5 TOP EMAIL MARKETING STRATEGIES TO GROW YOUR BUSINESS
Email marketing is one of the most effective marketing channels as it delivers a very high marketing ROI. It outperforms most other marketing strategies, inclusive but not limited to SEO, PPC, and content marketing. Email is used by most people and over 280 billion emails are sent on a daily basis.
This figure is all set to go beyond 330 billion by the end of next year. Email marketing strategies have evolved considerably and what worked some years ago, doesn’t work now. Hence, given the importance of email marketing to any marketing strategy, this piece has been put together to enlist the top 5 strategies for better email marketing campaigns. Let’s get started!
- Personalized Emails:
Personalized messages mean the use of customer data to create personalized emails. Personalized emails deliver 6x high transaction rates and you are advised to use them if you haven’t done so already. Personalization delivers a very healthy ROI and since most brands still don’t use personalization in their email marketing strategy, you have a chance to stand out from the competition, if and when you make personalized emails, a mainstay of your marketing strategy.
Personalization can be as simple as addressing the receiver of the email by their name. This alone can improve the performance campaign to a considerable degree. Other ways to personalize emails entail the use of a reply-to email address, which allows readers an avenue to engage and respond to your campaigns. Further, you can use your real contact information within the email which allows readers an avenue to contact you online. This is a very good way to build a relationship with the readers.
- Segment Your Subscribers:
Segmentation should be high on your agenda because if and when you do so, your campaigns will become much more targeted to the audiences that you are catering to. There are many software’s which can make segmentation quite easy and if you are advised to use them if you haven’t done so already! Email list segmentation results in higher open rates, revenue, sales leads, deliverability as well as transactions.
It has been proven many times that segmented email campaigns have a better open rate and click-through rate than non-segmented email campaigns, and that is where your focus should be. There are a couple of ways to get started with segmentation. If you offer services to businesses, you can segment them by industry to make your emails more relevant to them.
You can also increase your response rates by segmenting by company size. Finally, you can also segment by sales cycle, depending on the likelihood of subscribers to buy products. If you run a small business and can’t seem to properly segment your subscribers on your own, then you can hire a digital marketing agency for small businesses for the same purpose.
- Mobile-Friendly Emails:
The percentage of marketing emails there were opened on a mobile device, has grown year on year, and in this current year, it is well beyond 60%. More people use their smartphones to access the internet than they have ever done in the past, and hence it is imperative for marketers to send subscribes emails that have been optimized for their mobile device.
If you don’t do so, there are high chances that your emails will either get unsubscribed or deleted. Mobile emails deliver a much better revenue than desktop revenue but there are still around 20% of email campaigns that are not optimized for mobile. So there is an opportunity of standing out from the competition, if and when you optimize your email campaigns for mobile.
There are some tips to optimize your campaigns for mobile devices. One of them is creating a responsive email design that will optimize the experience regardless of the device that is being used to view the email. Further, keep the subject email short and simple, which is able to succinctly communicate to the reader what the email is about.
Finally, you need to make your Call to Actions (CTA) prominent enough to get visibility as is desired for click-through.
- Test It Out:
You are advised to test your emails, as that will give you enough data to make decisions that can improve your performance. You can do so by sending subject line variations to a small sample of subscribers and then judging how these variations would perform.
Over and above subject lines, you can also test from names which are the name that appears in the ‘form’ field. It has a huge impact on whether the email will be opened or not, and you are advised to team a few variations before sticking to the one that works the best.
You can also test email campaigns in plain text as they appear to be more personalized than a plain text version of emails. Whether you are better suited with using long or short emails can also be found out, if and when you test both the variations.
- Automated Email Campaigns:
Automated email campaigns make the use of triggered emails that are triggered based on an action taken by a website visitor. It performs much better than traditional email as it is based on user behavior. The open rates for trigger emails are 95% higher than traditional email, which is a lot of difference! Some common examples of trigger emails are ‘welcome’ emails, ‘thank you’ emails and ‘transactional emails’.
If you are still not using trigger emails, then it is high time that you do so, because even the best-converting websites in the world use trigger emails. That’s not all, trigger-based email marketing campaigns can generate four times more revenue and eighteen times more profits!
Only 25% of marketers use triggered emails which are around 2.6% of the overall email volume, yet still, they are responsible for 20% of the entire email marketing revenue! Triggered emails work so well because the devil lies in the detail and the detail in this scenario is the context! And plus, setting up triggered emails doesn’t have to be expensive as one can simply start by using auto-reconsiders in customer service software to duplicate the automation facet.
There are many examples of trigger emails that you can send. If a user has created an account but hasn’t used your product within the first 7 days, you can send an ‘activation’ email to such a user entailing steps on how they can get started. If a user is approaching the end of his or her subscription, you can send them an email aiming to win them back. Such an email will entail new product features and new releases in the future.
Finally, you can build loyalty by offering customers something free, whenever it is possible for you to do so.
The Bottom Line
Email marketing has delivered results and it is expected that it will continue to do so in the future. It has evolved exponentially over the years and it is no longer as simple as sending emails to just about everyone.
If you still haven’t updated your email marketing strategy, then it is high time that you do so because you need to evolve or change with the times or run the high risk of being rendered irrelevant and falling behind your competitors.
In today’s day and age, you need to send emails that are personalized and optimized for multiple devices. You should also endeavor to continuously test new elements and always try to find ways to automate what works through triggered emails.
If and when you implement these changes either on your own or with the help of a digital marketing service provider, you will notice that your business will grow and you will be on the right path to achieve all of your business goals.