Email marketing is the use of email to send a commercial message. That is to promote products or services, send advertisements, request business, and solicit sales or donations. In a broader sense, it is the use of email to develop relationships with potential customers or clients. Email marketing is a part of digital marketing, which encompasses online marketing via websites, social media, blogs, and more.
An email marketing strategy is part of your marketing strategy and business plan. It allows you to market your products and services with the best chances for making a profit and reaching your business goals.
This is because a good email marketing strategy will take into consideration, who your target customers are, their preferences and the benefits they are looking for. Also your products, services and industry and which email marketing messages are most effective. Email marketing strategies mostly seek to achieve these three primary objectives, to build loyalty, trust, and brand awareness.
With an increasing number of brands investing in email marketing, it’s harder to capture your customer’s attention and engage them in meaningful conversations. The key to building a successful email marketing strategy lies in creating trust with contacts and building long-lasting relationships with them.
Personalizing email marketing does not mean that you send an individual email to every single subscriber. Personalization means that you use your customer data to create a personalized message. A study has found that personalized emails deliver 6 times higher transaction rates. A lot of brands do not use personalization within their email marketing strategy. This means that by personalizing your emails, you will stand out against your competitors.
Segmenting your email list allows you to send the right message to the right customer at the right time. Your subscribers are more likely to engage with your message if they find it relevant. Segmentation also helps you avoid sending messages to the wrong people. This is equally important for building trust with your contacts, keeping your contacts engaged over the long-term and, increasing conversions.
Here are some tips on creating the right segments for your messages:
The segments you create have two important jobs- To send the right message to the right people at the right time. To avoid sending the wrong message to the wrong people at the wrong time. As every business is different so you need to tailor your segments to your business goals.
Email campaigns that are optimized for mobile generate a lot of revenue. Here are some ways in which you can do that:
To ensure that subscribers read your emails, you need to find out the best time for sending emails. It is necessary to experiment and determine the time when subscribers are most engaged. Optimal mailing time usually depends on your customers’ behavior, inbox crowding, and the deployment times of other marketers.
But one of the top email strategies is to send your email at night. Reports have proved that the time of day that received the best open rate was 8:00 p.m. to midnight. This block not only performed better for open rates but also for click-through and sales. Another good strategy would be to send your emails on the weekends.
Trigger-based emails are sent out automatically based on user behavior. The data behind trigger emails shows us that trigger emails perform much better than traditional email. The most common forms of trigger emails are ‘welcome’ emails, ‘thank you’ emails and ‘transactional’ emails, such as order confirmation email and email receipts.
Here are some examples of trigger mails you can send:
It’s great if your list is huge but the only problem is that two-thirds of it may be inactive. Research has found that the average inactivity for a list is 63 percent. This means that once someone joins they are less likely to ever follow-up with your follow-up emails. What’s to become of that inactive 63 percent? Re-engagement campaigns are an excellent place to start.