Email marketing is more important than it has ever been for businesses that are trying to expand and get in front of their ideal customers.
It is anticipated that marketing via email will be up to four times more effective than marketing via social media. This is due to the fact that it is an ideal method for establishing a closer connection with one’s existing customers as well as one’s prospective customers.
Personalization, optimization, and frequency of contact are the three pillars that support successful email marketing campaigns. These are the same pillars that support successful marketing in general.
1. Do Build an Email List Correctly
Building an email list consisting of people who are interested in the products you sell should be the first step in any successful email marketing campaign.
This list includes prospective customers or warm leads that you may have acquired through your website’s contact form, pop-up advertisements, or other methods.
As long as they gave their permission to be added to your mailing list, you have a greater chance of converting them into paying customers and possibly even evangelists for your brand in the years to come.
Utilizing a verified opt-in, also referred to as a confirmed opt-in, is one method you can use to increase the percentage of people who open your emails.
The second scenario presents the bulk of the issue. If you are building an email list that will contain cold leads for the purpose of poaching, you need to make sure that the list contains prospects who…
- Are the right POC.
- Have the authority to make decisions.
- Are in the appropriate position to purchase your offering.
2. Be Creative on Your Subject Line
Even though it’s the shortest part of your email, this section is critically important to the success of your email marketing campaign. Because it is the first statement that the reader sees, it helps them decide whether or not they want to click and read the rest of your email.
A strong subject line should get right to the point, be unambiguous, and not be too long. The majority of studies have pointed to a range of between 35 and 50 characters as being optimal for length. The subscriber should be aware of the contents of the email by reading the subject line in order to have a higher rate of emails being opened.
Avoid using clickbait subject lines or subject lines that overpromise, as the content of the email will most likely fall short of the expectations set by the subject line. People no longer click on subject lines like that, and it’s possible that your emails will be moved to the spam folder as a result.
Personalizing the subject line is yet another strategy that can be utilized to raise the percentage of emails that are opened. To be clear, when I say “personalizing,” I do not mean using the subscriber’s name in any way. That also works, but there is a good chance that it will backfire. Instead, it should be personalized to address the unique challenges that are being faced by the user.
One more thing, trends are always shifting, so things that are successful today might not be successful tomorrow. It’s possible that different types of businesses have different requirements for effective subject lines. In order to err on the side of caution, you should perform A/B testing on some of the subject lines and evaluate how well they do.
3. Do Segment the Mailing List
After you have compiled a sizeable mailing list, the next step is to segment it or divide the subscribers into different groups according to the interests they have expressed. Sending out a single email to all of the people on your list is the worst possible move you could make. It’s possible that some people can relate to it, while for others, it won’t make any sense at all.
If you want your marketing campaigns to be successful, you should segment your customer list based on a variety of factors, including the location of your customers, how frequently and how well they engage with your emails, how they engage with the content on your blog, their gender, and their age, and then send unique emails to each segment.
Send the subscriber a variety of emails and observe how they interact with each one. Based on this information, you can determine which segment the subscriber should be placed in and then group subscribers who share interests.
The distinction between people who have purchased something from you and those who have not must also be made, which is why segmentation is so important. It is very annoying when, after I have just purchased something from you, you send me a follow-up email requesting that I buy the same product again.
A helpful hint for segmenting your market is to determine whether you will be marketing your product directly to consumers or directly to other businesses.
To prevent this from happening, divide your subscribers into different categories according to how far along the path to becoming loyal customers they are.
Not only does segmenting help increase engagement, but it also helps improve the return on investment for your campaign.
4. Do Automate Your Campaigns
Your email list absolutely needs to have active subscribers. If you don’t provide them with enough value, they may decide to cancel their subscription. On the other hand, it can be quite exhausting to sit down and manually sort through all of the various emails, sending each one at the appropriate time according to the local time zone. Here is where automation proves to be extremely helpful. You are able to automate the entire process so that a certain action taken by the user causes a certain email to be sent.
For example, when a new user registers for your website, you are required to send them a “welcome” email almost immediately; however, it’s possible that you won’t always be there to wait for them to do so in order to send the email.
You can automate a variety of emails that guide the user through the sales funnel until they become loyal customers. In addition to a welcome email, you can automate these emails. To make matters even better, you can incorporate personalization into automation, which will result in increased engagement as well as a higher rate of conversion.
You will, of course, have conducted experiments to determine which subject lines and email lengths are successful and which are not, and you will be able to make adjustments as the subscriber advances through the various stages of the funnel.
Not only can automation help you acquire new customers and keep existing ones, but it can also save you money by eliminating the need to hire a large team to manage your email marketing campaigns. This frees up resources that can be put toward other areas of your business.
5. Do Add a Call to Action
What should you do after putting some thought into the email’s subject line and making sure the body of the message is informative? By including a call to action, you are providing the reader or subscriber with the opportunity to respond to what they have just read.
A call to action that offers immediate gratification has a good chance of being successful. For instance, if you want them to participate in a webinar, you could ask them to “Join Now” and include a link to the webinar in the body of the message. Include the link in the email if you want the recipient to read a particular blog post that is located on your website.
Sending a customer an email proposal is an effective method for eliciting customer action. By taking a novel approach to meeting the requirements of existing customers, this has the potential to expand both your customer base and your revenue from those customers.
You can also perform A/B testing on a variety of CTAs and select the one that results in the highest engagement.
Email marketing is an excellent method for generating leads because it allows for a message to be personalized and contextualized. It’s possible that the most successful email marketing campaigns combine a number of different channels and work well with the rest of your marketing strategies.
Once you have all of these components in place, the next step is to ensure that your email campaign management system is equipped with the appropriate tools. This will ensure that everything runs efficiently.