Everyone uses email. We get regular updates from brands we’re interested in, notifications about discounts and sales, and even notifications when our friends have updated their statuses. But while everyone seems to be aware of the power of email, not many people understand how to effectively use email marketing. If you’re looking to expand your knowledge about email marketing and want to discover the best strategies to use, you’ve come to the right place. Below, you’ll discover a list of the top 10 email marketing strategies that you can apply to your business.
1. Build A List
One of the first things you should do is build a list. You can start by asking your customers and potential customers to sign up for your email list. You can also look into purchasing a list of subscribers from a reputable company. You want to make sure that you’re purchasing a list that is relevant to your target audience. Before you buy a list, make sure to do your research to see how effective the list will be in boosting your business.
2. Identify The Opt-In Rate
After you have your list, the next step is to find out how effective your list is in getting you emails. One way to find this out is to set up a test group of 100 people and send them regular emails with content that is relevant to their interests. Ask them to take a short survey about the emails they receive and how often they open them. What you’re looking for is an open-rate, or the percentage of recipients that actually opened the email. You can find similar data in your email service provider or email marketing platform. Knowing this number will help you figure out how effective your list is in getting you emails.
3. Test The Subject Lines
With your list in place and the interest of your audience in hand, it’s time to hunt for the right subject line. When it comes to email marketing, you always want to grab the reader’s attention right from the start so you can maintain their interest throughout the email. To do this, you want to experiment with different subject lines and see which ones result in the most opens and clicks. Here are some examples of successful subject lines:
- 50% Off Sitewide
- Free Shipping On All Orders
- New Here? Get This Free Guide To Make Your House Feel Like A 5-Star Hotel
- A Quick Guide To Make Your Bedroom Feel Like A 5-Star Hotel
- How To Make Your Bedroom Feel Like A 5-Star Hotel
- Create A Rental Listing That’ll Make Your Potential Guests Feel Special
4. Personalise The Emails
Once you have an engaged audience, it’s time to start personalising your emails. You want to look into using dynamic content that is relevant to the person receiving the email. Depending on how big your list is, you can decide how frequently you want to send personalized emails. If you’ve got a lot of people on your list, you might want to consider sending them personalized emails every week or two. With a smaller list, consider sending them once a month or less. You can also include content from your Instagram account in the email to engage your audience even more.
5. Interact With Your Audience
Although you’re trying to capture attention with a catchy subject line and some exclusive content, you also want to make sure that you’re keeping your audience engaged. One way to do this is by responding to their comments and questions. Your responses will not only provide value to your readers but also show that you’re a human being who is listening and taking into consideration their opinion. For example, if one of your readers asks you about a specific product and you know that this is a concern for your audience, you can write a helpful answer by referring them to a blog post or an article that addresses their question. This will not only engage your audience but can also lead them to interact with you through social media channels. Doing this shows that you’re a person and not just a brand or company.
6. Make Use Of Video Marketing
Did you know that people are 82% more likely to click on an image than they are to click on text? The key to using video content in your emails is the same as with any other content type: make sure that the video content is engaging and fun to watch. You can also use a video to explain something that might otherwise seem complicated or to showcase a product in use. Think of the recent Panda marketing campaign by PuriPak, where they used video to demonstrate the capabilities of their shaving products.
7. Measure The Results Of Your Email Marketing Efforts
Finally, we come to the part where you measure the results of your email marketing efforts. To find out how effective your list and subject lines were in getting you traffic, set up a goal to increase the number of unique visits to your website and track the results. Just like any other marketing campaign, you’ll want to look at the numbers to determine how much success you had.
8. Consider The Mobile Experience
When it comes to email marketing, your audience is going to be accessing your emails from a variety of devices. In 2019, mobile email open rates are now at 64% (up from 56% in 2018) and, depending on the device, can reach as high as 77% (iPhone), 70% (Android), and 74% (Windows Phone). So if you’re planning on running an email marketing campaign, make sure that you accommodate the way your audience is accessing your emails.
9. Use Landing Pages
One of the simplest yet most effective ways to boost your email marketing campaign is through landing pages. A landing page is a web page that you construct that acts as an entranceway to a bigger project, such as a purchase or sign-up for a newsletter. To get started, simply create a page that contains a form with your email address and a call to action, such as “Get a free trial of our software” or “Enter our giveaway and win a $100 Apple gift card!” When someone clicks on this form, they are taken directly to your website or to a sign-up page where they can add their email address to receive future emails from you.
10. Customise Your Email Signature
Last but not least, we arrive at the part about adding a signature to your emails. Your signature is that little bit of text at the end of your emails that allows you to identify which email it is you’re responding to. The key to a perfect signature is not only its length but also its consistency. Your signature should always be written in the same style and, ideally, on the same topic as your email content. You can also include a link to your website or blog in your signature to further engage your audience. Doing this shows that you’re not a robot and that you actually read and value what your audience has to say. Your signature should also be relevant to the receiver of the email.
There are a lot of different ways in which you can use email marketing to grow your business. The key is to find the method that works best for you and your audience.