Email remains one of the most popular modes of communication. Businesses cannot afford to neglect email marketing in the age of social media and digital marketing. Email is still the preferred medium of communication by customers.
4.3 billion people use email, and it is expected that by 2025, the number will grow to 4.6 billion. When done right, email marketing can work wonders for your business in terms of return on investment. It has a low barrier to entry compared with other marketing platforms.
Tips For Ensuring a Successful Email Marketing Campaign
Email marketing goes beyond just sending emails to recipients. It is not enough to just "CC" everyone on your list. To ensure the success of your email marketing strategy, you must put in some effort and optimize your email campaigns. So keep reading to be guided through the steps to success with email marketing.
1. Determine Your Objectives
In general, the main objective of email marketing is to help a brand reach more people. But email marketing can also help you achieve other objectives. For instance, you can use email to introduce a new product or service or keep customers loyal. Before everything else, you should first have an idea of the objective you want to achieve with email marketing.
2. Choose the Correct Recipient
Sending generic emails will not be effective nowadays. Customers now want to receive emails that suit their likes and interests. So, you need to customize the email according to your target customer.
3. Make a List
As previously stated, not everyone shares the same needs, preferences, and interests as your target audience, so don't send a consistent message to every customer. When creating a list, you have to segment it and send an email only to those who satisfy your criteria for the target market. Segmenting your customer list can help you achieve 50% higher clickthrough and open rates than non-targeted ones.
4. Recognize Email Formats
The digital world is continuously evolving so are email designs and formats. One common mistake you need to avoid is being contented with the email format you are using. To attract customers' attention, you need to give them a fresh perspective with your emails to attract customers' attention. Always keep yourself updated with other email formats to make it visually appealing to customers.
5. Make Your Email More Personal
Making emails personal is another powerful method for increasing customer engagement. Today's customers expect businesses to understand their unique needs. 72% of customers say they only engage with personalized emails. Customers are more likely to convert if they read an email addressing them with their first name instead of the usual "sir" or "madam."
6. Select the Best Time to Send Your Email
The success of your email marketing campaign lies in timing. Although most customers frequently open emails in the morning, certain times of the day, like in the afternoon, may still help you achieve certain goals.
For example, it may be effective sending an email late in the afternoon or early evening when most people are probably done with their work or already at home checking their emails before signing off for the day. Try sending emails at different times to determine which one works best.
7. Engage In Conversation
Once you have convinced customers to open and read your email, the next thing to do is engage with them. Customers responded to your email because they wanted to get updates from you and get to know your company more. It means they want to communicate with you, so take the opportunity to engage with them. You can do this by sending relevant offers and content to the customer.
8. Incorporate A Call To Action
Of course, your objective is for your customers to read your email, you want them to take the next step, and that is to take action. This is your call to action (CTA). Don't make the customer guess the next step. Whether you subscribe to a newsletter, download software, or fill out a form, you need to clear it out with your customer.
9. Assess Your Performance
You would not know if your email marketing campaign was successful if you will not measure its performance. Pay attention to various metrics when measuring the effectiveness of your campaign, such as open rate, clickthrough rate, conversion rate, bounce rate, and sharing and forwarding rate. The most important metric is, of course, the return on investment.
10. Put Your Email Marketing Campaign to the Test
For your email marketing campaign to succeed, you should continuously try out new strategies to find out which can help achieve your goal. You can try sending emails with different variations of the subject line. Also, testing your email campaign lets you tinker with different email elements such as emojis, headline copy, graphic design, and call-to-action.
Email Marketing Success Does Not Happen Overnight
Becoming successful with email marketing requires patience. You cannot get instant success with your campaign. It would take weeks or months to see your campaign's results.