What is the best email strategy for a blogger or small business owner? The answer to that question depends on your target customers. Here I will explain seven different emails strategies you can use to increase your readership and capture more subscribers.
Email marketing has been proven to be one of the most successful methods to promote a website. It can be a great way to build relationships with your customers and turn them into raving fans. To make sure that you’re striking out at the right spot, here are the best email strategies for boosting your business.
What is an email marketing strategy?
Email marketing for small businesses is arguably one of the most influential digital business tools. It helps you create a link between you and existing customers. There are not many tools that allow you to do that.
When visitors reach your page, they either interact with it or ignore it. In any case, if they did not make a purchase (or other action that you wanted them to do), they are gone. You will most probably never see that exact person ever again on your site.
Email marketing changes that. It gives the visitor the reason to leave their contact information, and it allows you to use that data and reach out to them later. This is where an email marketing strategy comes in.
You can create a default opt-in, throw it on your landing page and possibly get some low conversion rates. But if you send emails inconsistently to your leads, the lead will be dead cold (something you should avoid). This would get meager results and can not be considered a serious approach to email marketing.
Email marketing is much more than that. The saying goes, “failing to plan is planning to fail” is the same here. An email marketing strategy will provide you with a map of the exact goal and a plan of how you will reach it.
There are three main parts to a successful emailing strategy:
- Lead Conversion
- Traffic Generation
- Email Funnel
Why do you need an email marketing strategy?
According to HubSpot’s survey, 59% of the respondents stated that emails influence their buying decisions.
It’s no surprise that despite being labeled as the oldest form of digital communication, it still has a strong reign over customers. Communication channels like social media and live chat offer a solid user base, but it all comes down to sending customized sets the goals and in the user’s inbox.
Whatever types of email you send in your mailing list, you can communicate with the target audience on their level without compromising the quality of the content with the right email marketing strategy.
Consider it this way – an email marketing strategy sets the goals and provides the direction one should opt for when sending promotional emails or regular emails. For instance, a proper content strategy will lead to more clicks with an email marketing strategy and higher sales.
Push your strategy to achieve the set goals in the desired time frame to help reduce cart abandonment too! It’s no surprise that a quality email campaign can cover up the lost sales big time. Hence, email marketers can evaluate their campaigns properly with an email marketing strategy.
How to Create a Winning Email Marketing Strategy
To communicate the content about your products and services or to sell the listed items, email marketing is a handy technique that never grows old. We’ll tell you how to create and implement an email strategy properly? It’s time you start to learn about email etiquette!
Follow the ideas below to help you generate a winning email marketing strategy.
1. Design your emails
A good email marketing strategy is incomplete without an email design. Sending a plain text email works, but an HTML email has more appeal to persuade the customer to click on the CTA.
To design your emails, layout the key elements you want to include in the email. Like the subject line, body text, graphics, CTA, and the footer.
Do not go crazy when designing an email template. For instance, use a high readability font so that subscribers can scan the information in a go. The simpler the font, the better it is.
Instead of creating an email template from scratch, use an email marketing software that offers a unique and customized templates library.
That’s why Mailmunch is an exceptional tool because it provides email templates so that users can design the emails and keep them brand-oriented. Take a look below.Ready to create new emails? Mailmunch’s free HTML templates library is ready for you to use. It’s easy to customize using our intuitive drag and drop builder. No coding is required!
2. Include a catchy email signature
An email signature makes your emails look professional, helping you build trust, connect with your audience, and show subscribers a glimpse of your brand’s personality.
Consider these tips when creating your email signature.
- Keep it simple. Avoid overloading your signature with too many texts and elements. Stick to the basic details such as your brand name, email, website, etc.
- Ensure consistent branding. Apply the same color schemes and logo you use in your marketing materials, including your email signature.
- Add necessary links. Include links to your social media platforms and homepage to encourage subscribers to connect with you through other channels.
Take a look at the example below.
3. Segment your audience
Since your subscribers differ in levels of readiness to convert, segment them based on their interests, unique characteristics, etc., to send appropriate content to the right people.
Determine your critical segments as well and target them with relevant campaigns.
For instance, send special promotional emails to your existing customers to entice them back to your store and increase your conversion opportunities.
4. Personalize your content
Email marketing personalization targets your email campaigns to specific audiences based on their last purchased product, demographics, etc.
Tailor your content to your customers’ needs and provide offers relevant to their interests to give them personalized experiences.
Doing so helps you connect, engage, and nurture relationships with your audience, boosting your conversions and sales.
Try these email personalization methods for your campaigns.
- Address your subscribers using their names. Make your audience feel special by using their names in your greeting or subject line to engage them better.
- Deliver content relevant to your audiences’ lifecycle stage. Send appropriate content to the right audience, such as a welcome message for new subscribers and upsell offers for previous customers.
- Send content about personal and seasonal events. Personalize your campaigns more by sending your subscribers birthday and holiday greetings (among others).
Build trust and nurture relationships with your audience through personalized email marketing campaigns and improve click-through and conversion rates.
5. Use short subject lines
Did you know that almost 47% of email recipients’ open rates are because of the subject lines? Whereas a personalized email campaign is more likely to have open rates by 22%.
So it suffices to say that subject lines play a crucial role in an email marketing campaign’s success. When creating an email subject line, focus on the content and the number of characters used. For instance, ideally, it’s recommended to use 6-10 words in the subject lines, increasing the open rate. If a subject line has a sense of urgency, it also increases the open rate by 22%.
A subject can either make or break the email campaign’s success. Despite being a simple one-liner, it takes good crafting skills to conjure catchy words with a better chance of email subscribers opening their emails.
6. Automate your campaigns
Effective email marketing campaigns for small businesses require aligning aspects of your campaign, but this takes time and effort.
Use email automation software to automate your campaigns, including setting up pre-set conditions and triggers, such as particular times and subscriber actions.
For example, set campaign triggers to send welcome emails to new subscribers.
Other emails you can automate include:
- Abandoned cart emails. Remind customers about their abandoned cart items and renew their interest in your products to entice them back to your store to complete their purchase.
- Newsletters. Automate your newsletters to send regular updates, special offers, and other promotions efficiently and maintain regular audience engagement.
Automate your email marketing campaigns to streamline your efforts, drive efficiency, and get better ROI and conversions.
6. Automate your campaigns
Social media networks are powerful ways to build your email list and continue to engage your audience. According to an Ipsos study, nearly 85% of people who use the web use email instead of 62% who use social media networks. It is worth noting that all social media networks are included in the 62%.
Privy conducted tests on driving subscribers to their landing page and found that Facebook boosted posts increased traffic by 46.7%.
Can you leverage social media networks to increase your email list and be more effective in email marketing?
- Create a landing page on social media networks like Facebook.
- Share premium content on social channels.
- Share an incentive for subscribing to your email list.
- Host webinars to increase effective email marketing.
- Consider holding contests, sweepstakes, or giveaways.
- Consider testing ads on social media networks.
8. Optimize for mobile
Based on statistics, 42.3% of users will delete emails that are not optimized for mobile, and that’s significant conversion and sales opportunities down the drain.
Make your email campaigns mobile-friendly to provide an excellent user experience for your subscribers and increase engagement.
Optimize your emails for mobile with the following tips.
- Keep it short. Write concise email copies, subject lines, and pre-headers, and use bigger font sizes so readers can see your content clearly on small displays.
- Use responsive design. Work with email campaign builders with features for creating mobile-friendly emails.
- Test your call-to-action. Avoid using unnecessary email graphics that take away the focus from your CTA or make them hard to read or tap on a mobile screen.
Test which CTA color, text, content, etc., drive more conversions.
9. Track the right metrics
Identify your metrics to assess your email marketing campaigns’ performance and uncover areas of improvement.
Your email campaign metrics can include:
- Bounce rate. Monitor your bounce rate to get insights that affect your conversions, such as email list or content problems, delivery issues caused by technical glitches, and more.
- Email open rate. Track the number of opened emails to assess your reach and compare the performance of campaigns sent to different audience segments.
- Unsubscribe rate. Check this metric to assess if your subscribers respond well to your campaigns and identify which content needs improvement.
- Email signup. Assess your signup rate to determine the effectiveness of your email campaigns in driving visitors to your landing pages.
- List growth rate. If this metric is low, you’ll need to refine your lead generation and communication strategies to improve your conversions.
Define your metrics based on your email marketing campaign objectives to determine what you’re doing right or wrong, and refine your strategies to improve your results.
10. Optimize CTA’s
Why use calls to action (CTA) in your emails?
One study found that using CTA that were button-based increased click-through rates compared to link-based CTA’s by 28%.
We have suggested some simple ways to create optimized CTAs:
- Use specific copy.
- Focus on the benefits.
- Avoid words that can increase friction.
- Use button designs that are sized appropriately and stand out in the email.
- Make use of whitespace in the email.
- Test your CTA placement in the email.
Constant Contact is one of the largest and best email marketing platforms in the world. They allow you to manage your subscribers and create professional email designs with templates and drag-and-drop editing tools.
You can also send automated emails to new subscribers using Constant Contact Lists + OptinMonster and track their performance.
You can try ConstantContact for free for 60 days. After that plans start at $20/month.
WPBeginner rates ConstantContact the best email marketing service. And if you get started with Constant Contact, you may be interested in the following article: How to Create a Constant Contact Popup for WordPress.
That resource will have everything you need to grow your Constant Contact email list.
Sendinblue is not only a complete email marketing software for businesses, but also an SMS marketing software. And it’s all in an easy-to-use marketing platform with drag and drop tools you can use to create highly-engaging emails, build automated workflows, and segment users.
You can send up to 300 emails per day for free with Sendinblue’s branding. Paid plans start at $25/month and you can add on SMS for an additional cost that’s based on your sending needs.
Want to improve your email marketing efforts? Check out this post on how to collect phone numbers using popups on your website.
HubSpot is known for its CRM platform, but they also offer powerful email marketing software for small businesses. With the drag and drop editor and ready-made templates, you can easily create beautiful emails without the help of a designer. The software also comes with personalization features, A/B testing, and more.
You can send up to 2,000 emails per month for free with HubSpot. If you want to send more emails and remove HubSpot branding, you can upgrade to a premium plan starting at $45 per month.
Drip is a marketing automation tool that allows users to create complex email automation workflows and conditional statements within email messaging. Campaigns, workflows, and triggers are well-organized and Drip is as simple or as complex as you need it to be. Creating lists and nurturing leads is even easier using Drip + OptinMonster.
Drip plans start with Basic at $49/month for up to 2,500 subscribers and Pro at $99/month up to 5,000 subscribers, both with a 14-day trial period. Enterprise users (5,000+ subscribers) need to get a quote.
ConvertKit is an excellent choice if you are just starting out but you know that you are going to need some advanced features in the future, such as complex autoresponders (which you can do quite easily using ConvertKit Tags + OptinMonster). It’s kind of like a CRM tool, without the heavy price tag.
ConvertKit is targeted for professional bloggers, authors, and speakers.
Pricing starts at $29/month for up to 1,000 subscribers and goes up incrementally from there.
Some users have asked what the difference is between OptinMonster and ConvertKit and why they need both. For more information, check out this post on OptinMonster vs. ConvertKit and which is best to grow your list.
Mailchimp is a popular email marketing software. It is great for people who are just starting out, as it is easy to set up and it provides an intuitive user interface. You can also add new subscribers to specific segments using Mailchimp Groups + OptinMonster.
Mailchimp has a free plan for up to 2,000 subscribers making it the best free email marketing service.
However, if you want to use autoresponders or any other powerful feature, then you will have to switch to a paid plan. Paid plans start as low as $10/month and can go up to $30 for 2,500 subscribers. The bigger your list size, the more you’re going to pay.
MailerLite allows you to create responsive emails and autoresponders with A/B testing capability built in. You can also send targeted emails to specific subscribers.
You can get started for free for a list size of up to 1,000 subscribers.
Once you have your optin form and your email marketing service in place, you are ready to start building your email list and making sales!
An email strategy is simply a framework that guides you through emailing and builds a strong relationship with your subscribers. The framework helps you know when to send which email to which subscriber and what content to include.