Unlike other marketing channels, email marketing is still one of the most effective marketing channels that can drive high ROI. For being cream of the crop, most of the brands are indulged in crafting a successful ‘email marketing strategy‘ that they can convert for them.
Is it really worth your time and effort?
Well, engaging in conversation with your clients through email is the key to earning more conversation, brand visibility, and building brand reputation. If all this seems worthy, so will email marketing. The main purpose of email marketing is to earn customer trust to nurture long-term relationships.
People considering it dead should take a look at statistics revealed by Statista.
The constant upsurge foresees that the number of e-mail users globally is expected to grow to 4.6 billion users by 2025 with 376 billion e-mails to be sent daily by 2025., i.e., 0.6 billion higher than that of 2020 (4 billion). This validates the potential of email marketing in the real world. A result-driven email marketing campaign gets governed by professionals who can churn out high, measurable ROI in the least time.
Let’s see what email marketing is and what it can do for your business.
What is Email Marketing?
Putting it simply, email marketing is the process of reaching out to your target audience through customized emails. Everyone has different market goals, and email marketing is a great way to achieve them – increase subscriber rate, boost conversion and get clients. Let’s see how email marketing benefits small, medium and large-scale businesses.
Some of the purposes to use Email Marketing techniques are:
- It Builds Your Market: Marketing your products and services through email helps you set a target audience, thus building your market.
- It Builds and Nurtures Relationships: When your customers interact with your brand more often, they start recognizing it ensued from personalized engagement.
- It Boosts Brand Awareness: To propagate your business, building brand awareness and visibility is of prime worth.
- It can do Content Promotion: Advertising blog posts and related content through email can improve your reach and build you an audience who can follow and subscribe to you.
- It Fetches Leads: Leads in the form of subscribers can be your potential asset. Once connected, you may inform them about your services that they may find useful.
Knowing the purpose of your campaigns helps you organize an effective strategy for result-oriented email marketing campaigns.
Here comes the difficult task!!!
You get subscribers, right? How will you retain them for the long term?
Let’s dig deeper to find out ways to grow, interact and retain your followers and subscribers.
How Does Email Marketing Work?
An email is just a well-written, plain-text email that addresses the issues faced by your targeted audience or informs them about your products or services. Campaign Monitor says, “Marketers who use segmented campaign notice as much as a 760% increase in revenue”. And 81% of B2B marketers use newsletters to interact with their audience.
To jump straight to it is working, email marketing is as simple as it sounds. Structuring an email that interacts with the audience’s needs and sending it to prospective clients at the right time. Things to focus on here are content that needs to be shared, schedule of email, client list, etc.
Besides, the campaign should be carefully designed to promote services and products while suggesting possible solutions. It could be a promotional newsletter, a new product release, an invitation to join the webinar, an e-book subscription or a promotional offer etc.
The campaign can be customized as per the target audience. Adding a call-to-action to these emails gives the email an edge and users a path to proceed.
How to Start with Email Marketing?
Launching an email marketing campaign is relatively easier than using other social marketing channels. All you need is an email list and email marketing software. Sending marketing emails through a dedicated software sort-out process.
Email Marketing Software
Sendinblue, Mailchimp, Drip, Convertkit, AWeber, GetResponse, HubSpot Mailjet, Mailerlite, and Constant Contact. Some of these software’s are paid, while others are free. Check them before using them to save time and effort.
An Email List
An email list is your growth track to be followed. Consider that you have a subscriber list, and you used different types of data to lure them in. Some got attracted by informative blogs while others by special offers. Now, getting puzzled between the two will make you lose the game. So, make sure you create an effective strategy to manage your marketing campaigns.
Rather than overburdening client’s inboxes with back-to-back emails, try to create to-the-point and persuasive emails to share once or twice a week or bi-weekly.
Also, you may get lured to email marketing solutions that are driven by exclusive marketing gimmicks. Beware!
Email Marketing KPIs
The final call is to analyze email marketing KPIs to see if the marketing campaign is working progressively or not. Here are some KPIs you should check.
- Deliverability alludes to the rate at which sent emails get delivered to the intended recipient’s inbox.
- Open rate is an email marketing metrics that indicate the percentage rate of open emails once it reaches recipients’ inbox.
- CTR or Click-through rate is the ratio of users who click on CTAs to the number of total subscribers.
- Conversion is the number of people who redeemed the offer or picked your services
- Unsubscribers account for the number of people who unsubscribe from your email service once they receive your email.
Calculate all this to justify the success of your email marketing campaign.
Influential Techniques to Use in Your Next Email
The best way to crack deals is by providing value to your customers along with definite services. Sales and marketing are gripped in the claws of content. However, with so many people offering services similar to that yours, the window of opportunity is too small. But, clear and persuasive expression attracts customer’s attention to put them close to what they need and how they will get it.
Know Your Audience
Not just a tip, but the central spark of your marketing campaign. Identifying your audience gives you a straight view into their psychology to devise effective strategies to upsell. Segregate your audience based on various parameters to get a precise view.
Parameters to Segregate Your Email List: Demographics, Brand Awareness, Lifecycle stage, Personal consideration, decision stage, previous engagement with the brand, Industry, Language, Job Title, etc.
Introduce Social Proofs
Turn your high-profile customers into your brand promoters. Deliver social proof to your prospective customers to attract a fair deal. Also, customers trust each other when it comes to purchasing products. Leveraging the potential of social proof and customer case studies can help you dive deep into the psyche of your customers with a superior brand image.
If you are trying to point out the relevance of your services, you can tell them how many of their competitors’ use is linked to you.
Initiate Simple Conversation
Writing lengthy paragraphs would get you nothing but decreased subscriptions. Start by asking a simple question they would never say “no” to. Example: Ask them if they want to follow a simple approach to accomplish tough tasks? Keep your email simple to start with and then proceed with addressing a complex problem. Include an effective reason that is convincing enough to define the value of your services or product.
Don’t be pushy or aggressive, as the final choice will be theirs. Nail it by providing them crispy, easy, and convincing solutions.
Send Compelling Email Copy
To write emails that convert, think out of the box. Crafting an email company can be time-consuming if you miss the right practice. Let’s see how you can improve your copy.
Interactive Subject Line
It’s the first thing that comes under the notice of your prospective email list. As soon as the email lands in your inbox, the competition starts. The opening or abandonment of your email depends upon the subject line.
- Play around with actionable verbs that can guide the user, rest the readers know.
- Try to customize your email to reach more than half the population.
- Segment your clients based on their business or class.
Merge two or more important subjects to get a catchy and clear subject line and align it to the copy as well. For Instance- “23 things that are normal in the US but other countries find weird”- the subject line is interactive for both us citizens and citizens of other countries.
An all-embracing Copy
Preparing a copy isn’t easy. You have to be a better salesperson, a problem solver, a copywriter and a ubiquitous helper. Sound tough? Now, that you got your customers convinced that they will find something relevant in the email; it’s time to let them feel so.
- Remind them of the urgency to buy the services you sell.
- You can have a go at the problem and possible solution.
- Represent yourself using the second person to make it interactive.
- Show them the benefits you can bring to them. Don’t muster your copy by shoving in everything.
- Be precise. Add call to action to prompt immediate response.
CTAs to Include in Your Email Marketing Campaign
You may have missed the most compelling aspect of writing and email- Call to Action. ‘Click Here’, ‘Download Now’, and ‘learn more’ are out of the landscape now, with more and more creative CTAs in view.
- Adding a big standout call-to-action (CTA) can do more than you think.
- Choosing your CTA depends upon the content of the Email and placement of the CTA.
- Link your decent, informative visuals to landing pages or blogs.
- Use emails to nurture leads using specific CTAs within your email to forward.
- Integrate social sharing buttons to let it spread through social media.
- Customize action-oriented preview text.
Mistakes to Avoid in Email Marketing
Mistakes in email can plague your business, and you may start losing your subscribers. Considering that sending the email gets your job done would be the first mistake. From taking non-subscribers to subscriptions and visitors to conversion, the process is intricate and demands time. Many may baulk at the process, but to give it the right start crafting an error-free email is important.
First thing first, Proofreading
Proofreading the email copy not only for grammar and punctuation errors but also for context and receiver’s requirement is a not-to-miss aspect of sending an email. Make sure your copy resonates with the ideas you want to convey.
Avoid redundancy and extraneous usage of words. Proofread after every step- Ideation- Copywriting- Proofread- Design- Proofread- QA (Quality Assurance) – Proofread to make it free from errors.
Welcome, Email Neglected
Second, engage with your new subscribers by sending them a welcome email. The welcome email should be part of shepherding. The logic behind this is, they are new and subscribed to you for a reason. Greeting them at the earliest would arouse their curiosity to know who you are and why they subscribed to you. Add three simple elements – Welcome your readers, introduce your business to them, set the tone for future conversations and tell them what and how to follow.
Missed or Invisible Call-to-Action
Be it an email, landing page, or blog post, a standalone CTA can act as a pathfinder for your customer. Don’t let your readers skim through a vague and boring CTA; invoke urgency by using effective call-to-action words. Reiterate the call-to-action to get it noticed and interacted time and time again. Avoid using clichéd language and use a productive and progressive tone, unlike traditional mails. For instance: a subject line line “Lost The Battle But Won The War – Brum Is Blue: Episode 105, Stocks, U.S. Futures Steady; Cryptos Extend”. It is too lengthy to be displayed at once in the preview text and needs to be reconsidered.
Forgot to Optimize Your Email for Mobile Users
You may have missed a great volume of customers. Approx. 70% of your readers are mobile users. Create mobile-optimized emails to trigger conversions.
Ready to Craft a Marketing Strategy that Converts?
We have covered almost all the points that can turn your e-mail marketing campaign into a success. While there is a bundle of rules for a successful campaign, but start with being nice and helpful rather than promotional. Leverage the potential of the best email marketing services to swipe the results.