Many new age digital marketers prefer not to consider email-marketing a priority. However, I bet to differ. A strategy that helps you to connect with your customers at a commercial level and develop long-lasting customer relations? Heck, I’m on board.
An effective email marketing strategy can help you convert prospects into customers- and then, first time buyers into recurring customers. Despite all the perks, with the advent of artificial intelligence, chatbots and what not, email-marketing is simply thought to be ‘old, boring and battered’ and I’m here to show you how it isn’t.
The number of active email users is expected to reach 4.3 billion by 2023. The cost? For evert $1 spent on email marketing, the average expected ROI is $42.
So, why email marketing? The fact is that, almost everybody has an email- which makes them that much more accessible when carrying out your marketing strategy. But not a lot of people know how to do it right.
Read ahead to find exactly you can encapsulate this age-old strategy into a win-win and scoop as many conversions as possible.
Step 1: Get Permission
The first thing about drafting an email- marketing strategy that appeals to your customers is knowing that permission is key when sending out a message on a personalized platform.
These are of course indirect, and they take up the form of a newsletter, product updates or promotional updates. How can you do this? The first step is to have a strong call to action and following that, is the role that copywriting plays in all of this.
Some fun, creative ways that you can do this is by finding the things that interest people enough to sign up and provide their contact details and these include, free e-books, update lists, email-series etc.
Step 2: Grab their attention with your content
So far you’ve managed enticing them enough that they felt the need to apply but what next? How can you guarantee that you email don’t go into spam or worse, get unsubscribed?
Firstly, it’s important to follow up with their expectations- you have to be consistent with your content. It’s important to know that more isn’t always good- sometimes your target requires you to only send one email a week. If you lose consistency in that aspect and send one daily- its guaranteed that the reader will no longer be reading your email.
When it comes to understanding how you can understand the timespan you need to set for each customer, and you can do this by creating an initial follow-up email that is sent as soon as your reader signs up- by introducing yourself and what you plan to bring to their inbox.
Pitch: Now that you have created the follow up email- it’s time get started on your actual agenda: which is to create sales for your brand. That being said, the timing of your pitch is incredible important, because the transition has to smooth-especially if you’re offering a free service at first.
The main key takeaway here is to focus on empathizing and putting yourself in the readers shoes. Target the interests of your customers instead of sending across blind offers.
Email newsletter: A good newsletter is one that uses of combination of messaging and updates. Ideally your newsletter should be one that is used to develop a long lasting relationship with your readers. Sadly, a bad newsletter does that opposite of that- it sends you constant updates without you asking to receive them. That in the very first step, puts off the reader as you didn’t seem to respect their decisions enough with regard to your product.
The pitch is where you can put across updates, promotions and other such advertisements- leave the newsletter out of it.
Autoresponder: Don’t be under the misconception that you’ll be able to respond to each and every new subscribers. Autoresponders sends out mails that you schedule in advantage- and they can also solve your consistency problem. If you’re constantly sending out auto updates, you’re less likely to annoy your readers simply because they’ve been receiving your emails for some time at least.
Step 3: Email Analytics
Using analytics to do so refines your broadcasts and has a higher chance of conversation because you’re basing your pitch exactly on what you consumer wants in the first place.
Email service providers usually offer complimentary analytics- of which the three most relevant are open rate, click-through rate and unsubscribes.
Your open rate will explain how many people have opened your emails. It’s able to analyze this because where exists an invisible tracking pixel that loads when someone opens your message. A low open rate means you have many unengaged subscribers- which takes you back to step 2, to follow through on your content.
Your click-through rate shows who many people click on a link that’s present in your email. A low CTR tells that your audience segmentation needs to be reworked.
Unsubscribed rate, as the name suggests explains how many people have unsubscribed to your emails. A high rate here means that at some point of your pitch, newsletter or autoresponder, people are not finding the relevant content and then leaving. If people are leaving early on In your funnel itself, then your CTA needs to be worked on.
Step 4: Segment your audience
The next question is, how do you understand what consumer needs what? Segmentation is the practice of targeting specific groups of people so that your content reaches the right place. You can do so with the help of a customer list, newsletter subscribers and even a daily email list.
Customers have different needs and more often than not, it is your job to figure out what they are- some customers may want both product and sales updates, while others, only sales.
You can also make the use of analytics in your segmentation theory and send an email specifically for those who aren’t opening your emails.
The fact is, emails are a reservoir of human base that should definitely be tapped in when creating a marketing strategy. If you make use of them accurately, then it is bound to generate business for your brand- and what’s more, it can help you create a long lasting bond with your customers.