Email marketing is a form of marketing that has been around for over a century and continues to grow in popularity each year.
It’s easy to see why – with over 200 million users on social media platforms like Gmail and Facebook, it’s an excellent way to communicate with your audience.
However, sending mass emails often comes with risks. To reduce those risks and improve your chances of getting your emails opened and acted upon, you need to be strategic about your marketing strategy.
In this article, we’ll discuss five essential email marketing strategies to help you become more strategic in your marketing.
1. Create a solid foundation
To launch a successful email marketing campaign, you need to start by identifying your target audience and creating a strong foundation for your campaign. This means crafting a buyer persona and targeting audience segment that is most likely to buy your product or service.
First, you need to identify the demographic of your ideal buyer in terms of gender, age, and location. With this information, you can determine the content and messaging you’ll need to establish to capture, engage, and convert your potential customers. A tool like HubSpot’s Personas lets you easily create buyer personas and provides you with recommendations on content and approaches that will be the most effective for your target audience.
2. Tailor your content
While the content of your email will depend on your target audience and campaign goals, the basics remain the same. You want to choose content that is relevant, interesting, and will encourage your recipient to take action.
You can use a tool like MailChimp to plan out your content calendar. With this tool, you can easily build a list of emails you’ll need to send out based on when your target audience is most likely to be engaged and convert. You can also use other tools like HubSpot and Marketo to create personalized content calendars that can be shared across your marketing channels.
3. Personalize your email
You need to put a personal spin on every email you send out. This means creating content that is relevant to each individual recipient and including calls to action that will encourage them to take action.
To do this, you need to look at how you can leverage other platforms to personalize your email. Let’s say you have a restaurant in the KC area. You can create a special offers email that is personalized with the restaurant’s name and logo. When the user clicks on the link to the restaurant’s website, they’ll be re-directed to a page containing more information about the restaurant.
By including a personal message in your email, you can increase the chances of your email being opened and acted upon. Remember, people hate being sold to – so you’ll want to avoid using your commercial email in the guise of a personal message.
4. Build a strong brand voice
Your brand voice is the overall identity of your business – the way you communicate and the words you use to describe your product or service. Developing a strong brand voice is essential to creating an engaging email campaign because it will help your messages stick out from the crowd. So, if you’re deciding which business to invest in, you’ll want to choose a company that has a clear identity and is easy to understand.
You can also use your brand voice to create a distinctive look and feel for your emails. If your brand voice is playful and youthful, you may want to choose an email design that is vibrant and bursting with life. Your brand voice should match your website design, social media posts, and any other marketing material you use to promote your business.
5. Measure the results of your email marketing
You can’t make informed business decisions if you don’t have the right data. As a marketer, you’ll want to track the results of your email campaigns to determine the effectiveness of different approaches and identify any kinks that need to be addressed.
You can use tools like Google Analytics to easily track the results of your email marketing efforts. With these tools, you can set up filters and quickly identify which campaigns are driving the most traffic to your website and social media channels.
Additionally, you can use tools like HubSpot and Marketo to create reports that summarize the effectiveness of different campaigns and allow you to compare these results to future campaigns. This type of analysis will help you plan out more effective strategies and identify any changes that need to take place to improve results – such as creating more engaging content or finding new ways to get the word out about your business.
Once you’ve created a solid foundation for your email marketing campaign by tailoring your content and personalizing your messages, you can gain more freedom in terms of your design choices. At this point, you can create vibrant emails that stand out among the rest of the boring, automated emails flooding users’ inboxes.
Being strategic about your email marketing campaign means thinking about what works best for your business and using that knowledge to your advantage. If you keep these tips in mind, you’ll be able to launch a successful email marketing campaign and begin driving business to your door.