What is Email Marketing?
Email marketing is one of the most cost-efficient marketing strategies for your website or blog because every piece of email content you initiate can be targeted to a specific customer segment. From a holistic marketing point of view, a promotion can be sent across your customer base to capture even more returning visits and increase sales conversion based on your promotion. Email marketing is a high potential marketing gold mine as the emailable list can grow indefinitely over time.
Not every visitor will engage with your landing page, make a purchase, or fill out a contact request form upon first impression of your website. However, the longer a visitor spends on your site, the more opportunity you have to capture potential customers’ emails when they engage with your website content. Email marketing effectively captures returning prospects and brings them back to the website through a successful marketing campaign. So, put more effort into creating a catchy subject line and appealing email content to increase the open and click-through rate.
Top 6 Tips to Drastically Improve Email Marketing Results
There are endless benefits to email marketing and creating new opportunities to generate revenue. Correctly setting up your email campaigns is critical to bypass the email spam filters and successfully reach customers’ inboxes. Additionally, the design and content of emails play a pivotal role in driving click-throughs and avoiding unsubscribes.
1. Setting Up Email Marketing to Reach your Customers
Create an email acquisition strategy and get appropriate user permission for signups. Make email signups on your website easy. Don’t forget to ask visitors to create an account or sign up for newsletters during the checkout process, with one easy step if you are an e-commerce business. One simple way to capture signup is to offer a promotion.
Collect as much appropriate information as possible in a single form, such as name, email, product preference, location, company info if applicable. This information allows you to create segmentations when planning out your marketing promotions. It also improves the personalization of messaging to better target customers and improve the email opening rate.
One important thing to note is to make sure you have permission from visitors to collect their emails. You can ask users to review and agree to your website’s policy page before submitting their emails to receive your marketing campaigns and communications. Provide the option for users to quickly decline email signups (such as leaving the box unchecked by default). Bombarding someone’s inbox with unwanted content may have adverse effects.
2. Create Creative Subject Lines
Be creative with the email campaign’s subject line and content to increase the email opening rate. Always have a clear call-to-action(s) (CTAs) to improve the chances of the prospect or customer clicking through on the email.
The first impression is the subject line of an email. A captivating subject line should tell a customer exactly what this email is about in a few words and in a creative way. Be original and avoid canned subject lines that are overused.
Writing a call to action and benefits statement on the subject line is one effective way to capture attention. Adding a sense of urgency to the email subject can create a want and entice someone to take action now.
3. Write Relevant Email Content
Write relevant email content and customize landing pages for specific promotional content. Dig deeper into your marketing content repertoire and plan out promotional content for the right segment of users.
If you know a customer has bought something from your website, this is the perfect chance to upsell additional products that the customer may like. Be genuine and offer wow-factor promotions that will generate clicks from the email.
Additionally, landing pages should match the exact offer mentioned on your email campaign to reduce bounce rate (potential customers leaving the webpage without taking action.) Spend time to craft targeted and personalized email messages that will drive awareness and bring quality traffic back to the website.
4. Automate Emails When Possible
Automate your email campaigns whenever possible. When a visitor signs up with your email, send out an automatic welcome message to the recipient.
Add marketing promotions or include insightful content such as a user guide in this first welcoming email to initiate some clicks from the initial-touch signups. Automate product recommendation emails based on customers’ purchase history, so you can recapture that customer and upsell in the near future.
If you have an upcoming promotional event, send out a few strategically planned reminder emails leading up to the event. The email series should be structured with different content, such as event introductions, informative benefits, and, finally, promotion offers related to the event.
5. Always A/B Test Email Campaigns
Consistently A/B test email campaigns to identify the most compelling call-to-action. Not every email campaign has a high success rate, but A/B testing can increase the odds.
You can test for different metrics such as clicks or sales conversions. Split up your email recipients to receive a version A and a version B of your email marketing campaign. Each version should slightly vary in the subject, image, promotional content, or marketing message.
Based on statistics, you will find out which email campaign has a better success rate, allowing you to gain insights on how to perfect your email marketing in the future.
6. Provide Opt-Out Email Link
All marketing emails must have an easy-to-find opt-out link. In 2003, the U.S. passed a law called the CAN-SPAM Act. In short, the regulation enforces marketers to place an easy-to-find opt-out or unsubscribe link within emails. Once someone opts to unsubscribe, you must honor the opt-out request promptly.
Additionally, your email content should not be deceiving or misleading. Advertisements must be properly identified within a marketing email, and advertisers must clearly disclose the company address.
3 Key Benefits of Email Marketing
1. Offer Sales and Promotions to New and Existing Customers
One of the easiest ways to attract a new customer or bring back an existing customer to your website is through a promotional email. Create a consistent schedule for your marketing promotions and assign an appropriate email cadence, such as weekly or monthly.
Provide an option for users to choose how often to receive email promotions so you can mitigate the risk of unsubscribes. Create a marketing agenda to display targeted sales assigned to individual customers on which you have some data, such as product preferences based on purchase history.
2. Consistently Plan Marketing Outreach to New and Existing Customers
Other than sales and promotions, consider adding other intangible marketing content to keep customers updated. We are talking about industry news, insightful guides, white papers, and survey results that add value to your business.
Offer benefits and reasons to visit your website and create a customized landing page for visitors to access the marketing materials quickly.
3. Create Mobile-Friendly Emails Readable on All Devices
Emails need to be mobile-friendly, just as your website needs to auto-fit to any screen size. Mobile-friendly email campaigns improve the email opening rate as they can be read anywhere and on the go.
Make sure to test out your email campaign legibility on desktop, mobile phone, and tablet before sending it out.
Starter Platforms for Email Marketing
As your email marketing list grows, you will need an all-encompassing email marketing tool to manage thousands of customer emails and efficiently assist you in planning, scheduling, and segmenting marketing campaigns. There are many reputable email marketing providers, but depending on your business needs and budget, some are more suitable for beginners than others.
If you are just getting started, choose an intuitive and easy-to-use platform that provides marketing automation and email tools. Better yet, there are free email marketing providers out there like HubSpot to help you get started with marketing automation.
Email Marketing Platform
Prior Experience Required
Email Marketing is a Powerful and Cost-Effective Marketing Tool for Your Blog
As you become familiar with the basics of email marketing, there is always more customization to learn that will make your marketing campaigns targeted and efficient. Take your time and start with the simple rules and nail down the basics.
Try out free tools and templates first, so you can save some money and test out different functions before committing to a platform that works best for your needs. One last tip, don’t forget to set up tracking codes on links that point back to your website so that your analytics can capture that visit.
Now, start collecting those emails!