Alongside the rapidly changing technology is the ever-evolving digital marketing tactics used by marketers and brands. In recent years, we’ve seen the rise of numerous inbound marketing strategies, such as SEO, content/blog, keyword targeting, and social media, among others. But even with a wide variety of methodologies, email marketing remains one of the most effective and popular campaigns.
Among the earliest forms of digital marketing campaigns, email marketing is a time-proven and tested tactic that can help you achieve your goals. To enjoy all its advantages, however, it is vital for you to execute the campaign properly.
6 Essential Things To Consider
Setting a goal and knowing the demographics of your target audience are fundamental components of email marketing. Here are several other essential considerations to maximize this digital marketing strategy.
One of the most crucial factors in successful email marketing, segmentation means categorizing your database based on specific criteria. You can classify recipients based on their demographics such as age, gender, and geographical location; as well as, their stage in the sales funnel, such as new leads, potential clients, previous or one-time buyers, new or old customers, etc.
Segmenting your audience into smaller groups enable you to deliver personalized email messages with better conversion rates. This should also help automate some aspects of the campaign.
Successful email marketing is not about the number of emails you send, rather the content of the emails. Sending thousands of lousy offers or canned messages won’t match up with a hundred of carefully crafted and thoughtfully written content.
Create exclusive, relevant, informative, useful, and fun emails. If subscribers find helpful information, they’re more likely to engage with you and learn more about your products or services. Although you can still send standard sales pitches such as discounts, offers, or updates, producing a great content must be high on your priority list.
If you have never done any email marketing campaign in the past, you should consider working with professional copywriters. It’s a necessary investment to enjoy a much better outcome.
Email remains the primary form of communication. Users get dozens of emails per day and you don’t want your email to be forgotten about, archived or deleted. This makes it essential to send emails at the right time. For instance, if you have a promotional event on the weekend, you should send emails around Wednesday, so recipients can have time to make preparations. Sending it too early may reduce its effectiveness while sending too late is futile.
You can also send out periodic emails to continuously remind your subscribers. An expert from Byteplant points out that using an email validator is essential when it comes to email marketing as it can reduce bounce rate and improve sender reputation.
Schedule your emails properly to increase the success rate of your campaign.
How an email looks can have a great impact on the message. Make sure that your email template is visually appealing to your customers. Before sending emails, check to see if they are viewable on different web browsers, such as Chrome, Opera, Mozilla Firefox, and Windows Explorer; as well as, different platforms, such as desktop, smartphones, and other mobile devices. Pay attention to spacing or use bullets to make it readable. Use color and graphics properly to emphasize your point.
Perhaps the most important part of an email is the call-to-action (CTA). The CTA persuades the recipient to do something, such as to click a link, subscribe to a newsletter, etc. You want to get them to do this action as part of the sale process. Even if you have great informative content but have a poor CTA, you won’t fully maximize this marketing strategy.
Email marketing is not a one-off thing. You have to assess the effectiveness of the campaign to ensure that it achieves your intended goals. Regularly review key metrics, such as the open rate, click through rate, cost-per-action (CPA), cost-per-click (CPC), and forward rate. The advantage of email marketing is that you can recalibrate your campaign at any stage depending on the results. Through careful assessment, you can improve its outcome.
Email marketing is a handy marketing tool, especially when planned and executed properly. It is a cheap but effective way to reach out and engage with your target audience. Unfortunately, many brands and businesses either don’t seriously consider this digital marketing strategy or are unable to maximize it fully. Take your time to study your marketing goals and consider how this tactic can be used to help achieve your goals. Make your email marketing personalized for a more successful result.
Published by Matthew Piggot