Email marketing is an approach where businesses can have a spontaneous, one-to-one, and personalized connection with their customers.
It is a cost-effective and global approach to promote a business. However, if we quote Benjamin Murray here, then being cost-effective doesn’t give us an excuse not to provide quality content to the audience.
According to Forbes, email marketing is the best way to source leads. Also, HubSpot reveals that 59% of the survey participants say that email marketing has persuaded them to purchase a product or a service.
Statistics paint a clear picture of the significance of email marketing, but is your business achieving success by implementing the strategy? Do you struggle to garner leads and sales via emails?
If your struggles are also the same, then you have landed at the right place. In this blog, we are going to tell you about some exceptional strategies to nail your email marketing.
Use Segmentation to Charge up Your Email Marketing
Each of your subscribers are an individual with different priorities, interests, and pain points. To cater to them accordingly, you need to segment them into separate categories.
According to Mailchimp, segmented emails have a 14.31% higher open rates in comparison to non-segmented emails.
Let us assume that you are a business that sells sports accessories. You cover a variety of sports, including soccer, tennis, water sports, or baseball.
Would it be wise to send an email that markets your new scuba diving kit to someone who has an interest in soccer?
It explains why your brand voice must feel appropriate for each of your customer segments.
Write an Impactful Subject Line
The subject line of your email is a call to action button.
Dull and pointless subject lines make a customer hit the back button very quickly. It is the first step of interaction that you are having with your customer, and it needs to be appealing.
Keep your subject brief, but make sure that it gives a clear clue of what the reader should expect in the email.
Consider running A/B testing for a few subject lines. It allows you to send the email to a few of the subscribers so that you can track which one is performing the best.
Craft a Compelling Welcome Email
DJ Waldow and Jason Falls co-authored a book named ‘The Rebel’s Guide to Email Marketing.’
A famous quote from that book is, “A welcome email sets the stage and the tone for the rest of the email. It can boost your business and help you better understand your new subscribers.”
The welcome email forms the top of the email marketing funnel and serves the purpose of steering the user towards becoming a loyal customer. It should use an exciting, welcoming tone in general and a clear call to action.
Headspace, a meditation app, has a well-crafted welcome email that is compelling as well as visually appealing.
Personalize Your Emails
A survey conducted by Yes Marketing in 2017 concluded that emails with a personalized subject line were opened 50% more as compared to those without a personalized one.
Yet, only 2% of emails have a personalization element to them.
I subscribed to the babycenter.com while I was expecting my first child. They sent me personalized emails every week, and I got immense value from them as they were in sync with how my pregnancy was progressing.
Even after my kid has turned two, I continue to receive those customized emails. A sample of them can be seen below.
The Right Time to Send Out Emails
Maximize email opens by being mindful of the time on which you send them out.
According to Litmus, 21% of e-mail opens in the U.S happens between 9:00 am to noon. On the other hand, the least productive time is 10:00 pm to 7 am, as people don’t pay heed to an e-mail notification during that time.
I recently came across a blog by growthproton.com on email marketing, which stated that time optimization is an important factor in determining the success of an email marketing campaign. It is because segmenting emails according to different time zones procure high conversions.
Send your emails between Monday and Friday during the work hours if your business requires you to deal with other business owners.
However, for general users, your best bet would be to send the email on weekday nights, weekends, or during lunch hours when people usually check their phones.
Re-Target Old Customers
At times, even the most loyal customer may go silent. You can target such customers with a welcome back e-mail that has an appealing incentive.
Retargeting can be done for many purposes. Either they could be abandoned cart emails, resending an unopened email, or even an email to ask about whether your customer is interested in re-engagement, like the one by autopilot.
Abstain From Using No-Reply Addresses
Brands frequently send email to customers via a no-reply email address.
The Moosend blog recommends brands to avoid using no-reply addresses as they restrict and discourage a reader from responding and telling what they think.
Such an email would never convert for apparent reasons.
Incentivize Loyal Customers
Customers who are recurring and loyal towards your brand should never be ignored. You can increase your customer loyalty by offering perks to them via emails. Show them that you care for their specific needs.
Tap into the Audience’s Emotions with Storytelling
Sprinkling the fairy dust of storytelling on your emails is a highly effective email marketing strategy.
Share your pain points and experiences such that it explains how your service or product will resolve the customers’ problems. In addition to that, use emails to share stories of other customers showing how your business helped them.
I love how Jorden Makelle of Writing Revolt keeps sending success stories of her freelance writing course students who made it big after buying her course.
Add Value to Your Emails to Increase Click-through Rates
Although web readers are mostly in a hurry, you can still hook them with valuable content in your email.
If they feel that your content is adding value to their lives, they won’t think that subscribing to your email newsletter was the wrong choice.
You can add compelling CTAs to your email as well. See how American Express has been acing email marketing through we-are-here-for-you feel in their email content.
Avoid the Promotions Tab
Crafting an amazing email, sending it out to your list, and getting conversions is not a simple path. Your email may go to the “Promotions” tab on Gmail and remains unnoticed.
Several statistics prove that the emails in the Promotions tab are rarely opened. To avoid this, scroll up to reread point # 1.
Segment your list, and avoid using too many links in your email. Also, refrain from using words like free, clearance, discount, offers, sale, or no credit card – provide actual value to your customers to woo them.
If a user moves your email form the promotions to the primary tab, Gmail will show your emails on the primary list. Convince the subscribers to move your email, and the problem will be solved.
When you plan to use email marketing for your business, consider using the tips mentioned above.
Keeping up with changing marketing trends may be complicated, but these tips have helped several brands to develop a loyal list of subscribers and boosted conversion rates.
People see emails more often, so take this opportunity to reach them and gather high quality leads that convert. By setting clear objectives, even simple email marketing strategies can skyrocket your business growth.