Is email marketing a part of your campaigns? Have you ever send an email to your subscribers and got a response? Many businesses now, don’t understand the benefits of email marketing. If properly used it can do miracles to your campaigns.
What is email marketing?
Email marketing means sending a commercial message to a group of people using email. Any email with information about your company sent to your customers or potential customers can be considered as email marketing. Most businesses use it to send their advertisements or solicit sales or request business. It creates trust, loyalty and brand awareness.
The marketing emails are sent to the current clientele or a purchased lead list. The purpose of sending emails is to improve their relationship with the existing customers or form a relationship with new customers or convincing customers to purchase their products.
Most often these emails get marked as spam or deleted immediately. If this happens frequently with you then it’s time to think where you’re strategy is lacking. As long as you’re not spamming your customers continuously, email marketing is an effective strategy for gaining your customer’s attention. It is also a perfect tool for getting your messages across directly to prospects or clients.
Types of Email’s Under Email Marketing
Marketing Emails: These are the promotional or informational messages that companies sent to people who specifically want to stay updated. It includes a variety of content such as newsletters, announcements, press releases, surveys and follow-ups.
Transactional Emails: These emails are normally automated or triggered by the customer’s activities. These messages indicate that your customer has performed at least one action and is more likely to engage with you in future too. The examples are welcome messages, registration confirmations, order tracking or received payments.
Operational Emails: These emails deliver important information about your business to your customers. It improves engagement and thoroughness. The examples for operational emails are maintenance plans, holiday closures and any changes relating to your companies service plans etc.
Whatever type of email you’re sending to the clients your ultimate goal is to create engagement, achieve higher open rates and improve your sales. Here are a few tips that will help you in improving your email strategy.
Build Subscribers List
It is important to constantly grow your subscriber’s list even when you have a long list. You can increase your list by adding a sign-up feature to your website when people sign-up you would receive their email ids. Include subscription forms in your website wherever it would receive the visitor’s attention.
You can also improve your list by traditional methods such as setting up a booth at conferences or expos. You can even suggest them to sign-up for your newsletter. If you’re wondering how building subscribers list will help your business? It will help you in connecting with a potential customer. You never know which lead will turn into a sale. So constantly improve your subscriber’s list.
Understand your audience
Understanding your audience is important for improving the open rates of your message. Your subscriber’s list consists of different people. No two people have the same preference. So you must send messages that are relevant to that particular customer. Sending the same message for everybody may not work out. Emails relevant to the customer will drive 18 times more revenue compared to normal emails. So how do you send the right message? The answer is email segmentation.
Segment your email list into smaller groups or subgroups. It can be based on their age, location, gender, buyer personas etc. This makes your work easy as you can target your customers based on their personal preferences and allows you to promote your products in a personalized manner. It will improve your business in the long run.
Short and to the point
See that your emails are crisp and short. Mostly talk about the opening rate of a particular message, but what about readers attention once they open the email. Your emails should be clear. Sending simple messages to your customers will help you in getting better responses to your campaigns. Inform them of your latest offers, just a little nudge is enough. If they notice that the offer is interesting they will visit your website to learn more.
Keeping your messages short can help people in taking the action. People are busy with their work when you send them long messages they are high chances of them ignoring your message. Remember people read your message on their mobiles, at their workstations. Make sure your message is clear and relevant to call-to-action.
Your subject line is as important as your email. Use a more straightforward approach. Keep it transparent and let them know the purpose of the message. If you use a shady or gimmicky subject line your message may end up in trash or spam. The purpose of email marketing is to build trust with your customers.
The subject line is important to determine whether your email will be opened or not. See, if people don’t open the message then the content inside the email will not matter.
Here are a few tips for crafting a subject line. Associate with your subscribers on an emotional level. If humour is a part of your brand’s persona then add it in the subject lines too. It enhances your emails personality, but don’t overdo it. Use questions or numbers in the subject line as they have a higher click-through rate.
Personalize the message
Businesses are trying to build a personal connection with clients or customers. When you personalise the message to the customer’s preference they will feel touched or special by your gesture. Personalising the emails is the first step. Nobody likes to receive automated messages. Studies show that personalised email has 26% more chances to be opened than a generic message.
If they feel your efforts there are high chances of them doing business with you again. Ask your customers whether they prefer being addressed by the first name. Adding a personal touch to the email will improve the conversion rates. You can add your personal details too so that you can get to know them better.
Split testing is the holy grail of online marketing, it helps you in understanding the shortcomings of your strategy and improve your conversions. It removes the guesswork and gives you a clear idea of where the changes to be made. In A/B split testing you segment your audience or subscribers into groups or segments. This segmentation allows you to understand which variety of emails is giving you more conversions.
Testing distinct versions will help you in creating a perfect campaign and offers you the best results. With it, you can understand more about your audience preferences and see which content is boosting more conversions. You can then cater better to their needs. What can you slipt test in email marketing strategy? You can test the subject line, opening line of your message or the call-to-action. And generate a version that works best for you.
Include call-to-actions and links
Email marketing is used mainly to drive traffic to the websites or let your customers know more about your brand. So, including a call-to-action will allow them to take the action or an opportunity to interact with you. Adding call-to-action or links will navigate them to the right place that can help your business. Links will help people know more about your message.
It is their personal choice whether to check out that particular link or not. But for people looking for more information, this will be a help. Always remember to add a landing page for your campaign. That way whenever you’re audience click on a link or call-to-action they’re sent to a page. Reaching a broken link when people click on call-to-action doesn’t look good to your brand’s image. You will get high conversion rate if you’re landing page is as effective as your message.
When a person is opening your email it clearly shows that they’re interested in what you’re offering. The prospects are people with their own life and they receive hundreds of emails from various companies. So, when a customer or subscriber is opening your message, it means you have their full attention.
You must make the most of it by making your email scannable i.e., leave lots of white spaces. Wondering how to do it? It is simple, maintain short paragraph, use subheading and bullet points to make the content in the email easily understandable.
There can be instances where you must share a sales pitch or an article in such cases simply give them a brief intro in your message and redirect them to your website by giving a link. Scan-able content is more comfortable to read for the audience compared to paragraphs. It indirectly improves the reader’s experience and improves your sales in the future.
Give them way out
Give your clients a way out. If they don’t want to receive your emails then give them an option to not receive them. Most of the times when people are not interested in receiving your emails they will flag your emails as spam, which may cause you troubles in the future. Provide them with an option to opt-out in the email. As you know understanding the subscriber’s preference will do good for both you and them. Give them an unsubscribe option at the end of your message.
It is normal to have a fear of being label as a spammer when you’re trying to validly use email marketing to boost your business. But the fear of spam should not stop you from reaching out to the people in your subscriber’s list. Remember these people have willing joined your email list when they’re not interested they will unsubscribe to the email. So don’t hesitate to send regular emails to your audience. Studies show that people check their emails almost every day. So sending regular emails will help you in creating a bond with your customers.