What is email marketing? Email marketing is a marketing channel for reaching out to customers or subscribers who have decided to share their email address with you. There has never been such a large number of avenues available for marketing like TV, radio, billboards, website ads, social media, etc. But in spite of these many channels to choose from, 75% of marketers agree that email marketing remains one of the most efficient strategies. With marketing automation in place, it’s alluring to “just set it & forget it” when it comes to email marketing. But the results that you get from email marketing depend solely on what you pour into it. The best way to capitalize on your gains is to pair a great marketing automation system with a dynamic email marketing strategy that reflects your customers’ needs & the buyer journey. We have gathered a list of email marketing strategies for you to put into practice for your business in 2019:
Personalisation Personalization in email marketing involves sending of marketing emails custom-tailored to the personal characteristics, preferences, & past behaviour of subscribers. Several elements of an email can be personalized, starting from the email subject line to the body content, media, featured products or offers, etc. Email marketing personalization offers an opportunity to let subscribers know that you care about what’s important to them, & that your business will make an effort to deliver it. Personalized content on email ensures that your business has a great opportunity to connect with every subscriber on your mailing list. Also, it’s important to make sure that when marketing emails are opened, the content of that email is relevant to the subscriber who decided to open it.
Optimization of Subject line This is the process by which the language used in a brand’s marketing email subject lines is customized according to the tastes & past behaviour of that brand’s email audience. This can maximize email marketing performance.
Segmentation of Audience It’s a process by which a brand’s marketing audience is categorized into subgroups based on criteria like past behaviour, demographic data, purchase history of the audience, etc. Each segment of that brand’s audience is sent tailored content based on the data points that the audience has been segregated for.
Offering Value Offering value to customers is an age-old tradition. However, in the email marketing world, offering value can take on a completely different meaning. Certainly, marketing emails offering sizeable discounts do indeed work, but the value in email can be offered in the form of a well-written and customer relevant newsletter, with sharp design looks & relevant email content. If your business offers its subscribers nothing of value in any form, it won’t be long until these subscribers lose their interest completely. Email marketing is a chat between your business & consumer. If your business has nothing interesting to say, the conversation will die soon. The business which can consistently offer their subscribers value in some form or another can see consistently healthy open & click rates
Targeting Targeting in email marketing means reaching the right subscriber with the right marketing message at the right time through the right ad. Delivering email content appropriate to a consumer’s stage in the buyer journey is the key goal of the targeted marketing email. Sending targeted marketing emails can signify the easiest email marketing revenue business.
Behaviour-triggered Emails These are marketing emails which are automatically sent to subscribers when they perform a specific action during their interaction with a business. For instance, if a new customer subscribes to an email list, they might straight away receive a “welcome” email. These emails are intended to keep the business-consumer relationship succeeding on a healthy route toward the purchase. Behaviour-triggered emails allow businesses to stay in control of the user’s experience & hold consumer attention.
Drip Campaigns Drip campaigns are set of programmed marketing emails sent out automatically after a particular trigger. They have proved to result in up to a 98% conversion rate for qualified leads. These campaigns can be used to turn prospects into leads, turn these leads into customers & finally into highly engaged customers. Drip marketing is one section of lead nurturing; the process of developing relationships with buyers at every step of their buyer journey.
Split testing Split testing is a process by which emails containing different email elements are sent to random samples of a business audience to determine which combination of elements that businesses audience responds to. Plenty of different versions of marketing emails can be sent & the resulting data can drive future email marketing efforts & how they are constructed. Email marketing strategies driven by thorough split testing consistently see higher open rates, click rates, & ROI than those who don’t.
Full-Funnel Campaigns Marketing can either make or break your business. If done right, it can be the lone reason for giving your business new customers. If done inaccurately, you can feel like you are aimlessly pumping money into something that’s not offering your business any positive results. Full-funnel marketing is a new technique in online marketing where the idea is to only spend money on profitable returns. The first stage of full-funnel marketing involves finding an audience that would be interested in your product or service. While marketing, by focusing on the type of person who wants your product, will be a much more successful way rather than just shooting your message on the internet. Once those likely customers are located, they are nurtured throughout the funnel which is also the next stage. The ads continue to keep popping up in probable places until some form of action has been taken by them. This makes your business at the forefront of your audience’s mind. And once you are done with a full round of full-funnel marketing, the final stage involves taking your time to measure the impact and evaluate the experience. Full-funnel campaigns provide us insights into where your marketing efforts are paying off, as well as ROI, regardless of where in the lifecycle they hit customers.