Email marketing is the most effective marketing channel and the strategies have changed over the years. Email marketing strategy is an important part of the marketing strategy. Because it is the cost effective way to promote the products, communicate with the customers and to reach the business goals. Now let us see the best email marketing strategies to achieve extraordinary results through the email marketing.
Strategies for better email marketing campaigns
1. Personalize the messages
Use customer data and create personalized messages. Amazon sends personalized mails to the customers. Because the email marketing is key to the overall customer experience for them. Studies reveal that 70% of brands do not use personalization within the email marketing strategy. This means that by personalizing the emails, you stand out against the competition. The simplest form of personalization is to address the reader by the name. So most of the email service provider offer this within the functionality and this tactic improves the campaign performance.
Increase open rates with recipients name in subject line
i. Ask for the right information
Personalization starts before the send button. It starts with the sign-up form and ask only for the information you need, rather than the information you want.
ii. Use a real reply to an email address
Don’t use email address like firstname.lastname@example.org. Because, this takes away the authenticity from messaging. So use of a real reply address is to improve the credibility and to make it appear more personal.
iii. Use real email signature
To use real contact information within the email, the best way is to include the contact details in email signature. Give the readers the opportunity to contact or connect with online in a great way to build a relationship with them.
2. Segment the subscribers
According to email marketers, segmentation is the top initiatives list this year. It is better to segment the database and the email campaigns. Because we could become more targeted to the audience. So the best way to get small business owners to turn up the event is to create a segment of people to list themselves as a small business owner and to send the invitation or important mails by email. If you segment the lists, then you will get better open rates and revenue leads to more customers. Segmentation goes with General Data Protection Regulation(GDPR) and email marketing.
Start Segmentation as:
- Company size
- Sales cycle
3. Send mobile friendly emails
In 2012, 27% of marketing emails were opened on a mobile device. And by 2014 the percentage raised to 42%. Now it is as high as 61%. In the mornings you have the phone next to your bed and the first thing that you does each morning is to check the phone for calls, messages, emails etc. Just, think if you send an email to a subscriber who reads emails on their mobile device. And if the email is not optimized for the device, what do you think they do with?
Tips for mobile-friendly emails
- Implement responsive email design
- Keep subject line and pre-header short
- Make call to action‘s(CTA) in the emails.
4. Test, Copy, Design and Buttons
If we test the home page, landing page or email templates, testing provides the data to make the practical decisions to improve the marketing performance.
Make the tests:
- From address
- Plain text vs HTML campaigns
- Long vs short emails.
5. Automate email campaigns
Trigger-based emails are emails sent out automatically based on user behaviour. So data behind trigger emails show us that, the trigger emails will perform much better than traditional email.
- Open rates for trigger emails are high as 49%.
- Average CTR for trigger emails is greater than traditional CTRs.
For example, if you visit a website and browse the product, then add items to the shopping cart. Then after that you have doubts and decide to leave the site before completing the purchase. But after one hour,if you receive an email that includes the product you were shopping for. If this email is a quick link back to shopping cart with a 10% discount.
Trigger emails that you can send
- Create an activation campaign that sends an automated email with login information and a video demonstration for additional support.
- Win-back: If an existing customer is approaching the end of the yearly subscription. Send a win back (the email that sends an automated email to the customers with a list of product features).
- Surprise: Customer loyalty is the key to success. So create and send an automated email to our best customers that offers free license software to use, a gift card, coupon code etc.
Best email marketing strategies delivers results and is no longer as simple as sending the email to all. Update the email marketing strategy and send targeted messages, be open to testing, understand what works, find ways to automate through triggered emails.
If you implement these best email marketing strategies for your business , customers will be responsive and the campaign performance will improve the business. Now a days social media marketing is also important as email marketing.