Fellow marketers, aren’t we all trying to find and optimize the best channels to reach our audience and convert them? There is indeed an array of modern channels to reach your audience, but hands down, email tops the list.
You can tap into unlimited potential if you get your email marketing right. Now, considering we all understand how email has the power to take your marketing to the next level, what can you do to ensure your email marketing strategy is super effective and is capable of driving tons of conversions?
Here’s all that you need to know to build a powerful email marketing strategy that speaks to your audience directly!
1. The Deliverables
Email marketing is a great way to boost your brand awareness, website conversions, and bottom line. But, you don’t straight away jump to the good part. You need to build a robust foundation to make email marketing work for your business.
The first question you must ask yourself is- what is the goal of your email campaign? Define your marketing objective and make sure your email marketing adds to it. It should be all in unison, all marketing methods working in a perfect symphony.
Allocate appropriate resources and build an optimized email list. Create a series of emails called a flow to get to know your audience and vice-versa.
2. Test, test and test
You need to set aside a couple of hours every week to observe your email marketing and construct new, fresh approaches to it.
Try different subject lines, content, frequency of emails, timing, days, and so on. Do competitive analysis and figure what the top players in your industry are doing in the email marketing realm.
Understand how your email marketing efforts connect with your overall marketing strategy. This will give you a clear picture of what you should be implementing for your business and what you shouldn’t be.
3. Cultivate a Relationship
Don’t send emails to your potential or current customers without a proper strategy. The goal of emails, especially for a B2B organization, is to build a relationship that leads to mutual trust and eventually to a closed deal.
It’s good to be professional, but don’t force it. Embrace a language that resonates with your audience. Make it look like a conversation and not just another business transaction.
Have a plan and follow through on it. Make your readers look forward to your emails and what you have to say to them. Understanding your target audience and analyzing what they like, knowing which campaigns perform well are the first few steps to creating an effective email strategy.
4. Find your own voice
If you’re sending mainstream emails that read like every other email in your customer’s inbox, your email marketing efforts are bound to crash.
For emails that get lots of opens and clicks, you need to find your own voice and then leverage it to reach out to people waiting to hear it.
The email has the best ROI of all marketing methods as people expect it. They want to receive relevant information that they can choose to see as per their convenience. Over 70 percent of consumers prefer receiving promotional content via email compared to only 17 percent on social media.
5. Maintain Your List
Creating your list can be difficult, but maintaining it is a different ballgame altogether. We suggest you make your list entirely permission-based, so you only reach out to interested people, and consequently, convert more.
In an era where more and more people are concerned about their privacy; and nations are coming up with stringent laws to protect their people, opt-in list building will help you avoid compliance issues.
Create a master list with other lists, so if someone unsubscribes from one list, they won’t be receiving another email from a different list. Keep your list active; the stale ones won’t get you the results you desire.
6. The Segmentation
The top email marketers know it- segmentation is everything! In today’s age, customers are inundated with marketing messages and bombarded with emails. Therefore, you need to personalize your emails. The more you personalize it, the better it performs.
Write for your audience based on their demographics, personal interests, and buying profile. Focus on adopting a unique tone for each segment of your audience that you’re trying to reach.
Undoubtedly, this high level of segmentation takes crazy time and crazy effort. But it helps you connect to your audience and build sturdy relationships with them that help you both grow together.
What are you offering in your emails? Why should people open your emails? What would make them open your mail or click on a link?
A peer-to-peer reminder, you need to offer something for them to take the time out to open and read your email.
The first thing readers notice is your subject line. So, make sure it’s tempting enough and prompts them to read further. Get personal; draw their attention, and then keep it.
You can’t do it if you don’t have it all mapped out. Analyze how subscribers respond to your email and then construct your strategy around it.
Make it easy for people to subscribe to your list, and make it easy for them to unsubscribe as well. Emails need a different kind of content. So, for people to connect with your brand, you need a separate content strategy for your emails.
Test and analyze what emails to create, who to send them to, and when. Choose a theme for your emails. Try different themes to gauge which one helps your content shine.
Don’t forget to place your logo right at the top. This increases brand recognition- as soon as your subscribers open your email, they know it is from you.
Dear fellow marketers, in the end, it’s all about people and understanding what they want. Consistently strive to elevate your game!
As they say- good marketing never sleeps. So, keep hustling.