“Never forget social media is for reach but email is for revenue”
Bryan Eisenberg
In terms of usage, email remains one of the most popular forms of digital communication. Although there are many other forms of online communication, email marketing with about 4 billion users remains the crowned head of the world of digital communication.
What is Email Marketing
In email marketing, mass quantities of promotional messages are sent to potential customers. The emails may include advertising or are meant to generate sales.
But you must keep in mind that reaching the inbox is not your goal, engaging people is.
How does email marketing works
Email marketing is a cost-effective means of communicating something about your brand or selling your stuff.
In point of fact, a 2015 study by the DMA found that for every $1 spent, email has an average $38 return on investment (ROI). When shoppers are ready to buy something, they often look for emails from their favorite stores.
A worthwhile email marketing campaign has three requisites
1. An Email List
To execute a triumphiant email strategy you need an active email list. This is a list of email addresses that have indicated interest in receiving marketing messages from your brand.
2. An Email Service Provider
An Email marketing platform software, also known as an email service provider (ESP), is used to manage your emails. Email marketing campaigns can also be automated through this software.
Using an ESP allows you to automate actions triggered by your target audience’s behaviors. You can then personalize every interaction with them, meaning engagement and conversion rates generally improve.
3. Clear Defined Goals
You must have specific defined goals to achieve perfection. With email marketing, you can achieve several goals, such as:
- Drive Sales
- Improves brand awareness
- Generate leads
- Increase customer loyalty and retention.
The email list, email service provider, and marketing goals need to align in order to implement an effective email marketing campaign. Only then, you can get to work.
The first step is to segment your email list based on your subscribers’ demographics or actions.
Next, you will need to send an email or series of emails that encourage consumers to act (what you want them to do).
Last but not least, you can automate the campaign monitoring using your email service provider.
Greatest Email Marketing Strategies
“A vision without a strategy remains an illusion”
Lee Bolman
To succeed with email marketing, you must have a strategic plan regarding the designing of your campaign and its execution.
Here are some supreme strategies to ace your email marketing campaign:
1. Use the right list building strategies
The quality of your email list determines the success of your email marketing campaigns. Such a list must be built using list-building strategies that target your target audience.
2. Maintain a healthy email list
Cleaning out inactive subscribers and email addresses that are no longer in use will ensure you have a good sender reputation.
3. Make your list as warm as possible
Send out email newsletters regularly to keep your subscribers interested (warm). Conversely, sporadic emailing may lead subscribers to forget who you are and result in a low conversion rate.
If some of your subscribers go cold, you can run a re-engagement campaign.
4. Focus on one objective
The goal of each campaign and email should be to achieve a specific objective. Email marketing does not work when you try to do more than one thing at a time. Doing so confuses your audience and reduces conversion rates.
5. Define and track the right KPIs
There is more to email marketing than sending your subscribers a few emails. Email marketing also incorporates tracking the success of your campaigns. To do so, you must define and track the right key performance indicators (KPIs).
“However beautiful the strategy, you should occasionally look at the results.”
Winston Churchil
Email Marketing Conclusion
Consider reevaluating your email marketing strategy if you have been avoiding it.
For marketers who are willing to learn how to do it correctly, email marketing offers huge returns. It doesn’t have to be too complicated.
Just remember you’re a guest in the inboxes of your subscribers. Your emails are always just one click away from losing their interest forever. Be polite, respectful, and deliver value.
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