Jeremy Ashburn

How to Succeed With Your Email Marketing Strategy

Below, we'll discuss 12 proven ways to use email marketing to build your business. You'll understand importance and strategies.

Email Marketing is Powerful

Marketers have been using email marketing forever because it’s a direct and effective way to connecting with your potential customers. Connecting with your leads means wooing them, turning them into customers, and building that relationship in the future. Email marketing is a very effective strategy for doing this.

Below, we’ll discuss 12 proven ways to use email marketing to build your business. You’ll understand why people do email marketing, its importance, and strategies that you can implement today to take your business to the next level. Let’s do this!

Why People do Email Marketing

Email marketing is probably the most crucial part of marketing today, and it’s snowballing. Email marketing has several things going for it, including:

Value proposition: People love to get valuable information in their inboxes, such as sales leads, new products, and promotions.
Timing: People love to get helpful information in their inboxes, such as sales leads, new products, and promotions.
Automation: When it comes to email marketing, you can use many kinds and many types of automation solutions.

It's a low-cost Source of Leads

People want to know you exist, and they want to be reached out to. Because most people have an interest in your product or service, you have the chance to get those people interested by sending them emails about it. Email marketing is the number one lead-generation source by far. If you’ve thought about the likelihood of someone opening an email from you versus a random sales flyer, then chances are, it’s a better bet to contact people via email than a salesperson. People like to stay in touch with people and be helpful. If your prospective customers enjoy being talked to, they’re likely to respond to an email more often than a salesperson. I’m a big believer in building relationships rather than promoting and selling.

It's a highly targeted marketing channel

Let’s take a look at some stats and facts that show just how powerful email marketing is. “Nearly 70% of all online adults use email, with over 80% of all e-commerce transactions (new to mail marketing, and new to the digital sphere) being done in email.”

The customer is at the center. So, your brand’s email marketing strategy shouldn’t be directly driven by your business needs, objectives, or growth goals. It should always be driven by your customers first.

As a general rule of thumb, your email marketing strategy should be rooted in your customers’ wants and what they want to see from your brand. It should always reflect your customers’ priorities, desires, and actions. It should be directly in line with your business. By understanding your audience, you can tailor your content to resonate with them and increase engagement. Incorporating analytics and customer feedback into your ecommerce digital marketing strategies can enhance the effectiveness of your campaigns. Additionally, consistently aligning your messaging with customer expectations will foster loyalty and drive conversions.

Strategies for email marketing

With that in mind, let’s look at multiple different strategies for improving your email marketing.

Create an Email Marketing Plan

It would help if you had a clear idea of who your audience is to communicate with them effectively. No matter what you sell, you need to know who they are before figuring out how to speak to them.

Active Campaign, Klaviyo, and Mailchimp are tools that allow you to segment users within an audience to send them personalized emails to increase engagement, build trust, and generate higher ROI.

After you’ve segmented your list into smaller, more personalized results, it’s next
time to think about your content strategy.

Who are you writing to? What do you want to say?

Focus on sending emails with purpose so you can speak directly to customers and keep your business top of mind.

Establish your send frequently and goals. You could tell your subscribers about a recent blog post, news that would interest them, or a tip that they’d find useful.

Send your email campaign at your own pace and see the results in real-time. Check the unsubscribe and click-through rates to adjust the frequency.

Having a content calendar helps you stay on top of your game by pre-scheduling campaigns, blog posts, and social media posts.

Your email marketing schedule will depend on your industry, the types of content you send (content marketing strategy), and your sending frequency.

Send Mobile-Friendly Emails

In 2012, only 27% of all marketing emails were opened on mobile devices. By 2014, that number jumped up to 42%. Now, with the advent of new technologies and industries, it’s as high as 61%. These are some huge numbers! I’m sure you can relate. As soon as you wake up in the morning, your first instinct is to turn on your phone. You probably do the same. Am I right? What do you think happens when you send an email that is not optimized to their mobile deice? What do you think they do with it? Most will unsubscribe or delete the email. The good news is that email campaigns are optimized for mobile; they generate a lot of revenue! Yesmail indicates that the average revenue per mobile email is 0.40, which is Four times higher than a desktop email click.

Use Trigger Based Email Automation

Data shows that trigger emails are much more effective than traditional email in terms of open rates and click-through rates. Trigger emails have a high open-rate of 49% (95% higher than traditional email open rates). The click-through rate for trigger emails is more than double the traditional email click-through rates. Trigger emails are the best converting emails, as they convert up to 40% of their traffic. These emails act as an additional reminder to customers and can help increase conversions. Although triggered emails are only used by 20% of marketers and account for only 2.6% of email volume, they can be responsible for as much as 20% of your email marketing revenue. The reason why triggered emails work so well is because of context. If you send emails to potential customers precisely when they are likely to make a purchase, your emails will better connect with and convert your customers.

Segmenting Your Email List

Most people respond to email marketing as one giant mass of emails. Most email marketing companies, however, don’t segment your list. You can break down your list and target only a portion of it. Below are three examples of email marketing systems that segment their email lists according to age, gender, and geographic region: Landing Pages You’re not going to see the same thing over and over in your inbox. You can create real-time content for your subscribers by segmenting your emails by topic and adding call-to-actions such as coupons and downloads. Gift Cards Part of the secret to successful email marketing is using good systems for communicating with your audience.

Offer a Free Gift

You can use email to distribute free samples. One of the best ways to boost conversions is to send a free gift in your emails. Everyone loves free stuff, so get that free thing people will want to grab. Amazon gives out free samples every day in their emails. Example: Enter a keyword into your Amazon search bar to see all the products they give away. Build your email list by offering free samples to them. It will bring people into your brand and help to drive conversions. Strategy #3Share a Survey Using a survey to connect with your customers and generate valuable insight from your audience. Set up a survey to share your marketing strategies and then ask your customers to answer to help you determine which campaigns are working best.

Making Your Emails Personal

You have to understand your audience’s emotional connections to your brand and products before you can successfully sell to them. Research has shown that receiving personal updates from a friend or family member influences consumer behavior more than those given by an automated service. “Making an offer that comes from a source we care about helps drive our decision making and cements our connection with that brand,” explains Dina Gabriel, VP of Social Media at Salesforce. “Through emails, we are often selling things we already have – like a $10 Amazon voucher, a list of deals from some website, or information about a service. Knowing the value of what you offer your clients can help turn them into loyal customers.

Test and Optimize

Don’t accept that you are marketing well or that you are even marketing at all. Take your marketing efforts to the next level by experimenting with different types of messaging and sending them out into the wild. Do you have a new product or service to sell? Try sending out a test campaign with a custom subject line and check out the responses you get. You may see that a group of prospects who have very similar profiles respond very differently to these messages, opening the door for your future content. It can be time-consuming to create this type of feedback for your email marketing campaigns. But we’re convinced you’ll see a strong ROI as a result of your efforts.

Using the Right Tools

Most email marketers are overwhelmed with so many tools and platforms to choose from. However, if you want to be successful, you need to find a platform that delivers the best engagement and response rates. Tools like Klaviyo, Active Campaign, and MailChimp are some of the best on the market. These tools offer so much more than just using a link to your landing page or landing pages. They provide tools for distribution, lead scoring, custom themes, and much more. Most businesses use Mailchimp for sending multiple items, including newsletters, welcome emails, deals, and many others.

Email Marketing: Driving ROI

Emails are powerful marketing tools that can drive real ROI for any business. A successful email marketing campaign is all about strategy vs. using tactics. If done correctly, email marketing can outperform other marketing strategies such as SEO, PPC, and content marketing. Sending targeted personalized messages will cause your customers to be more responsive and drive your business to continue to grow.

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