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SMART MARKETING 39 SMART TAN MAGAZINE MAY 2017 WWW.SMARTTAN.COM Lydia Calderón is the Marketing Manager for Smart Tan. She specializes in social media, graphic design, and digital marketing. In her spare time, she enjoys reading, scrolling through Pinterest, and enjoying the sunshine. She can be reached by email at: LydiaC@SmartTan.com. Email marketing is still a vital tactic when communicating with future and current customers of your tanning business. With an estimated 2.9 billion email users worldwide by 2019 (Statista), it's no secret that email marketing remains a key part of your marketing mix. That said, email marketing should be approached much differently than it was just a few years ago. Mobile devices accounted for 8% of email opens in 2011. In 2015 however, that number dramatically increased to 55% (Litmus). Consumers have changed in recent years due to the growth of mobile technologies. They've become visually oriented and expect more from the brands they follow and support. Because of the digital shift, marketers are having to create a new plan to better serve the needs and wants from their audiences. Most businesses send out emails regarding specials, events, or recent news updates. Emails help them share information with their contacts and build a relationship for their business. Times have definitely changed, but one thing is for sure: emails are an easy and affordable way to reach your contacts. Here are five tips you should keep in mind for your email marketing: 1. BE MOBILE According to recent statistics from Litmus, mobile devices represent 54% of all email opens. If your email campaigns are not mobile friendly, you have the potential to be missing out on customers. To generate more clicks and leads, your emails must be easy to read and access on different sized screens. Mobile devices are becoming one of the most critical marketing channels in the digital world that you need to take advantage of. By 2018, the Radicati Group estimates that 80% of email users are expected to access their email accounts through a mobile device. The mobile era is upon us and we must adapt our marketing strategies to better serve our business and tanning customers for the future and present day. 2. KEEP IT BRIEF You'll want to create content that is clear and to the point. Too much text is sometimes, simply put, too much. We live in a fast society, where people have access to things they want in an instant. Readers will become easily uninterested if they are forced to read through text and find the main idea themselves. To avoid an unengaged reader, try posting a few key sentences and link to an article they can read if they're interested in learning more. 3. ALWAYS GAIN PERMISSION FROM CONTACTS Your customers are the bread and butter of your tanning business, so it's very important to make sure they're happy and trust you. Adding a person to your list without their knowledge is like a sneaky telemarketer calling you without your permission. Nobody wants to deal with that. 4. TARGET YOUR AUDIENCE SEGMENT Personalizing your email lists to go to specific people is a great way to have your customers appreciate and stay loyal to your emails. According to Ascend2, the ability to segment email lists and individualize email campaigns is the most effective personalization tactic for 51 percent of marketing influencers. Also, brands that personalize emails experience a 27 percent higher click rate and 11 percent higher open rate (Experian). 5. SEND AT THE RIGHT TIME The time an email is sent is critical to the results of your marketing strategy. Monday and Tuesday mornings are the most effective times to send emails to your salon customers. Why? In the morning when people are waking up and beginning their day, they're checking their inboxes and preparing for the week. On the other hand, if you're sending it on a Friday afternoon instead, people will be free from work and ready for the weekend – not checking their emails. Communication is constantly evolving, but these tips will help you keep your email marketing up to date. 5 Tips for Contemporary Email Marketing