290 billion emails are sent every day. This number is expected to grow up to 347 billion daily emails by the fourth quarter of 2023.
Email marketing strategies have evolved throughout the years. What worked six years ago won’t work today. But, it’s still an effective marketing strategy. Truth be told, online marketers use email marketing as their go-to marketing strategy. Why? Because it gets the results they need and it gives them the best marketing ROI:
You’re seeing it right. Email marketing has the most edge out of all online marketing strategies.
Any marketing strategy’s most important part is an email marketing strategy. Sending emails is the cheapest way to broadcast your products and services, talk to your customers, and achieve business goals. You can expect a return of up to $51 with only spending $1 every time you send an email.
With that said, I will share the best email marketing strategies you can do to reach excellent results via email marketing.
How to do an effective email marketing strategy campaign
Personalize your messages
Personalizing an email would mean using customer data to create a personalized email. It doesn’t mean that you need to send an individual email to every subscriber you have.
An example of a company that does personalization well is Amazon. Amazon’s emails are personalized; you won’t see them send an email with a greeting “Dear valued customer.” Instead, they send an email with a greeting that goes “Dear Mike,”.
Email marketing is not just a marketing channel for Amazon; it’s the key to the overall success of their customer experience.
Personalizing emails you send will help you stand against competition since 70% of brands don’t use personalization on their emails.
The most simple personalization technique you can do is address the recipient by their first name. Many email service providers have this feature, and this process alone will help you improve your campaign performance.
Email subject lines that include personalization with the recipient’s first name can help you increase open rates by 16%.
Aside from using the customer’s name, you can also use these few more examples to help you get started with personalization:
Request for the correct information upfront
Excellent personalization starts even before you click the “send” button. It should begin with your sign-up form. Without asking for details such as name, company, and location, it will limit you from personalizing your communication.
Keep in mind to only ask for details you need, rather than the information you desire.
Use a legitimate reply-to email address
What you want to happen is for your readers to engage and answer your campaigns. The personalized feel of your messaging will be taken away if you use a [email protected] email address. If you want to show credibility and to appear more personal, use an actual reply address. Trust me, it works wonders.
Use your actual email signature
Like using a legitimate reply-to email address, you want to use your actual contact information within the message that you’ll send. The best way to do this is to include your contact details in your email signature.
Giving your readers the chance to get in touch or connect with you online is an excellent way to build a relationship with them.
Segment your subscribers
Email marketers said that segmentation is the second most important initiative this year.
It’s so high because when your database is segmented, the email campaign becomes much more targeted to your audience.
Let’s say that you’re hosting a networking event for small businesses. These businesses are located within a 10km radius. How do you get the best turnover for your event?
The answer is segmentation.
If you get small business owners to list themselves as owners within a 10km radius, you need to create a segment of these people. After that, you can send them an invite of your even via email.
The process of segmentation is simple. It can be done through CRM software. But first, let us check out how important it can be before starting to segment.
Hubspot said that email marketing achieves better results when you segment your email list.
Segmentation will help you achieve better results in open rates, revenue, leads, transactions, and more clients.
Aside from segmenting by location, you can also segment by industry, company size, and sales cycle.
Send mobile-friendly emails
In 2012, marketing emails opened on a mobile device reached 27%. Those numbers jumped up to 42% in 2014, and today, it’s now as high as 61%!
You probably have your phone next to you when you sleep, and the first thing you do in the morning is to check it. Don’t worry, you’re not alone. 50% of people do this.
Emails that you would send to your subscribers should be mobile-friendly. If not, they will just delete it, or worse, they will unsubscribe.
Earnings per email on mobile devices is 4X higher than desktop.
Aside from that, when smartphone users receive a mobile promotional email, the chance of making a purchase is at 55%.
Flexmail found out that 36% of B2B companies that have email campaigns that are optimized for mobile devices saw a huge improvement to the performance of their email marketing strategy.
So, how would you make sure that you can optimize your email marketing strategy? Do the following:
Enforce responsive email design (RED)
Constructing a responsive email design means that the user experience is optimized regardless of the device or screen they use. A lot of email service providers (ESP) deliver this solution within their email functionality.
Keep the subject line short
The subject line is critical. Keep it short, so the reader knows precisely what the email topic is about.
Make the CTA prominent and clear
Mobile devices differ in size. While a text link may function on a tablet or larger screen, you might be restricting your readers who have a smaller screen if your call to action is too small. Make the call to action big, bold, and simple to click.
Whether you’re testing your home page, landing sites, or email templates, testing gives us the information we need to make intelligent marketing decisions. It’s the same with email marketing. The majority of marketers have used A/B testing on their email marketing.
However, email marketing may be used to evaluate more than just subject lines.
You can also perform the following tests:
The name in the “from” field significantly influences whether or not the viewer reads your email. The sender name is essential for getting people to open your email. Send your campaigns from a person’s name, person + company, or your CEO’s address to test yours from the address.
Plain text vs HTML campaigns
Have you considered experimenting with a text-only email campaign? Most of us send a plain text version of our email. There’s no shame in that, just like how most marketers do it. Plain text emails appear to be created just for the reader when adding a customization feature.
Long vs. short emails
You have the option of keeping your emails short and sweet. You can also write long, detailed emails. Shorter emails will bring the reader directly to a specified landing page. On the other hand, longer emails can include more descriptive material. What’s the greatest technique to figure out what works? Put it to the test.
Automate email campaigns
There’s an email that is sent automatically based on a user’s behavior. It’s called Trigger-based emails.
Welcome emails and thank you emails are the most common trigger emails. These kinds of emails achieve so much more compared to traditional email.
Epsilon found out that the open rate of trigger emails is at 49%. Which is 95% higher than the open rates for traditional emails. Aside from that, the click-through rate (CTR) for this kind of email is double compared to the conventional email click-through rate. Forrester Research also found that trigger-based email marketing strategy campaigns generate 4x the revenue.
It sounds too good to be true, doesn’t it? Well, honestly, it’s not because it really works!
Here’s a comparison of a traditional email marketing strategy campaign and triggered email campaign:
Triggered emails produce five times higher operations and 15 times higher click-through rates. This process works really well because they always hit the email marketing sweet spot.
What does the sweet spot look like? It looks like this:
This works so well because of context.
Now, you might think that running a triggered email marketing strategy is confusing and costly. It doesn’t have to be. You can start doing it by using auto-responders in your CRM to mirror the automation procedure.
Here are some samples of trigger emails you can send to your prospects:
When users create an account but don’t use your product within a week. Make an “activation” campaign that will send an automated email with their login credentials and steps to get started. You can also include video instructions for additional assistance.
Make a “win back” email that will send an automated email to all customers nearing the end of their subscription. Do this when an existing customer is nearing the end of their yearly subscription. You can also do this if a customer hasn’t used their product for 6 months and you need a way to get them to sign up for another year.
The key to success is customer loyalty. You can reward your loyal customers by giving away something for free from time to time. Make a “surprise” email that will be received by your best customers – offer a free yearly license to your product or give out a gift card or a coupon code. It’s a small price to pay to get an enormous reward.
Email marketing will continue to give positive results. Keep in mind that email marketing strategies keep on evolving, so it will never be as simple as sending the same email to everyone. It’s essential to continually improve and update your strategy.
Now, you need to send targeted messages. Messages that are personalized and optimized for multiple devices.
Today, you need to send targeted and personalized messages that are mobile-friendly. You also need to test out new elements.
Trends change fast. What worked yesterday won’t work tomorrow or the week after. Keep an open mind to testing and when you see what works, always find a way to automate it by running triggered emails.
Your customers will be more responsive if you successfully run these updates into your email marketing strategy. And the performance of your email marketing campaign will take on new heights, and you’ll see your business grow.
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