Email Marketing is one of the very few channels that let you have a personalized connection with your prospects—thus, it bolsters building healthy relationships and better customer satisfaction.
This tool in the marketing mix stands right in between a personal message and annoying spam. In light of this, you should be exceedingly careful in developing an email marketing strategy.
The mainstream thought that runs among us is that Email Marketing is dying–beating all the odds, this tool earns you 38$ for every dollar you spend. That’s a colossal 3800% in terms of Return On Investment(ROI).
Okay, let that sink in!
Let’s dig deeper to unearth the benefits of Email Marketing and how to craft a successful campaign.
Defining Email Marketing
It’s a holistic process of sending personalized emails to your subscribers. Digital marketers extensively use this medium to promote products/services and keep the readers informed about the brand or an upcoming product.
5 ways to wield Email Marketing
- Building Relationships
- Boosting Brand Awareness
- Promoting Content
- Marketing Products
- Generating New Leads
- Nurturing Existing Leads
1) Building Relationships
It’s all about finding the right mix of ingredients for crafting a rewarding Email Marketing Campaign. Subscribers always love personalized messages, just like other tools in the Digital Marketing Mix–reaching out to your prospects at the time is critical.
In other words, every step you take to make your marketing effort smooth and flawless will help you build healthy and meaningful relationships with your prospects.
2) Boosting Brand Awareness
No matter what strategy you are adopting, exhibiting an online presence in all buyer’s funnel stages is pivotal. Finding all the touchpoints a customer has to go through before completing a purchase will help construct a rock-solid awareness boosting strategy.
With this intention, send emails to your prospects periodically. Due to this, your subscriber churn rate will reduce and start users get a sense of security and affinity towards your brand–so these efforts you take will end up adding value to your brand.
3) Marketing products
Leverage emails to promote your products/ services with your prospects. Segmenting your target audience will yield you better results. Any marketing strategy is an iterative process, so finding what type of content works for which segment is a question each marketer has to answer.
Promotions include providing information on discounts, coupons, features, and benefits of products/services. Now that your readers are informed, you have to provoke them to take action—therefore, placing a compelling Call To Action (CTA) in your emails will push them further down the buyer’s funnel where they end up converting/purchasing.
4) Drive traffic to your website
Continuing on the same note, by placing a fitting CTA in your emails, you can redirect the readers to the product/service’s web page. You can’t explain every benefit and feature in your email. by channeling readers to your web page, they can access better information.
5) Nurturing existing leads
The last stage of the buyer’s funnel is satisfaction. I think that for ages, marketers and businesses have overlooked customer satisfaction.
But in contrast, acquiring a new customer is 5 times more expensive than retaining existing ones, according to Forbes. Because of this, maintaining and nurturing your existing clients is a no-brainer.
Few ways to get started are, survey your current customers, keep informed through weekly/monthly newsletters, and send discount codes—however, there are many other ways of retaining your customers.
9 Jaw-Dropping Benefits of Email Marketing
- It is highly cost-effective when compared to other forms of marketing.
- It is a permission-based marketing tool. People subscribe to your newsletters, email updates of one’s own accord—so marketing to these segmented audiences is easy. Therefore conversion chances are very high.
- You’ve got tons of options to choose from—your message can be a text, an image, or an infographic. For this reason, email marketing is flexible.
- When it comes to personalization, this tool holds the whip hand. By sending befitting emails to your prospects, you are increasing the chance of a conversion.
- Just like all other tools, many email marketing tools come equipped with automation features. Take a break, let machines do the work for you!
- Take data-driven actions by A/B testing your Email Marketing campaign.
- Readers always have a chance to unsubscribe your emails—this makes this marketing channel user friendly.
- An email marketing campaign is measurable, so you can analyze your results using analytics software and make decisions supported by your data.
- A well-structured email marketing campaign will generate leads and revenue without any doubts.
Guide To Conceive An Email Marketing Strategy
1) Defining your Goals
Before jumping into action, writing down the business goals, you want to accomplish by the end of your email marketing campaign is crucial.
Let me help you out with a few common goals:
- Increasing Brand Awareness
- Improving Sales
- Increasing Brand Loyalty
- Increasing Website Traffic
- Generating New Leads
- Building Relationships with Existing Customers
Once you have penned down your goals, what are we waiting for? Let’s find out ways to build your subscribers.
2) Building an Email list
Gaining and curating a valuable subscriber list is a demanding process. Thus, the content you create should help the user. Therefore, the first step starts in developing share-worthy content.
Never buy email addresses—consequently, sending cold emails can negatively affect your open, delivery, and conversion metrics. There are no shortcuts here. In my opinion, content is the internet’s currency.
When a reader likes your content and finds it useful, he/she will be interested in the content you are yet to post also—so they might end up giving their email ID for regular notifications.
3) Segmentation of an Email list
Imagine you have already purchased a product from an eCommerce website. Nonetheless, if you still get updates on the same product through email one fine day, you’ll end up unsubscribing. So having an organized list will have a favorable effect on your email marketing campaign metrics.
Few parameters to consider are (not limited to these):
- Lifecycle stages of users
- Based On Behaviors
- User buying frequency
4) Keep updating the Email list
Email marketing can be tricky. Which is why you should continuously tidy-up your emailing list. Removing inactive users or running a re-engagement campaign will improve your open and delivery rates.
Having a double opt-in will refine your list. Why? Users have to confirm twice to receive your emails. As a result of this, you end up with a lucrative and responsive contact list.
5) Prepare appealing subject lines
The subject is the first touchpoint for the user and the email you’ve sent, so when a user sees your email—only a captivating subject line promotes and encourages them to click. A lousy subject will end up jeopardizing all your efforts put on the email’s content.
So here are few ways to increase your email’s Click Through Rate (CTR) using appealing subjects:
- Keep it simple and straightforward.
- Personalize your subject lines
- Use Fear Of Missing Out (FOMO) to create scantiness.
- It’s quite common—We all love curated content, so start your subject line with numbers.
6) Write quality content and schedule appropriately
Always keep the content precise, short, and attractive. So if the email is lengthy and wordy, the customers will lose interest and unsubscribe you.
Okay, now, we have quality content in place. Now what? We should know when to schedule your emails and when your subscribers are most active. Be consistent with the emails you send, follow the same schedule for newsletters, have an identifiable creative scent, and create original and attractive email bodies.
7) A/B testing for Emails
Testing emails is something you can’t gloss over. You have to find the content that works the best for you—this is possible only if you start testing your emails and decide using the experiment’s results.
By analyzing different subject lines, call to actions, and offers, you will end up with a perfect email that induces readers to take action.
8) Focus on improving the usability of your email
According to HubSpot, mobile opens account for 46 percent of all email opens. If the emails we send are not responsive, your email marketing metrics like CTR, Open Rate, and Delivery Rate can dropdown.
Always have an option to unsubscribe to your emails—this will help improve your email marketing metrics.
To conclude, Email Marketing has proven to be a lucrative tool to boost traffic and revenue. This tool seamlessly works with the other tools present in the digital marketing mix. What are you waiting for? Now it’s your turn to use all the strategies you’ve learned from this article.