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10 Successful Strategies In Email Marketing

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10 Successful Strategies In Email Marketing

Today, many organizations across different industries are considering Email marketing as an essential tool in their marketing strategy. Email Marketing enables you to communicate and develop relationships with prospective customers, retrieve important information about them like their taste, behavior etc. and help boost your marketing ROI. But many campaigns tend to miss the mark and, as a result, fail to achieve the desired results. To build, execute, and maintain effective email marketing campaigns, one must pay close attention to your audience by finding out what are their demands and expectation and accordingly craft your message which will seem beneficial to them which will lead them to open and action over your mail.

Therefore in order to ensure successful Email Marketing campaigns here are 10 strategies that can benefit you:

1.) Define a Clear Cut Objective:

A stepping stone to success in email marketing is to have a well-defined roadmap on what you want to achieve through your emailers. Objectives and goals can vary from organization to organization and across industries. Some of the basic objectives that company may want to achieve are as follows:

  • Lead Generation: Some companies send emailers to collect leads and then later follow up with them through phone, follow-up emails etc.
  • Selling Product or Service: You can send e-mailers to pitch in your products/services by explaining the features and benefits.
  • Visit Website: In case you want to increase traffic in your website, e-mail marketing is a good tool to achieve this.
  • Feedback: When a customer has just availed your service or has purchased a product, you can send an emailer to them about their experience, if there is any room for improvement etc.
  • Information: Some emails are sent for information sharing purpose to create awareness. Usually, job portals send emails informing the recipients of job that are available in the market.
  • Event Updates: Usually event management companies, send emailers to their recipients updating new events, reschedule or cancelation of any events.
  • Newsletters: Companies can send newsletters to their customers informing them about the latest happenings of their company, new initiatives or any CSR activity conducted by them
  • Offers/Discounts: E-mailers can also be a means of informing your customers to avail offers and discounts on your products and services.

2.) Detailed Research:

You should conduct research by studying how emails are made and sent by other industries especially of those of your competitors. i.e what campaigns are they initiating, what content are they communicating, the creativity of their emailers, what discounts are they offering, how are they collecting data and what CTAs are they applying etc.  You should also be updated with the latest designing trends. Many organizations’ fail to do research and straightaway launch their campaigns, which 95% of the time leads to a disaster. Research is compulsory because you tend to know the interest, tastes and behavior trends of the local community which can help you strategizing your campaign accordingly.

3.) Strategic Segmentation:

You should strategize various segments by combining the standard segmentation criteria with behavioral data. You should analyze data by examining who opened your email, did they download the offer, if they were diverted to your website did they spend a lot of time there. Once you get an idea of what various, you insights can make your email communications more customized to fit their needs. With the help of segmentation, you can send mail to people who have opened your emails in the past and can avoid sending those who haven’t opened your emails at all, thus saving time and money. You can send test emailers amongst different groups in order to refine your best practices. By practicing segmentation, it gives you that extra edge over your competitors.

4.) Acquiring Data:

If you don’t have email addresses, focus on collecting and maintaining them from various sources. Email IDs can be acquired through channels like call centers, feedback forms, community events, direct mail, SMS or even through social media channels like Facebook, Twitter, Linkedin etc. Always ensure to select those channels where the chances of getting genuine email IDs are high so that at the time of sending emails you can avoid instances of soft bounce and hard bounce.

5.) Ensure you get Permission:

Email Marketing works with the concept of “permission marketing”. Always ensure to seek permission from your customers before sending them emails. Permission can be taken through online methods through forms or when they visit your website through banners or through offline methods via feedback forms, registration forms etc.  If you tend to send emails without gaining permission, chances are a high rate of unsubscription which can lead your mailers to be treated as junk.

6.) Personalize your emailer:

By sending a personalize emailer, it makes the customer feel that the brand is talking to him personally. Personalization can happen at many levels in an emailer. One level is by addressing the salutation by his/her name. The second level is at the content level where you can recommend only those products that the customer may need at the moment. For instance, many banks make conditional mailers i.e at the time of designing the mailer they will have details talking about a home loan, personal loan, auto loan etc. but at the time of sending it they will customize the mailer with that of the customer’s requirement , so say if one person is in need of an auto loan he will only see details of only auto loan and not of other products, likewise if another person requires a personal loan as well as a home loan, he will see details of the two products but not that of auto loan. Also, even at the sender’s level can personalization take place. While sending an emailer, you can send it with an id mentioning your name which will increase your chance of a good open rate. For eg Canva always sends a mail by mentioning their CSR’s name, like  Andre from Canva.

7.) Ensure less Text, more visuals and Optimized Calls to Action:

Today’s people are very busy. As a result keeping in mind this, organizations should design their emailers in a short and crisp manner. Ensure that your content to image ratio is 80:20. While designing the emailer, the image should depict the concept of the emailer and be more meaningful. As far as the content is concerned, the headline should be catchy while the body should not be verbose. If you put in too much content in your emailer, people will get bored and will loose interest over your emailer. Also regarding CTA, ensure to have as few as possible because too many can confuse your reader and can divert him from your objective. Also, ensure your CTA is in a bull’s-eye position, where the customer can find it easily.

8.) Ensure a catchy subject line:

A good subject line is a key to making your customer open your emailer. Come up with subject lines that create a sense of excitement or suspense in the consumer’s mind which will make him curious to open the email. Avoid clichéd words like sale, offer, discount etc, as this will lead your emailer to land up in the spam folder. You can use various tools to see which subject lines work well. Companies can use A/B testing where you can send test mails with 2 different subject lines and see which one of them gets the most open rates and use that one in the final campaign. You can also use subjectline.com and check the score of your subject line.

9.) Make your emails responsive:

Today many people spend time on their smartphones, surfing on the internet. As a result making your emailers responsive for mobiles has become a vital element in email marketing campaigns for many brands. In order to stay ahead in the race, be smart with your optimization; target recipients with personalized content at the right place at the right time.

Transactions on mobiles have grown rapidly from 19% in 2011 to 34% in 2012.  However, this does not mean that one should alienate their desktop users.

Therefore, ensure that your emails are adaptable on mobile as well as on desktops.You can use responsive design templates. If not possible then follow these three pointers:

  • 300 – 400px wide
  • Text should be larger so it is easily readable, e.g. min 12px Arial
  • Images should be smaller in file size

10.) Analyze your results:

Once you have sent your emails analyze what has gone right and what’s gone wrong. Evaluate your open rate, click rate, leads generated via a form, conversion etc. Also, do take into account the lifetime value of your recipient, engagement, referrals and the virality of your campaigns. These details help you to understand prospective interactions with your customers and enable you to improve future email marketing campaigns while boosting marketing ROI.

Conclusion:

Emails, provide organizations a combination of website and customer experience, which creates the foundation  for interactive marketing. Remember your target audience consists of smartphone owners and non-smartphone owners, so make sure you’re adapt your email creative accordingly. Always build your own consumer database through various sources and always ensure to get their permission before sending out emails to them. The potential of emails to deliver targeted and exclusive content continues to make it a sound investment of your organization’s marketing strategy.




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