Email marketing is STILL a critical component of your marketing toolbox. There are many reasons why email still outperforms practically all other marketing avenues. In fact, research has shown that email returns on average $36 for every $1 spent. That ROI is hard to beat by any other marketing platform. Some of the most compelling reasons you want to use email marketing:
Reason Number One: You Own Your List!
Unlike marketing that you do on platforms such as Facebook, Google, or other networks where you essentially rent space, your email list is yours to keep. No matter what happens, your list is your list. You are free to use as you wish, within the bounds of law and good practices of course.
Reason Number Two: It Allows You To Deliver Personalized Content
Email marketing gives you the ability to segment your list and send them personalized content according to their preferences. By tracking analytics you can engage with your audience in a more meaningful way.
Reason Number Three: You Can Use Automation To Save Time
Planning an email marketing campaign with automation is much faster now than it once was. Artificial Intelligence tools along with automation tools give you the ability to schedule an entire year’s worth of email marketing in just a couple of hours.
What are the best strategies then, to get the most out of your email marketing efforts? Read on for some key strategies to implement in your email campaigns.
11 Email Marketing Strategies To Drive Results
- Scrubb your list regularly.
Purging inactive subscribers is beneficial in many aspects. To begin with, many ESPs will charge you based on the number of subscribers. There is no sense in paying for those that don’t open your emails. By removing subscribers who don’t open your emails, you also increase your open rates. This in turn improves deliverability. - Use captivating subject lines.
Make sure that the first thing your recipients see is compelling and attractive to them. Do not use clickbait though as that WILL cause them to unsubscribe. Be transparent and offer value in your emails. - Include the offer in the subject line.
Part of being transparent and earning the trust of your recipients is being clear on the reason for your emails. DO make sure that offer is one “they can’t refuse”. - Include a “subscribe” link or button in your emails
But wait! Aren’t they already subscribed? Isn’t that the reason they got my email you ask? CORRECTOMUNDO! However, you ideally are writing shareable content AND inviting your recipients to forward or share that email/newsletter. Make it easy for that 2nd party to add themselves to your list! - Use split testing to refine your subject lines and CTAs
“Small hinges swing big doors” so the saying goes. Use A/B split testing to measure results based on key elements in your email. Change the color of the CTA and track conversions. Change the subject line and see the impact on open rates. - Personalize the email using custom fields
One sure way to make sure your readers feel like you wrote that email just for them is to insert their name and other relevant information in the body of your email. Most email marketing tools nowadays allow you to do that quite easily. - Do not use purchased email lists
Make sure you are only sending emails to those who have asked to receive information from you. Sending bulk emails to purchased lists is not a good practice. There are many different methods you can use to put your offer in front of those that might be interested in your product, then offering them a trip wire offer to get them on your list. - Use a legitimate “from” email name
DO not use “no-reply” as the sender. That is a red flag with many email services and your email will just end up in the spam folder. User your, or an alias, first and last name for better open rates. This will also keep you out of hot water with the CAN-SPAM act which prohibits using “noreply” as the sender. - Make the most of the preview text
All email clients have a preview of the email. This is where you want to insert a catchy, compelling introduction. This section should reflect the true intent of your email though, do not mislead your readers. - Use an email signature
As you end your email, make sure to add this touch of personalization. Even if you are sending out a newsletter, people are more likely to open and read an email that came from a real person on the other side. - Be congruent with emails and landing pages
Landing pages are an excellent way to collect emails using trip-wire offers. Make sure that when they get your email after opting in, it has similar elements as your landing page. Logo, colors, and fonts are some of the elements that you can use.
Using the above strategies is a great starting point to maximize your email marketing campaigns. There are many other aspects to deploying winning email marketing initiatives though. If you are serious about making the most of this type of marketing, schedule a consultation to see if we may be able to help you launch your next campaign.
