Email Marketing Strategies – Advanced Guide
Email marketing is the act of sending commercial messages by email to the customers who are current or potential. There are many benefits of email marketing, it builds trust, loyalty, improves business communications, cost-effective and even environmentally friendly.
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Today we are going to talk about five advance email marketing strategies that can be implemented to your clients.
- High-quality email lists
The best way to get started is by having quality contact data of your clients’ subscribers. For a successful email marketing strategy, it is important to know who their subscribers are or else it will get very difficult for you to engage them or even to get more subscribers.
For this, you have to ensure that in clients sign up forms, right fields are present like industry, company size, gender, occupation, revenue, etc. This will help you to understand your clients’ audiences better and you can relate and engage them. The more high-quality your data is, the more updated your email lists will be and the higher your return on investment will be. Study about consumer behaviors to help understand and create targeted lists for your clients. This will help you to be more personalized and engaging.
- Make objectives clear
Make sure that your objectives are clear before you start. Most common objectives of many email marketing strategies are enhancing relationships and loyalty, increase brand awareness, promote internal communication, increase revenue by driving sales, keep in touch with website visitors or establish an image of expertise, etc. Once your objectives are clear you can make content according to it and be a success.
- Personalizing without using names
Many email marketers use recipient’s name. This surely gives a sense of personalization but by research, this can turn the recipient off. Taking names of recipients can make them feel that you are faking personalization. Therefore, create an email in such a way that they know you actually care about what they like and what their interests are. For example, if you are a clothing brand, include pictures of clothes that the recipient has viewed or have on their wish list. This will give them a sense that you actually care and not faking personalization. Adding names also has an impact and chance of opening emails but don’t make that your only way to personalize.
- Energetic content with attractive design
The format and content of emails play an important role in engaging the audience. There are various formats like HTML format, text, multi-part mime messages etc. Research shows that text messages are most likely to influence the recipients. Additionally, if your content is not energetic and designs not attractive, it won’t impact your client’s audience. Interesting storytelling content, entertainment, educational content, etc. can help the subscribers to relate to the brand in an authentic way.
Just text emails are not enough for subscribers to read. Attractive design templates, visuals, colors, and images play an equally important role in this. A combination of great content and attractive visuals will bring great success to your email marketing strategy. Moreover, it is important that you create a responsive email design because nowadays emails are opened more on mobile devices.
Subject lines also play a role in gaining the attention of the readers. It was said that subject lines with 60 to 70 characters are most influential but recent research has shown that subject lines with only 10 characters are most likely to be opened. This trend started when Mr. Barack Obama sent fundraising emails with subject lines like “hey” and “Wow”.
There are different email programs that you can implement according to your objective like sending announcements and press releases, conducting surveys, event reminders, sales promotional offers, newsletters, transaction confirmations or emails related to account status. It all depends on your objective and purpose.
- Analyse results
It is crucial that you evaluate your results by metrics like open-up rates, statistical programs, click-through rates, bounces, deliverables, website click-stream, etc. evaluating results can help you to understand where you need to improve and you can adjust your communication accordingly. There are many marketing automation tools that help in data analyzing and integrations that can help in knowing your recipients more. It can measure from where traffic is coming and help you reach your client’s subscribers more effectively.
Email marketing can never go wrong in gaining prospects and building relationships. Making a list of contacts and segregating them on basis of occupation, industry, etc. can help you send targeted emails and it also increases relevancy. Personalising messages, designed templates, right format, etc. can build interest in reading, increase response rate and will build the right image for your client. Ensure that you don’t spoil your recipient’s privacy and earn their trust.
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March 14, 2018