The use of email marketing to enhance business, generate leads, and build brand loyalty is still prevalent today even though some industries have moved to higher-performing methods of marketing (e.g., SEO and PPC).
If you’re wondering how to effectively harness the power of email marketing to grow your business, you’ve come to the right place. In this article, we’ll outline 10 essential email marketing tips from a successful marketer.
1. Know Your Audience
It’s essential to know who you’re sending your emails to and why you’re sending them. Without a clear understanding of your target audience’s preferences, you’ll struggle to produce content that they’ll value and remember.
To get started, try asking yourself these questions:
- Who am I writing this email to?
- What do they need or want?
- What are they interested in?
You can also download a free demo of HubSpot, which is a robust tool for creating marketing & sales campaigns — and avoiding common mistakes — that can help you develop marketing and sales strategies.
2. Craft The Perfect Email
The perfect email serves as a blueprint for converting website visitors into loyal, eager customers. If you want to know what makes an effective email, you need to study the successful ones.
Whether you’re emailing customers, potential customers, or partners, crafting the perfect email means that your emails will generate the desired responses. To write an effective email, follow these guidelines:
- Be concise but detailed enough
- Use a persuasive email format
- Personalize the email
- Include a call to action
- Test the email’s opening line
- Measure the success of your email marketing tactics
You can also get advice from experts in the email marketing space as to how to craft the perfect email.
If you want to learn how to craft an effective email, you can check out the following websites:
3. Measure The Effectiveness Of Your Email Marketing Efforts
If you want to know how effective your email marketing strategies are, you need to study the results that you’re getting against your objectives and KPIs. To do this, you need to study the following:
- Bounce rate: The percentage of emails that were opened but weren’t responded to
- Click-through rate: The percentage of emails that were opened and clicked on
- Conversion rate: The percentage of visitors that clicked on a given URL or button to reach a specific goal (e.g., make a purchase, fill out a form, subscribe to a blog, etc.)
- Form fill-out rate: The percentage of emails that resulted in a conversion (e.g., purchase, lead, or form fill)
- Lead generation rate: The percentage of emails that resulted in a conversion (e.g., purchase, lead, or form fill)
- Meaningful metrics that quantify your success (e.g., leads, conversions, etc.)
- Percentage of open emails
- Reach: The percentage of people who saw your message
- Subject line conversion: The percentage of emails that had a given subject line and clicked (e.g., an email with a compelling subject line will do much better than an email with a plain subject line)
- Time to open: The average amount of time that it takes for an email to be opened
- Unique individuals subscribing to your email newsletter
- Unique individuals who downloaded a resource from your website
To get started, you can use online tools like Google Analytics to easily view these metrics — as well as more — for the past month, week, or even just today.
To learn how to craft the perfect email, study the following websites:
4. Identify Your Own Unique Selling Point (USP)
Each of us has something special that sets us apart from others. For example, my marketing experience, coupled with my background in finance, gives me a unique perspective and allows me to speak with authority on marketing topics. By identifying your own USP, you can become an expert in your field and position yourself as the go-to person for that expertise.
To find your USP, think about what makes you special and unique. If you’re an expert in finance and accounting, for instance, you may want to highlight your financial expertise or experience in accounting. You can also use your expertise in marketing to become an authority in digital marketing and SEO.
To learn how to become an expert in your field, study the following websites:
- Finance & Accounting
- Website Analytics
5. Craft The Perfect Media Kit
A media kit is essentially an easy-to-use tool for pre-planning stories about your business, products, or services. It includes the following:
- A list of your publications
- Contact information for your media contacts (e.g., journalists, bloggers, radio hosts, etc.)
- A brief overview of your business
- High-quality media materials (e.g., images, videos, PDFs, etc.)
- Links to additional resources (e.g., your website, social media accounts, etc.)
The kit makes it easy for journalists, bloggers, and other content creators to learn more about your business, products, or services and to communicate with you directly. In addition, you can use the kit to update your LinkedIn profile and website bio with links to all of your published materials.
To learn how to craft the perfect media kit, visit the following websites:
- The New York Times
- Rolling Stone
- Fast Company
6. Build And Maintain A Reputation For Expertise
If you want to be seen as an expert in your field, you need to continue to prove yourself over time. To do this, you need to consistently publish high-quality content that demonstrates your expertise. In addition, you can promote your expertise through social media, by participating in online discussions, and through online directories.
To learn how to create and maintain a reputation for expertise, visit the following websites:
7. Use Analytics To Track The Effectiveness Of Your Marketing
If you want to know how effective your marketing efforts are, you need to study the results that you’re getting against your objectives and KPIs. To do this, you need to study the following: