Of late, your effort in sending emails to clients and customers didn’t succeed. Maybe you were not successful with email marketing strategy. Also, none may have opened your emails. And you are really worried about it. The only question that might be bothering you is, what are the best ways to succeed in email marketing.
Read the blog post further to get ideas to implement clear cut email campaigns. This will boost your various digital marketing strategies. And of course, increase your ROI.
You have ways mentioned in the form of elucidating points below.
Have clear goals
Your good marketing campaign starts with setting goals. Likewise, think what you want to achieve with your email marketing campaign. Few goals for your email campaign would be,
- To welcome new subscribers
- Boosting engagement with a webinar for example
- Encouraging existing customers by providing them with something they will value
- Re-engaging inactive subscribers
- Sending targeted emails by segmenting your subscribers
- Devising email marketing goals according to your conversion goals
The above points will boost your open rate. Having clear goals is more important if you are a small business.
2) Learn to group your emails
You should be able to identify the different types of emails that you send. Let us see three email types,
Promotional emails: This type talks about offers and sales and is self-promotional
Relational emails: This type of email gives your customers what you have promised. For example, a weekly newsletter, a free gift, useful relevant information etc..
Transactional emails: In this type of email you have,
- Subscriber signup confirmations
- Welcome messages
- Order or purchase confirmations
- Acknowledgments of changes to subscriber information
Transactional emails are sent only after subscribers’ action.
3) Know your audience well
Knowing your audience well is the starting point of all. Send emails that are relevant to your customer’s interests. For this to take place you have to study your audience.
You cannot send the same email message to everyone. Each of your customers is different. Relevant emails bring 18 times more revenue than general emails. How would you send targeted emails? For this, segmenting your email is important.
You can segment the emails based on the customer’s demography, geography, niche, psychography, and product.
You can further segment your email list based on,
- Survey results
- Sending frequency
- Purchase cycle
- Past purchases and
- Email activity
This email segmentation will help you to connect with the customers at their interest level. By doing this you can give them relevant and valuable content. This is also a useful content marketing strategy.
4) Learn to use technology wisely
Use email marketing tools. These tools will help you in,
- Easy campaign creation and automation, including templates and workflows.
- Integrations with software you already use. For example with WordPress and OptinMonster.
- Ways to segment your audience.
- Analytics of email campaign performance
Furthermore, features like MailChimp’s automations will help you,
- Schedule transactional emails
- Blog-driven updates
- Quickly respond to customers, and
- Deliver promotional and relational emails.
5) Have great Optins
Obviously, you need to have sufficient people on your email list to do a successful email campaign. To get more people you have to create attractive optin forms. You can try a few of the following,
- Use welcome gates that appear when people arrive on your site.
- You can use lightbox popups that can appear on any page. And temporarily blank out the rest of the content to focus on the optin. These are great ways for conversions.
- You can have exit-intent popups, that appear when people are about to leave the site. At this time you can offer your lead magnet.
6) Craft a good subject line
A subject line is the main, opening headline of your email. Be more straightforward in your subject line.
- Let your subject line be more emotional and natural.
- Your subject lines should be short and to the point.
- You can think of adding humor to your subject line. But don’t go overboard.
- You can use the right questions and numbers to raise curiosity and also get a higher click-through rate.
- Tell what people will get in the subject line.
- Opt for personalization, like adding people’s name in the subject line. This will keep them more engaged.
- Don’t use spam trigger words so that your email will make it to the inbox.
7) Have a simple layout
Your layout should not have flashy graphics, huge fonts, and other in-your-face items. Your layout should be clean and simple. Your layout should be professional and easy to navigate. Don’t have an overly busy layout. If so, your email will go into the trash.
8) Personalize your email
Use your customer’s name in the email if you can. Send your emails from the same address every time. More personalization builds trust. Only then will your emails be opened and read.
9) Don’t overload on copy
Don’t use too many paragraphs (like 3 paras) to describe your product. Your customer won’t have the time to ready wordy emails. Moreover, use short paragraphs. If you want to give any excess information then place a link to your product page or landing page.
Furthermore, consider the following in your email copy,
- A personal story: Being human adds credit to the company and often helps people make an emotional connection. Successful emails contain this technique of adding an emotional touch.
- Something of value to your readers: The content of value can be any useful information or a resource you are promoting. You also have to make it clear how this will help them.
- A poll, survey, GIF or video: All these will make the readers more engaged and curious.
10) Include call to action
Your call to actions in the emails may be,
- Asking customers to click on a link
- To ask customers to fill out a survey
- Asking them to make a purchase
11) Share social buttons
Social media share buttons in your email encourage readers to spread the word about your brand. This will make them continue the conversation with their peers. You can also use social share buttons to make people land in relevant landing pages.
12) Keep mobile in your mind
For a larger part, your emails will be opened in a mobile device. 75% of Gmail users use mobile devices. Your emails should be compatible with mobile devices. A recent study revealed that by 2018, worldwide mobile email users will be over 2.2 billion (Radicati). Therefore, you have to make sure that your emails are easy to read and interact with mobile.
13) A/B Test your emails
You have to A/B test your emails to fully read the mind of your audience. While A/B testing, focus on one variable at a time. For example, focus on,
- Subject line
- Offer included
- Who the email is from
- Your email list segment
- Or minor design changes
All these variables will help in understanding your email subscriber, as business owners. And have a great impact on your email marketing strategy and sales funnel.
Last but not least are some points to remember in the mode of email delivery.
- Monitor your IP reputation scores.
- Be aware of the spam traps
- Avoid using phishing links in your content.
- Add an unsubscribe link in your content.
- Ask users to add your sender domain to their address book.
- Provide a link to the online version of your email.
- Keep the text/image ratio to a minimum of 50%
- Do not use bright red, green colors in the content.
- Try not to use too many special characters in the content.
- Try to follow all the deliverability best practices.
“Email is easy…if you want it to be. Simplify before you get complicated.” Importantly, email is the lifeline that carries vital data that also links to various other channels of information. Email is a one-stop-shop for all your customer queries.
You can learn email marketing courses in Chennai from a reputed digital marketing institution.