Set your OKRs, Measure your progress, and you will have a clear understanding of how you are performing. If you are looking into starting an email marketing campaign for your OKRs, then this blog post will tell you everything you need to know.
You’ll learn what are the most effective email marketing strategies for achieving top performance, and how you can put these tactics to work in your business. Additionally, you’ll discover the advantages and disadvantages of each one so that you can pick the right one for your business.
Why Email Marketing for OKRs?
Emails remain one of the most effective ways to communicate with customers. While social media allows you to communicate with customers non-stop, and search engines like Google continue to provide customers with instant access to information, customers prefer to receive emails
Most companies have an email list of customers or potential customers who have shown interest in their product or service. With an email list, you can send out constant communication to your audience, and you can do this with a variety of content, such as sales letters, product updates, and welcome emails.
When a company establishes itself as a thought leader in its industry, people begin to take notice. When others start hearing about you, they will automatically assume you are the expert in your industry. This assumption often leads people to believe that your expertise should be sought after, and this is when you can begin promoting yourself as an expert via email marketing.
The Most Effective Email Marketing Strategies For OKRs
To help you decide what email marketing strategy to use for your business, this section will cover the most effective strategies for achieving top performance. If you are looking for a proven way to grow your business, these strategies can help.
1. Build A Recognizable Brand For Your Business
A recognizable brand is essential for any business. If your audience knows exactly who you are and what you offer, then you can be sure that they will be inclined to do business with you. If you are unfamiliar with the term ‘brand’, consider taking some time to learn about it.
Branding is all about establishing a relationship with your audience. If you are looking to brand your business, then you must develop a brand identity, a unique set of branding guidelines and a strong marketing plan. In the long term, developing a recognizable brand will help you gain credibility and trust with customers, and establish your business as a thought leader in your industry.
2. Develop A Clear Audience Based On Marketing Mix
When you establish your brand, you will have a specific audience in mind. If you want to start an email marketing program for your business, then you should begin by defining your target audience. This group of people will determine the content you will share, and hence, what you will say in your marketing material.
Your marketing mix will determine the strategies you use to attract and retain customers. The following marketing mix elements will affect which email marketing strategy to use:
- Product (e.g., an online store)
- Price (e.g., cheap prices)
- Place (e.g., online)
- Promotions (e.g., discounts)
- Design (e.g., flat design)
- Language (e.g., English)
- Audience (e.g., B2C)
3. Design Your Email Marketing Message
A strong marketing email message should be short, sweet, and to-the-point. Ideally, customers should be able to understand the message in their first few reads through.
This doesn’t mean that your message has to be complex, but you should keep the email simple. If you are creating a sales email, then you might want to add more content that will encourage customers to take action. Designing the email message is a key step in creating effective marketing material.
4. Customize Based On Device
On the day your email marketing campaign goes live, you must ensure that it looks the same on every device. Although it’s common to receive emails on cell phones nowadays, it’s essential that they look the same on all devices. This means that you must take the time to test and improve the layout and design of your email so that it looks the same on all devices.
When designing emails, you must take into account the size of the device’s display. This means that you will need to make adjustments to the text so that it fits the device’s dimensions perfectly. It’s a pain to read something that is not aligned or fits well on a small display.
To ensure that your emails look the same on every device, check out these handy email conversion tricks.
5. Measure The Success Of Your Email Marketing Campaign
Once you start receiving regular engagement from your audience, you can determine the success of your email marketing campaign.
This type of campaign can be considered ‘born digital’. As a result of constantly being in touch with your audience, you can track the success of your email marketing program using various metrics.
6. Customize Based On Content
Depending on the content you share, you can further personalize your emails. If you share mostly product information, then you might want to choose a straightforward design with a subtle, product-focused theme. This will help make your content easy to understand for your audience.
On the other hand, if you share content that is mostly editorial in nature, then you might want to choose a simple but elegant design. You can also add your logo or a unique theme for added emphasis.
To know which design approach is ideal for your content, consider the type of person you are trying to reach. For example, if you are trying to attract and retain business customers, then you might want to go for a simple yet elegant design.
The Advantages And Disadvantages Of Email Marketing
With so many effective email marketing strategies available, it’s important to understand the advantages and disadvantages of this type of marketing program. Consider these points before making your decision:
- The Role Of Each Element In The Mix
- The Importance Of Testing
The Advantages Of Email Marketing
Here are the advantages of email marketing:
- It’s cost-effective
- It’s easy to set up (even easier than social media)
- Less effort is required to maintain an email list than a social media following
- You have complete control over the message (
- Subject line
- A/B Testing
- It’s easy to measure the results of an email marketing campaign
- You can track open- and click-through rates
- You can assign individual campaigns to measure performance
The Disadvantages Of Email Marketing
As with any marketing program, there are disadvantages to email marketing as well. Consider these points before proceeding:
- The information is narrowly focused (i.e., it tells you little about the overall health of your business)
- It can be difficult to get people to opt in to your email list
- People often think that emails are unwanted forms of communication
- In some cases, you might have to pay to acquire customers (e.g., via a mail-list rental service)
- It can be difficult to determine the effect of an email marketing campaign on your business’ bottom line (i.e., you won’t see direct revenue after you send out your email)
With the above points in mind, you can develop a clear idea of how email marketing fits into your overall marketing strategy. When used effectively, this tool can be extremely powerful.