If you search Online marketing tools for online businesses and bloggers, you will get Push notifications, SEO, and a lot of many others. But one tool that is still very effective and yet is not given the credit it deserves is Email Marketing. It is really very surprising how Email Marketing still leads the race of Online marketing; that's why it is still being used as the main channel of the marketing regardless of the size of the business. In addition, it's very economical when it comes to expenditure. Many businesses believe it's an ineffective channel of marketing because they fail to implement it in the right way, and they don't get positive results. Even if you have the resources for the business marketing strategy, you just need proper guidance on how to implement it. Thus we are trying to help those online businesses and bloggers planning to implement an Email Marketing strategy.
Here's what the data says, among all channels of marketing, Email marketing gives you the best ROI, and that's the reason why you should be focusing on it.
Email marketing is not just sending a number of emails to your customers and leads; it's the process of nurturing the leads, making a bond with them, engaging with them, and then, once they are ready to buy your product and services, suggesting them the right option to select. Every other company sends Emails to their customer; you would be thinking then why they would give attention to your Emails. The difference is we will give you a few tips that will differentiate your Email from every other one, and it will help you to give your audience a very unique experience of reading emails.
Knowing your Audience and segmenting them.
Please remember that the copy of email you will send to your leads and customers must be relevant to their interests. Now the question arises, how can you do this? The answer is segmentation. You need to make a group of customers according to their preferences, likes, and dislikes. Segmenting allows us to target the right products and services to the right audience. Also, the success rate is much higher when you do target marketing. You can segment your audience based on
- Purchase history
- Browsing history
Consistency is the key.
You need to be really very consistent if you want to make an impact on your customers. It doesn't mean you should literally spam your customers. We just want to say that your email campaign must be pre-planned; it should have a proper flow and its own value. People are just going to ignore your Email if you are not communicating anything that doesn't have any value. Also, customers must be well aware that you are going to send a series of emails so that they should also anticipate your emails. Then there must be a properly planned schedule of all emails.
Less is more
If you send a long and very detailed email to your customers, then congratulations; customers would probably never open your Email again. Emails are not meant to be very long, especially marketing emails. It's just a short message conveying the important message in minimum words. Because then you have your website for the details for the specific. You have to just give a hint and create enough excitement to make your customers visit your website for more details. So be very concise and selective when it comes to the number of words. By keeping your Email short and simple, you are motivating your customers to take action.
Personalize you Email
Think if you receive any mail, what would be the factor which will make you open in? Either the level of importance or attention-seeking capacity. We are going to discuss how you can make someone open the Email. If you want to increase the opening rate of your emails, personify them. Start addressing your customer by their name in the Email. The reason being, customers feel that if you are calling them by their name, they feel it is important, and they just could not ignore it. But remember, don't just stuff their name in between. Keep it very natural, or it will look very artificial. Don't repeat their name more than two times. Once you master the art of personalizing, you will definitely see a positive outcome.
Focus on the subject line
Once your customer receives the Email, the first thing they are going to read is your email subject; this is make or break moment. Your complete Email is going to be judged by the title line. If they don't like it, then they are not going to open the Email. Even if the content is top class and valuable, but your subject line is shady and cliche, your opening rate is going to remain low. So you need to give special attention to the subject line. Here is are our recommendations for you.
- Keep it short and simple, and longer subject lines are not going to work
- Make an emotional bond through the subject line. They must enjoy reading your emails. The subject line must be very natural, which will make them open the Email, and it would not look like some robot has sent it.
- You can get creative with the subject line, don't restrict yourself to the formal subject line. You can write whichever title which suits the best. Take reference from social media, you may take leverage of ongoing trend, memes, songs, festivals, etc.
- You can even add a suitable emoji if it goes well with the subject line
- Your subject line may also contain a question, but be very cautious while doing it.
- You may also call customer by their name in the subject line.
Try A/B test
A/B test is an experiment where you test the performance of a particular thing by making its two variations, in our case, it's the Email. If you want to increase your email opening rate, click-through rate, and check where you are going wrong, Then try the A/B test. Make two different versions of the same Email. Give different subject titles to both and represent the Email differently. The format of both the Emails must be different, although the content may remain the same. Then analyze the performance of both emails. Check all the parameters and see which version has done better. You may do this test with a few more emails for better understanding. You will definitely notice one version of the Email doing significantly better. It might be because of the Subject line, Format of the Email, or different style representation. Determine the reason behind it and implement the strategy from next emails. After successfully conducting the A/B test, you will notice
- The opening rate has increased
- The Click-through rate has increased
- Now you know what kind of Email your Audience like
Proper utilization of white space
Your leads and customers are quite busy people. You have to be very cautious while designing the email template. If you stuff your Email with a lot of content, your prospects are just going to ignore your Email like they do with hundreds of others. So, to make them open the Email and like it, you should not stuff it with long paragraphs, keep it very short. Use images in between carrying the important information, or you may also use small videos.
Use proper subheadings and put forward your points in the bullets. Make the Email visually appealing and systematic, leaving blank space on either side of the page. Organize your content in such a way that even if your prospects don't read the complete Email, they should understand it just by scanning it.
Your Email must contain value.
The only thing which is going to give your email marketing campaign success is the value. Remember, every time you send an email to your customers, it must have value. Emails will help you grow if you always communicate something strong message, communicate the value and explain how the customer will benefit from it. Think in this way, if you receive an email, which doesn't have any value to offer, does not contain important information regarding the service/product, and does not affect you completely, then it is the perfect example of a bad email. You must have something which the customer is looking for, surprises, offers, discounts, Newsletters, and regular updates are examples of emails with value. Even if you want to communicate apart from the above topic, explain to your customers why this Email is important to the customers to understand its value.
Repeat the tried and tested Email Marketing strategy
If you want to run a fresh email marketing campaign for new prospects and leads, choose an email marketing strategy that has been successfully tested and fetched positive results. It gives you a good opportunity to replicate your success and even make necessary changes to optimize it and make it more powerful. You can even implement this strategy to those customers who completely lost the connection with you with a few more offers to attract them. Drafting an email marketing strategy is an exhaustive process and requires a lot of effort, so You may choose the same which has been successful.