Email marketing has been the go-to marketing channel for most small start-ups who do not have sufficient funds to spend on advertisements. However, what worked a couple of years ago, might not work in 2018.
An email marketing strategy is an essential part of any marketing strategy. The most cost-effective way to promote your products, communicate with your customers and reach your business goals. It is surprising that it outperforms SEO, PPC and content marketing.
Email Marketing if used effectively, it can build a very strong marketing strategy for the growth of your business:
- Personalize:
In the era of personalization of every small thing, don’t you think a personalized email is vital too? Personalized emails give a feeling of warmth and belongingness. Now, When I say a personalized email, I don’t expect you to draft each and every email with a name individually to every single subscriber. I mean, to create a customized message that gives a good overall experience. Do not treat is a mere marketing channel but as a way to enhance customer experience.
Use real email responses, when you use donotreply@example.com, it removes the authenticity of the messages. You want your readers to participate and respond to your campaigns. Using a real reply address will improve credibility and appear more personal.
Use email signatures, just as if you were using a true e-mail reply, you wanted to use the real contact information in the e-mail and the best way to do that is to include contact information in the e-mail signature. Giving your readers the opportunity to contact you or communicate with you online is a great way to be personal and build a relationship with them. - Partitioning:
This helps your email campaigns reach a much more targeted audience.
Partition according to company size, E-mail campaign targeting based on company size or annual income is a great way to increase response rates. For example: A small company employing 5 people is probably not ready for the biggest industry conference of the year, while a company employing 750 people could be more suitable.
Partition according to the industry, knowing your subscriber industry is a great way to segment your email campaigns. For example, a company that sells auto parts would engage much more quickly if it had received e-mail campaigns on automotive products, compared to a company that sells software.
Partition according to interests, now, wouldn’t it be really annoying to get an email about products or services that you don’t like? For example: Metal music, a customer having no background or interest of this particular music will wonder why was this mail sent to him. Hence, it is necessary to send bulk emails according to the customer’s interest.
Mobile Friendly Emails:
In 2018, desktops and laptops are losing their touch, and everyone wan tto check their emails on the go- mobile phones, having a mobile friendly e-mail that is easily accessible on the move is the best experience one can give to a customer. Don’t we all check our phones first thing in the morning?
It is best to send your emails that are optimized for a mobile device, to give a sense of satisfaction to the customer. Creates a responsive email design to ease down customer experience, this helps to optimize the email regardless of the device used.
The subject line is important, the subject line catches attention towards the email, it has to be short, precise to the topic and crisp. The preheader text should summarize the topic of the email in maximum 6-8 lines, also including a call to action text.
Make the Call to Actions attractive, using warm colours like red or orange will bring attention of the customers towards the text, it gives of the vibe of urgency helping you get more conversions.