Want to attract new customers or win over the existing ones? If yes, you need a winning email marketing strategy to begin with. It’s a fact email marketing is the most effective way to reach customers today. Those who think of it as a dead beat - think again. An average office worker checks their email over 30 times in an hour.
Therefore, for every $1 spent on B2C email marketing software, a business earns at least $50 by implementing a great email marketing strategy. Weak marketing strategies will never reach the desired ROI. Thus, a good plan nurtures the lead, paving the road for brands to the target audience.
This post will discuss how email strategy can become the reason for increased ROI open rates and click-through rates. So to help you out, we have illustrated how to put together a plan that will lead to email marketing success.
Email marketing for small businesses is arguably one of the most influential digital business tools. It helps you create a link between you and existing customers. There are not many tools that allow you to do that.
When visitors reach your page, they either interact with it or ignore it. In any case, if they did not make a purchase (or other action that you wanted them to do), they are gone. You will most probably never see that exact person ever again on your site.
Email marketing changes that. It gives the visitor the reason to leave their contact information, and it allows you to use that data and reach out to them later. This is where an email marketing strategy comes in.
You can create a default opt-in, throw it on your landing page and possibly get some low conversion rates. But if you send emails inconsistently to your leads, the lead will be dead cold (something you should avoid). This would get meager results and can not be considered a serious approach to email marketing.
Email marketing is much more than that. The saying goes, “failing to plan is planning to fail” is the same here. An email marketing strategy will provide you with a map of the exact goal and a plan of how you will reach it.
There are three main parts to a successful emailing strategy:
According to HubSpot's survey, 59% of the respondents stated that emails influence their buying decisions.
It's no surprise that despite being labeled as the oldest form of digital communication, it still has a strong reign over customers. Communication channels like social media and live chat offer a solid user base, but it all comes down to sending customized sets the goals and in the user’s inbox.
Whatever types of email you send in your mailing list, you can communicate with the target audience on their level without compromising the quality of the content with the right email marketing strategy.
Consider it this way - an email marketing strategy sets the goals and provides the direction one should opt for when sending promotional emails or regular emails. For instance, a proper content strategy will lead to more clicks with an email marketing strategy and higher sales.
Push your strategy to achieve the set goals in the desired time frame to help reduce cart abandonment too! It's no surprise that a quality email campaign can cover up the lost sales big time. Hence, email marketers can evaluate their campaigns properly with an email marketing strategy.
To affirm the importance of email marketing, here is a quote from Kamyar Shah.
To communicate the content about your products and services or to sell the listed items, email marketing is a handy technique that never grows old. We'll tell you how to create and implement an email strategy properly? It's time you start to learn about email etiquette!
Follow the ideas below to help you generate a winning email marketing strategy.
A good email marketing strategy is incomplete without an email design. Sending a plain text email works, but an HTML email has more appeal to persuade the customer to click on the CTA.
To design your emails, layout the key elements you want to include in the email. Like the subject line, body text, graphics, CTA, and the footer.
Do not go crazy when designing an email template. For instance, use a high readability font so that subscribers can scan the information in a go. The simpler the font, the better it is.
Instead of creating an email template from scratch, use an email marketing software that offers a unique and customized templates library.
That’s why Mailmunch is an exceptional tool because it provides email templates so that users can design the emails and keep them brand-oriented. Take a look below.
An email signature makes your emails look professional, helping you build trust, connect with your audience, and show subscribers a glimpse of your brand’s personality.
Consider these tips when creating your email signature.
Take a look at the example below.
Since your subscribers differ in levels of readiness to convert, segment them based on their interests, unique characteristics, etc., to send appropriate content to the right people.
Determine your critical segments as well and target them with relevant campaigns.
For instance, send special promotional emails to your existing customers to entice them back to your store and increase your conversion opportunities.
Email marketing personalization targets your email campaigns to specific audiences based on their last purchased product, demographics, etc.
Tailor your content to your customers’ needs and provide offers relevant to their interests to give them personalized experiences.
Doing so helps you connect, engage, and nurture relationships with your audience, boosting your conversions and sales.
Try these email personalization methods for your campaigns.
Build trust and nurture relationships with your audience through personalized email marketing campaigns and improve click-through and conversion rates.
Did you know that almost 47% of email recipients' open rates are because of the subject lines? Whereas a personalized email campaign is more likely to have open rates by 22%.
So it suffices to say that subject lines play a crucial role in an email marketing campaign’s success. When creating an email subject line, focus on the content and the number of characters used. For instance, ideally, it's recommended to use 6-10 words in the subject lines, increasing the open rate. If a subject line has a sense of urgency, it also increases the open rate by 22%.
A subject can either make or break the email campaign’s success. Despite being a simple one-liner, it takes good crafting skills to conjure catchy words with a better chance of email subscribers opening their emails.
Effective email marketing campaigns for small businesses require aligning aspects of your campaign, but this takes time and effort.
Use email automation software to automate your campaigns, including setting up pre-set conditions and triggers, such as particular times and subscriber actions.
For example, set campaign triggers to send welcome emails to new subscribers.
Other emails you can automate include:
Automate your email marketing campaigns to streamline your efforts, drive efficiency, and get better ROI and conversions.
Social media networks are powerful ways to build your email list and continue to engage your audience. According to an Ipsos study, nearly 85% of people who use the web use email instead of 62% who use social media networks. It is worth noting that all social media networks are included in the 62%. You should outline your social media ideas and make a strategy of how you want to utilize social media in your marketing strategy.
Privy conducted tests on driving subscribers to their landing page and found that Facebook boosted posts increased traffic by 46.7%.
Can you leverage social media networks to increase your email list and be more effective in email marketing?
Based on statistics, 42.3% of users will delete emails that are not optimized for mobile, and that’s significant conversion and sales opportunities down the drain.
Make your email campaigns mobile-friendly to provide an excellent user experience for your subscribers and increase engagement.
Optimize your emails for mobile with the following tips.
Test which CTA color, text, content, etc., drive more conversions.
Identify your metrics to assess your email marketing campaigns’ performance and uncover areas of improvement.
Your email campaign metrics can include:
Define your metrics based on your email marketing campaign objectives to determine what you're doing right or wrong, and refine your strategies to improve your results.
Why use calls to action (CTA) in your emails?
One study found that using CTA that were button-based increased click-through rates compared to link-based CTA’s by 28%.
We have suggested some simple ways to create optimized CTAs:
Don’t send emails without split testing. You need to make sure the email version you want works. Some email marketing services or tools like Mailmunch provide A/B testing tools so that users can test the landing pages and emails before finalizing the version.
Also, consider how you can collect data from campaigns to test elements and find out how you can create better future campaigns by noting what works well and what does not so well.
A/B testing also plays a key part in testing various email elements. Consider running tests around subject lines, calls to action, and content that works best for engaging with your audience.
According to HubSpot, 65%of users prefer emails that contain mostly images vs. 35% who prefer text mostly.
Constant Contact surveyed over 2 million customer emails to find out if there was a correlation between the number of images in an email and audience engagement. They found that – With some industry-specific exceptions — emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates.
Burger King did a great job for their email campaign.
How can you make the most of visuals in your email marketing campaigns? Consider the following tips:
One of the most common blunders amateurs do? Sending an email at the worst time.
What good is an email if you send it late at night when your customer is sleeping? Focusing on the timings matters the most.
Choose the best time to send emails wisely to improve the open and click-through rate. A customer’s loyalty towards your brand increases once you reach them at the right time.
Do not forget that loyal customers are always keen to engage with the content. Keep that in mind and split test to discover the best timing for your target audience.
It is recommended to send emails on Tuesday, Wednesday, and Thursday - the best days! More than 51% of companies use automation tools like Mailmunch to automate their email campaigns. Automation tools help track customer actions, so with AI-based tools, you can optimize email deliverability and avoid the wrong time to send emails.
Research shows that 63% of an email list is inactive on average. In other words, these people are less likely to follow up with your follow-up emails. So how can you re-engage these subscribers? Re-engagement campaigns are a good place to start.
How do you re-engage inactive subscribers?
Identify the inactive subscribers on your list.
Re-ignite interest in your inactive subscribers by sending them an email. Let them know they're missed, and you want them back with a subject line that says just that. Consider giving them a special offer or discount.
Move those who respond to the active list. Let those who don’t respond know that they will be removed from your list if they don’t respond within a specified time frame.
Remove the non-responders from your list.
Consider using the following steps as well.
Developing on the previous point - a referral contest is a great way to build your email list, and you should consider it a part of your email marketing strategy.
The principles are very simple. You say to your audience that you will choose one (or more) email that will subscribe to your list in the next three weeks and give the owner of that email a prize. Free 6 months on your platform, $50 credit in your online store - whatever fits your overall business strategy.
This will allow both the viral spread of your message and gain you many new subscribers.
While there is no perfect formula for successful email marketing, including the basics and refining your campaigns is a good starting point. In this post, we went through the email marketing strategies that can help you create a winning campaign in the upcoming year.
Now, build email campaigns that help you connect with your audience, nurture relationships with them, tailor your content to their needs, and include conversion elements. Make the user experience coherent and in line with the user’s expectations.
Find the best approach that benefits your customers and business to help drive your conversions and sales through the roof. Make the most out of your subscriber list!
A bookworm and a pet nerd at heart, Summra works as Content Writer at Mailmunch. She loves to play with keywords, titles, and multiple niches for B2B and B2C markets. With her 3 years of experience in creative writing and content strategy, she fancies creating compelling stories that your customers will love, igniting results for your business.