Implementing the Best Email Marketing Strategy for Your Business
Whether you want to attract new customers or get existing ones to purchase your products, email marketing is the key to success. Email marketing is the best way to reach new customers and monetize a website’s visitors. A study from Codecrew shows that the average ROI for email marketing is 4200%. This means that you will get $42 for every $1 you spend on implementing marketing strategies for your business. The incredible ROI makes it a “must” to start digital marketing because otherwise, you will be leaving money on the table.
If you are new to email marketing strategies and don’t know which one will work better for your business, you have arrived at the right place. Today we will go over the best email marketing strategies that will help take your business’ revenue to the next level.
What is Email Marketing?
Email marketing is a tool that can help create a link between your brand and existing customers. That’s not all; email marketing can help you reach new customers by implementing a lead magnet on your website. When a visitor comes to your website and doesn’t find something that they like, they will leave, and you can’t get in touch with them anymore. However, this changes if you implement a lead magnet. You will be able to get the visitor’s email and reach out to them when you are running a sale or want to pitch a new product.
The Best Email Marketing Strategies
Now that we have gone over the purpose of email marketing and how it can help your business flourish, we will present the best email marketing strategies that you should implement right away. Without any further ado, let’s get into it.
#1 Use Personalized Emails
The folks at Epson researched email marketing strategies, showing that 80% of customers are more likely to purchase products from a business that uses personalized emails. Therefore, using personalized emails in your campaigns is essential to success. Just think about it, how more likely are you to open an email that addresses you by name in the subject tag than one that refers to you as “dear customer”?
There is a thin line that you shouldn’t cross when creating personalized emails. People don’t want to feel like you know too much about what interests them, and you should try and just use their names and the data they openly shared. You can even use emojis to boost your email marketing efforts. Nonetheless, below you can find some tips and tricks that can be used to create personalized emails:
- Use your client’s names (the person who receives the email will feel more compelled to open it if it mentions their name in the subject line);
- Send emails that are relevant to the client (use different emails for clients who have visited a product page multiple times and have yet to purchase it);
- Notify clients of personal and seasonal events (a good idea to personalize emails is to announce upcoming personal and seasonal events).
#2 Clean Your Email List
Even though removing emails from your list might seem counter-intuitive to digital marketing, we assure you that this is necessary for success. It’s important to regularly clean your email list in order to improve deliverability. This means you need to remove email addresses from your contact list that have not replied to or clicked on one of your links in a long time. More importantly, you should remove all contacts who wish to unsubscribe to your campaigns.
If it’s not making sense why you should delete emails that you worked hard to collect, you should know that this will lower your bounce percentage. Instead of sending out hundreds of emails to people who are not interested in the products or services you are pitching, you will only be dealing with those who have a high chance of converting into customers. Cleaning the email list from contacts that never answer will also lower the chances of your email campaigns being sent to “spam” as a result of the low response rate.
#3 Test Your Emails
What better way to make sure that your email marketing strategy works other than with A/B testing campaigns? If you are unfamiliar with A/B testing campaigns, you should know that this is a practice that makes it possible to experiment with different versions of your emails in order to find out what works and what doesn’t. Another good idea for checking how well your email marketing strategy functions is to test it with friends and coworkers. They can give you valuable feedback on the layout, product pitch, and even typos.
It’s always a good idea to test your emails on different browsers, email clients, and ISPs. The reason behind this is that the emails you send might look different on the reader’s device than it does on yours. All email clients are equipped with different features and layouts to make them stand out from the competition. This is why you should consider sending out a couple of test emails to the top 5 most popular clients in order to see if the format looks okay and if the links you include are responsive.
#4 Use the Subscription Form to Segment Audience
When it comes to eCommerce, segmenting the audience is one of the critical tools you need to use for success. In fact, knowing how to implement segmenting will always make the difference between great marketing campaigns and good ones. By segmenting the audience, we mean that you should split the emails according to the categories that the clients are interested in. For example, some of your website’s visitors might only check your website’s men’s clothing categories. Therefore, chances are that they will not be interested in all the products that you have to offer.
The great thing about segmenting your audience is that you can do it right from the subscription form that is used as a lead magnet. This will make it easy to send targeted and relevant campaigns to each user. Include additional fields in the subscription form that will allow you to segment subscribers according to their specific interests. In general, big brands will offer a 10% discount to “new users” who sign up to the subscriber forum with their email and interests. The discount will certainly be worth it if you get a returning customer.
#5 You Need to Always Provide Value
If there is one email marketing strategy that you can implement and instantly see results, it has to be providing value to your subscribers. If you are always providing value to your subscribers, your open rate will be high, and they will read your emails and go through your links. Depending on how valuable the information you are providing is, the subscribers might even be looking forward to receiving a weekly email from you.
Providing value with your email campaigns is not only about increasing the open rate. It’s also about building a long-lasting relationship with your subscribers that will give them confidence in your expertise. Therefore, the chances of them purchasing your products or services will be much higher. If you are not sure what type of content your subscribers will find valuable, the best way to determine this is to ask them. Use some of the following tactics in your next emails:
- Ask your subscribers what type of content they would like to read;
- Include the option to allow subscribers to vote on the categories that interest them the most;
- Encourage subscribers to reply to your email campaigns with their ideas.
A good example of how providing value looks like through campaigns is to include informational content in the emails. For example, if you are running a clothing website, you can give subscribers advice on how to get the best deals when buying clothes online.
#6 Keep the Subject Line Short and Optimized
Did you know that 47% of email recipients open the emails only if the subject line interests them? This shows us that using a highly optimized subject line is essential for success. Pair this with personalized subject lines, and you will have a high email open rate. When creating subject lines, you shouldn’t pay attention only to the content that you include. Instead, you should also pay attention to the character count. The reason is that email subject lines with six to ten words have the highest open rate. Therefore, you should keep yours short and straightforward.
Subject lines are so important that they can either make or break your campaign. This is why you should consider spending more time crafting the best one-liner you can think of. Below you can find some guidelines that will help you create the best subject lines for your email campaigns:
- Keep the subject line short (50 to 60 characters);
- Use action-based words;
- Personalize subject lines by adding subscriber names.
#7 Automate Email Campaigns
While sending emails to all your subscribers manually might make them feel more personal, this is not the most effective way to go about running successful campaigns. Nowadays, there are hundreds of email automatization tools that make it super easy to send thousands of emails every hour. To make things even better, these email automatization tools allow you to personalize texts, run segmented campaigns, and more. Here are two great ways to automate campaigns:
- Newsletters (send emails with regular updates, discounts, and other promotions to your subscribers);
- Abandoned carts (send reminders to subscribers that they have abandoned carts).
#8 Send Emails at the Right Time
The time you choose to start your email marketing campaign is more important than you might think. Since your goal is to improve the open rate and get new customers, it’s essential to send the emails during the time that your subscribers are checking their inbox, whether it’s mobile or desktop. Fortunately, you don’t have to do any guessing. There are statistics that show the best times to send emails depending on your type of business:
- Ecommerce – 10:00 AM;
- SaaS – 2:00 – 3:00 PM;
- Marketing Services – 4:00 PM;
- Offline retail – 8:00 – 10:00 AM;
- Professional B2B services – 8:10 – 10:00 AM;
- NGOs – 3:00 – 4:00 PM;
- The best overall time for email campaigns – 10:00 AM – 3:00 PM.
#9 Interact with Inactive Subscribers
As you can imagine, your email list will have quite a large number of inactive subscribers. However, this doesn’t mean that the reason people are no longer reading your emails or clicking on your links is a bad one. It’s simply possible that the inactive subscribers just don’t have enough time for the products you are offering or are just not in the mood for shopping. On the bright side of things, getting inactive subscribers to purchase the products or services you are offering is much more cost-effective than trying to get new ones. Below you can find the best ways to interact with inactive subscribers:
- Remind subscribers that your business offers value (you can do this with infographics);
- Offer special discounts to existing customers (especially those who haven’t made a purchase in a while);
- Present new products;
- Use the information you have about inactive subscribers (such as their birthdays, for example) to get them engaged in your offers.
#10 Optimize Your Email Campaign for Mobile
The last and most important email marketing strategy that can impact your business is to optimize all email campaigns for mobile. A study from Oberlo shows that 69.4% of internet users do their shopping on mobile. As a result, you will see a significant revenue increase after you start optimizing email campaigns for mobile. Here are some guidelines that will help you optimize your emails:
- Write short email copies;
- Don’t use bigger font sizes because they might be hard to read on mobile;
- Use a responsive design;
- Make your CTA (call to action) button easy to access;
- Avoid adding too many images to your emails because they can draw attention from the CTA button.
Implementing a good email marketing strategy for your business will show an instant increase in revenue, and there is no doubt about that. Today we presented the “secrets” of email marketing that will help you launch successful campaigns that will engage your subscribers and help drive sales.
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