Marketing is no longer a question of the awareness created, or the number of customers acquired. With the evolvement in digital marketing, it is now measured on customer engagement and impact on revenue. As a business owner, you want to reach your target audience in the most efficient way possible. Email marketing is not only useful but also cost-effective. It is a more natural way to present your brand to the market, and generate higher revenues.
When done right, email marketing can be a powerful tool, with a higher ROI as compared to mobile marketing. Here are some essential tips to ensure your email marketing efforts delivers your message effectively, driving revenue.
1. Get Permission
Building an email marketing strategy requires that you have a notable email list. To start with, you will need permission to email your target audience. Do not email members who are yet to subscribe to your marketing emails. Contacting your audience first ensures that you only deal with those who want to engage with your business.
However, just asking people to post their email addresses won’t cut it. The first step should involve having a definite purpose. Copywriting will be a vital tool at this point. Share specifics on what the users should expect. Is it spam? Are you offering discounts or giveaways? How many times will you send out the emails?
Refrain from asking for more personal details at this point. The point is to make your members feel safe as they share privileged information with you. Always let them know that they can also unsubscribe from your newsletters at any given point.
Creating an email list is not useful if all your emails go straight to spam. Work on getting whitelisted by your candidates. Getting added to a recipient’s address book ensures that your emails hit the inbox.
Never stop building your subscriber list. You can never have too many clients. Make it impossible to miss your subscriptions forms by having them all over your site.
2. Create Strong Content
If you want to hold a readers interest, go for personalized emails. Most subscribers will see through general emails and not give them much thought.
Creating high-quality emails may take time and money, but has higher returns. Recent studies indicate that personalized messages have boosted conversions by 10% and click-through rates by 14%.
Readers are not interested in receiving newsletters which are unrelated to their preferences. Sending irrelevant content will only see a higher rate of subscriptions. You may not have robust data on your members, but you keep learning depending on how they respond to your messages.
3. Segmentation and Analytics
What follows is placing your recipients in segments based on these headline tests and responses. Segmentation can be based on geographical, behavioral or demographical data. It allows you to create a tailored and relevant campaign for each segment.
Ensure that your message matches each candidate’s specific interest. A great tip is keeping the visual design of your content consistent with each campaign. Let your users get used to your company and your products if you want to see more leads and conversions.
Learn how to use analytics to know if your emails are valid. Pay attention to know exactly what is going wrong so that you can fix it in good time. For instance, if your open rates decrease each day, it only means that no one is reading your emails. Hence, you need to improve your content and provide value to your readers.
Having a low CTR indicates that your emails are not getting through to your recipients. It could also mean that you send out general emails. Work with a copywriter to create more personalized content.
If you have a higher subscription rate, you have more problems than just simple copy or segmentation. Members are opting to opt out, and you need to find out why and take immediate action.
4. Determine Your Email Frequency
Segmenting your recipients allows you understand what is best for each group. At this point, you should determine the number of emails that deliver your message efficiently
Set out to send a specific number of emails to each group. This can be on a daily, weekly or a monthly basis depending on your target. Once you have achieved the frequency for a group, do not send out more emails.
This allows you to focus on contextual engagement and how to leverage this for higher returns. By decreasing the number of emails sent, you will realize a definite increase in open rates.
An email marketing strategy should involve determining specific times to send out the emails. Regular schedule not only builds loyalty and trust but also creates a stronger brand for your business.
Did you know that 8.00 pm to midnight is the ideal time to send your emails? To boost your open rates, send your emails at night since it’s the least used period by most marketers. If everyone sends emails during business hours, there are high chances of inbox crowding. Your email may not stand a chance of getting noticed, and you will lose out on potential customers.
6. Test, Test, and Test
Testing is the only way of knowing if your email campaign is as effective as you would want. Using A/B split tests into your content or subject lines is one of the ways you can get these results. Moreover, this also allows you to monitor the analytics and see what may be going wrong.
Having high open rates and CTR indicate good progress and vice versa. We recommend that you perform A/B split tests before each campaign to monitor the progress.
Email marketing is an effective way of reaching your audience and keeping them engaged. If you have struggled with this in the past, we hope that you now have the insight to create more successful campaigns.