The reason why email marketing is so valuable
Email marketing allows companies to communicate directly with their consumers. Unlike social media, where visibility is determined by algorithms, emails go straight to the inbox of the subscriber.
The advantages of using email as a method of marketing include:
- Higher engagement from customers
- Increased traffic to your website
- Better conversion rates
- Stronger relationships with customers
- Low cost
- Long term growth of audience
Businesses that successfully implement effective email marketing strategies typically perform better than almost all other forms of digital marketing.
Create a high quality email list
The foundation of a successful email marketing campaign is a good email list. Rather than purchasing an email list, focus on creating a list of real subscribers who have opted-in to receive your messages because they want to learn more about your content or product.
Ideas to build your email list
- Place sign-up forms on your website
- Provide free e-books or guides
- Offer discounts
- Use pop-ups judiciously
- Use social media to promote newsletters/email communications
- Collect emails through webinars and/or online events
A targeted email list increases engagement and open rates.
Craft engaging subject lines
The subject line is the first impression users will have of your email; therefore, if the subject line is weak, then there’s a good chance they will delete the email without opening it.
Tips for better subject lines
- Be concise and clear
- Use action oriented words
- Create curiosity in readers
- Steer clear from words deemed as spammy
- Personalize whenever possible
- Approach using urgency carefully
Examples:
Here are some examples of Great Subject Lines That Get Opened
“10 Email Marketing Tips To Boost Your Sales”
“Get Your Free Marketing Guide”
“Last Chance: Save 30% Off Your Order Today”
Using a Strong Subject Line As A Way To Increase Your Open Rate
Make Your Emails Personal
By making your subscribers feel special with personalized emails creates a connection between your subscriber and yourself. A personal touch goes a long way in creating a connection with your subscribers and increasing their level of engagement.
Ways to personalize your emails:
- Use the name of the subscriber
- Recommend relevant products
- Offer content based on interests
- Create targeted email campaigns
Personalized email marketing campaigns typically outperform non-personalized email campaigns.
Offer Valuable Content
When a subscriber opens your email, it is expected that the information contained in the email will be valuable to them and helpful in some way. You should avoid sending only product promo emails.
The content in your email should include:
- Problems solved
- Educational content
- Helpful hints and tips
- Clear Call To Action
- Easy to Read
Providing high-quality content helps develop a level of trust in your subscriber, and will keep your subscribers engaged with your brand.
Make Sure Your Emails Are Mobile Device Friendly.
In today’s society, many people check their email from a cell phone. If your email is not readable on a mobile device, subscribers could be turned off by your email and quickly unsubscribe.
Here are tips for Optimizing Your Email For A Mobile Device:
- Use short paragraphs
- Use buttons that are easily clickable
- Use legible font
- Keep email design simple
- Use responsive templates
Designing your emails to be mobile-friendly is simply a good business strategy for any business.
Send Emails When They Matter the Most
Email timing can impact your email open rates, and testing the different sending times will enable you to find out when your readers are most engaged.
For many businesses, sending here is a great time to send emails:
- Early morning
- Around lunchtime
- Early in the evening
However, you should also look at the best time for your target audience and industry so that you can maximize the quantity and quality of engagement with your audience.
Segment Your Email Recipients
Segmentation is creating groups of people based upon their data characteristics which may include:
- New subscribers
- Repeat customers
- Their product interest
- Their purchasing history
- Their geographical location
Higher open rates and click rates can be achieved by using campaigns that have segmented email recipients.
Use Clear Call-To-Actions
Clear call-to-action directs your readers to follow a certain path of action for that email:
- Read More – to read more about what was sent
- Download Now – to download something offered
- Get Started – to begin something that was sent
- Shop Now – to go shopping now
By using clear call- to-actions, your readers are much more likely to be engaged and convert.
Test and Enhance Email Campaigns
Testing will show you what resonates most with your audience.
There are many different aspects of email kampaigns that can be tested. Examples include:
- Subject Lines
- Email Templates
- Visuals/Graphic Images
- Calls to Action
- Sending Times
A/B testing is extremely effective strategy of getting long term success with email marketing.
Avoid Spam Filters
Filter spam can severely restrict your email from being delivered. To Enhance your email deliverability:
- Avoid all capital letters
- Avoid excessive exclamation points
- Use trusted email providers for sending
- Include opt-out links
- Consistently send relevant content.
The better the deliverability, the higher the open rates.
Best Email Marketing Tools
Some popular email marketing tools are:
- Mailchimp
- ConvertKit
- GetResponse
- ActiveCampaign
- Brevo
These tools help automate campaigns, manage subscribers, and track performance.