Email marketing is certainly not a new concept. In fact, many marketers have been practising email marketing for decades. However, with the advent of social media and the subsequent rise of email marketing on social media, the game has changed. Today, many businesses and brands struggle to gain a solid understanding of their email marketing efforts and how to improve them. To help you make the most of your email marketing efforts, we have compiled a short list of best practices to help you achieve greater success.
Get To Know Your Target Audience
Since the very first email was sent and read by someone interested in the content, the role of the marketer shifted from broadcast to personal. Accordingly, understanding your target audience’s needs and behaviour is of paramount importance. While this may seem easy enough, you would be surprised at how many businesses and brands fail to do this. One of the simplest yet most effective ways to find your target audience is to ask other users. Chances are, they will be more than happy to tell you who you’re likely to engage with and who you shouldn’t bother trying to reach. With the right mix of social listening and email mining, you can gain deeper insight into who your target audience is and what they want. This, in turn, can help you create more tailored messaging that is both interesting and relevant to them.
Personalise Your Content
With the rise of the email newsletter came the ability to personalise your content. While many brands still depend on using generic and automated emails to communicate with their audience, content personalisation allows you to tailor your message to an individual. To achieve this, you need to take your personalisation approach beyond just the email and into your content itself. This means looking at the design of your website, social media posts, and even your emails. The more you can personalise, the more you can expect to engage with your audience. When done correctly, the end result can be better conversion – making up to three times the investment back as compared to a standard email campaign.
Diversify Your Channels
To maximise your exposure and gain the most traction with your audience, you need to take advantage of all available channels. This means establishing Facebook, Instagram, and Twitter accounts and using them to promote your marketing initiatives. While these platforms have their perks, one of the biggest advantages is allowing you to customise your content to multiple audience segments. When done effectively, this can lead to significant growth and engagement. When used in combination with SEO, content personalisation, and email marketing, you can see an organic lift in engagement and traffic as your email database grows.
Use Data To Improve Your Campaign
It’s no secret that today’s marketers are data driven. Thanks to the ability to collect and analyse big data, marketers are able to predict customer behaviour and make much more informed decisions. At first, marketers used simple click-through statistics to track the success of an email campaign. While this type of analysis can still be effective, it’s certainly not the only way to gain insight. What’s happening on social media can also give you a clue as to how people are engaging with your content on other platforms. Depending on your tech capabilities, you can even set up web analytics to track the performance of your website.
With this information at your fingertips, you can track the performance of your campaigns and make much more informed decisions about your emailing efforts. However, to fully grasp the impact of your marketing campaign, you need to look at the bigger picture. To that end, marketers use marketing analytics tools to help them examine the performance of every aspect of their campaign, from content to emailing and social media. With this information, you will be able to track the effectiveness of each campaign and maximise your efforts. This is where digital marketing analytics comes in handy – looking at all the data and being able to make informed decisions about your marketing strategy.
While there are a host of tools designed to help you understand your email marketing efforts, finding the one that works best for you can be challenging. Fortunately, we have you covered. Here are some of the best digital marketing analytics tools available to help you maximise the effectiveness of your email campaigns.