Despite the prevalence of various instant messaging apps and social networks, email remains the most trusted form of communication. There are about 4 billion email users globally and this number is projected to grow to around 4.5 billion by 2024. Roughly 306.4 billion emails are sent and received daily in 2020. Users open their account at least once a day and spend around 5 minutes on emails.
Considering its wide adoption, email marketing continues to be an effective marketing strategy employed by different industries. Businesses and brands use this marketing channel to engage with their target audience, showcase their products, offer promotions, and convert leads to sales.
With an engagement rate of 22.86%, a vast majority of marketers consider email as a vital communications channel. The email engagement rate is significantly better than the average social media engagement rate of 0.6%. Considering the effectiveness of email marketing, it’s not surprising why 9 out of 10 marketers utilize this strategy to reach their audience.
Although email marketing has an impressive return on investment, running a campaign does not guarantee success. Simply sending emails to as many email addresses won’t generate leads and increase sales. If your email marketing strategy has lackluster results, chances are, you’re not doing it right. Here are some pro tips to help you get the most value out of your campaign.
Create meaningful content and track results
When it comes to email marketing, content is king. Focus on creating and distributing meaningful content that will add value to your subscribers. The key is to establish authority in your niche which will enable you to influence your audience. Keep your subscribers satisfied and interested by combining discounts and freebies with authoritative content.
Regularly evaluate the effectiveness of your promotions and content by checking your campaign metrics. Some key indicators to check are the open rate, engagement rate, and conversion rate. Use Google Analytics for comprehensive data and analysis of your marketing campaign.
Don’t sell your product in the first email. Consumers want to buy from brands they trust, so you have to earn their trust. Initially, you should send emails that aim to get acquainted with your audience. Send targeted and personalized messages, do fun quizzes, and communicate frequently. This will help build rapport and trust. Keep your content interesting so they will look forward to your next email. Get your subscribers to take actions that will be useful for them, even if it won’t have direct value to your business. This adds to your credibility and trustworthiness to your brand. Gradually building their confidence in your brand is vital in the success of an email marketing campaign.
Consumers have a very short attention span. Always keep emails focused, concise, and straightforward. The main points and call-to-action should be on the first page. You don’t want them to scroll through the email (they won’t do it.) Emails that are too long can turn off potential leads. They can also bombard your readers with information that won’t matter to them. Avoid sales-y messages as they might flag you as a spammer. Ideally, you should hire an experienced writer for great content. While this might cost you a few hundred bucks, it is a worthwhile investment.
Build a strong, clean list
Gone are the days of mass emails. Developers of email validation solution by Byteplant emphasized that sending thousands of emails to unwilling recipients is not only useless but also detrimental to your campaign – and your brand in general. You can be tagged as a spammer and this can take a dig on your reputation.
To ensure success, you should reach out to the right audience. These are subscribers who will be delighted to receive updates and email offerings from you. Execute list building techniques such as on-site techniques (landing pages, sign-up notifications, and pop-ups), opt-in forms, and off-site techniques (social media listing, forums, or traditional advertising). You also regularly clean your email list using email validation tools. These can help filter out inactive, complainer, and obsolete addresses that can negatively impact your email engagement rate.
Segment email list
Remember that you have various subscribers with unique personalities and interests. They also have different preferences in terms of contents, such as news, events, promos, etc. Segmenting your email list makes it easier to craft and send dedicated emails to each segment. For example, you can create content intended for different age groups, such as for students, working mums, or retirees. Segmenting your emails ensures that you provide readers with relevant messages that they might find interesting. It also allows you to connect with your readers better.
With the ubiquity of mobile devices, more and more people access their emails through these gadgets. A study conducted by Litmus noted that 7 out of 10 people delete emails that are not accessible through mobile. As such, it is vital to make your emails mobile-friendly. Create eye-catching and interesting emails that are optimized for the smartphone. Test your emails before sending them out. By simply making your emails responsive on different devices, you can significantly improve the success rate of your email marketing campaign.
Clear call-to-action (CTA)
Don’t send an email without a clearly defined CTA. When running an email marketing campaign, every email that you send should have an objective. It can be to get subscribers like a page, answer a questionnaire, click a link, etc. The reader must be able to determine what to do within 5 seconds. If he is unable to do so, chances are you will lose him forever. He might delete the email or just move to the next one. A strong and well-placed CTA should get them to perform the desired action quickly.
The importance of email marketing cannot be overstated. It has been around since the advent of the Internet – and continues to be a powerful content marketing tactic. When executed properly, it can help ensure the success of your business. Hopefully, the tips discussed above can help you get the most out of this digital marketing strategy.