Email marketing is one of the oldest and most effective forms of marketing strategy. The tech industry is arriving with new technologies every month, which you can easily use to implement your marketing campaigns. Still, the majority of audiences widely use emails, and they can come out to be of immense value for your business.
Emails play a significant role in interacting with customers. We get various emails every day displaying special discounts, new products, order delivery, reviews, feedback, and so much more.
Most E-commerce websites use emails to ask for product reviews, send transaction receipts, or notify a user if s/he has made changes to their account. Emails work better on mobiles rather than desktops. The statistics suggest that marketing emails have a 50% open rate on mobile as compared to desktop. We are also aware of the rise in mobile internet users, which clearly states that your campaigns should be responsive for both mobile and desktop, thereby attracting more prospects into our business.
Whether you are a big brand or a small business, or a startup, you need to create an effective email marketing plan to promote and grow your business. Brand awareness plays a significant role in increasing your business value. If the customers are unaware of your brand, how they are going to enter your website, scroll through your products, and so much more, or if a customer already knows about your brand, you need to keep them engaged in your brand by providing affordable services.
Emails possess a variety of features. Some of them are listed below:
- Emails can be designed in numerous attractive ways to get your customer's attention. Different tools are available that offer a wide range of interactive templates to get your users hooked on your services.
- You can easily target a wide range of audiences through email marketing, as it is an effortless task to send emails to a large section of the audience.
- Emails allow you to send attachments also. If you want to give more information to your users about your services, you can easily attach the files and let the users understand your services more advantageously and effectively.
- Emails are reliable for conveying sensitive and official communications. For example: sending transaction receipts, Login OTP's, invoices, etc.
- Emails are shareable - which suggests that if a user likes your services, s/he can easily share that required email with other users, which can result in the growth of potential customers.
To execute any kind of marketing strategy- a plan is needed. This will help you analyze the steps that need to be taken and how you will be proceeding further with the strategy.
In this article, we will discuss how an email marketing plan should be implemented to increase your number of subscribers, thereby giving a rise in the number of your potential customers.
Just keep in mind that implementing a strategy is not an easy task when it comes to getting good results! Don’t be eager to rush out the process and implement it all together; you are going to suffer a considerable loss.
Before starting the points, we need to analyze what our goals are. What exactly we want to achieve through this plan.
Define your Audience
The first point that is considered while designing an email marketing plan is defining your audience. This implies that you should have a clear idea of who are the people that you will be targeting, how you are going to reach them, how you will build trust with them so that they get engaged with your brand. If you have a clear idea about your target audience, it will be easier for you to make a strategy that suits their needs.
To get the users to add their emails into your subscription box, you can offer them ebooks or any other downloadable asset. Who doesn’t like gifts? No Doubt! Everybody does. You need to ensure the visitors that you are going to provide valuable data and services through emails, rather than just spamming them with lots of emails every day! You can add an option of subscribing to your newsletter either daily or weekly or even monthly as per your requirements.
You can also segment your audiences based on their interests or age, location, gender, etc. This segmentation will allow you to send personalized emails to your users which will lead to an increase in user engagement and generate a greater ROI. When the users have signed up for email subscriptions, their website history will provide you with a better understanding of what their likes and dislikes are. By analyzing this, you can start sending personalized emails to these users with products or services of their choice or interest.
Make sure that you are providing an easy email subscription process. Adding a responsive call to action button at the bottom of your landing page will surely give rise to more conversions,the especially if the user has been redirected to your website through a targeted ad or promoted content.
The next step that comes after defining your audience is providing great content. We all expect good quality content, and that content only is given top priority in google search results. It is very difficult to understand the google search algorithm, so in order to get a better ranking, you need to follow all the required possible steps for acquiring both viral as well as SEO traffic. It is your responsibility to live up to the expectations of the users who have subscribed to your website updates.
The businesses can also set up a content calendar that addresses what is going to be in each email. This calendar will set the content goals clear in your mind, and you can work on creating great content for your users. For instance: If you are sending a monthly newsletter, you can pick interesting themes for your content or you can also reward the users with specific offers along with your newsletter.
So to begin with -
You can start the campaign by sending a welcome email. Through this, you can welcome new users to your website and assure them that they have made a great choice by opting in for email updates. Through this email, you can also tell your users that you will be connecting with them through a series of emails and will help them in each and every way possible. Be stuck to your weekly or bi-weekly follow-ups; make sure you are not spamming the user.
As you have welcomed your customers, the time has come to start sending content that will nurture leads and get you the prospective customers you require.
The subject lines play a very important role in email marketing. If you are writing an eye-catchy, impressive subject line, chances are that these kinds of emails will surely get opened. This is because interesting subject lines create a sense of excitement within the users and they open the mail to see what it has to offer, thereby giving your emails a high open rate.
Make sure your emails are mobile-friendly. The number of mobile internet users has increased majorly in a large number which means you have a large number of mobile users to target and thereby getting them converted into your potential customers. The statistics suggest that the number of mobile internet users is almost 3.6 billion and this is actually a huge amount of audience to target for. Make sure the email templates you are designing for your campaigns are compatible with all devices, i.e., desktop, mobile, or even a tablet also.
As discussed above, this feature also plays a crucial role in designing an email marketing plan. Segmenting your audience on the basis of interests, demographics, recent purchases, etc will allow you to design personalized campaigns for different users.
For instance: you can design different content for old users based on their interests, new services and products description for new users, or feedback or improvement content for inactive users. You can also offer specific rewards for inactive users to re-engage them back to your website.
One of the best features of email marketing is that it can easily track the statistics of your campaign. You can monitor the open rates, spam rates, click-through rates, unsubscribe rates, etc, and analyze where your campaign went wrong and what are the things that came out to be effective for your business.
Every business wants its marketing message to be something that people look forward to seeing. Email marketing tools let you keep track of open rates, subscribe rates, etc., and also which messages generate the most opens and clicks. This will let you know which messages will get people excited to hear from your business.
You can also track the number of conversions resulting from your content and even create exclusive offers that only email users would have access to.
I hope this article has given you the main points that need to be taken into consideration while designing your email marketing plan.