Email Marketing Strategies To Grow Your Business
A significant element of email marketing is relationship. Does a recipient trust you? Does a recipient even know who you are? When an email jumps the gun by forcing familiarity too soon, the personalization comes across as skeevy. Intimacy is earned in real life, and it would appear to be the same way with email.
What is Email Marketing?
Email marketing is a type of direct marketing that uses personalized, mass emails to educate and convince a lead to take a specific action, like making a purchase. It is a highly effective digital marketing strategy. Effective email marketing convert prospects into customers, and turns one-time buyers into repeat customers and raving fans. Email marketing has been around forever, and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers, consistently winning out over all other marketing channels.
Why Email Marketing is Important?
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
1. Email is the #1 communication channel. Did you know that at least 99% of consumers check their email on a daily basis? That can’t be said of any other communication channel.
2. You own your list. On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.
3. Email just converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI (returns on investment) of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.
Does Email Marketing Works?
When you want to communicate something about your brand or sell your stuff, email marketing is one of the most cost-effective ways to do so. In fact, a 2015 study by the DMA found that for every $1 spent, email has an average $38 return on investment (ROI). When shoppers are ready to buy something, they often look for emails from their favorite stores.
Still, people receive more and more email all the time, and it can be challenging to stand out in full inboxes.
Key To Kick Start Email Marketing Strategy
1. Personalize your message
There’s no doubt that email personalization is a great tactic proven to have amazing benefits on your mail campaigns. According to Invesp, compared to non-personalized, personalized promotional mailings have 29% higher unique open rates and 41% higher unique click rates. The benefits even go further. An Epson research states that 80% of the customers are more likely to purchase from a brand that provides a personalized experience.
While it’s great to familiarize the relationship you have with your customers, you have to be careful not to cross the line. Overusing names will just make you look weird in your customer’s eyes and damage your reputation.
2. Short Subject Lines
When it comes to deciding how to craft that perfect subject line, there appears to be really only one area to avoid: the subject line of 60 to 70 characters. Marketers refer to this as the “dead zone” of subject length. According to research by Adestra, which tracked over 900 million emails for its report, there is no increase in either open rate or clickthroughs at this 60-to-70 character length of subject line.
3. Send mobile friendly emails
Imagine sending an email that looks so good. But the moment you open it on your phone the images don’t show and the design looks bad. As a result, your subscribers aren’t able to interact. This situation can seriously affect your campaign’s success.
Here are some quick design tips that will help your marketing strategy to avoid the dislikes by your subscribers:
Create one-column mails
Place important text-centered
Have an easy-to-tap, call-to-action button
Use a bigger font size
Display small images
4. Send Freebies
Promotional giveaways cannot only significantly increase the number of subscribers, but they can increase your income as well. You might be skeptical as to why you should give away something free of charge, but this kind of promotional content is what many subscribers like and are willing to give you their email address in exchange for. Freebies such as templates and tools are the most popular with a 26% to 66% click-through rate.
5. Segment Your Subscribers
Segmenting your email lists speaks more directly and intelligently to your users. It gives them the right information at the right moment. If you do it right, the results will be certain. If you segment your lists, you get better open rates, revenue, leads, transactions and more customers. Another benefit is that segmentation goes hand in hand with GDPR and email marketing.
6. Right Time for Email Sending
Timing is everything when it comes to the success rate of your email campaigns. You are surely aiming for improved open and click-through rate so choosing the time wisely is an element you should focus on. One more reason is that loyal users may want to engage with your content (share with friends or on social media, etc.). Having that in mind, you should use all the tools you can to determine what’s the best timing for them.
There is no one-fits-all time to send. A huge factor to consider here also is the type of business you own. Here’s a table that will help you find the perfect timing depending on your type of business:
To conclude we can say that, the most powerful way to find out what works best for your business is to always test your email campaigns. This will save you typos, errors, bounces, and other kinds of troubles that could have been prevented should you sent out test emails prior to the official one.
Also, it’s important to note that testing isn’t something you should do occasionally, but rather continuously on-the-go. Testing different variations of the same email campaign will give you plenty of information about how your subscribers respond. You will know what works well, and what needs to be improved in your next campaigns.