How to Send Email Marketing That Makes a Difference

There’s no question that email marketing is one of the biggest trends of the year. According to HubSpot Blogs research, 72% of people claim to have changed the way they communicate with customers through email.

But even among email marketers, there’s a wide variation in strategy. That can make it challenging to find the right approach for your own email marketing campaigns.

To help you figure out the best way to send email marketing that makes a difference, we examined the email marketing activities of more than 100 companies.

The Anatomy of a Good Email

To determine how to craft the perfect email marketing strategy, we looked at a variety of factors. While the specific factors differ from company to company, there are some common threads that run throughout all of their email marketing.

Good email marketing is specific to your target audience, of course. But it also needs to have a clear call to action (CTA), be well-written, and come from a reputable source.

We also looked at how effective the emails were in delivering the brand’s value proposition to the recipient. To do this, we measured the strength of the relationship between the email’s content and the CTA, using a combination of multivariate regression and marketing scoring. The closer the score is to 1.0, the stronger the correlation between the content and the desired action (measured on a 0 to 10 scale).

The Value Proposition

The first thing you need to do to craft an effective email is to align your writing style with the voice of your brand. Good email marketing doesn’t necessarily need to be fancy or overly complex. It just needs to serve its purpose.

So, for example, if you’re using email to promote a travel website, you’ll want to avoid using too many phrases like “lots of people are” or “many people are traveling to” because these words could indicate you’re marketing to the masses. Instead, focus on specific details about your target audience’s travel plans. Doing this will not only give your email the best possible chance at being effective, it’ll also make writing the email simpler.

Subject Line

The subject line of your email is one of the most important parts because it acts as your email’s first impression. So, you want to use a subject line that is short and sweet but also relevant to your email’s content. The general rule of thumb is to include important key words in your subject line so that it is easy for the recipient to find your email.

Hitting Your Mark

Once you have your compelling content, you need to ensure that it is sent to the right audience. This is where your targeting strategies come in. If you want your email marketing to be effective, you must identify and filter your target audience before you start building your list.

You can target clients based on a variety of factors. Some businesses send blanket emails to all of their customers. But there are so many opportunities to send personalized emails to specific groups within your audience. For instance, if you sell business equipment, you might want to send a promotional email to small business owners who are interested in buying new equipment.

Make Sure Your Email Is Not Spam

Just because your email is branded, important, and relevant doesn’t mean that it’s safe to send to your audience. There are plenty of scammers and spammers out there who want to make a quick buck by convincing you to give them your personal information. So, it’s essential that you take the time to ensure that your email isn’t being flagged as spam.

You can start by reviewing the sender’s email address on the email’s envelope. If it doesn’t look legitimate, then it likely is spam. Legitimate businesses will have a genuine, active email address that uses a domain name that’s relevant to the industry you’re in.

Avoid Using Too Many Linguistic Clusters

Speaking of illegitimate or spammy looking email addresses, a common red flag is when an email address contains multiple, successive linguistic clusters. For example, if you see “foo@bar.com,” that likely is spam because com is the standard ending for domains purchased from a spanish phone company. So, you should avoid using successive ending domains wherever possible.

What Is Multivariate Regression Analysis (MVA)?

MVA is a form of regression analysis used for marketing scoring. Essentially, it allows you to analyze the relationship between multiple independent variables (e.g., the email’s subject line, the sender’s email address, the body content) and a single dependent variable (e.g., the action taken by the recipient, such as buying a product or signing up for a newsletter).

When you use MVA, you’re able to measure the relative importance of each independent variable by comparing their “adjusted regression coefficient.” Let’s say that you’ve got three email subject lines, A, B, and C. Variable A has the highest adjusted regression coefficient, which means it has the strongest relationship with the dependent variable. So, all other things being equal, if you want to maximise conversion, you should use variable A as your email’s subject line. The algorithm determines the importance of each independent variable by looking at how much the dependent variable changes (i.e., improves or degrades) when you change the value of the independent variable. When you put all of this into practice, you’re able to craft the perfect email marketing strategy that converts the highest number of people into buyers.

The Role Of The Body

The body of your email is where you’ll give content that is relevant to the subject line. You don’t need to have an extremely long email body to make it effective. But, you do need to ensure that there’s sufficient content for the reader to engage with.

If you have roughly the same amount of content for your email as you do for your blog post, then it’s a perfect opportunity to reprise. Annotate your blog post with some key points you want to make in your email and vice versa. This will help you maintain consistency while also ensuring that your email contains everything the recipient needs to know.

Make Sure Your Email Is Not Too Long

Like most things in life, there’s an ideal length for an email. If you go over three paragraphs without taking a break, your email will start to become less effective. It’s usually best to limit your emails to two paragraphs.

If you’ve got a longer email, you might want to break it up into several shorter emails. This is called a “chunking strategy,” and it’s becoming more and more common as businesses want to ensure that their emails stay fresh in the minds of their subscribers. If you do decide to chunk your email, be sure to use a compelling subject line for the first email in the sequence. This will draw the reader in and ensure they open all of your subsequent emails in the series.

Email is one of the most useful and versatile marketing tools available. When used effectively, it is a powerful weapon that can be used to reach many different types of audiences. With a little bit of effort, you can ensure that your emails are branded, relevant, and, most importantly, effective.

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