Email Marketing is much more than sending an email to a potential customer in order to engage audiences, generate sales and other marketing goals you can serve with email marketing. It needs a strategic approach and that’s what email marketing strategy is all about. The popularity and budgets for email marketing only seem to be increasing. The reason? The multiple benefits including highly measurable results, increased brand awareness, cost-effective marketing and easily shareable.
While email marketing can be done by anyone, not everyone knows how to do it well. Most email marketing strategies are ineffective because they are haphazardly planned, and companies and individuals ultimately give up on them. The truth is, you need a really good strategy to constantly produce, repurpose, and promote engaging email.
This article outlines the five tips leading to a successful email marketing strategy.
1. Target the Decision Maker
When you’re marketing to other businesses through email, you need to pinpoint and then target the right decision makers, i.e. there is no point reaching to someone who doesn’t have the interest or power to acquire your service.
My initial email marketing strategy targeted managers and then directors. The goal was to engage those who can execute my services. I gained a 23 percent response rate. While this is pretty high, these results are a bit misleading because 55 percent of those replies were being passed along to other managers or directors, and many of those were given up.
I then spent good hours segmenting the corporate hierarchies of 15,000-person organizations trying to figure out strategic entry points. This was time consuming and hard to measure. Instead, I decided to reach C-Level executives because to make it simple, people must consider emails that come from their coordinator.
If a company C-Level Executive passes down an email to a subordinate, that employee is going to follow-up. Once I started targeting C-Level Professionals, the pass-along rate of response increased to 80 percent.
2. Optimize Emails for Mobile
If emails pass on without optimizing for mobiles, you’ll are going to lose a huge portion of your target audience. Most of the people prefer to check at emails on their mobile devices: 67% of emails are opened on mobile and tablet, compared to only 33% opened on a desktop. The best strategy is to design emails that are mobile-friendly i.e. they should optimized to be viewed on a Smartphone, Desktop and Tablet!
Each time you send an email, you should be aware that a maximum number of your audience is going to check your message on their phones or tablets — not on their desktop computers or laptops.
Your target is to not only get your emails checked and read, but also to make your audience experiences just as strong as if the messages were opened on desktops. A mobile responsive website design displays your content properly no matter how someone views your website, and you can ensure that the emails you send look great as well, whether or not you have mobile-responsive email template.
3. Make use of Plugins to Track Email Open Rates
Email prospecting is constantly developing. As soon as someone point out what works, everyone starts to make use of it. And then it no longer gets the results! The best way to keep up with effective marketing plan for your industry and audience is to use email tracking software for your own open rates.
Importance of Tracking Email Opens
All businesses can benefit from tracking email opens, especially businesses which is mainly based on email marketing campaigns. By tracking information like which emails are being checked and which are converting, you can see how effective your marketing materials actually are. You can use this information to find out what kind of offers and campaigns work best for you.
There are many helpful tools (paid and free) that will let you know exactly when your email is opened. Use the tracking tools to keep an eye on your emails, and try testing and comparing different approaches. You’ll get immediate idea on what works and what doesn’t work for you, your prospects and your target market. This puts you in control of your marketing plan and ensures you to stay on top of writing emails that your prospects actually read.
4. Test your Emails
One of the most helpful aspects of email marketing is that it can be tested. Following common “best methods” or settled “rules” is not a way to reach your marketing goals because what works for one audience won’t necessarily work for yours. Testing is your biggest partner. You should always ‘test for the perfection’ in your email campaigns.
A great way to increase subscribers is by testing everything to see what has the most impact. By using testing on your emails the design, services, offer, GIF, subject line, and all the other elements of an email campaign – one at a time, you can decide what your subscribers want to see, which will help you lower the unsubscribe rate on your campaigns. Testing every element in email marketing campaigns is a continuous process, and you should use tests on a regular basis to determine what gets the most engagement.
Important Elements of Test
The subject line is the most important email factor to test, followed closely by the content of the email itself. But there are many other elements of your email campaign that are just as testable. Some things you can test in the message include:
- Subject line
- From name
- Post-click experience (landing page A versus B)
Here, are some of the benefits of Email testing I’ve brought to let you know how effective it can be for your next email marketing campaign.
5. Personalize Your Emails
Personalization goes a long way. Some people choose to invest in systems that will allow you to add people’s names to the subject line and body of the messages, but this approach is not for everyone. You can segment your mailing list based on your requirement, for example, by geographic location, age or purchase history and then send messages written specifically for each group. Example: “This is a quick message to check in and make sure that you are happy with your purchase of our — Widget you bought from us last month. I also wanted to let you know about an upcoming sale we’re having on accessories for the —.”
Make your emails relevant to the customer by sending emails based on their interests and purchase behavior. A trend that’s recently happening is automated email which basically uses advertising data collected based on customer’s behavior on other digital channels. It also helps with consistent messaging and branding so the user gets a complete experience that is not fragmented.
If you have an email list that doesn’t have an automated welcome email for subscribers, create one today. You may be amazed at the open and click-through rates you see!
It’s your chance to win it with email
2018 is going to bring great opportunities to engage your subscribers with interesting, beautiful and well-written emails, and these tips will help you get there.
About the Author:
My name is Alexander Daniel and I’m a Content Marketing Strategist, with a focus on branding. That means I’m an analyst as well as marketer, motivated by great ideas. I’ve had plenty of experience working with brands of all sizes. At present I’m working for InfoGlobalData a leading provider of b2b email lists, specialized for its services and marketing solutions.