Email marketing helps you establish better connections with prospects.How can you tweak your strategies to turn these prospects into paying customers?
Email marketing helps you establish better connections with prospects.How can you tweak your strategies to turn these prospects into paying customers?
Studies show that the number of global email users reached 4.26 billion in 2022 and is projected to grow to 4.73 billion by 2026. Email marketing remains one of the most promising ways to reach your prospects and drive more conversions.
Yet, completing a good email marketing campaign needs more than just writing a message and hitting send. You must consider a few critical elements to make your emails engaging, persuasive, and effective.
For a start, you can begin with a good subject line and a strategically segmented email list. A promising email marketing strategy must focus on creating emails that resonate with your target audience and drive real results.
Important Elements of a Successful Email Marketing Strategy
All successful email marketing strategies include a few key elements. Here are some you could consider:
Opt-in Confirmation–
It is practically indisputable that this is one of the crucial stages in email marketing. Yet, it seems that a considerable part of people miss asking for permission before sending them emails. Buying email lists is also a big no-no, as it makes it nearly impossible to know when someone sees your ad. You should never send letters to anyone before letting them opt-in. Such behavior would send your emails to the spam folder. It could also harm your reputation.
Made to be accessible–
Today, many people are turning to smartphones to access news. Research indicates that up to 46% of opens come from mobile devices. Make sure you can engage with your consumers. Make all your marketing emails with limited text. Also, ensure the engagement is high by including images. Many people consider the “fold” to be the very top area of your website. Put your most important info here. It will ensure that visitors see it when they first enter your site. Make your CTA memorable and relevant for customers by leaving a white space around it. Adding such buttons alongside your content will make it easier to use. It will increase the likelihood that visitors will engage.
Content Schedule–
Your email marketing team must be active to stay a big part of their subscriber’s daily lives. They should send content at least twice a week. I am just saying: who wants to end up in the spam folder, right? Design the content schedule. Specify the dates for email delivery. When you manage multiple departments, update all emails in your calendars. This way, you can see the whole picture.
Email List Management–
Managing an email list is vital to effective email marketing. A good strategy aims to dodge returning bounced emails. It also aims to avoid sending old emails and reporting you as spam. You should conduct monthly or quarterly email list audits. Briefly, segment some of your email lists into smaller ones. That way, you can aim your message at demographics or behavior groups. For example, loyal shoppers, customers you didn’t reach out to, or newly onboarded customers. Personalizing the message will make our email campaigns more impactful.
Personalization–
We all like the depth of forming a real-life relationship. Sending and receiving cold, robotically friendly emails makes us feel distant. Sharpen your emails. Make them informal and add emojis. Use their first name.
Value-Addition–
One key feature of every email to prospects is that it should answer the: ‘What’s in it for me?’ question. You tend to explain your product and its utility well. It makes the prospect clear – to make it relevant, you need to tell them what their benefit will be. If it is not answering the problem that the users have, then surely they would not engage with your email.
Shareable Content-
Create your content so that it is easy for others to share. Add email and social share buttons to all emails. Let customers tell their friends to see an email by mailing the link. Your community members are your biggest brand fans. They are among your best advocates. You intend to offer them a platform to spread the news with their network (a.k.a. potential customers).
Email Tests-
Before you send emails, check for grammar and big mistakes. Also, check that all links work. Also, sending them a campaign email through the email tool is a clever plan. These will help you know the odds of your deliverability. They will alert you to things that might get you flagged as spam. They will let you see how your emails look.
The Bottom Line
Truly, there is no one-size-fits-all way to build your email strategy. You know your customers and prospects better than anyone, so listen to them and their needs.
Experiment with different formats, designs, and words. Also, try different types of emails. See what your audience likes best.
Lastly, get creative, and do not be afraid to change things. Over time, you will find what works best for you. As long as you are honest and provide real value, readers will appreciate your emails. They will keep coming back for more.
