Technology is evolving every day, and a lot of new sophisticated marketing strategies are being used more and more. With video, artificial intelligence, smart chatbox, and many more ways to convey your message, emails seem obsolete. But this is far from the truth. In reality, email marketing is one of the most efficient ways to attract new customers and grow your business. Every brand should implement this technique in its marketing plan and take advantage of this significant opportunity. But what exactly is email marketing? Let’s find out together.
What is email marketing?
Email Marketing is an easy and effective way to build relationships with a target audience and potential customers by using traditional emails. With the right information in their inboxes, we can convert prospects into customers.
Users that may be interested in your brand can join an email list and, through your newsletters, learn all about a product or service. This can help to have an informed buying decision when they are ready to purchase something. There are numerous free email marketing services available that can help you improve your return on investment during this journey.
Remember that email marketing is not only about selling. We can create campaigns about industry news, trends, or how-to videos. We can also include discount codes and offers that can help buyers’ decisions. After all, it is all about creating value for your subscribers. Keep that in mind, to stay miles ahead of the competition.
What are the benefits of email marketing?
There will be many people out there wondering: “With all these strategies available in 2020, why should I use Email Marketing?” Let me explain some benefits of this kind of campaign.
The cost is probably the most critical factor in every campaign. Most marketing strategies require a lot of resources, but this is not the case with emails. All we need is a basic strategy and the right tool that will allow us to test these different tactics.
Many email marketing service providers offer plans based on your audience, so try to find the one that fits best your needs. Start with a basic plan and upgrade it when you scale up your audience.
Ease of use and Fully Automated.
Most providers have set up their platform so that the user can navigate easily when creating a campaign. Drag and drop elements and multiple templates are there to make your life easier when designing a landing page or an email outline. You don’t have to be a designer or a computer programmer to create a successful campaign with these tools.
There are plenty of automation tools to help you build custom workflows for your personalized strategy and create the ideal way of communicating with your potential customers.
As a marketer, your focus should be on promoting your product or service, and that’s why these tools make it so simple and easy for you. To solely put your efforts on delivering the most value possible.
To put all these into perspective, here are some interesting stats on email marketing, every beginner should have in mind.
Custom automation workflows have the highest click-through rates.
Journey to a successful email marketing campaign
Set measurable goals.
Every successful campaign needs to comply with specific guidelines that help track your efforts. It is essential to set measurable goals for your email marketing strategy to make sure that you don’t waste your resources. These are some of the fundamental objectives you can have for your upcoming campaigns:
Increase open rates by 5% every two months
Grow your email list by 20% every six months
Increase your ROI from promotional content by 10% by the end of the year
Work with small goals and scale up when you feel more comfortable or have a tested campaign that meets your current goals consistently.
Choose a template or build one.
A brand needs to be consistent across all platforms, and emails are no different. In the past, you had to put a lot of effort into creating pleasing to the eye landing pages and email outlines. With email automation tools, nowadays, you can have plenty of different email newsletters with the click of a button but also a lot of high-quality landing pages to meet every customer’s needs.
As we told, consistency is vital, so to achieve that, try to use the same fonts, colors, and templates across all channels of communication with your potential customers. We have to create a reason for them to remember us, and visuals play a huge role in this kind of scenario.
Write your copy.
One of the most challenging parts is the copy of the email. Yes, they are subscribers on our list, but there is no real bond between our brand and them. We have to create a body of text that will hook them, communicate a message, and make them feel special. The subject line but also the salutation play a huge role too, so we have to take advantage of them. Try to incorporate their first name in these sections using the personalization features available in your automation software. In the central part of the copy, try to be personal and focus on solving their problem. Finish with a strong call to action to guide them and give them a hint of what is next.
Review and test your campaign.
It is time to send your campaign, but wait. Make sure to have a second look at your email before you send it. It is important to have an email deliverability check to see if you have any red flags. Send a test email and check if all the necessary information is being displayed correctly. Review and edit the copy, check the links, and make sure that the format is correct before sending your entire campaign.
After reviewing the campaign, we have to decide if we will send it immediately or schedule it later. This depends on whether our recipients are engaged more in certain days or times of the day.
If this isn’t the case, we can have an A/B test. In simple terms, we will create two different groups. Version A and Version B will have the same content and different days, for example. We will send some version A and some version B emails and will see which perform best. Once we have the metrics, we can optimize the campaign based on the email that had better conversions.
Measure results & track efforts.
Now that you understand the necessary tactics to create your first email marketing campaign let’s discuss how to improve your game with analytics. Every email automation provider enables you to use analytics to track your goals.
There are three main elements to keep in mind when it comes to metrics. The open rate, the click-through rate (CTR), and the unsubscribe rate.
The open rate explains the ratio of people who opened your email. The higher the number, the more engaged subscribers you have on your list. If the number is low, try to improve the quality and the value in each email to keep your audience excited and meet their expectations.
The click-through rate describes how many people clicked on a link. If this number is not meeting your conversion goals, your copy is not targeted enough. Focus on improving your text and call to action to improve your next emails.
Last but not least, the unsubscribe ratio is the number of people that unsubscribed from your list. It is normal to have some people that unsubscribe occasionally, but if it is often, then you need to work on those emails a lot.
All in all, these metrics are incredibly vital for the success of your email marketing strategy. Analyze, see patterns in behaviors of your subscribers, pivot, and improve your next campaigns. If you do this, you will notice the growth of your email list and revenue.
Emails are here to stay, and I recommend taking them seriously when coordinating your next marketing plan. Users across the globe sent billions of emails, and there is an excellent chance that your customers are using them too. You can leverage this opportunity and by creating valuable content to convert them into loyal customers for your brand. Improve your customer service and offer something long before you ask for something in return.
When it comes to emails, it is not about you but about the people you serve. If you keep one thing in mind, I want to be this:
“Let everything happen naturally. Never force it.”
The purpose is to build a rapport with our potential customers. This will take a lot of time, and we have to be patient in every step of the process.
Take the time to write in the comment section, which of these tips will you try to incorporate into your next campaign. I can’t wait to read all of your answers. Let’s go!
Alex is a content writer at Moosend. Coming from an architecture background he took the leap of faith in the digital marketing world and never looked back. In his free time, you will find him taking photos in places around the world. Find out more on his social accounts…