That isn’t to say that there are no tips and tricks, but these can be applied later on.

This form of advertising reaches 90 percent of the intended audience, and as for the scope of the audience, suffice it to say that 92 percent of online adults use email. Out of that percentage, 61 percent do it on a daily basis.

We know that “usage” portends a slew of meanings, and seeing does not equal action. Still, statistics show that actual CRTs are on the rise in case of mobile-ready email campaigns, simply because the number of mobile device users is growing by the minute.

That is an important fact to remember. To retain your loyal customers and add new ones, make certain to send only messages that look as good on mobile devices as they do on computer screens. That, in itself, is not enough –and while you may get the attention of prospective clientele, ultimately you want them to make that purchase. Therefore, landing pages appearing after a click need to be mobile-ready, too.

As for the means of attaining both goals, you need not worry. Mobile-ready templates have become a routine; many are free to use and others are affordable — granted, more affordable than other ads.

As for “other ads,” it would be prudent to make a comparison here. It’s a fact that 90 percent of email messages actually reach customers’ inboxes. Compared to Facebook ads, for example, which have a 2 percent visibility, email is a huge advantage. Add to that the fact that the average order value per email is approximately three times higher than the order value per a Facebook ad. Merely these two stats already make email campaigns attractive.

Be clever with the choice of content

No matter the deliverability, email marketing campaigns should be handled with care.

What we imply by that is: don’t mistake quality for quantity. Some email types are more welcome than others, and some are unwelcome altogether. Even emails that are welcome will fail to serve their purpose if they arrive too often. In addition to not resulting in a purchase, such messages often get flagged as spam — the practice known to be the fastest way to losing customers. As sadly as incredibly, most messages get marked as spam because people don’t unsubscribe. Therefore, make certain to add an unsubscribe button to all of the emails you send.

Types of email your customers wish to see include welcome messages, order status emails, shopping cart reminders, shopping cart abandonment emails, sales promotions and, in most cases, newsletters.

Order status emails are an absolute must and should include receipts, order confirmation, shipment confirmation, shipment tracking and delivery confirmation.

Start off your relationship with customers on the right foot

With email marketing being the strategy every serious business uses, you can expect your competitors to try to win customers for their own ends. What many of them, incredulously, fail to do is send welcome messages.

Welcome messages are the first step to winning and keeping your customers, and they should arrive regularly. One welcome message upon subscription will not suffice. You want your customers to feel special and confident in your services.

Because this often overlooked form of communication is so immensely important, we will teach you some tips and tricks to establishing long-lasting relationships with your customers.

After all, email marketing campaigns done the right way should promote relationships based on trust.

You should first learn that welcome emails are opened in 50 percent of cases. Only one-half of the customers actually reading them may sound depressing, but in truth, it’s not so. Take newsletters as an example: their open rates stand at around 13.52 percent.

Welcome emails are your once-in-a-lifetime chance to impress a customer. It’s the first impression of your business, and we all know how difficult it is to change negative first impressions. The moment a person subscribes is the moment when they are interested in your offer. Therefore, the first welcome email they will get needs to reassure them they made the right choice when subscribing to your newsletter.

Future messages you send should never fail to deliver on your initial promise. I.e., if people subscribe because they were initially offered discounts, always offer discounts in the future. This will not only deliver on the promise, but will also increase the number of returning customers.

Finally, mind the frequency and the timing of your messages. Statistics shows that real-time welcome emails generate 10 times higher transaction rates than welcome emails sent in batches. Combine the strategy with announcements of future expectations to show your customers your business is and will remain reliable.

The secret to continually delivering on email marketing campaigns is in the relationships you build with your clients. If you always keep this in mind, you will start seeing improvements in ROI shortly.