How To Create A Successful Email Marketing Strategy For Your Business?

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Have you ever wondered which is the most effective digital marketing strategy? You might be surprised to know that it is Email Marketing. Do you know the average return on investment or ROI of email marketing is 40 times over? I am not exaggerating. For every 1 dollar spent on email marketing, the average ROI is above 40 dollars. Email marketing strategy involves sending newsletters, acquisition and retention emails, and promotional emails regularly to a list of people who have subscribed to receive it. This is what makes email marketing a powerful direct marketing tactic. Email marketing does not just give you a high ROI, it also helps in lead nurturing, brand promotion, and awareness, re-engaging customers, and reducing cart abandonment rate in eCommerce websites. Now that you understand the necessity of email marketing to boost your digital marketing efforts, let us learn how to create a successful email marketing strategy for your business. 

Creating An Email List

To create a successful email marketing strategy for your business, you need a list of emails first. Collecting emails is the primary and most important task in an email marketing strategy. You have to make sure to have an organic email list. Never buy an email list because it will affect your strategy and will not give you expected results. Always make sure that you have the consent of the people who receive the emails. You can use various ways to collect emails, like, 

  • Signups on websites for monthly newsletters

  • Get email Ids of your Social Media followers by conducting contests, discount sales, etc.

  • Ask customers to fill in signup sheets in physical stores etc to get the latest news, offers, etc.

  • Use lead magnets like free ebooks, free trials, or samples to get emails or other incentives like welcoming offers, etc.

  • Use exit intent pop-ups, when users leave a page or your website.

When collecting user information, make sure that you always ask for the right information and are following GDPR guidelines and practices.

Segment Subscribers and Email list

Segmenting your audience will help you target different audiences based on the different needs that they have. Research has shown that audience segmentation shows around a 25% increase in results. There are different ways to segment your audience. This can be based on various data like  

  • Demographic data – This includes gender, age, location, and preferences of the users. If you are selling baby products, you would want to target young parents.

  • Email engagement- This involves dividing your audience into people who actively interact with your emails and business and the other ones. You can divide your subscribers into active and inactive users and develop campaigns to engage both.

  • Past purchases – You can make educated guesses about audience buying behavior based on their past purchases. You can use this information to upsell and cross sell to these users. You can use effective email marketing campaigns for subscribers based on their behavior.

  • Position in the marketing funnel- Every subscriber will be a buyer or customer at a different position on the buyer’s journey. This is the most valuable segmentation. You need different campaigns for a user who is new to your business and for a loyal customer.

Creating An Effective Email Campaign

Once you have collected an email list and used subscriber segmentation for creating different email marketing plans for each group, it is time to create an email marketing campaign. These are the steps that you need for crafting an effective email marketing campaign

Get a good Email Service Provider (ESP) 

A good ESP will help you integrate your email marketing campaigns with your various digital platforms.

Plan Your Emails

You need to plan and set how each email that you send looks like. For this, first, you have to

  • Set Your Goals

This means answering why you need this email marketing campaign. Is it to increase sales, create awareness, promote your brand, or foster good customer relationships? This will help you curate emails that deliver the results.

  • Understand audience persona and set timelines

  • Send personalized emails

Personalization brings more results in email marketing campaigns. To personalize your emails, you can address your subscriber by name, use a real reply address instead of no-reply, use an auto publish a reply, and use a real signature 

  • Make sure that you use catchy and short subject lines and compelling preview texts as 293 billion emails are being sent every day. Make sure that your subject and preview text does not look spammy.

  • You have to use a simple, beautiful, and compelling design for your email template. You can use tools or code your own email templates. Your email should be short and visual.

  • Craft a compelling email copy. The content is always important and should be carefully written. Keep the email copy short and to the point. 

  • Add a single CTA and make sure that it is compelling.

Set Timing And Frequency

There is a time when people engage with emails. This varies with place and business. Find out the correct time to send your emails and use marketing automation tools to send emails at the correct time and the correct intervals. You can use follow-up emails but do not use too many emails. Find balance with frequency and always provide value to users.

Use A/B Testing To Find The Right Emails

A/B testing or split testing is a popular way to find the high-performing version of the same email. You use one variable and keep everything else the same and send out emails randomly and see which one gets more open rate and click-through rate etc. You can test Email subject lines, length, capitalization, gifs, personalization, content, and many other features with this.

Make Your Emails Mobile Friendly

More internet users are using mobile phones. So, it is important to make your emails responsive. For this, you can use the easy tap or click the button with CTAs, center important text, small images, bigger fonts especially for CTAs, keep the subject line and pre-header short, and use one column mails.

Optimize Your Email Marketing Campaigns

You should continuously analyze and optimize your email marketing campaigns for the best results. The key metrics which are measured are open rate, CTR or Click Through Rate, Unsubscribe rate, spam, Revenue, and deliverability. You can use these metrics to find what you need to improve in your campaigns.

The Bottom Line

More than 4.2 billion people use emails. This is only going to grow. So, email marketing is only going to grow. Many big brands effectively use email marketing campaigns and so can you. Remember that your subscribers are getting many emails a day. So, make your emails stand out. You can use social proofs, cliffhangers, exclusive content, etc, to make your emails exciting. You should also give an option for users to opt-out. And, make sure that you are always growing your email list. If you think you cannot do it on your own, get the help of a digital marketing strategist to create an effective email marketing campaign for you.

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