Likes, tweets and status updates seem to have become a preferred choice of marketing. There are several other modes of communicating with the customers but there is a dedicated crowd that still prefers to be communicated through email. Since there are several emails that an individual may get in a single day. Only the ones that grab the attention of the reader will be opened and read through. There is a specific way to get across your message effectually. Here is a list of some effective email marketing strategies that are sure to make your marketing campaign a success.
People are flooded with advertisements, pitches wherever they look and even though you may think that your email is special, on most occasions it would be treated just like several others. Behaviour is what comes on the top of list – bold and highlight it. So to begin with:
Build Your List and take their Permission
This is the most important phase in the guide of effective email marketing strategies. Building a convertible list can be done in a several ways. While some offer a newsletter some may be willing to give things for free. The most important thing here is to have clarity on your drive while you are asking for an address. There are some things that you would have to address if you wish to go ahead in the game. Here is a list of things what would be coming up from the recipient of your email.
- Do I get discounts?
- Are you going to send me junk or appropriate offers?
- Am I going to be spammed?
- What is my benefit if I give you my email?
- How many times are you going to email me?
Here is an example of how you could be specific to grab the interest of the people. Sending an offer to sign up and get free newsletter with the specific days, and clear content of when and what the letter would be sent, content has a way better impact on the customer than an email sent with just a simple message to sign up to get free newsletter. Adding call to action to the emails is the most effective way of doing business.
Integrating email subscription or registration form as a part of purchase procedure is a wonderful way to get people for email marketing. They know you and buy from you; they should be given special treatment.
White list Yourself
Although most email service providers try not to get blocked by the main ISP’s, it is not up to them whether or not the emails land in the spam box or inbox. They also give a quality score with which you can define the availability, it would be best that you got yourself whitelisted so you know your emails are delivered correctly.
Those who are whitelisted are considered as friends and getting yourself added in the address book of the recipient is the best way to ensure this. In order to have yourself listed in their address book; proper instructions should be provided on top of every email that you send.
Shortlist Your Content and Make it Mobile Friendly
Next that comes in the list of effective email marketing strategies is what you are sending to your recipients. From invitees for events to product announcements, the email could be about anything. Once you are clear about what you intend on sending, a format should be chosen wisely.
It is significant that you make every email mobile friendly. It is the era of smartphones and almost everyone has their email configured on mobiles. Notifications on mobile grabs the attention of the customers who immediately check the email.
Constructing Killer Content
Email is all about content and you need powerful content to lure customers. You cannot type random words and send customers and expect them to subscribe to your company. There is a strategy you need to follow and that is what will be your effective email marketing strategies. Here is a step by step approach on how it should be done:
Powerful Subject Lines: powerful subject lines decide the fate of your marketing campaign. It is the subject line that the readers see first. Even without opening your email the subject line brings forth your brand in front of the customer.
Unlike some time back when a good subject line was considered to be the one with 120 characters. Considering that a simple 120 character subject line would intrigue a customer to open your email is not enough. Everything now is about playing smart. A subject line should comprise of three components – ‘from whom the email has been sent’, the main subject line and finally a couple of lines from the email. You have be play among these three elements to draft a powerful and intriguing subject line. In order to achieve the perfect subject line here is what you should do:
- Adding your company’s name in the subject line is probably not a very smart move. However, adding the from address seems to be a much smarter thing to do. “We bring to you our new product….” has become common but something like “Adam from Jake” is a clever move.
- The title of your email content and the initial lines should be pertinent.
- A preview of the drafted email should be sent to yourself before you can send it out to your customers. Try viewing your email in the modern devices and confirm that it is perfect.
Here are some tips that will help you get a powerful subject line:
- Using the first or the last name of the reader is a good practice but if you are looking forward to taking your email marketing strategies to an all new level and increase your opens then using contextual information really helps. For example using something like – “Your ticket booking …..” immediately grabs the attention of the customer. They feel as if the email is meant just for them.
- Linking your emails together if you are sending them in a series is the most effective way for referring every email in the series using the subject line. The customers will now be expecting your next email. Studies clearly show that this improves the click rates and will definitely make your email marketing campaign a great success.
- Voracity, anxiety and curiosity are the emotions that can get the recipients to check their emails immediately. Telling your customers how they could double something, asking them questions on what they are missing out etc. are superb ways to trigger these three emotions. Take an example – Adam, do you wish to double your investment? Or Adam, how good are you?
Keep the suspense in the subject line by adding – view the entire email in your browser.
Short and Complete
Keeping it short doesn’t mean you draft an email anyhow. Clever composition will pitch for your campaign. Remember to add your real name in the email unless you are campaigning for a famous brand. Adding contact details is an added benefit. There are some who would like to enquire more about the product or services, for which many would prefer to make a call. Human touch makes them believe that the offers you are making are authentic.
Usually subject lines comprising of seven words are frequently used, a study by SendGrid revealed that subject lines with three words were the ones that the customers most engaged in. Another study by Retention Science said that, personalising the subject line with their name actually grabs the interest of the recipient, who open to see the content of the email.
Use friendly language and show them how things are done before proceeding towards signing up for the program or purchasing something.
Another step in effective email marketing strategies is the CTA. Give them multiple choices when it comes to Call to Action (CTA). The customers shouldn’t be looking for the links in the email. Repeat the CTA and make it convenient for them. Remember to focus on the words that guide to the link. They should be self-explanatory about what value the recipient is going to get if he/she clicks on it. Let them know what they are going to get if they subscribe. Create a value for them so they refrain from unsubscribing.
Consistent and Managing Expectations
An important point that always comes up is how frequently should marketing emails be sent. This should be decided according to the type of business you are campaigning for and the CTA. Before all this the most significant thing here is that the recipients should be made clear on how many times they should expect an email from you – daily, weekly, fortnightly or monthly.
If you have assured to send your customer an email twice a week instead send them emails every day, you are overdoing yourself. The customer might get irate. On the other hand if you have promised daily updates to the recipient but fail to do so, then the ball isn’t in your court either. Remember the customer will be expecting your email so make sure you keep your promise.
Most email providers give the preference to create auto responder sequence. More than being important this feature is quite beneficial. The first follow-up email should be sent across right after the first email to you can introduce yourself and explain what the customers should expect from you. One of the rules in effective email marketing strategies- anything succinct is powerful however; no details should be left out.
When Exactly to Pitch
If you think marketing is all about pitching again and again then give it a thought. Try thinking from a customer’s point of view! Are the messages of your email relevant to the expectations that you have set. Companies that send relevant offers centred on the buying practices of the customers are likely to have the permission to continue doing so. However, every business has different requirements and there might be different ways on how they might pitch. Whatever the situation may be, it is important that you remember permission to send emails is not easily got. It is an asset for email marketing campaign; try not to lose the opportunity to promote your company and its products or services.
Another important point to be understood in effective email marketing strategies is to segment or divide your email list into groups. Here is an example of how you could do it:
- Customer List
- HTML, there are still many users who prefer text
- Product updates
- Your everyday email list – in terms of daily, weekly, fortnightly or monthly
By segmenting your list, you set a target for yourself and clear your path for better communication with your customers. There are certain people who look for updates on both sales and products whereas there are some who would want you to send them just the new launches. They are the customers and they should get to choose if not you could end losing them completely. The recipients of your emails are your buyers and you definitely don’t want them to unsubscribe from receiving your company emails.
Segmentation will let you connect to only those who haven’t opened your email or those who seemed to be interested but haven’t responded. Divide them according to groups and try to reach each one of them presenting the best side of your company.
Segmenting could be time taking but it is worth all the time spent. You will learn your customers in no time and understand the working of segmentation.
These ways and points have been put together after much study and research and they will work if you put them together smartly. Implement these effective email marketing strategies in your marketing campaign and take your business to a next level.