Every year, hundreds of millions of emails are sent around the world. Despite the many advantages of email marketing, it is often ineffective as a means of generating leads and growing a business. Why?
The answer is simple: most email marketing campaigns lack strategy and are poorly designed.
This, in turn, results in under-performing marketing campaigns and poor business results. Designing an effective email marketing strategy is therefore of paramount importance.
To design an effective email marketing strategy, you must first understand the motivations of your target audience.
What are they looking for? What would make them open my email and click on a link or take the action I’m offering them?
You can then use this information to create a buyer persona and target audience profile, which will allow you to craft an effective email campaign.
The Evolution of Email Marketing
The first email marketing campaigns were simple and ineffective. Back in the day, people used to send out hundreds of emails to a massive list of subscribers. This is called ‘blast marketing’ and it typically came with no follow-up or nurturing program.
Blast marketing is hugely inefficient and expensive to run. It doesn’t allow you to target the right audience and doesn’t provide any useful metrics. Ultimately, it’s a waste of time and money.
The first step to effective email marketing is to segment your audience. Instead of creating a list of all your subscribers, you should be using a tool like MailChimp to create several different lists. For example, you could have a student list, a business list, and a list of people who bought a certain product. Each of these groups of people can then be targeted with tailored messages that will inspire and entice them to take action.
The Four Steps to an Effective Email Marketing Strategy
The next step in the evolution of email marketing is to use a tool like HubSpot to create an email marketing strategy. Using this approach, you can map out all the major emails you’ll need to send out throughout the year and ensure that you follow up with each of your new contacts efficiently.
It’s a perfect way to follow up with leads you’ve generated from your previous outreach and to stay relevant and top of mind with your audience.
This brings us to our next point…
Set Up Autoresponders & Get Inspired
Once you have your lists set up in HubSpot, you can use the tool to create automated emails that will be sent out at pre-set intervals. For example, you could setup an autoresponder to send out a monthly email with fresh content.
There are many benefits to having automated emails. First, you can rest assured that the content is being delivered to your audience at regular intervals. Second, you can use tools like MailChimp and Aweber to create autoresponders and you can get inspired by the types of content in your monthly emails to come up with new ideas for further campaigns.
Plan Your Content Calendar
Having a content calendar is essential if you want to create an effective email marketing campaign. This will help you plan out your content strategy and ensure that you have content scheduled for at least the next month. It also provides you with a clear overview of all your upcoming content obligations.
There are a variety of tools you can use for creating and following a content calendar. Some of the most popular ones are:
- Google Calendar
- Microsoft Planner
Keep in mind that your content calendar should not be confined to email marketing. You might want to consider including social media in your content strategy if you’re looking to engage with your audience there. The key is to find a tool that works for you and is convenient to use.
Determine the Right Lead Gen Flow
Determining the right lead gen flow is all about structuring your content to generate the highest possible conversion rates. This is a very important step since you’re never going to get enough ROI from email marketing if you don’t push your leads down the right path.
If you’re looking to generate leads through email marketing, the first thing you should do is set up a special landing page for the purpose of collecting emails. You don’t need a fancy design for this; a simple text box with the submission button will do. Make sure that this landing page is geared towards a particular segment of your audience.
What we mean by this is that the page should be designed in a way that will encourage that specific group of people to take the action you’re offering. If you’ve designed a special landing page for students, for example, you might want to send out an email promoting upcoming talks by experts in the field to encourage them to attend. Or if you’ve designed a page for people interested in purchasing a house, you might want to send out an email with photos of model houses to encourage them to make a move.
When it comes to email marketing, there are many tips and tricks for increasing open rates, boosting click-throughs, and generating more leads. To learn more, check out these digital marketing blogs: