Email marketing is one of the most cost-effective digital marketing tactics you can use for your business to attract more prospects, gain more website traffic, convert more leads, increase your sales, and achieve your brand objectives.
Not only does it allow you to effectively reach your target audience, but email marketing also offers more benefits than other digital marketing strategies don’t, including the ability to personalize your targeted content, send timely campaigns, ease of automation, and identify highly-qualified leads.
In this article, you will learn about what email marketing is, and its importance as a digital marketing strategy in today’s digitally connected world. You will also learn about eight of the most effective email marketing strategies you can use to create successful campaigns, and how to increase your email open rates.
What is Email Marketing?
To start, email marketing refers to the use of email content to send advertisements, promotions, exclusive deals, special offers, or solicit sales, while improving relationships with existing or potential customers.
To get started with email marketing, you’ll need to consider and establish the goals you want to achieve, choose the right email marketing tool that meets your needs, build and grow an email list of qualified leads, choose the type of campaigns you want to send, and then measure your performance.
Among the most popular email marketing platforms available include ActiveCampaign, ConvertKit, Mailchimp, GetResponse, and much more. Additionally, among the most common types of email marketing campaigns include sending newsletters, targeted marketing offers, event invitations, announcements, and product updates, among others.
Why Email Marketing is Still Important Today
Email marketing is considered to be one of the most cost-effective digital marketing strategies producing the highest ROI. In fact, it has an ROI of a whopping 4400%, and according to reports, it can even convert better than social media marketing.
To better understand the importance of email marketing, let’s take a look at what it allows you to do for your business when done right:
Create and personalize targeted content
Build your brand identity
Develop brand trust and loyalty
Boost your brand awareness
Build strong customer relationships
Send timely campaigns
Drive traffic to your website
Expand your customer reach
Increase your leads, and ultimately, sales
Email marketing allows you to personalize your messages, tailor them based on your customers’ actions, and divide your email list into small segments accordingly. It also enables you to send emails at the right time (when recipients are most likely checking their emails, harness the power of automation, to simplify your email marketing process, and also track the results of your performance.
8 Most Effective Email Marketing Strategies
Now that you know what email marketing is, its importance, and benefits, let’s jump right into eight of the most effective email marketing strategies you should be implemented to generate more sales for your business.
Craft Eye-Catching Content
The first thing you want to do to create a successful email marketing campaign after you have managed to gather an email list is to craft compelling and engaging content. Your content, including the subject line, plays a major role in getting more people to open your emails. When you provide content that’s relevant and valuable, you’re able to build trust with your audience, allowing you to usher them further along the customer journey.
Now, the best way to craft eye-catching content is to make your email campaigns easy to read, short, and concise, and structure them in such a way that it compels your audience into engaging with the content while directing them towards your desired actions.
Make sure you pay attention to your subject line. Even if you have solid content in your emails, if your subject lines aren’t compelling enough, your recipients won’t open your emails. You can get noticed in your subscribers’ inbox by letting recipients know exactly what they’ll get when they open your emails. Personalizing the subject line by adding their names to it has also proven to be an effective touch.
In addition to having relevant and valuable content, thoughtful use of imagery enables you to further boost engagement, and place strategic calls-to-action to motivate your readers to take action.
Segment Your Email List And Personalize Your Messages
The next thing you want to do to create a successful email marketing campaign is to segment your email list. This allows you to personalize your emails, tailoring them for each subscriber depending on their past actions, preferences, and how far along they are in the customer journey. Email segmentation and personalization are, without a doubt, two very important aspects of email marketing.
Simply put, email segmentation is all about dividing your email list into different parts or sections, typically based on demographics, interests, and purchase history, for example, and much more. While email personalization is all about delivering content that’s perfectly customized to meet the needs of each of your subscribers.
Your readers are more likely to open your emails and respond to your content if it is most relevant to their interests. According to one report, emails with personalized subject lines generate 50% more open rates. What’s more, personalization is proven to increase email open rates, and increase revenue by up to 760%, whereas segmenting your email campaigns reportedly gets 14.37% more open rates and 64.78% more clicks than non-segmented campaigns.
As mentioned above, you can personalize your content by adding the names of your subscribers into the subject lines and sending emails that meet different user expectations. To personalize your emails, you might also want to include, in addition to the name of your recipient, their last purchase, for instance, and their interests.
Send Your Emails at the Right Time
Finding out the best possible time to send your emails can boost your email open and click-through rates, and ultimately, sales.
To find out the perfect day to send your emails, you need to rely on research-driven data. According to a study conducted by GetResponse, one of the most popular email marketing software, Tuesday has the highest open rates and is the best day of the week to send emails, while the weekends have the lowest open rates, and were apparently the least popular days to send emails.
However, when it comes to conversions, it is found that Saturdays are actually the best day of the week for conversion, and are 1.1% higher compared to the highest conversion rates during the week, which are Tuesdays and Fridays. What’s more, here are the best times of the day to send emails according to studies:
After waking up or during breakfast
10:00 a.m. – 11:00 a.m.
During lunch break
The end of most people’s workdays
Send Welcome Emails to Your Leads
Welcome emails are also a crucial part of email marketing campaigns. Simply put, a welcome email is an opportunity to make good first impression subscribers. It is typically an aspect of onboarding emails that are designed to further familiarize subscribers with your brand.
Some popular examples of welcome emails include sign-up forms, special offers, or educational videos. Some welcome emails can even be a simple welcoming message that greets your new subscribers. According to one study by GetResponse, 21% is the average email open rate, while the average open rate for a welcome email is a whopping 82%, making it even more critical that you take the time to craft welcome emails that can make the best impression.
Give Something for Free
People love free stuff, plain and simple. So using the data you have on your subscribers, cultivate your relationship with them by offering them something they value. It could be a free trial of your product, a discount on their next purchase, or access to a webinar. This makes them privy to the value of your product and is a great way to make a lasting impression on your subscribers.
Optimize Your Emails for Mobile Devices
Another great thing you can do to create a successful email marketing campaign is to optimize your email for mobile devices. According to a study, more people are accessing and reading their emails on mobile devices than on desktop, with 67% of all email opens occurring on mobile devices.
Here are some quick tips on how to get started optimizing your emails for mobile devices:
Keep your copy concise
Keep the formats simple
Be careful of your subject line lengths
Use a large font size
Use smaller images
Keep your calls-to-action front and center
Make Your Emails More Interactive
After creating compelling content, one of the best things you can do to improve your user engagement is to make your emails more interactive. According to reports, adding videos, for instance, to your email campaigns can increase your clicks by a whopping 300%.
In addition to videos, you might also want to add images as well, or incorporate reviews, polls, or surveys, to make your emails more interesting for your audience. One way to create online surveys for your emails is to use among the best email marketing tools available, like Campaign Monitor.
Automate Your Email Marketing Process
Finally, the last step you want to take on your email marketing path is to automate your email marketing process. Email marketing automation is a strategy that allows you to send timed or triggered emails to your subscribers when they perform certain actions. It also lets you schedule when you want to send personalized messages and even create automated content.
Among the best email marketing automation tools available on the market are Mailchimp, and ConvertKit.
There you have it! As a business owner or marketer, it’s now the perfect time for you to take advantage of email marketing to achieve your brand objectives and overall business goals. To create successful email marketing campaigns, you need to craft compelling and engaging content, personalize your emails, send them at the right time, optimize them for mobile users, make use of call-to-actions in your emails, and also automate your email marketing process.