Email marketing is one of the most effective digital marketing strategies for small businesses. But not all small businesses know how to implement an email marketing strategy efficiently. This article will highlight some of the best strategies you can use to create and maintain a successful email marketing strategy.
Every successful business needs a good strategy. It’s the same with email marketing campaigns: Email marketing strategies have to be carefully planned before they’re implemented in practice.
Email marketing is an essential tool for any business. Each day, there are more than 269 billion emails sent and received. There are around 3.8 billion email users worldwide, which means that almost half the population uses email.
Email automation is a great way for you to save time, increase sales, and engage customers. You can automate routine tasks like sending welcome emails or following up on abandoned carts.
In this section we’ll go over the basics of email automation including:
- How to use email automation software (like MailChimp)
- Which types of emails are easiest to automate
Using personalization to target the right people is a great way to boost your open rates. In addition, the more personalized your emails are, the more likely they will be read. If you can make it seem like an email was written just for them, even if it’s actually not true that you wrote it specifically for them—they may feel as though there is a connection between yourself and them. Personalized content has also been shown to increase click-through rates by up to 400%.
To create personalized emails:
- Add the recipient’s name in the subject line of each email sent out from your company’s domain name (i.e., [First Name] Last Name). This simple step will help ensure that each subscriber receives messages relevant to their interests and preferences without any extra effort on their part.* Use dynamic content—such as product recommendations or personalized discounts—to add some personality into otherwise automated marketing campaigns.* Segment users based on various interests so you can send targeted messages based on what matters most at that moment.* Personalize messages with information pulled directly from subscriber profiles (name/location/etc).
A lot of marketers have a tendency to send out one email campaign and assume that everyone in their database will get the message. But if you’re going to invest all this time and energy into crafting an email, why not make sure it’s going to hit its intended audience?
Segmentation is key. It allows you to create more targeted and personalized campaigns that speak directly to your individual recipients, which can help you grow your business in several ways:
- You’ll be able to send the right message at the right time. For example, if someone has recently made a purchase from you and they haven’t opened any other emails from you since then, then it might be wise for them not getting an email containing information about new products or services until another purchase has been made. If there are no recent purchases but plenty of opens on other emails sent by your company over time (and assuming those open rates aren’t too low), then go ahead with those new product/service promotion emails—but perhaps segment by demographic or geographic category so as not accidentally exclude anyone who may actually benefit from them!
- Segmentation makes it easier for marketers like us who don’t have access all day long because we’re busy working on our own projects.”
A/B testing is a powerful way to find out which emails work best. It’s also easy to do once you have the right tools in place.
Here are some tips on A/B testing:
- Always start with a short subject line – you don’t want your subject line to take up more than half of the email’s surface area, or people will be less inclined to open it.
- Make sure that your subject lines are catchy and easy-to-read so they can grab your readers’ attention quickly!
- Make sure that your sender name is accurate by including correct spelling and punctuation.
Opt-in Forms and Landing Pages.
A lead magnet is a piece of content that you can offer to your email subscribers in exchange for their contact information. It could be something like an eBook, whitepaper, or cheat sheet. They’re great ways to collect email addresses because they’re much more fun than just asking for them outright.
Landing pages are ideal for getting high quality traffic from search engines and social media sources because they have very little competition (so you don’t have to compete with other sites). They also tend to convert well because they are optimized specifically for conversion—this means they will look very different from the rest of your website so that it stands out on search engines and social media platforms as something specific and valuable enough that people want it enough to give up their email address!
Content Marketing Integration.
You can also use content marketing to drive traffic to your site. Content marketing is any form of media that’s produced by a company without the express purpose of selling. It could be a blog post, an infographic or video—anything that isn’t purely sales-oriented.
Content marketing allows you to keep your customers engaged with your brand and products throughout the entire customer journey. If you’re sending highly relevant emails, your customers will feel more connected to your brand because they trust that the information they receive from you is valuable, insightful and useful for them in their lives (and not just about trying to sell them something).
Design with Responsiveness in Mind.
Responsiveness is important to keep in mind when you’re designing your emails. You want them to look good on all devices, so that people will read them regardless of whether they’re using a tablet, phone or laptop or desktop computer. Mobile phones are the most common device used to view emails, but if you can’t make your emails look good on small screens then many people will just give up reading your messages altogether.
As a general rule of thumb:
- Use images that are large enough for users to see easily without zooming in or scrolling down (ideally under 300 pixels wide).
- Make sure text isn’t too small or hard-to-read when viewed at its normal size (no more than 24 point font).
Optimized for Mobile
The first step to creating a mobile-optimized email is to make sure your emails are readable, even on the smallest of screens.
To do so, you’ll need to test your layouts. There are many tools available that can help you determine if your emails will be readable on mobile devices—some even allow you to change the font size and see how it looks in real time. Here are some popular options:
- Email on Acid
- Email Tester
Once you’ve checked out these tools and verified that they’re giving the results you need, there are two ways for marketers who don’t know how to optimize their own emails: hire a developer or use an app-friendly template from a company like Mailchimp.
Call to action buttons that pop.
- Buttons are a great way to get people to click. They can be anything that looks like a button, but the color and shape of the button help it stand out.
- Your call-to-action buttons should be clickable because they change color when you hover over them and make it clear that they’re meant to be clicked!
Social sharing buttons that are easy to find and use.
Social sharing buttons that are easy to find and use.
First things first, locate the share buttons at the top of your email. This is essential because it makes them visible to a reader who’s quickly scanning through their emails in their inbox. If they can’t find them, they may give up on your newsletter before giving their email address or clicking on an ad banner.
Make sure these buttons are easy to see and click. After all, if there’s no way for readers to easily share an article with friends online without navigating elsewhere on your website or landing page first, then what’s the point? And don’t forget about mobile devices! Emails will often appear differently depending on whether they’re viewed on desktop computers versus phones—buttons should be visible regardless of which device someone uses to read emails from you
Use these strategies to implement a successful email marketing campaign!
Email marketing is a powerful tool that can be used to increase revenue and gain new customers. In fact, email marketing campaigns are responsible for an average of $44 ROI per dollar spent.
Email also has a high rate of customer retention—73% of people who open emails from companies will either purchase or take some sort of action within the next 90 days.
But email isn’t just for sales; it’s great for brand awareness too! A recent study found that every dollar invested in email marketing generates $38 in brand awareness
And because email allows you to build relationships with your audience on an individual basis, it increases customer loyalty by giving them exclusive access to special offers or behind-the-scenes content they can’t find anywhere else
Overall, it’s important to keep in mind that your email marketing strategy is designed to drive business goals. Every action you take should be measured against this goal and evaluated as such: if you can demonstrate how an email that has performed poorly also failed to meet your business objectives in a meaningful way, then this isn’t necessarily a failure. On the contrary, it may prove invaluable for identifying areas of improvement or potential channels for better results.