10 Tips For An Effective Email Marketing Strategy
Emails are one of the most exploited marketing channels. An email marketing campaign can be executed with a modest budget and many attest to its effectiveness. But quite a lot of emails end up unopened, deleted, or unseen in the spam folder. How do you ensure that your emails are opened, read, and acted upon?
There are several tips and gimmicks that marketers use to execute successful email marketing strategies. Here, we share 10 of the email marketing tips used by top marketing experts that boast the highest email open and conversion rates.
Globally, there are about 4.37 billion active email users and that figure is set to increase to 4.59 billion in 2025.
Importance of email marketing
So much has changed about marketing in the last few decades, but emails remain one of the most important marketing strategies a business should have. More than a decade ago, Sheryl Sandberg predicted that emailing would come to an end, but present indications show that the platform is still going stronger. Below are a few reasons why.
Dynamic audience
Globally, there are about 4.37 billion active email users and that figure is set to increase to 4.59 billion in 2025. Emails do reach a wide audience but it’s the dynamism of the audience that is interesting.
As widespread as social media is, not everyone is represented on Facebook, Instagram, and the likes. Emails are often a prerequisite for social media accounts, professional communication, and even for setting up a smartphone (iOS or Android).
Therefore, by utilizing emails to promote marketing, you would be reaching diverse audiences, ranging from Gen Z TikTokers to the few Greatests among us that can’t navigate social media on their own.
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Unlike random social media ads, smart entrepreneurs would choose to spend an email marketing budget on 50 confirmed leads via email. Also, email marketing has made it possible to avoid the unproductive effort of spamming 100 random persons. Using the correct most basic email marketing strategy to collect qualified leads, you can ensure that your emails go directly to folks who have somehow indicated an interest in your product.
People subscribing of their own free will is the most obvious indication of interest. But there are softwares that monitor interaction with your business’s digital platforms for more subtle signs of interest. Armed with such information, you can pursue leads intentionally.
Strong ROI
The DMA released its 2018 marketer email tracker report revealing that for every £1 spent on email marketing, 50% of businesses make about £32.28 as ROI. That is about $40 in sales for each dollar spent sending emails.
What’s more, is that you don’t even need big bucks to set up an email marketing campaign. You can set up a robust email marketing software tool complete with marketing automation for a few dollars or more. There is an option for every budget size.
10 tips for effective email marketing
Without a solid strategy, your marketing emails will only amount to a waste of resources. Here are a few quick hacks to help you create a strategy that works for you.
1. Use special offers to grow your subscriber list
For many entrepreneurs who want to begin an email marketing campaign, building a list of subscribers is the first and most formidable step.
One way to get people to give you their email is to offer gated content like ebooks, white papers, exclusive videos, or other valuable resources for free or with a mouth-watering discount. You could also offer free consultations or a scaled-down service package.
For maximum impact, you can share these offerings on several social media platforms, your website, and even paid advertisements.
As people sign up to accept those freebies, your email subscribers increase and your campaign can reach more people.
Ideally, it is best to collect other personal information other than emails. Collecting each subscriber’s first name can be immeasurably helpful when you are trying to avoid landing in their spam folders. It also ensures your emails are not marked as spam.
2. Segment and personalize
Personalization is the future and you need to be well prepared for it. Email marketing is not a one-size-fits-all solution. You have to take proper measures to reach out to your audience and get personal with them. As a matter of fact, 91% of people are more likely to patronize your brand when they feel like you really know them. You can show them that you know them via email personalization. But that, too, can be made easier.
By categorizing your list based on certain personal criteria, you can send emails that are created to connect with each category of subscribers on a personal level. This is what email list segmentation is all about.
When using highly recommended email marketing solutions, there are features that allow you to segment your audience based on personal information shared. For example, you can segment audiences based on geographical location, gender identity, religion, etc. This way, you can craft emails and proffer deals that suit each segment. That’s personalization at its basic level.
3. Optimize your emails for multiple device responsiveness
People use a variety of devices today. Smartphones, tablets, and PCs all have different screen sizes. Your email should be optimized to display correctly on whichever device your target customer uses to open your email. The emails should flow from one device to another without losing visual appeal or functionality.
Failure to do this can cause distortion in the visuals of your emails and even difficulty in reading them. It could also inspire feelings of mistrust because a good brand should have the decency of a customer-centric design.
4. Get your content right
Except you’re a fiction writer, your audience should only read simple, clear, engaging, and actionable content. Catchy titles, good structure, and zero error are the qualities of great content. But those are just surface stuff.
Email marketing is about providing value. The content of your email has to be valuable (immeasurably, if I may add) to your audience. This way, they could consider you as a subject matter expert and, consequently, rely on your recommendations. That’s the point where every marketer wants to be.
Talking (or more literally, writing) about recommendations, the primary objective of email marketing is to increase conversion. To do this, you need to include relevant CTAs in your emails. These CTAs are recommended actions that you more likely to take when you have a reputation for delivering high-value content.
5. Use visual aids for strong appeal
The content of your email is more likely to resonate with the audience when you include visual aids to portray your message. According to a study, readers will retain information 323% better when visual illustrations and images are included in the content.
Every brand wants to stay in the minds of the audience for as long as they are allowed to, and even longer. Visual illustrations are a potent way to accomplish that.
6. Provide time-based deals
More often than none, your audience is going to put off taking action on your email. One of the reasons for this put-off is the temporary lack of resources to process the purchase. Other reasons are bad timing and sheer procrastination. However, you can beat these adversaries by being strategically time-conscious with your deals.
According to an e-commerce study, the best time to send out offers via marketing emails is between the 27th and 29th of every month. Typically, salaries arrive at this time of the month and consumers have high spending power. For non-salary earners, this is the perfect time for reconciling the month’s finance and planning the next month’s. There are probably a few bucks left to spend before the month finally ends or your offer could make it to their spending list in the coming month.
While monthly schedules work wonders for sales via email, weekly timing is also very useful. At the beginning of the week, consumers are usually very relaxed and have the inclination to make a few purchases ahead of the new week. As support, research suggests sending promotional emails on Mondays. Waiting until later in the week may be unproductive since we often get overwhelmed by uncompleted and complicated to-dos. The weekend isn’t very cool either. Not a lot of people check their emails during the weekend.
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7. Use the double opens strategy.
The double opens strategy is simply sending the same email twice to people who failed to open it the first time. You’ll have to use a different subject line of course. This is a simple strategy that can increase marketing success because it allows persistence without seeming repetitive.
8. Prepare to make the most of customer engagement
It is important to prepare adequately for what happens when a customer clicks the “action” button in your email. If you don’t, you would probably offer a bad customer experience that would discourage future engagement.
Make it as easy as possible for customers to follow your purchase instructions. Creating a custom landing page for the offer you are describing in your sales email is one way to do this. If a custom landing page is not feasible for you, just link your CTA to the product page. Just make sure the CTA does not link to a generic page.
9. Get automated email solutions
You really can’t afford to send emails on a timely basis to hundreds or thousands of recipients. Some days can get really busy and consistency could be threatened. Also, consumer behaviors vary, so does their email preference. To avoid this, you can use automated email marketing solutions to set up emails that would be sent on schedule and based on each consumer’s preference and behavior.
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10. Test, analyze, and adjust your strategy
It is unlikely that you’ll have it all figured out when you begin your marketing campaigns. You have to try a few techniques and tweak your strategy to get it right. And, interestingly, it is never entirely right. Not really.
So, feel free to test new ideas. Consider using A/B testing to compare two conflicting ideas in your email marketing strategy. It could be the color of the CTA buttons, two really cool subject lines, or image preference. It doesn’t matter. As long as you believe it could increase conversion in the slightest bit, you should consider testing it.
After testing, it’s important to analyze your results to see how well your assumptions played out. Then, adjust your strategy in the right direction to accommodate the most productive ideas.
Conclusion
Email marketing isn’t a very simple fit to figure out but it’s 6 million miles from rocket science. You have to continue learning, testing new ideas, and figuring out what works for your audience. Although there are a dozen more ideas that you could implement into your strategy, these 10 tips can help you position your brand in the inbox of recipients in a way that makes it hard to ignore. Give them a shot and let us know the outcome in the comment section.
