There are many options when it comes to marketing your brand online, but email marketing still delivers some of the best results. The email marketing industry is expected to grow to more than $22 billion worldwide The email marketing industry is expected to grow to more than $22 billion worldwide by the year 2025, and it is a communication channel that can still have a significant impact when trying to connect with consumers.
According to Litmus Email Analytics, consumers are spending more time reading marketing emails than they did in the past. For businesses in the food and beverage industry, this represents a good opportunity to reach customers and increase sales.
While every marketer should use tools like an email validation API, the following are a few tips that can help food and beverage businesses specifically to create effective email marketing campaigns.
• PERSONALIZED CAMPAIGNS
In the modern email marketing landscape, generic content won’t get you anywhere. If you’re lucky enough to make it through the spam filter, the recipient is likely to recognize the manufactured nature of the content and ignore it without even opening the message. If you want to have success with today’s consumers, you have to develop personalized campaigns.
Research has shown that personalized emails achieve better click and conversion rates . In order to deliver relevant content to your customers, you must look at their past purchases and behavior. You could email recipes for foods they have bought in the past, or alert them to promotions that involve their favorite products.
• GEOGRAPHIC TARGETING
Personalized emails are just one way to engage consumers. A person’s geographic location is often an important part of their individual experience as well.
If you have location data on your email list subscribers, you could send promotional messages that are relevant to users in different geographic regions. You may want to alert subscribers to a new item that is reaching stores near them or you could send emails about product-related events that are in their area. Another possibility is to send offers that encourage clients to shop for your goods at local stores.
• PROMOTE SEASONAL GOODS
Seasonal goods are common in the food and beverage industry. If your brand has seasonal items, email marketing can be the perfect way to remind consumers of their availability. You could provide recipes or serving suggestions for the special items or you could simply let consumers know that your brand will be offering the items soon.
• EXCLUSIVE BENEFITS
Making exclusive offers through email can be a great way to drive engagement. When email list subscribers know they will receive exclusive deals, they will be much more likely to want to stay in the list. This will also serve to increase their interest in your email communications.
Not every email sent has to have one of these exclusive offers. But, but when subscribers know these deals come through email, they are going to want to check every message to see if there is an exclusive offer or promotion.
For businesses in the food and beverage industry, email marketing can be one of the most effective tools for increasing engagement and building relationships with consumers. Just remember to deliver value straight to your subscribers’ inboxes and test your campaigns to see what works best.
By RAE STEINBACH
Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.