Top Email Marketing Strategies You Can Implement Today
Since the birth of emails in the late 20th century, it’s come a long way to emerge as the most productive marketing platform today. While it’s cheap and user-friendly, it can fail easily too.
How to create successful campaigns? Read on to discover the basics of using marketing messages and three steps to build a killer strategy on your own.
Email Marketing: What, Why, And How?
The process of sending commercial messages to one or more people via electronic-mail is called email marketing. Gary Thuerk sent the first-ever commercial message in 1978. From DEC systems, he was able to send a message to 400 addresses using Arpanet. Today, several types of emails serve as an important communication channel for companies with B2B and B2C clients.
Email can increase sales and help direct more traffic to your business site. With the right strategies, marketers can even make e-messaging an extension of their sites by using consistent branding.
You can gain new subscribers using sign-up forms on the site or at your store. Social media channels are also a necessary platform to be used to engage with customers. Additionally, you can gain more conversions by creating landing pages, giveaways, or contests for your contact list.
How To Build An Email Marketing Strategy?
If you’ve heard buying contacts creates successful campaigns, then you’ve heard wrong. Instead of making irreparable errors, create a winning plan using the following three simple steps.
Create A Plan
The first step to making the perfect marketing strategy is to have a plan that addresses the good and bad. Here are five ways for drafting a comprehensive marketing strategy on your own:
- Defining the audience: You must paint a clear picture of your target demographic based on their characteristics. It’ll help you send personalized messages
- Identifying the source of sign-up: Marketers must identify the sign-up source of users to help enhance communication
- Segmenting the audience into groups: The next step is to divide your audience into small groups for sending targeted messages. Divide based on interests, income, purchase history, age, gender, location, and so on
- Describe your brand tone: Do you want to be serious or casual in your messages? Decide on a voice that helps you connect easily with your audience. Choose one that matches your brand personality as well
- Set the frequency of messages: When it comes to the right number of messages to send, there’s no hard and fast rule. It’s up to you to find out the perfect number of preferred messages for your audience
Work On The Design
With people spending less than 15 seconds on marketing messages, breaking down the wall of text into brief paragraphs isn’t enough. Webmasters must focus on improving the content using design.
Here are the top tips to help you get started:
- Arrange your information with headers for easy scanning
- Divide subtitles with borders to improve its appearance
- Start from a basic template and keep improving it
- Create enough space between the header and the footer
- Stick to less than two colors to define your brand theme
- Make judicious use of whitespace to highlight important content
- Brand your messages by placing your business logo on top
- Use relevant images to boost the engagement rate
- Instead of centering the content, align it to the left side
- Adopt legible fonts that match the tone and subject of your messages
- Optimize the text and pictures to maintain uniform visibility across devices
Run Tests To Optimize
The process of testing different versions of your messages to find the best performing one is called A/B or split testing. According to HubSpot, small changes related to the ‘from-address-name’ can improve CTR by 0.23% and open rates by 0.53%. Marketers can conduct tests on the subject line, headline, timing, frequency, body, signature, and so forth.
Here’s how to create tests that continuously improve the performance of your campaigns:
- Test via varied ISPs because no matter how you design the message, it might show up differently for different users
- Invite friends and family to participate in your email test. Send a copy of your message to their inboxes and ask for feedback on its accessibility and design
- Select the best version based on split testing. Before finalizing on the best option, you can experiment with different tones, design ideas, and so on
Choosing The Right Email Automation Service
Automation saves time, resources, and money. The following lists three things to consider when choosing email automation services.
- Look for CRM integrations. This will help save time when managing your list, no matter how big or small it is
- Handling responses and analytics becomes easy with automation, especially if you’re managing a large list
- Maintaining uniform appearance across gadgets is vital for delivering a good UX
Mailchimp is the gold standard for premium email marketing features. With seven million subscribers, it’s most-popular for seamless integrations ideal for SMEs.
Aweber is an excellent choice for triggering automated campaigns based on the behavior of customers. It comes with a drag-and-drop interface that makes automation easy for those with no technical expertise.
ActiveCampaign is another software best for in-depth analytics and sales automation. It’s known for a huge library of free pictures and advanced A/B testing tools.