Email marketing is the act of sending promotional messages via email and has been used for decades in marketing. One of the main reasons why email marketing is so popular is because it’s cost-effective. You can reach hundreds or thousands of people with a single click. Another benefit of using email marketing is how well this strategy converts.
There is a bit of a science when it comes to successful email marketing, however. Even though people are allowing you access to their inbox, there are certain ways to go about things to make sure that your efforts are successful. In this article, we will go over several strategies to use for your email marketing campaign.
Best Ways To Use Email Marketing For Your Business
1 – Build a quality list
When starting in email marketing, one of the most critical steps is building a quality email list. A good email list is like gold for businesses. But not just any list will do. It’s essential to ensure that every person on your list has given you permission to contact them. People who willingly sign up to hear from you are more likely to engage with your content and respond positively to your messages.
One effective way to get people to sign up for your email list is through the use of signup forms on your website. When visitors come to your site a simple form can prompt them to stay connected. This way, you capture the interest of those already looking into what you offer.
Another approach is by hosting promotions or giveaways. Everyone loves a good deal or the chance to win something. Make sure to give people a reason to stay subscribed so they aren’t just leaving your list after they’ve gotten the freebie.
This first step is vital so getting it right is the most important thing you can do. If it is your first time building a list, then hiring Agital digital marketing agency is a good idea since they will make sure there are no mistakes made at this juncture.
2 – Segment the list
A very important realization to have when you start your email marketing campaign is that not everybody signing up has the same goal. Sending the same message to everyone, regardless of their needs or preferences, is a missed opportunity. That’s where segmentation and personalization come into play.
Segmenting is the process of dividing your email subscribers into smaller, more specific groups. These groups can be based on several criteria such as demographics like age or location.
When you have a segmented list, you can be sure that every different demographic is getting the message they will most resonate with. The content should be different depending on the message, as well. To make emails even more tailored, many businesses use dynamic content. This means that certain parts of the email change based on who’s receiving it.
3 – Get the timing right
The timing of your emails can have a significant impact on whether they’re opened, read, or acted upon. Equally important is how often you send these messages.
There’s been a lot of research about the best days and times to send emails to achieve higher open rates. While results can vary based on the industry and target audience, many studies suggest that weekdays see the highest open rates. Mornings tend to be effective as many people check their emails at the start of the workday.
Equally important to timing is the frequency of your emails. Send too often, and you risk overwhelming and annoying your subscribers, which can lead to them unsubscribing or marking your emails as spam. Send too infrequently, and they might forget about you or miss out on timely offers.
4 – Make the message compelling
Creating an email that grabs attention is an art. It’s the combination of several key elements that, when done right, can lead to an engaged reader.
The first thing recipients see is the subject line and it often determines whether the email gets opened or ignored. A good subject line is catchy, relevant, and creates a sense of urgency or curiosity in the recipient. It should give readers a hint about what’s inside, without giving everything away.
Why Email Marketing Still Matters
Before we get into the tips, it’s worth underscoring why email is still so important for modern businesses. Here are some key advantages email has over other channels:
- Low cost – Sending emails is much more affordable than other forms of marketing and customer acquisition. The ROI from email is estimated to be $42 for every $1 spent.
- Owned media – You own your email subscriber list and don’t rely on rented channels like social media. This allows long-term nurturing.
- Measurability – Email metrics like open, clickthrough, and conversion rates are easy to track. This makes optimization straightforward.
- Flexibility – Email can be used for various goals from lead gen to retention and everything in between. The format is highly customizable too.
- Deliverability – Inbox placement rates for legitimate business emails average around 90%. So most of your messages will reach subscribers.
A clear Call to Action (CTA) is one of the most important elements of a compelling email. It’s the part of the email that prompts readers to do something. The action could be making a purchase, signing up for an event, or just reading a blog post.
Frequently Asked Questions
What are the benefits of email marketing?
Some key benefits of email marketing include low costs, owned media, high deliverability and open rates, advanced tracking and metrics, and the ability to highly segment and personalize messaging. Email also integrates well with other channels.
How often should you send emails?
It depends on your audience and goals, but most brands send 2-5 emails per week on average. Send only valuable content subscribers have signed up for, while giving enough time in between to avoid overload.
How do you get people to open and read emails?
Strong subject lines, good list hygiene, personalized messaging, mobile optimization, useful content, and proper subscriber onboarding all help increase open and engagement rates for your emails.
What content should you include in newsletters?
Include a mix of your latest content, product updates, events/webinars, industry insights, behind-the-scenes looks into your brand, and more. Balance educational and promotional emails.
What are email automations?
Email automations are triggered by specific user behaviors to send personalized messages on an ongoing basis. Examples include post-purchase followups, abandoned cart reminders, and subscription renewal notices.
What metrics are important for email marketing?
Key metrics include open rate, clickthrough rate, conversion rate, deliverability, subscriber growth, unsubscribe rate, revenue per email, and ROI. Study these metrics to optimize your campaigns.
How do you improve email deliverability?
Practices like permission-based sending, list hygiene, authentication, mobile optimization, relevant content, and avoiding spam triggers will maximize your sender reputation and inbox placement.
Should you A/B test emails?
Yes, you should continually A/B test subject lines, content, designs, send times, automations, and other elements to see what resonates best with your audience and drives engagement.
What are some email marketing automation tools?
Top platforms include Mailchimp, Constant Contact, ConvertKit, GetResponse, Campaign Monitor, Active Campaign, HubSpot Marketing, and other all-in-one or specialized tools.
Can you integrate email with social media?
Absolutely. You can promote email content and offers on social, retarget website visitors via email, and integrate your messaging and ads across channels. Maintain your list as the hub.