The email marketing landscape is regarded as one of the most promising marketing channels where you can get noticed, reach out to people, promote products or services and encourage people to take actions. I know you’re aware of it already and are presumably using this method to grow your sales, revenue, and build a relationship with your customers.
But most people’s email boxes are simply overflowing and saturated with bulk spam emails. Bluntly speaking, your email may just get buried in the inbox or even irritate your potential prospects.
Marketing trends have changed, and so has the email marketing landscape – so you need to develop email campaigns that are interesting as well as informative. Here I am highlighting eight successful marketing strategies that will help you to stay on top of the 2020 email marketing game.
Let’s dive right in:
1. Know your audience
No matter what business you are in, it is essential to know who is going to avail themselves of your products or services – this means that understanding your audience is crucial. When you know your audience well, you will understand exactly what to do in email marketing.
If you don’t really know your customer, your emails could get delivered to anyone. When your email lands in the hands of right people, you’re increasing the chances for more leads and ultimately more sales.
You can categorise your prospects into different segments based on age, gender, race, income, occupation, location and more.
2. Focus on personalisation
Personalisation is super important! The more personalised your email text, the better your open rates. But I’d say the most common mistake that marketers make is to neglect to tailor one-to-one messages.
Customise the content of your emails so that you speak directly to a customer. Before creating your emails, segment your customers based on gender, age, name, location and preference. Address your subscriber’s name in the subject line to grab their attention right away. Also, people are more likely to trust and open your email if it comes from a ‘real name’ with a headshot.
3. Make your CTA button compelling
Call To Action (CTA) is a ‘not-to-miss’ term in an email marketing dictionary as it indicates the clear purpose of your emails. You may want readers to visit your website or subscribe to your newsletter or make a purchase in your online store – an effective CTA can help you achieve this goal.
More than just a simple button, it can change the face of your email marketing campaign. Compelling CTAs encourage subscribers to click on your messages and take specific actions.
Let’s see some example of CTAs:
- Watch now
- Register today
- Get the app
- Sign up and save
4. Maintaining your email list
There is no benefit to having a long email list if recipients don’t open your emails. Rather than being just an email marketing tip, it’s a fact. So don’t spend all your energy trying to get more people on your list.
Monitor your email list to find people who unsubscribe to your list, report you as spam, or just don’t open your emails. This will help you refresh and maintain your email list in a better way. Remember, quality matters far more than quantity – so it’s better to add 100 engaged subscribers to your email address list than to add 1000 unengaged subscribers.
5. Craft catchy subject lines
You want your email to be opened, content to be read and CTAs clicked. It all starts with a catchy subject line. Though it may seem like a tiny part of your emails, subject lines are the very first impression you create for your email recipients. Hence, it’s important to compose subject lines that are appealing enough to get people to open and read.
“Only a few remaining”
“3 more days left to register”
“Limited time only”
The above subject lines convey a sense of urgency in your emails! This should prompt subscribers into action right away, which in turn will increase email opens and potential sales. Don’t be afraid to use exclamation marks, capitalisation and emojis in the subject line.
6. Create mobile-friendly emails
If your emails aren’t mobile-friendly, you could be missing out on a great opportunity to engage your subscribers and yield results. Wondering why?
From 2010 to 2020, email opens on mobile devices have increased massively. People like browsing the web, scrolling through articles and checking their emails via their smartphones. Researchers state that the number of mobile users will hit five billion in 2025.
Here are some essential tips to create mobile-friendly email campaigns:
- Employ a strong subject line
- Use preheader text so that the reader has an idea of the content straightaway
- Keep your copy concise
- Keep CTAs front and centre
- Leave enough breathing space – divide your copy into paragraphs and bite-sized ‘chunks’
- Use a single column template
7. Make your emails look professional
As your customer’s inbox is flooded with tons of emails, it’s important to consider ‘how you design your email campaigns’ so that you capture their attention at first glance.
Follow a consistent branding (like colour, fonts, size and other design elements) while creating emails. Consistent emails will help your customers identify exactly who is approaching them. Also, make sure to add your logo and signature in the emails you send out.
Include links to your website or social media platforms so that people can connect with you beyond the inbox.
8. Track and measure your email performance
Continuous monitoring of your email performance will help you fine-tune your campaigns. The success of your email marketing depends on various elements such as:
- Click-through rate
- Conversion rate
- Bounced back mails
- Unsubscribe requests
- Spam reports
- Campaign ROI
This will help you see how well your email marketing campaign is working.
That’s it! Hopefully, these eight successful email marketing strategies will help you make your emails into the most profitable digital marketing campaign. Now it’s your turn!