It has been said, some times than I can count, that for a business to be successful, they have to set a clear marketing strategy endeavored to make everything more effective. Remember that with an effective marketing strategy, you will be able to create awareness, generate interest, acquire new customers and improve customer loyalty among other things.
Social media outreach, influencer marketing, and email marketing are some of the crucial strategies many businesses use to enhance their growth and success these days.
Despite the fact that content marketing remains the King in the digital marketing industry, email marketing remains the most efficient and effective communication channel between companies and their customers. In addition to that, it remains one of the most effective ways of driving sales in a business or organization.
A research study by ExactTarget discloses some email marketing stats including the fact that about 77% of consumers prefer to be sent permission-based marketing communications via email among many others.
Learning from the statistics, I am sure you intend to give email marketing a try. However before you hit that “send” button, you need to perfectly master the art of email marketing, putting into consideration some of the overlooked aspects. The following tips will help you in creating and sending emails that not only look great but also get opened, read and action taken by subscribers.
1. Create and proofread your content:
This is the very first step in your email marketing. The content in your email is crucial by all means. In this regard, you will have to create targeted and relevant content for your subscribers. Simply start by writing your email marketing copy relevant to the interests and needs of your subscribers so that you can have the right message for them.
After writing the content, you need to proofread it to ensure there are no errors. You need to send emails without typos among other errors. The truth is that these mistakes take place all the time, even with the best marketers! It feels bad when you realize that the email you just sent had some typos or other minor mistakes.
You can only avoid such mistakes if only you proofread your email in its entirety, twice or thrice, to make sure you capture and iron out all the mistakes. Do not overlook any part of the email including the subject line and pre-header text.
Having proofread the email yourself and convinced it is up to standard, you still need to have a second or even third set of eyes. Sometimes, you may not spot a minor mistakes in your email. That is why you need to hire another experienced email marketer to keenly look into the details of your emails and more importantly get rid of possible mistakes.
Email marketing is a crucial marketing strategy used by many businesses today to make everything more effective. Getting it right in the very first stage will show the difference between who a confident lead-entrepreneur is and who is under pressure to escape the survival mode.
2. Answer the two queries; “who” and ‘what”:
Many marketers get it wrong here. You need to indicate to your subscribers what your email is all about and from whom it is coming from. This is the first way to keep it real with your subscribers. To achieve this, you have to undertake two steps;
Have a subject line-
This is the step where you state what your email is about and what subscribers expect from it. This is simply a description of what your email is about in short form so that subscribers get the context of the details before they go ahead to open and read it. It should, therefore, be catchy and clear.
From Campaign Monitor’s data, it is true that a subject line with between 41 and 50 characters are more effective.
This is crucial since subscribers need to know in advance where the email is coming from. The label will reflect who the subscriber will be engaging with. Usually, it is appropriate to use your company/ organization name.
The crucial part in this section is properly segmenting your audience to get the idea of what their needs are. Targeted communication will ensure that your emails are opened and read by your target audience. According to some studies, segmenting your audience boosts your click through rate by 50%! Overly, having your target subscribers in mind and delivering content that is customized to the specific geographic region or product will help a great deal in your email marketing campaign. In the effort to know your audience, you may use Google Analytics and social media profiles to gather relevant data that will help you.
Having studied your prospects, you need to choose your send time properly. Usually, it is advisable to send your emails during working hours especially in the morning or early afternoon. However, you can also sift through your previous emails to see how various send times impacted on the efficiency of the emails regarding open rates. With a trial and error method, you can easily find the right time to send your emails. According to Kuno Creative, you need to make your emails timely, valuable, interesting and relevant.
From a research study by WordStream, it is indicated that Tuesday, Wednesday, and Thursday are the best days to send emails with the highest open rates. Monday, Friday and weekend have the lowest for obvious reasons’ Monday, people already have a lot on the table, Friday- people getting ready for the weekend and clearing up on the week’s work while on weekends people are having their free time with family and have little time to attend to emails.
3. Links and call to action:
This is one of the most crucial steps for effective email marketing. You need your subscribers to take action on the email they receive from you.
The links will guide your readers to access the crucial information you want them to access on your pages or website. You, therefore, need to strategically place useful links to direct your subscribers to the specific areas of your website for more information as is the case with many businesses when undertaking their social media outreach.
In the call to action section, you need to exactly state to your subscribers what you want them to do. It is important to ensure your readers stick to one call to action so that you don’t distract them with many actions to take. Even though you have many calls to action, you will have to ensure the main CTA is strategically placed in your email for faster access.
Use of bold and contrasting colors on your main CTA will help a lot in drawing your readers to take action immediately.
4. Check your list, track and analyze the effectiveness of your campaign:
This is the step that you need not skip by all means as it counts a lot in the success of email marketing campaign. Any slight mistake in your list often leads to many email errors.
To achieve this, you will have to work on your list to ensure there are no duplicate, invalid or improperly formatted addresses. In this case, you may use campaign monitors like integration with Kickbox to remove the low-quality addresses from your list before launching your email campaign.
Another crucial feature to include in your email outreach is the op-out or unsubscribe link in all the emails you send. This is not negotiable so that you give your subscribers a chance to opt-out immediately at will when they feel it is necessary.
When growing your list, ensure to include an attractive sign-up form on your website or any social channel to get the attention of subscribers and encourage them to sign up. Buying or renting a list is a grave mistake many organizations make, avoid it. Simply grow your email list in the right way.
Lastly, you need to keep a constant evaluation of your progress in email marketing. It is important to follow up on your content to determine what worked out and what didn’t. Among the areas you need to keep your eyes on may include the open rates, email bounces, and click-through rates. This way, you will understand the areas where you need to improve for better results.
5. Test and optimize:
Learning more about your subscribers is important, and you can do this by following up on every email you send. As a marketer, you may decide to have as many elements to test on your email as you want, but it is recommendable to choose one element per test to effectively understand everything that is happening.
Another aspect in your email testing and optimization is to ensure that your email campaign is mobile user-friendly. A responsive email template is, therefore, necessary to make your emails look great irrespective of the device the readers access it from. You may refer to these mobile-friendly email templates to help you achieve this goal.
Mastering the art of email marketing is crucial in ensuring you get the best results from your marketing strategy. You can be sure to achieve massive conversions, make more sales and grow your brand just by applying the right tricks and following the five steps discussed above.
Stevan Mcgrath is a digital marketing professional who possess expertise in brand design and development. Stevan is passionate about utilizing his diverse skill sets for new and innovative online marketing strategies. He has worked as a freelancer and a contributor to Provenseo. Despite having a wide influential reach, he seeks client satisfaction as his topmost priority. He also writes blog posts on recent digital marketing trends. To know his work and more details you can follow him on facebook, twitter, LinkedIn, Google+.