The fact that 269 million emails are sent daily, not having email marketing would be a huge disadvantage for any business. With email open rates hovering around 12%, the above statistic means that 3 million emails are opened by recipients every day which further strengthens the case for using emails as a marketing tool.
Email Marketing Overview
Email is the most economical way to promote products or services and communicate with your customers to drive sales and boost brand recognition. As is the case with other marketing tools, to be successful with email marketing a clear and well thought out email marketing strategy is needed.
Some of the email marketing strategies are
1.Build email subscriber list
Acquiring email or newsletter subscribers should be a priority. Offering incentives to new email newsletter signups is a popular tactic these days. Some of the popular free gifts offered are ebooks, guides and white papers which the website visitors are likely to be interested in. Some businesses offer discounts to subscribers while others offer exclusive products or services to the visitors.
2. Easy signup process
Signing up for a newsletter should be an easy process not requiring more than a couple of clicks. Do not ask for irrelevant information. Only ask for information that is needed as long signup forms have low signup rates. As email newsletter subscription confirmation emails are mandatory, ensure that the newsletter subscriber receives the confirmation email in the shortest time possible.
3. Personalize your communication
Studies conducted in the past prove that personalized messaging improves marketing results. The simplest form of personalization of emails is to address the recipients by their name. Another option is to use personalized subject lines. Other options for personalization are to use a ‘real’ reply-to email address while sending out emails and ensure that the emails sent out have a ‘real person’s’ signature.
4. Emails should be mobile friendly (responsive)
More than 50% of the recipients of your email are likely to read the email on a mobile device, hence it is important that email marketing messaging should be mobile friendly. It is surprising that more than 50% of the marketing emails are not mobile friendly. Having emails that are mobile friendly can be a huge advantage over your competitors.
5. Offer useful content
The content of the email newsletters should offer value to the subscribers. After reading the email communication, the subscriber should not feel that they have wasted their time. While selling is an important aspect of the newsletters, too much selling can lead to subscribers opting to unsubscribe.
6. Segment the subscribers
Studies show that segmentation of newsletter subscribers can improve the performance of email marketing in a huge manner. The kind of segmentation that should be done depends on the business, product or services offered and the subscribers. Some popular segmentation criteria are geolocation, age of business and sales cycle. Based on the segments, targeting email marketing can be implemented which results in better open rates of emails.
7. Practice split testing for email newsletters
Split testing or A/B testing is a popular tactic used by digital marketers for all kinds of digital marketing whether it is landing pages, PPC campaigns or email marketing. Businesses should be testing various versions of their messaging to improve the effectiveness of their online marketing efforts that includes email marketing. There are various tools available to implement A/B testing for email marketing like hubspot and mail chimp