on your website, you now can effectively communicate with them through email and slowly nurture them through their purchase journey

And because they gave it to you, this person’s email isn’t from a random list of contacts you purchased online; it’s a real person with real interest in whatever it is that you’re offering. So Progressive companies can take advantage of that. They can use the power of email to start a conversation and build a relationship with a prospect over time.

There’s so much to cover on how you can use email marketing as a powerful tool to grow your business. But I’m just going to share 4 key areas that would make a huge difference:

  1. Build an Opt in list:

No one wants to receive emails from a company they don’t want to hear from. It happens a lot unfortunately and that’s one of the things that gives marketing emails a bad name.

 

An effective email marketing program is heavily influenced by the quality of your email list. And the more people you have on your list who want to and know that they are on your list, the better results you will get.

 

Here’s what I trying to say; give your current and potential customers an opportunity to willingly join your mailing list. How?

  • Make it easy for them to sign up from your website
  • Request them for their email addresses during your interaction with them
  • Let them know that you shall be sending them useful information about your products or services that could help
  • AND, make it easy for them to opt out of your list whenever they want

 

  1. Share content that is relevant:

Remember, it is a privilege to be given someone’s email address. We forget that an email address is actually personal information that’s unique to an individual so it should be treated with the sensitivity it deserves. When someone gives you their email address, they are basically saying, “I don’t go around dishing out my personal contacts to strangers. I am sharing this with you because I trust you, and I am giving you direct access to me and the opportunity to engage me one on one”.

 

Therefore, don’t abuse the privilege you have been given by selfishly sending out information that only benefits you. Share content that helps the customer first before it benefits you. For example:

  • It can be a discount offer that helps them save money
  • It can be a notification of upcoming service disruption to help them plan ahead
  • Transactional emails – Your order has been received
  • It can be info on a new version of a product they have that can be more useful to them

The more useful info they get from you, the more they trust you. Which means they will want to keep hearing you, and you can continue to build that relationship as you lead them down different conversion points in their customer journey

 

  1. Segment your email campaigns:

Segmentation is a huge driver for success in your email marketing efforts. You can now segment your database based on where the user, prospect or customer is in the buyer’s journey which further puts the right thing in front of the right person at the right time. You can have automated emails sent out to segmented groups of users who have certain characteristics and use those characteristics for dynamic email marketing.

Segmentation Examples:

  • First time buyers
  • People in the same industry – travel agents
  • Repeat customers
  • Based on gender
  • Based on region

We notice from the client email programs that we do that segmented emails generate more leads, lead to increased email open rates, and have lower unsubscribe rates.

  1. Personalize your emails:

Everybody likes to be addressed by their name. It’s like walking into your favorite restaurant and the hostess sees you and says, “Hi Martin, welcome back”.

You feel recognized and gives you a feeling that they know you and understand your needs.

Any credible email marketing application will allow you to personalize your emails for the most effective results. Based on how you engaged with your customer, you should at least have the user’s first name, last name, and email. And just like that, you can send a personalized email to every person in your database, and this does make a difference.

Personalized emails, e.g. addressing people by their first name, see improved click-through rates, increase in conversions and personalized subject lines always have higher open rates

So here’s my conclusion about email marketing:

I think we agree that email marketing is not as powerful in this part of the world (Kenya) has it has proved to be say in the US. BUT, if used and developed well, it can really be a differentiator.

And I would concur that the old way of doing email marketing no longer relevant in 2019 ; With purchased lists, non-relevant content, and spammy subject lines – you’re more likely to end up in a person’s junk folder than grabbing their attention in the inbox.

 

 

However, through the use of segmentation, personalization and a a true effort in understanding of your customers and where they are in their purchase journey, it’s now easier than ever to put the right thing in front of the right person at the right time through email.

People are still checking their emails more now than ever before and it’s undoubtedly one of the most profitable marketing channels out there.

One thing is for sure – email marketing still VERY relevant.

 

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Martin Yumbya Marketing DirectorEmail Marketing In Kenya