Email Marketing is one of the most effective ways to interact with customers and retain them with a brand for a long period of time. It is a clever way of reaching an audience with a message tailored according to their needs and interests.
When we think of the history of the internet, the arrival of email was heralded as an event which brought the world closer than it ever was. Distances were eliminated and people miles away from each other could communicate freely.
As we have moved forward, email has slowly subsided and become a platform used primarily for official use. People are more attuned to using social media than spending time going through emails.
Part of this movement away from emails has been driven by too much spammy content populating inboxes of people across the board. Sifting through advertorial content in an inbox is a bane for anyone using email.
Despite these flaws, email marketing is very promising when done well. There are many brands who have managed to take full advantage of email marketing.
Moving forward, we will cover the bare bones of email marketing from a basic to an advanced level to give readers an idea about the practice.
What is Email Marketing?
Email Marketing is the practice of using the medium of emails to reach the target audience. The message communicated to an audience through email can vary depending on the goal of the campaign.
Marketing professionals structure emails in ways to make customers take desirable actions after reading the email. The ‘desirable action’ depends on the goal of the email marketing campaign. From clicking on a product link to signing up for a service, any marketing goal can be accomplished through email marketing.
Marketers face the challenge of drafting creative emails which trigger the target audience into doing an action.
This detailed guide will help you build a valuable recipient list, increase conversion rate, and gain knowledge about important tools related to email marketing.
Why Email Marketing is More Important Than You Think?
Some people underestimate email marketing and think it’s outdated when compared to other forms of digital marketing.
In reality, it’s still an unmissable strategy to retain customers with the business and build a channel for inbound marketing. The following points will help you to get a brief idea about email marketing-
- When it comes to conversion rate, email marketing is the most effective and inexpensive way to reach customers and prospects
- People are different hence their demands are different as Email marketing helps overcome this obstacle by helping marketers reach the target audience through unique content narratives
- According to studies, 92% of people regularly check their inbox, confirming emails is still used widely
Moving forward, let’s discuss the steps involved in successful an email marketing campaign.
How to Run an Email Marketing Campaign?
As is the case with most things in digital marketing, email marketing can also be divided into important steps. Thus, we discuss the key steps of an email marketing campaign.
Select the Right Lead Magnet
Do you have a subscribe button on your blog page or website and think that’s all you need to do to build a recipients list for email marketing?
You are wrong if you think so. Your website needs to become a lead magnet.
A lead magnet is basically anything which brings more relevant leads. Through a website, the simplest way to create a lead magnet is creating quality blog content. In this day and age, nothing drives leads more vociferously than quality content. Even one quality cornerstone blog post amongst dozens of others can be enough to bring many leads to your blog.
There are many different ways to gain leads. Offering free ebooks and pdfs in exchange for asking people to provide personal information is one simple way.
Lead magnets can be of numerous types depending on the website and the customers’ expectations of the business.
Creation of opt-in form
After making a lead magnet, you need to create a compelling opt-in option with which the desired marketing goal can be met. Good content will help you gain the trust of the audience. The final nail in the coffin can only be nailed with the right opt-in format towards the end to complete the process of a reader becoming a prospect/lead.
Here are some tips you can follow to increase the conversion rate with an opt-in form-
- Don’t forget the importance of the headline. It should be catchy and brief at the same time. On the basis of the headline, readers will decide whether they want to read the content or not.
- Only talk about user benefits in the description if they subscribe to the
- It should be visually attractive. Use images, graphics and videos to help bring the attention of the audience to the opt-in form.
- The best opt-in form is one which is not cumbersome and doesn’t require a lot of involvement on the user’s side.
- Users don’t like to wait. They demand instant facility. So, when they opt-in, you need to share the information sooner and not disappoint them.
You can put the opt-in form in the footer, sidebar, scroll box, header or exit intent pop up box.
An exit-intent popup is used when the users decide to leave the website. A pop-up box will appear on the screen which will ask the users to sign up a form. As per reports, the conversion rate has increased up to 125% with the exit-intent popup.
Segmentation of Email List
Once a list of leads for email marketing is generated with website content, marketers have to next segment the recipient list into different categories. This is an important step as it ensures that each recipient gets to read email content tailored according to his/her needs. If this step is done carefully, you are halfway through reaching your desired marketing objective.
The recipient list can be segmented based on various different factors. These factors include location, age, interests, gender, new subscribers, preferences, and so on. Segmentation helps marketers draft different emails for different sets of audiences.
One of the biggest reasons for the failure of email marketing is that irrelevant emails are sent to the users which they find of no use. Hence, they unsubscribe themselves from the recipient list, or worse, mark the incoming emails to be sent to the spam folder. If many people add your emails to the spam folder, email providing services could mark you as a spammer and send all your content directly to spam.
Segmentation helps focus efforts in the right direction such that emails are sent to prospects who find it relevant.
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Powerful segmentation helps in customer engagement and conversion. When the email lists get segmented, autoresponders can also work efficiently and mitigate the needs of different users.
Autoresponder is a series of pre-written emails that are sent to users on the basis of their actions. Generally, it is difficult for marketers to immediately respond to a query posed by a recipient. Autoresponders help in this regard and send recipients auto-replies to keep them engaged.
Automated emails are sent when some action is taken by the users such as signing up for the newsletter, purchasing a product, downloading video & PDFs, opting-out from the email list and many other actions that can be predicted in advance.
They can be used after a sale for feedback and other queries. Reminders are also very important and can be handled by automated emails.
Automated emails are used cleverly at every stage to help move the conversion process along. Those drafting the automated email should have ample knowledge of the market and consumer behaviour. There are various email marketing services working to improve customer service with autoresponder-email facilities.
In this step, you need to figure out the frequency at which you want to send the emails, length of the emails, and the pattern in which the emails should reach the target audience,
There is no hard and fast rule for the above-mentioned question. It totally depends on the industry you are in. If it is an educational industry, then it is recommended to send one email every 2 days. If it is a business selling a consumer product, then you can send the 4-5 emails in a month.
Here are some of the email marketing service providers that you can use-
It is one of the biggest email marketing service which facilitates the sending of automated emails to users and manages the subscriber list. A range of different templates is provided to marketers, each designed according to common marketing objectives of a campaign. Marketers have the option of opting for a free trial period before buying the product.
Like Constant Contact, Drip provides the facility to automate emails and organize email campaigns. It is widely used by email marketers who depend on their recipient list in meeting any given marketing goal.
Mailchimp is by far the most popular email marketing tool used in the industry. Its ease of use is one of the key reasons digital marketing teams across the board use it. It allows marketers to send bulk emails to segmented audiences in an email list and facilitates the creation of automated emails.
SendinBlue is unique because it offers SMS services along with being an email campaigning platform. The paid service starts at $25/month.
Optimizing Email Open Rate
The biggest challenge marketers in email marketing face are making people open the email in the first place. Imagine you put so many resources into drafting the perfect content for an email campaign and the recipients don’t even open it. The following tips can help marketers enhance their open rate.
- Update the email list
Keep updating your email list and remove recipients who stopped responding to your emails. This is very important and will help create a list of people actually interested in buying your product.
- Schedule emails strategically
If your email is stuck somewhere low in the inbox, chances are your recipient will not read the email. Try sending emails at a time when your audience is most likely to open their inboxes. For instance, working people open their inboxes in the morning when the reach their workplace. If a segment of your audience is working professionals, schedule your emails to go around 9:30 or 10 in the morning. If your audience not likely to open their email at all, perhaps email marketing is not the right marketing technique to reach them.
- Focus on Subject Line
The subject is the first interface which comes in front of the user. Pick an attractive subject line which creates eagerness among the users to open and read the email.
- Don’t purchase an email list
It is always recommended not to purchase the email list as it a waste of time. If you send emails to people who have not shown a prior interest in your content or brand before, they won’t take an interest through email either. It might be slower, but it’s much better to generate an email subscriber list organically.
Email marketing is a crucial part of email marketing. Marketers should always want to know the progress of their campaign. Many beginners who start using email marketing keep pushing a batch of emails every week without taking into account the KPIs of their efforts.
How can marketers know whether the content they create or the CTA buttons they place are doing what they are supposed to do? How can they know if the subject is enticing enough to make people open the email in the first place?
With email marketing analytics, they can get detailed insights on the campaign like how many users opt-in and opt-out, conversion of prospects, CTR, and many other useful metrics that help in shaping further strategies.
Email Marketing is a fruitful strategy if used systematically with proper planning and execution. Marketers need to work out different strategies based on their audience and work on areas which are likely to bring success.
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