Last year, email marketing solutions firm Radicati estimated that email marketing would generate $156 billion in revenue in 2020, up from $143.2 billion in 2019.
While marketing automation and inbound marketing provide significant value to businesses, there is still a large population of marketers who believe that “spray and pray” is the way to go when it comes to email marketing strategy.
What is spray and pray? It’s a technique most commonly used in marketing where you send out large quantities of emails – sometimes hundreds or even thousands – to as many people as possible, with little to no strategy in place.
If you want to create a successful email marketing strategy, you need to put in the time and effort to develop a reliable, authoritative list of engaged email subscribers who will be happy to hear from you and valuable enough to warrant consideration in the future.
You can start by determining why you’re engaging with your audience at all. What is the purpose of your email marketing campaign? Are you aiming to generate leads, sell a product, or strengthen a relationship?
The Difference In Strategy: One-to-One vs One-to-Many
The main takeaway from the Radicati research is that businesses need to either grow increasingly sophisticated when it comes to their email strategies or continue relying on spraying and praying.
“One-to-one” email marketing is the targeted communication between an individual and a business or brand that has determined to engage with that person based on some factor – such as geography or interest — and intends to do so via email.
This strategy allows marketers to select specific groups of people based on criteria determined by the company, such as gender or age group, and then send them individually tailored messages.
However, having a one-on-one relationship with your customers doesn’t mean that you have to limit yourself to emailing them only when they’ve requested something. Just because your customer has opted-in to receive tailored marketing messages doesn’t mean that you should stop there. You can use other digital touchpoints (like chat or social media) to stay in touch with them and create a personalized experience that brings value to their life. This is also known as “Data-Driven Email Marketing.”
Businesses that choose this route typically use a tool like HubSpot to create highly personalized email messages that would not be out of place in a Henry David Thoreau novel.
Create A Larger Audience By Segmenting Your Database
If you’re using a tool like HubSpot, Bitly, or Snowflake — which we discuss in more detail below — you can create different lists of contacts based on factors like interest and behavior, such as:
- Shopping Basket Valuer (interested in luxury brands)
- Product Review Reader (reviewed products)
- Trend Predicter (interested in the upcoming trends)
If you decide to pursue a one-to-one strategy, segmenting your email list will make it easier for you to tailor your messaging and create tighter bonds with your audience. When you send out mass emails with no personalization, your message will appear extremely repetitive and less likely to be appreciated or retained by your audience. Segmenting your list will allow you to personalize emails and get more out of your campaign.
Know When To Bother With A Subject Line
The worst thing you can do in your email marketing campaign is to use a generic subject line like “Product Review,” “Latest News,” or “Save Money.”
In these instances, your subscribers may not even bother to open your email — let alone read it — because they assume it’s yet another email they’ve received with no useful information. This is why using a subject line that stands out is so important. Your subject line should match up with the content of your email and should not be too wordy. It should have the tendency to draw the reader’s attention.
In the same way you would not want to open an email from a stranger with the generic subject line, “Hello,” you don’t want to appear too much like a faceless company in your email marketing messages either. Your goal is to stand out from the crowd – and grab the attention of whosoever you’re emailing. Make sure that your subject line is something that will make your email unique and memorable.
How To Personalize Your Outreach
One of the key reasons why your email marketing strategy will fail is not because you don’t use the right tools, but because you don’t take the time to personalize your outreach. With the right tools, you can do everything from sending out personalized emails to inviting customers to join your email list to actively engaging with your audience on social media.
When you don’t have the time to personalize your emails or your social media posts, you’re relying on a company that does – like HubSpot. With these tools, you can create automated email campaigns and set up social media posts that are perfectly suitable for the person they’re addressed to. Personalization makes all the difference in your email marketing strategy and can make all the difference in your engagement on social media. You can use tools like Bitly to make shortlinks for your social media posts and automate the process of creating links for your emails. The possibilities are endless.
Stay In Touch With The Customer
If you decide to pursue a one-to-one strategy, having a relationship with your customer, or potential customer, not only allows you to communicate with them via email, but also provides you with an opportunity to stay in touch with them via other platforms.
With the right tools, you can set up automated email campaigns that send out regularly scheduled messages (or have the option to send them one time only). These messages can be highly personalized and contain valuable information that will allow you to stay top of mind for when the customer (or potential customer) decide to make a purchase or sign up for a membership.
The great thing about a one-to-one strategy is that it allows you to build trust with your audience and make them want to engage with you. One of the main reasons why it’s so effective is because you’re not relying on mass marketing techniques to reach your audience, but rather focusing on individualized communication.
Make Sure You Have An Email List
To be able to implement a one-to-one strategy, you first need to have an established list of interested consumers. You can either build this list manually or opt for a managed list service that will do the work for you.
Depending on your email marketing goals, you can choose either a free or paid option for a tool like MailChimp, where you can create a list of email addresses to mail messages to. You can also use a tool like MailChimp to send out regular updates on your products and offers, or you can use it to create automated emails that send out on a regular basis with no additional effort on your part.
Make Sure You Have The Right Tools To Personalize
If you decide to pursue a one-to-one strategy, you need to make sure that you have the right tools to carry it out successfully. For the most part, you need a tool to create the email, a tool to manage the list, and a tool to keep in touch. However, you also need to have a way to measure the effectiveness of your campaign. This way, you can determine whether or not you should continue with this approach.
There are several tools out there that can help with every step of the way, from creating personalized emails to staying in touch with your audience via social media. By doing so, you’ll be able to establish a much deeper relationship with your customers, and eventually grow your business.