Email Marketing Works Wonders – If You Know What You’re Doing
Email marketing works. If it’s not working for you… you may not be doing it right. Find out how to make the most out of email marketing right now.
Emails are long…
Emails are boring…
Who even use emails today?
You may hear this from many business owners. But what they don’t tell you is that email can help you grow. Maybe that’s because they’re not doing it right or maybe they simply haven’t tried. One thing remains true, Email marketing has immense potential that often remains untapped by digital marketers.
A simple Google search will give you stats to back this claim. A report by the ‘Direct Marketing Association’ states that for many US brands, email marketing can create, on average, a 4300% increase in Return On Investment (ROI). Impressive, right?
Email marketing works because it’s a simple and persuasive method to captivate your customers. It offers businesses the opportunity to manage communications with the target audience.
Yes, email marketing is a tactic that requires your attention.
Inboxes are overflowing with emails every day. Many don’t even bother to clear their inbox. If your email is like every other email, it will be lost in the pile of ‘un read’ emails.
You have to write an email that is not instantly deleted or spammed.
After all, your message is only useful if the reader opens it and engages with the content.
So, if email marketing works so well…
How can you make the most out of your email marketing campaign?
Firstly, you must understand what email marketing is and how to use it effectively. The goal is to enhance recipient engagement, increase conversions, reduce un-subscriptions, streamline communications, and also, boost the brand’s image.
Many brands manage their email marketing campaigns in-house. Some opt to outsource this task to digital marketing agencies that have the experience and knowledge to generate the desired results, and because they are expert in their services, they can offer businesses ‘an all-encompassing solution’ to their digital marketing needs.
Doing email marketing the right way
Those who are attempting to handle email marketing by themselves they should start by devising a plan of action. For those who are unaware of dos and don’ts of email marketing, don’t worry. After reading this blog, you’ll be a ‘know it all’ in email marketing.
According to Growth Proton, 5 simple steps that you should follow for an effective email marketing campaign are:
- Define goals
- Test the strategy
- Send emails
- Measure the results
- Adjust and repeat
You need to keep track of the results. Preparing monthly reports is a way of identifying which strategies worked and which didn’t.
With email marketing, there’s more than one way to measure success. The metrics you can use to measure performance and improvement will vary, whether it’s click-through-rates, conversion rates, website traffic, etc.
For successful email marketing, consider the following aspects:
Timing is everything
The time when an individual receives an email dramatically contributes to its effectiveness. Omnisend has a few interesting facts regarding this:
- The best time of the month to send emails is during the first ten days. People have cash in the early part of the month rather than at the end of the month.
- Monday and Saturday are the worst days for email campaigns.
- While 10 am has the highest open rate, 1 pm has a better click rate. At that time, people are either on a lunch break or just easing back into the routine after lunch.
If you are eying to be a global brand, you should ‘know your audience’ and ‘know their time zones.’ So segment your email subscription list based on time zones.
In addition to timing, also ‘keep track of the frequency.’ Don’t bombard the users with too many messages. Keep it to ‘two emails per week’ or ‘two emails per month.’
Make heads turn
Emails aren’t as popular as, let’s say, Facebook posts. So, whenever you get a reader, you have to ‘snag their attention.’ Be attention seeker from the very first line. Add catchy, informative phrases to build a great preview and keep the interest of recipients piqued.
You can try the following techniques:
- Keep the subject lines under 50 characters.
- Let your creativity flow and use ‘unusual subject lines’ that leave people wondering ‘what could possibly be offered’ in the email.
- Segment the email lists into two groups. With the aid of A/B testing, identify which line resonates with your audience.
- Avoid using all caps and exclamation marks. Not only is it unprofessional as it equates to online yelling, but it also triggers spam filters. Use bold or italics instead.
Your subject line should compel people to open the email. Let your content take over from there. Be consistent in your message. If recipients are disappointed with the relevance of the subject, you will lose them. This negatively impacts customer loyalty as people will be less inclined to open emails in the future.
First impressions are important
The email should complement your brand’s image. Keep a consistent style and color scheme. Visual content trends more, so add GIFs, images, infographics, and videos.
Go-Gulf states that 60% of people skim content rather than read it entirely. If there is too much information, utilize a Call To Action (CTA) button to direct users to a landing page on your website.
You can increase the appeal of your email message by considering the following ideas:
- Use a pleasant color scheme, such as warm hues.
- Use smaller images so it will fit well on any device. Upload image sizes up to 72 dpi.
- Space visuals appropriately to create a clean look.
- Stick to standard fonts like Calibri, Arial, Times New Roman, or Georgia for the text.
- Optimize the size of visual content so that it loads quickly and efficiently.
- Use only one frame in GIF so that it loads on all platforms. But make sure that it gives readers a complete understanding of what the message is.
- Make the CTA prominent as compared to the rest of the content.
- Utilize responsive design to ensure the email is readable on any device. You can use tools like Litmus and Mailchimp to optimize emails for mobiles.
It’s all about you
“The customer is the king.” Treat them like a king. You must make them feel that you are speaking directly with them – every single one of them.
Personalizing emails makes them more persuasive. It hints to a deeper relationship. Address subscribers by first names and target them with content that is more relevant to their interests.
Aim at creating an ‘email funnel’ by sending specific content and eventually convince subscribers to become a customer. Don’t ignore the importance of a well-designed email template.
Initiate ‘automated drip campaigns’ to help assemble personalized information from customer interactions on the website. For instance, an abandoned cart may trigger an email to gently remind the customer about it.
Give them a KISS
Keep it short and simple (KISS). Your job is to get the message across as simply as possible. Don’t overwhelm the reader with complex phrases or lengthy content.
Moreover, when it comes to unsubscriptions, make the process as straightforward as possible. There’s no use in frustrating a person with complicated methods. The kinder you are about letting go, the higher the possibility that the person may consider subscribing in the future.
With aid automation and templates, brands are generating emails in bulk. Utilizing the right techniques and tools can streamline your email marketing campaign.
Your emails should stand out. Design it in a way that your recipients eagerly wait for the next one. So, begin from today and devise a well-planned strategy to streamline your email marketing.