Defining Email Marketing
According to Sendinblue, Email Marketing is an advertising channel that directly communicates to customers the arrival of new products, services, and discounts. The emails are sent to clients who previously registered to be part of the mailing list. Companies must receive consent from consumers before they are allowed to email them, as required by the Telephone Consumer Protection Act (TCPA).
Even though email marketing has been around for a while, it has evolved into something bigger since its inception. Email marketing strategies are now tailored to consumers and broken down into groups that meet different requirements, such as demographics and personalities, to determine what products work for what kind of customer.
Three types of email marketing strategies are used today: promotional emails, informational emails, and re-engagement emails. Each kind of consumer can respond better to different forms of email marketing. In addition, each email type serves another purpose, like, announcing a sale, bringing back customers, or providing company news.
Five Email Marketing Strategies
In the beginning, email marketing can be daunting. While there are multiple tips to improve email marketing strategies, these five quick tips can revamp how your email marketing strategy is structured.
1. Segmenting Your Email List
As stated before, not all customers fit into the same mold and likely respond better to one type of email campaign over another. So, marketers must decide how to separate their clients since emails that go out must have some form of relevance to each group.
Neil Patel, a prominent digital marketer, recommends that marketers use a tool like Mail Chimp to accomplish this task by automating this process. When the analysis and automation process finishes, there is a chance that the effort will lead to increased metrics, such as click-through rates.
2. Building a Schedule
Organization and structure are essential to all businesses. However, a schedule for email blasts and social media posts often goes neglected, missing out on opportunities to receive new business. When creating an email marketing campaign, it is imperative to develop a schedule to launch campaigns at designated times when your audience will be able to see them. However, sending emails out at the right time is not easy. Scheduling ahead and creating a campaign calendar accommodates a date and time to send emails. Marketing calendars are encouraged to have the date and times, the list of email marketing topics, and any other relevant visuals that are part of the campaign.
3. Clear Call to Action (CTA)
Email blasts should have a Call to Action or CTA at some point to encourage traffic to the company site, sales services, products, or submissions to a contact page. The CTA should be concise, easy to see, and clear in directions like “Click here” or “Click here to read more.” According to Hubspot, precise language is vital if the email is to trigger a particular action. In addition, they recommend that marketers test their strategy before sending out the final email. There may be multiple rounds of testing to figure out a plan, especially if it is different or new from what was done previously. Finally, not all consumers react the same way, so marketers must ensure some form of personalization to their campaign.
4. Creating Multiple Emails to Meet Goals
Marketers must identify the end goal before designing marketing campaign content or contacting an email list. But, once these goals are determined, marketers can move forward in creating content that will be part of the email campaign. Emails should be personalized with content that performs best to meet company goals.
Marketing teams will divide the projects to focus on a select action or group of consumers. The campaign’s goal often determines if it is to drive traffic or increase brand awareness. What if the goal is to generate sales of a new product? The ultimate goal should be the first thing marketers figure out before applying it to each email.
Marketers should consider incorporating attention-grabbing graphics and subject lines to engage recipients with their emails. In addition, the email should have links meant to generate clicks, like contact us pages or blogs.
5. Did It Go To Spam?
After all the work that goes into creating an email marketing campaign, the last thing marketers want is to see the email arrive in a spam folder and never be seen by the consumer. Therefore, sending emails to those who have opted into an email list is crucial, as they are less likely to flag emails received as spam. In addition, a prepared email list will send an email blast to the consumer, who will be more inclined to complete the action per the analysis conducted for the email marketing campaign.
Additionally, marketers should work with an Email Service Provider (also known as an ESP) to ensure that emails are delivered. Some of the best ESPs are Mailchimp, Hubspot, and Marketo. These companies have developed online tools for companies to use to create an email marketing campaign effectively.
The Takeaway
Email Marketing is here to stay and has proven time and time again to bring results. Have you looked at your email marketing strategy? It is essential to keep audiences engaged and informed of services and products. MRS Digital Media can help you optimize your email campaign. Check out our services here, and contact us to schedule a call.