Email marketing is a very efficient marketing tool but only if you are doing it right. The old ways do not work anymore and if you keep using them you might even lose the existing customers.
It’s time that you upgrade your email marketing strategies to reach the right client base and convert them into customers. Everything from targeting the audience to personalizing the marketing emails play an important role.
Personalize. Personalize. Personalize.
It really is the most important part. The customers today don’t want to feel that they just received one of the bulk emails from some random company. They probably won’t even open it. Generalized emails are no longer successful.
Call your customers by their name. Create emails that are personalized for them based on their interest or patterns. The more personal you get the more trust you can build with the customer. The implementation is not difficult at all.
Newer email marketing services offer to personalize your email. You can select templates and connect your clients database and the email marketing service will personalize each email by filling in names, designation, addresses, etc. You can check out MailChimp alternatives to create more personalized and targeted emails.
Know Your Goals
You need to set specific goals to create a targeted email. Are you just looking to welcome new subscribers by sending a welcome email? Are you trying to boost engagement by sending them free webinars, PDFs, and articles? Are you trying to re-engage with the subscribers who are not very active? Or are you trying to inform your subscribers about a new offer?
You need to be clear about what your goal is only then you will be able to achieve it. Set your email marketing objective based on your company’s conversion goals. Keep providing your subscribers with the content of value otherwise, they will lose interest.
Know your Audience
If you are already into email marketing for quite some time then you must already have a list of subscribers and their patterns. Use that data to work and find out more about your audience. You may create polls to know more about the interest. Get data from Google analytics or Facebook Insights tool.
Do you feel like some of your previous clients have become less active? Has the email opening rate been lowered? Feel like you are losing the interest of existing subscribers?
Then it’s time to re-engage with them to win them back.
In a re-engagement email campaign, you send a series of emails to the inactive subscribers. The goal is to get the people to interact with you. In a marketing survey, it was found that the smart companies send atleast 4 re-engagment emails on an average before removing a subscriber from their list.
By sending a sequence of re-engagement email, each time trying to offer something more prompts the subscriber to take interest and engage. You have to show them something worth their time.
A Simple layout
Gone is the time of the flashy layouts and colorful graphics with huge fonts in an email newsletter. A simple layout gives a professional tone to your email and also connects with people of all ages and backgrounds.
Emails with simple layouts are not only easier to read but also make it easy to navigate and the audience is more likely to participate in your Call-to-action elements. Of course, you should use images as required but try not to overdo it and avoid using too many columns.
Since we are talking about it, it is also worth mentioning that you do not overdo the text either. Do not write 3-4 big paragraphs about why you love your product. The readers won’t read it and they will trash the email after reading just the first line. Do not give a bulky structure to your emails.
Include a Call-To-Action
A Call-to-action or CTA is a very important component of an email. A CTA button not only prompts the subscriber to take action it also grabs a lot of attention. The whole objective of a CTA button is to drive the customers to take action. They do more than just read.
Some popular examples of Call-to-action buttons are – Shop now, Get 30% off, Order now, Get free shipping, Free delivery, Birthday deals, Learn more, Find more, Reserve your seat, etc.
Marketers need to experiment with different CTA buttons and placements to find out what works best for their subscribers.