Email marketing is one of the most effective ways to communicate with both current and potential customers. In today's social media-driven world, people love to get updates from brands in their inboxes. In fact, research from Hubspot found that 95% of marketers still feel email marketing is effective in helping them achieve business goals.
How can email marketing fuel your overall inbound strategy?
Email marketing isn't dead — in fact, it works, and it's more relevant than ever. It’s personal, direct, and a great way to build relationships with your customers.
So, how can email marketing fuel your overall inbound strategy? Here are five ways:
- It helps build trust with your potential customers.
- It drives traffic to your website.
- It builds brand awareness and credibility.
- It enables you to connect with your prospects and customers on a more personal level.
- It makes it easier for people to buy from you, as they’re already interested in what you’re selling.
5 email marketing strategies for your next campaign
Email marketing is a great way to build your brand reputation, increase sales and stay in touch with customers. But if you want to optimize your campaigns, you need to use the right strategy.
The best email marketing strategy is one that fits your business needs and goals. What works for one company won’t necessarily work for another. This is because there isn't one perfect strategy to follow.
Instead, it's about knowing your audience and understanding what they want to see in their inboxes on a regular basis. While there are some tried and true techniques that are good to know, a successful email marketing strategy needs to be tailored to fit your business.
With that said, here are five email marketing strategies that will help you craft a successful campaign:
1. Segment and personalize your emails
The first thing you want to do when planning an email marketing campaign is to segment your list into different categories based on how likely your email subscribers are to respond to certain types of content.
The more relevant an email is to its recipient, the greater the chance someone will open it and take action. But personalization goes beyond just including first names in subject lines. It also means sending different messages based on what subscribers have purchased or clicked on in the past. If you want to scale this, you’ll need to consider your mail merge software options which will help you to send personalized messages to different recipients.
Segmenting your list into buyer personas will allow you to create more tailored messages that speak directly to each person's needs. For example, you can use an email sequence template and personalize it to different audience segments and then use A/B testing to see which messages perform best for each segment of your audience.
So, if you want to create a winning email campaign, learn how to take your email marketing from basic to brilliantly personalized.
2. A/B test your subject lines
The subject line is the first thing customers see in their inboxes, so it's important to make sure it's appealing and relevant to what they're looking for. It's easy for potential customers to ignore an email if the subject line doesn't grab their attention or if it doesn't seem like something they'd want to read.
But, how do you know which subject lines catch your subscribers’ attention and get opened the most? The answer is A/B testing. This method allows you to see how version A of your subject line compares to version B, while everything else about your email - content, audience, and other parameters - stays the same.
The campaign with version A of your subject line should be sent to 50% of your audience, and the campaign with version B of your subject line to the remaining 50%. That way, after the campaign ends, you’ll be able to see which subject line worked best based on its open rates.
3. Offer freebies
Everybody loves free stuff, so why not offer something to your customers? Whether it's a whitepaper or an ebook, offering something of value for free can be an effective way to engage with prospects and turn them into customers.
Plus, if you offer something valuable and relevant, chances are they’ll come back for more. Freebies can come in many forms, but the most common include:
- Free product samples: a great way to build trust with potential customers, especially if they haven't tried your products before.
- Discount codes or coupons: are excellent for encouraging hesitant customers to complete a purchase if they’ve left something in their basket, or to encourage lapsed customers to come back.
- Gift cards: you can send gift cards to loyal customers or as a reward for referring their friends to your brand.
4. Offer your subscribers campaign opt-outs
When subscribers get unwanted emails from you, they may simply unsubscribe from your newsletter. Whether it’s a Mother’s Day campaign that triggers an emotional response, or a series of emails selling a specific product they aren’t interested in, it can be frustrating for them when they receive unwanted emails.
If you want to keep your subscribers happy, allow them to opt out of specific campaigns instead of just unsubscribing from everything at once. This way, they can still receive all your other emails without having to sift through the irrelevant ones.
Offering this will keep your subscribers happy, making them feel appreciated and understood. This can significantly increase the chance they’ll continue to receive other emails from you in the future.
5. Automate your email campaigns
Email marketing is one of the most effective ways to reach your customers, but it can be a time-consuming process. Automation tools can make email campaign management a lot easier by allowing you to set up a series of emails that will go out automatically at a specific time or trigger.
For example, you should set up a welcome email sequence where prospects receive an email after downloading your ebook or whitepaper. You could also send out emails based on events, like when potential customers add something to their shopping cart or sign up for a webinar.
There are a number of email marketing tools on the market, so you’ll need to choose one that suits your business needs the most. For instance, if you’re running an ecommerce business, you might prefer a different platform than if you’re a nonprofit.
Whatever your business goals may be, email marketing can have a positive effect on your bottom line.
Taking the time to create a strong campaign and follow through with it is the best way to improve your email marketing game. Make sure you do your research, listen to your customers, track your engagement and make improvements on the fly along the way.
In addition, you can learn many effective email marketing tactics in sales training. Improving your sales skills can help you write effective emails that engage your readers and turn them into buyers. With the right strategies, you will see results from your email marketing campaigns in no time.