Email marketing campaigns are an excellent way to reach out to your customers and keep them updated on your latest products and services. However, many companies don’t use email marketing to its fullest potential.
Using an email campaign as part of your marketing strategy is one of the easiest ways to follow up with customers, encourage returning customers, and maximize sales. But how exactly do you build a successful email marketing campaign and use it to its fullest potential?
In this article, we will guide you through how to make the most of your email marketing campaigns and generate more revenue for your business. Learn more below now.
What is Email Marketing?
Source: Statista
Email marketing is a type of marketing strategy where a brand sends personalized emails in mass quantities to email subscribers 📨. These emails may be used to inform subscribers of new products, discounts, and sales. They may also be used to encourage sales in customers with abandoned carts, reach out to customers who haven’t been seen in a while, and find new customers.
There are many types of email marketing campaigns, which means that you can use numerous of them simultaneously. You can target different groups of customers with different email campaigns to get the best results.
In addition, you can analyze and improve email campaigns by monitoring key indicators like open rates, click-through rates, and unsubscribe rates. These trends let you know what is working and what isn’t and help you to improve your overall strategy.
In general, email marketing is an incredibly useful tool that can generate huge sums in ROI 💰. In fact, in 2023, email marketing revenue was estimated to be more than $10 billion.
Advantages of Using Email Marketing Campaigns
Email marketing is an incredibly beneficial tool. When used properly, it can help to generate more revenue, encourage customer loyalty, and help you build your customer base. Find out about all the advantages of this kind of marketing below.
1. Direct Contact with Audience 📲
Email marketing is one of the easiest ways to have direct contact with your customers on a regular basis. Though social media marketing and other campaigns may offer engagement with customers, not everyone is on social media apps every day, and campaigns may be missed.
The majority of us now open emails on our phones, and we carry our phones with us every day, often getting alerts any time we receive an email. That means you have more chance of your email marketing being seen. In fact, data shows that 81% of all emails are now opened on a smartphone 📳.
If you want to ensure that your customers are seeing your marketing campaigns, then email marketing is the way to do this.
2. Provides More Control 🎮
With an email marketing campaign, you control the narrative. You control all content, i.e., what your customers see, and you can control where it leads them. If you want to direct customers to your new product, include a call to action that leads them directly to the webpage. If you want them to get in touch with you, include a Contact Us button.
Having control over what your customers are reading and where you can direct them means that you can upsell new products or higher-priced products to generate more income for yourself.
3. Personalized Marketing Strategy
Source: HubSpot
Unlike all other forms of marketing, you can make emails hyper-personalized. This means using the subscriber’s name and including content specifically catered to them. You can customize the content based on many attributes, including age ranges and other demographics, or based on their previous shopping history.
What is more, consumers are actually much more likely to buy something if they experience personalization with a brand. It shows them that you know them and that you care about them. If people get marketing emails about products they’re not remotely interested in, then they’re more likely not to open the next email you send them.
4. Can Be Measured 📏
Analyzing your email marketing campaign is one of the easiest ways to curate an effective strategy. While other marketing techniques can be measured too (i.e., social media analytics), your email marketing is a highly individualized approach to marketing, so getting data on specific demographics can help you fine-tune strategies 🧑💻.
There are a number of KPIs that you can measure to monitor your success across campaigns. These can include:
- Delivery rate
- Click-through rate
- Unsubscribe rate
- Conversion rate
- Bounce rate
It is important that you measure the KPIs that you find most useful. Monitoring too many can become overwhelming and won’t help you to improve!
5. Increased Return on Investment (ROI) 💲
Source: Litmus
Email marketing is an incredibly fruitful marketing strategy. With around $36 ROI for every $1, you’re going to see incredibly positive results from this kind of marketing. It’s easy to cater to your needs and offers lots of direct communication with customers.
Disadvantages of Email Marketing
As with any marketing strategy, there are drawbacks to email marketing, too. These include the following.
1. Saturated Market
Unfortunately, everyone is using email marketing now. This means that it is an incredibly saturated market, and it could be difficult to get seen by consumers. People get many, many emails from a range of brands each day, which means yours has to stand out.
2. Email List is Necessary 📧
In the US and around the world, there are laws and regulations in place that you need to adhere to when creating an email marketing campaign. In addition, you will need to create an email subscriber list: you cannot just send emails to random people.
What this means is that you need to gain email subscribers through marketing and ensure they opt-in to your marketing.
3. Issues on Delivery and Deliverability 📫
You will need to monitor your delivery rates simply because if your emails are not getting through, then there is no point in sending them. Additionally, people may change their email addresses, cease using their emails or even make a mistake when signing up and provide the wrong email.
Things That You Should Do
If you’re thinking of starting an email marketing campaign, there are certain things that you should do to make it a success. We’ve consolidated a few tips below to help you out.
1. Study the Rules and Regulations 🧑🎓
We can’t overstate how much you will need to look up the rules and regulations for email marketing in the country you operate. For US businesses, these laws are called the CAN-SPAM rules. Learn all about the CAN-SPAM rules.
If you don’t follow these regulations, you can be subject to fines for every single email that has broken the rules in the act.
2. Create and Grow an Email List
You can only send emails to people who agreed to receive them. However, you need to do more than place a sign-up option on your website. You should use what is known as a lead magnet.
What’s a Lead Magnet? 🧲
You will likely have seen a lead magnet on your favourite brand or company website. It is essentially an incentive to sign up to your email list. It can include:
- A discount or coupon
- A free webinar or eBook
- Free shipping
- Bundle offers
- Free templates
- Free trial
- Free Consultation
What Makes a Good Lead Magnet?
As with any content, you’re going to need to create lead content that offers value. It is given for free, but it needs to have value for the subscriber. Below are a few tips on what makes a good and valuable lead magnet.
- Actionable: This means people should want to use what you’re offering. A coupon or a free course can both be used!
- Relevant: Make sure your lead magnet is actually relevant to your audience.
- Easily available: People don’t want to wait a long time for their discounts, so make sure it’s in their inboxes ASAP.
3. Use an Email Service Provider (ESP)
An email service provider (ESP) or email marketing platform is software that assists you with your email list. It designs and performs automated email marketing campaigns as well.
An ESP enables you to automate operations based on the behavior of your target audience. It allows you to personalize interactions to increase engagement and conversion rates.
Last of all, an ESP usually allows you to monitor your KPIs, which means you can see what is working and what isn’t in your campaigns.
4. Set Purpose and Goals 🥅
Before you start writing that first email, you should analyze your purpose for doing so. Set goals that will align with your business objectives and ensure that your marketing campaign will benefit it.
Do you want people to know about your new product range? Do you want to reach out to customers you haven’t seen in a while? Whatever it is, targeted marketing is the way to reach these goals 🎯.
5. Motivate Leads to Act
A strong Call-to-Action is going to have a tremendous impact on your click-through rate. If your subscribers can’t work out what the email is asking them to do, then they’re more likely to delete it. Instead, make sure that you direct subscribers easily to your ‘Contact Us’ or ‘Shop Now’ button. Make it easy for them!
What to Include in Email Content ✅
While all marketing campaigns will be slightly different, there are a few key elements that all marketing emails should include. We have gone over a few aspects we recommend your campaign include below.
1. Good Subject Line
Your subject line should be short and sharp and use actionable language. You want people to see the subject and immediately want to open your email. Words like ‘Shop,’ ‘Reserve,’ and ‘Buy’ are all actionable verbs, but you can use other words too; they don’t need to be verbs.
Another way to draw people in is to create a sense of FOMO (fear of missing out). Use phrases like ‘Don’t miss out’ to create a sense of urgency and ensure that your email subscribers open the email.
2. Personalization 🙋
The next thing you need to do in an email marketing campaign is make sure it is personal. Include the person’s name (they will have given this to you when they signed up for your email list), and ensure any content is relevant to them. This personalized approach is known for increasing sales 📈.
You can use the ESP you have chosen to narrow down lists into specific demographics you want to target or subscriber groups to ensure everyone is seeing the most relevant content to them.
3. Clear and Concise Body
Everything about your email needs to be clear to the subscriber, including the main body. You want to let them know as soon as possible what the email is about and why they should keep reading.
Keep it short and keep it engaging. You don’t want subscribers to skip it halfway through because it’s too long!
4. Call to Action 📣
Last of all, a solid call to action is incredibly important in email marketing. What do you want your subscriber to do? Do you want them to shop a sale? Do you want them to sign up for a webinar? Whatever it is, make sure they’re aware that’s what you want them to do!
If you’re struggling to come up with a good CTA, you will be pleased to know that you can find tons of suggestions online.
Tips to Maximize Your Email Marketing Efforts 💪
So, now you know what to put into your emails, we’re going to go over how you can make them the most successful. Take a look below for some tried and tested marketing tips for your email campaign.
1. Personalize Emails
We have mentioned this quite a few times in this article, and that is because it is one of the most effective ways of creating a successful marketing campaign.
Subscribers like to feel like they are not just one of the masses. They’re going to be more engaged with content if it is relevant to them, and they will prefer a brand that takes the time to find relevant content for them in the first place.
2. Use Content Marketing and Monitor Results 🖥️
Again, this is something we have discussed, but it is incredibly important. Many marketing campaigns cannot be measured, so take advantage of the fact that your email marketing can be.
Analyze results and tweak your campaigns until you’ve got high conversion rates, a boost in sales, or more people than ever viewing your webinars.
3. Apply Creativity 🎨
Get creative with your email marketing. Think about new ways to hook subscribers and get them onto your site. There are many examples out there of brilliant email marketing campaigns that can help you build one for your own brand.
4. Make It Smartphone-Readable 📱
At the beginning of this article, we mentioned how many people now look at emails on their phones. This means your email has to translate well across devices. If you’re using large graphics or wide pictures, it may not download or appear correctly on a device with a smaller screen.
Most email tools will help you to build an email that reads across everything from a PC monitor to the smallest smartphone, so ensure you check it over yourself before it is sent out.
5. Don't Spam ⛔
As mentioned, there are regulations in place to stop companies from spamming email subscribers, but you can still accidentally spam people if you’re not careful. Don’t overload people with information and don’t send them so many emails that they get sick of you!
We recommend building an email schedule so that you have pre-planned content to send each week that keeps your company in the minds of subscribers but doesn’t annoy them!
6. Automate Your Content
Lastly, automation is your friend. You don’t want to build a whole email marketing plan and then miss sending it because you got distracted. You will find that when you send, your email is just as important as what is in the email, so set up automated emails to keep on top of your marketing.
Most ESPs will help you to do this, and you can enter all the pre-planned content in advance.
Final Thoughts 💭
Email marketing is one of your greatest tools as a business. It keeps you in direct contact with your customers, keeps them up to date with what’s going on at your company, and can be monitored and tracked easily for improvement.
Remember to keep it personal, keep it clear, and use a strong CTA to boost sales, increase conversions, and ensure you keep your customers engaged with your brand.
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