With social media platforms like Facebook and Instagram taking over in the field of marketing, from Chatbots to PPC Ads and many more new and innovative strategies, people have forgotten about good old email marketing. Despite everything it still has its charm. And what’s more? There are many people, relatively older people and the ones who are extremely busy with work and caught up in various chores, who do not have social media accounts. But even such people sure do have an email account.
According to a 2017 study from Radicati, there are over 3.7 billion email users worldwide, and that number is steadily rising. Email marketing remains one of the most effective channels of marketing, with a median ROI that’s nearly 5x that of other channels like social media, direct mail, and paid search. The average open rate of an Email is 17.8%.
If your email marketing strategy hasn’t been successful previously, you need to come up with a new and effective email campaign and write killer emails that bring results. If you’ve been ignoring email marketing, it might be time to reevaluate your strategy.
Today, email marketing is delivering huge returns for marketers willing to get started with it. It sure is basic and looks simple but it has the potential to drive results.
Now that we know a little about Email Marketing let us dive deep and get to know how Email Marketing has been a game-changer
Basics of E-mail Marketing
1. Get permission
Firstly you need permission before you actually put your email marketing campaign into action. It’s important to have a clear purpose when asking for an address. This is where a strong call to action comes into play, and copywriting is super important. Establish your credibility, explain what the emails are for, and get people interested in receiving them. Whatever that incentive is, make it clear and enticing, and don’t be afraid to promote it.
Some common ways to entice people to sign up include:
- Email series
- Free downloads
- Free white papers or eBooks
- Update lists, like new releases and product updates
2. Follow through with great content
Email marketing is all about expectations, and it’s up to you to set them. If your call to action is strong, and your follow-up is consistent, then you can count on a positive campaign. However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure. On the contrary, if someone is expecting daily updates or critical product updates and you don’t’ deliver, then they are likely to be just as upset in that case too.
Almost all email service providers give you the option to create an autoresponder sequence, and it’s imperative that you take advantage of it.
The initial follow-up email should be sent immediately as a way to introduce yourself and detail what you plan on doing with your new subscriber’s email address.
3. Analytics and segmentation
Once you’ve come up with a basic email marketing campaign and strategy, you need to use data and analytics to start refining your broadcasts and generating even better results than you would with a basic campaign. Most service providers usually also provide complimentary analytics. The 3 most important are open rate, click-through rate, and unsubscribes.
Your open rate explains how many people open your emails. It’s based on a single invisible tracking pixel that loads when someone clicks on your message.
When looking at open rates, it’ll usually tell you how well you’ve built your relationship with readers. Ideally, people are excited to read your emails and open them quickly. If your open rate is low, it usually means you have a lot of unengaged subscribers. You need to work harder on providing value and managing expectations.
Next, your click-through rate, or CTR, shows how many people clicked on a link (if any) in your email. If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.
Finally, your unsubscribe rate tells you how many people have clicked the “unsubscribe” button at the bottom of your email.
You see! how Email Marketing can be a real time asset and a game changer for you!
Now that we know the basics let us see how can a perfect email give you that extra edge that will change the revenue dynamics for you!
2 steps to write the perfect email
Writing a perfect email is not an art but a skill which once you master it, then there is no stopping you from producing the best stuff! Let’s have a look at 2 of the most important skills to write the perfect Email:
Use a compelling subject line.
You only get one chance to make a first impression, and the subject line is that chance for emails. The subject line determines whether or not your email is ever read. Focus on being informative and entertaining.
Keep it short and friendly.
The worst mistake you can make with an email is trying to cram too much information into an email. The document ends up being too long. Sure, people need to know the relevant information, but you can spread out the information over several emails.
Alternatively, you can link to pages on your website so the reader can seek out more details if he or she wants.
- Add relevant information and calls to action. Journalists are required to find out the, who, what, when, where, why, and how of a story before publishing. That’s a standard we’re going to set for our emails. Each email you send needs to answer these vital questions.
- Personalize each email and use the second-person point of view. Nobody wants to feel like they’re just another faceless number. It’s important to greet each individual using personal language, which becomes an easy feat to accomplish with email template programs. You also need to write emails in the second person. Focusing on “you” opens a conversation in which the recipient feels important.
- Proofread and check your grammar multiple times. There’s no worse feeling than spending hours designing the perfect email template, sending it out to your contact list, and finding a glaring typographical error.
- Typos are the worst, and with emails, they can constitute a sign of spam. It looks unprofessional and may even get your email blocked by spam filters. Take the time to perform at least two rounds of edits to check for these typos and to make sure everything is polished before you send an email out to your customers.
Hurray! We now know-how Email Marketing can be a Game Changer for you. You need to keep optimizing your emails and your strategies for maximum output.
Finally, let us just see some things you need to keep in mind while putting together all of this together.
Things to remember
While getting access to a good mailing list is the perfect starting point, you need to tread wisely since you’re just a guest in their inbox. You wouldn’t want to spam them with unnecessary information which might lead them to block you. Your emails are always just one click away from losing their interest forever.
Be polite, respectful, and deliver value. You’ll want to follow through with the promises you make. Provide people what they’ve asked for an email on a regular basis that lines up with their expectations. There’s no formula for this, it’s all about what works best for you and your company’s voice and style. The scope is huge and you must never stop learning to become better.
Reach out to us to create an amazing Email Marketing Strategy for your brand and reach out to the maximum audience anywhere in the world with E-mail