Tips for your Email Marketing Strategy
A few days ago, I have published an article on the importance of Email Marketing as an integral part of every business’ online marketing strategy. The keyword in your strategy must be relationships. Email Marketing is an effective channel for communicating with customers and prospects. Contrary to other Online Marketing channels, Email Marketing targets a specific audience that has given you permission to send them email messages directly into their email inbox. With 90% delivery success, the biggest challenge for most businesses is preparing well written relevant email content on a regular basis.
Email marketing is one of the most direct and effective ways for businesses and organizations to communicate their messages to their target audience because the messages are directed at those who have signed up to the email list. Email Marketing allows businesses to segment their audience and deliver relevant messages to them. No other online marketing channels have this ability. Email marketing is said to be one of the strongest marketing channels . And it can be, if backed by an effective email marketing strategy.
Today, I am sharing a few tips to help you increase your ROI (Return On Investment) in your Email Marketing strategy. Anybody can implement these tips. It is very important to invest in your communication because when you send an email and the recipient opens it, you are not there to correct the impression their get. Keep in mind that if they form a negative impression, they will not necessarily let you know. They will simply lose interest. If you do not have in-house capability to create professional content, consider using a third party professional to do it for you. There are may Marketing Professionals available today to help you for an affordable fee.
Your first strategy must be to set goals for your Email Marketing. Here are three things to consider:
Define your Email Marketing Strategy. This is where you define how you will achieve your Email Marketing goals. Your Email Marketing goals must be an integral part of your overall Business Strategy and your Online Marketing Strategy.
Define your Email Marketing Plans. This is where you define in further details how you will execute every aspect of the Email Marketing Strategy. This is where you define how often you will send your email messages, what platform you will use, whether you will outsource or do it in-house, etc.
Define how you will execute your Email Marketing plan. Here you can define the processes and routines of daily execution of your plan.
Tips for effective Email Marketing
Grow your Email List
This is one of the most frequently asked questions asked. After all, you may write the most engaging content, but if no one is reading it, it is useless. When it comes to your Email List, remember one thing: It takes time, so be patient and consistent. One of the ways to build your Email List rapidly is to start blogging. Your Blog readers will be required to sign in in order to comment. Another strategy for building your email list is to make presentations. Your guests will be asked to sign in, providing, at the minimum, their names and email addresses. Advertising can also help build your list. Social Media Ads – especially Facebook Ads are another great way to build your Email List. If you organize events, let your guests sign up at the door. In brief, be creative based on the nature of your business.
Always choose relevant Subject Line
This is the first thing that your email recipients see. If it is not captivating, they will not click to open the message. Make sure the subject line is both relevant and interesting to your audience. It must speak immediately to their pain points while also offering to solve them. Choose a subject line that captures your readers attention and get them to click to open and read the message.
Write a relevant content
Content is king. Someone said to me the other day, ‘Storytelling is SEO for the human mind.’ Story telling is engaging and persuasive to the human mind. Be personal and tell the story of how a particular technique works for you. Engage your audience with a story that resonates. Make sure the tone of your story matches the ton of your business.
Email have a personal touch. They are delivered into a personal inbox. Mae sure the message addresses your recipients by their personal names. Make them feel that you are speaking to them directly. Eliminate all distance between you and them.
Provide value to your recipients with your message either in the form of a tip or entertainment, depending on the goal of your Email Marketing. If your recipients feel that they gained something by opening and reading your email, then they are more likely to open and read your messages again in the future. They are also more likely to share your emails with friends, business associates, etc.
and finally, on the topic of content, quality trumps quantity. In today’s fast-paced world, it’s more important to get across your most salient points in a succinct manner. Make your messages brief, sweet, and to the point. You can then link your email to a longer blog post where you elaborate further.
Choose a design consistent with your brand
There plenty of templates available online and there plenty of Email Marketing providers available. Choose your design carefully and make it consistent with your brand. Remember, your design must be appealing to the readers. Make a good choice of colors, images, and overall style. Your email design can sabotage even a well written and relevant content.
Keep your message visual. Make an appropriate use of images. An image is worth a thousand words, they said. Images make your readers stop and think. And if they are interested, then they will continue reading. It has been proven that using images in your content increases chances of your message being read by over 80%. Along with images, video is the favored communication method among most Internet users. Your readers are about 10 times more likely to engage, embed, share, and comment on video content than on other types of content.
There are strict regulations in the US that regulate Email Spam. You must be familiar with them. Most Email Marketing platforms provide guidance in that respect. Still you must make sure you are familiar with these regulations and incorporate them in your overall Online and Email Marketing. Violating these regulations can result in your business being blacklisted. Send emails only to those who have signed up to your Email List. Your message must contain an option to enable your recipients to opt out of receiving further emails from you. Many email marketing providers will automatically remove contacts from your lists when they opt out of your Email List.
Segment your audience
Segmenting your recipients is the process of grouping them into well defined categories. You can accomplish this by creating various lists and giving your audience the opportunity to sign up to a particular list based on their interest. This way, you will target relevant messages to each segment and increase chances that they will actually open and read your messages.
People are busy and they do not want to receive email messages that do not add value to them. Such messages will simply be considered as annoying by your recipients. Your goal is not to simply deliver a message but for the message to be opened, read and action taken.
Optimize for Mobile
Over half of emails sent are opened on mobile devices today. That number is increasing every day. Over 70% of these mobile users are likely to delete messages that do not render well on their mobile devices. You must therefore use an Email Marketing Platform that automatically optimizes your design, templates, and email messages for mobile. Test every email on various devices to make sure that they appear correctly before the messages are sent out.
You must be constantly evaluating your performance and adjusting your strategy and execution to ensure that your Email Marketing will meet your overall marketing goals. This evaluation must be an ongoing process. Use an Email Marketing that provides you with measurement metrics that you can use in conjunction with your other overall marketing analysis. There are plenty of tools available online for this.