Introduction to Email Marketing Strategy to Grow Email List, Remarket Customers, and Increase Upsell and Cross-sell Opportunities
Introduction to Email Marketing Strategy to Grow Email List, Remarket Customers, and Increase Upsell and Cross-sell Opportunities
The 2023 Complete Beginner's Guide for Businesses and Content Creators
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Email marketing is a gold mine to increase website traffic by collecting emails from new visitors and existing customers. Email marketing campaigns effectively retarget warm leads with ongoing promotions and new content. Here are a few interesting statistics.
3 Important Email Marketing Statistics
- The global email marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027. (Statista, 2021) –
- 64% of small businesses use email marketing to reach customers. (Campaign Monitor, 2021)
- 78% of marketers in 2020 said email is essential to overall company success, compared to 71% in 2019. (Litmus, 2020)
Email Marketing Best Practices to Collect Customer Emails
Step 1. Build Visitor Trust Before Collecting Emails
Give a convincing reason for new and recurring visitors to sign up for email newsletters. Start by building trust and offering added value to the content.
Be sure to let visitors know that your email newsletters will never be spammy. Remember, people can easily unsubscribe or report your emails as spam. Keep the emails succinct but insightful. Provide the latest tips, resources, or tools that will genuinely benefit the core audience.
Step 2. Drive Email Registration through a Pop-Up
Other than placing the email request form in an easily accessible spot on the landing page, like the sidebar or footer, add a timed pop-up. After visitors have been browsing the website for some time, prompt them for an email subscription with perks or promotions. Try these three effective email pop-up registration strategies.
Top 3 Effective Email Pop-Up Registration Strategies
- Prompt the pop-up when a visitor has stayed on a landing page for more than one minute
- Prompt the pop-up after a visitor has viewed more than two webpages in the same browsing session
- Prompt the pop-up before a visitor exists a landing page on the website
Once you have collected a good amount of emails, you can start running email campaigns periodically to nurture leads and customers.
Top 6 Email Marketing Strategies to Start Your First Successful Email Campaign
#1. Select an Email Marketing Platform
Email marketing automation tools simplify the data collection process while improving the efficiency of email marketing campaign planning and organization.
Top 4 Benefits of Using an Email Marketing Platform
- Collect emails
- Manage email database
- Schedule email marketing campaigns
- Segment email users
How to Choose the Best Email Marketing Platform for Your Email Campaign?
Start with free options in any email marketing automation platform. We recommend Hubspot as the beginner-friendly email marketing tool to create professional-looking email campaigns. Best of all, Hubspot is free to sign up and use.
#2. Start Email Campaigns with Simple Automation Rules
Skip the fancy automation rules when first getting started. They can always be modified and updated later. Focus on collecting new sign-ups and optimizing marketing email content first.
Configure Email Marketing Automation Rules
Set up email marketing campaigns by configuring simple automation rules in Hubspot to nurture subscribers. Start small, then build new segments over time. Hubspot provides simple marketing automation rules to create and schedule email campaigns that nurture new prospects and existing customers. Try Hubspot for free.
Examples of Email Marketing Automation Rules
New subscriber should receive an automatic welcome email confirmation after the initial sign-up. Over time, more sophisticated email rules like retargeting email campaigns to capture returning engagement can be applied to better automate prospect and customer communication.
#3. Add Qualifying Questions to Collect More Customer Data
Consider adding qualifying questions to improve user experience in the email collection process over time. Acquiring customer data through email collection enables further customer data segmentation that opens up more marketing opportunities down the line.
Include additional fields when visitors sign up for a newsletter to collect qualifying questions that helps with customer data segmentation.
Examples of Qualifying Question for Email Collection
- Ask to rate your business on a one to five star scale.
- Ask for customer product or service preference.
- Ask for favorite categories visitors would like to receive more information on.
- Ask for opinions on products or services in a multiple choice format.
#4. Set Up Email Marketing Cadence
Set up a cadence to stay in touch with the existing database of subscribers as your email collection grows. The cadence could be a weekly, monthly, or quarterly newsletter to keep subscribers updated on the latest product or new content releases to drive warm leads back to the website.
#5. Expand New Marketing Segments by Testing New Content
Consider polling for content and testing new categories your core audience may be interested in to help refine marketing segments. Utilize these segments to craft more targeted and engaging emails to keep subscribers engaged.
#6. Improve Email Open and Click-Through Rates
Most people receive dozens of marketing emails on a daily basis, and most of them get deleted without opening. How to make newsletters or email marketing campaigns stand out? The ultimate goal is to drive returning traffic back to the website. Here are four essential tips.
Top 4 Email Marketing Tips as Part of a Successful Email Marketing Strategy
- Start with a thought-provoking subject line that resonates with the core target market audience.
- Optimize email subject lines for mobile user experience.
- Create a compelling call-to-action with concise messages on the email campaign to increase click-through rate.
- Include call-to-action buttons and attention-grabbing visuals.
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