Email Marketing Tactics From CEO and Marketing Expert Brandon Frere

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Jul 10, 2018, 08:00 ET

PETALUMA, Calif., July 10, 2018 /PRNewswire/ -- By 2019, people are expected to send 275 billion emails every day. Business owners should also know that email marketing has the best ROI compared to SEO, PPC and content marketing. Experian found emails with a personalized greeting, such as "Dear Mr. Smith," versus a generic greeting earned six times more revenue. For example, one email in a marketing campaign makes $0.11, which would total to $11,000 if 100,000 emails were sent. However, if the emails were personalized, the company would earn $66,000. Some highly successful email campaigns take it a step further by also recommending products based on the buyer's history in the email's body. Brandon Frere, CEO and digital transformation professional, advises business owners to follow current email marketing trends closely to maximize ROI and improve marketing strategy.

"We are always looking for ways to improve the customer experience and part of that comes with updating our marketing practices to reflect today's trends," says Frere. "Not every new strategy is applicable to us. I suggest CEOs look into a few key changes they want to make, such as improving their email campaigns. Then identify the best tactics that could help your business. What works for a global corporation might not apply to a mom-and-pop shop."

Segmentation is another method to improve open rates and click-through rates in email campaigns. If a product or service isn't relevant to a population in one city but would be useful to another, then Brandon Frere recommends companies focus on where their business can have the maximum benefit to its customers. In email campaigns, this would look like sending an email campaign to a specific geographic location, instead of focusing on all of California or an entire continent.

"Knowing your audience is key. Emails have a short window to capture the reader's attention. Why waste your chance with irrelevant information?" asked Frere.

Many people also read their emails on their mobile devices — phones or tablets — but nearly 50 percent of all email campaigns aren't mobile-friendly. Why aren't more emails optimized for mobile? Optimizing emails for mobile devices improves the customer experience and further increases ROI. According to Yesmail, mobile emails make $0.40 in revenue per email, which is nearly four times the $0.11 per email without personalization. Business leaders can also research "trigger emails," which are automated emails sent based on the customer's action. For example, if they subscribe, customers receive a "Thank You" or "Welcome" message. These emails can increase profits as much as 18 times. Marketing automation needs to fit the customer's journey and timeline in order to succeed.

"There are so many different statistics to follow and methods to learn. It can be overwhelming for companies who want to overhaul their marketing strategy," noted Frere. "Take it step-by-step. If something doesn't work, try something else. Learn from every success and failure, then keep moving forward."

About Frere Enterprises

Brandon Frere is an entrepreneur and businessman who lives in Sonoma County, California. He has designed and created multiple companies to meet the ever-demanding needs of businesses and consumers alike. His company website, www.FrereEnterprises.com, is used as a means to communicate many of the lessons, fundamentals and information he has learned throughout his extensive business and personal endeavors, most recently in advocating on behalf of student loan borrowers nationwide.

As experienced during his own student loan repayment, Mr. Frere found out how difficult it can be to work with federally contracted student loan servicers and the repayment programs designed to help borrowers. Through those efforts, he gained an insider's look into the repayment process and the motivations behind the inflating student loan debt bubble. His knowledge of the confusing landscape of student loan repayment became a vital theme in his future endeavors, and he now uses those experiences to help guide others through the daunting process of applying for available federal repayment and loan forgiveness programs.

FrereEnterprises.com

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