When users decide to opt-in to receive your emails, you can then build and maintain a relationship with them over time. This increases customer retention rates and keeps your customers in the loop with product launches, events or any news surrounding your business. By including them, they’ll feel more connected to your brand.
It’s also important to note that the majority of marketing emails are opened with a mobile device, so marketers need to optimize content for mobile. You don’t necessarily need to spend a large amount of your budget on an email marketing service as some offer free services if you only have a limited number of subscribers.
Most email marketing services now include previews of what your content will look like on multiple devices, enabling you to better optimize for mobiles and tablets. By changing your mindset and switching your strategy, there’s plenty of opportunity to create a successful marketing campaign.
1. Avoid spam filters
Ensure that the users receiving your emails are individuals that have opted-in to receive them. Your opt-in should always be transparent; let users know what kind of content they’ll be receiving when they opt-in.
If you inform subscribers that they’ll receive a weekly newsletter that is the only content you should be sending out.
2. Segment your subscribers
Keep email marketing lists updated and organized. Email lists should contain engaged and active email accounts as this will give you better results when you're conducting an email marketing campaign.
Ensure new subscribers receive a welcome email and that you're re-engaging old contacts regularly. If contacts are unresponsive after trying to re-engage them, it's best to remove them from your list.
3. Use a personal approach
We naturally jump up when we see our name come up, and this why it’s important to collect this information when email subscribers to sign up.
Including these personalizations will be certain to grab their attention.
4. Give them a good deal
Customers are always looking for a great deal, so offering free items or discounts will attract leads. This can be done by offering a BOGOF discount for new customers if they sign-up to receive your emails, or an exclusive discount for a limited time. You can also create a birthday club for email subscribers to receive a gift on their birthday.
5. A/B test everything
Before you start sending your email marketing campaign, set a clear goal and create some A/B tests. For example, try changing different elements of your emails when you’re re-engaging subscribers, welcoming new subscribers or boosting engagement. If you want to create a successful campaign, you're going to need to know your audience and what they're looking for, so you need to spend time looking over the demographics of your audience and conducting A/B tests.