Benefits of Email Marketing
A successful email marketing campaign must be easily adaptable to the trending and changing marketing industry. For a good email marketing campaign to succeed, it requires expertise and extensive knowledge about digital marketing. In order to get the most out of these email marketing tips, you have to go beyond just sending emails to your list. You have to take the right steps to make your email marketing campaign stand out from the rest.
You should focus on building a strong email list, not necessarily a big one. After all, a long list of people who won’t open your emails, let alone buy any of your products, does you no good.
A small, quality list allows you to communicate with the customers who want to hear from you. Quality subscribers are people who will engage with you, are easy to convert and find value in what you provide. Unengaged subscribers (called “graymail”) can actually hurt the deliverability of your email.
By tapping into the power of email marketing, your business can not only get more quality leads but also connect to their prospects at a higher level.
Tip #1: Make the Most of Your Subject Line
The open rate of your email solely depends on your subject line. If people don’t open your emails, the content of it wouldn’t matter. So investing in it will immensely help your email marketing campaign. Look at it as the main, opening headline of your email. Which is why it needs to be transparent and not too gimmicky. The more straightforward you are with it, the better. Because your ultimate aim is not only get your emails opened once, but build a trusting relationship so your subscribers open your emails again and again.
- The subject line should be concise and blunt.
- Let your customers know from the beginning what it’s all about.
- Keep each subject line short and to the point. According to a study done by Retention Science, the optimum length of a subject line is six to ten words.
Tip #2: Know and Understand Your Target Audience
Your target audience is important. Who are they? What age-group? Demographic? The email messages that you send out to your subscribers need to be relevant to their interests. This can only happen when you know and understand your target audience well enough. Emails relevant to the recipient tend to drive a significant amount of more revenue when compared to general emails. So taking a targeted approach definitely makes a difference.
The best way to do this is email list segmentation. It allows you to divide your email list into smaller, more targeted sub-groups. Segmenting your list will let you target your consumers based on their personal preferences. It also allows you to promote your products or services in a personalized manner.
Tip #3: Provide Value
Although short and condensed, your email should be all about them and how they will profit from your products and services. The most important thing here is to let your readers know how they will benefit from your services. Keeping your emails simple helps you get a better response from your campaign. The idea is to make your subscribers aware of the offer you have for them. If they find your offer interesting enough, you will find them visiting your website to learn more about it.
By keeping your emails short, valuable and to the point, you make it easy for people to take action.
Tip #4: Use Powerful Language
Leveraging the right power words to drive results is a must when crafting copy for a persuasive email blast, your company’s email newsletter, the perfect welcome email, or a compelling sales letter. Beyond the purpose of your message, the powerful words you use in your email marketing copy should also be in line with your brand identity and values. Controversial words can add shock value, but if shock value isn’t your brand’s thing, these types of power words can harm, not help, your brand image. Savvy marketers are aware of what the fear of missing out (known as FOMO) on a great opportunity does to people and can use this technique in various content marketing strategies.
Setting a strict time limit works well as an email marketing strategy. Give them an offer they can’t refuse!
Tip #5: Perfect Your CTA Game
Effective CTAs are all about curiosity and value. Carefully crafted email and an amazing subject line won’t do the trick without a tempting call-to-action (CTA). You need a CTA that works – which is easier said than done. The use of active verbs is crucial – but be cautious when you use them in your CTA – some active verbs can be repulsive and can even stress the reader. For example, words like “enter,” “submit,” “download” – this is not how you talk to your friends, right? Avoid a cold and aggressive tone and, instead, use verbs like “try,” “get” or “find.”
You may also want to include opt-ins and a “forward to a friend” link. An opt-in included in an email makes sure the reader does not tag your email as spam. A double opt-in confirmation is even more desirable. A “forward to a friend” link gives an encouragement for your readers to share your email with friends and family who could benefit from your service.
To perfect your CTA game you want to make it personal. Be very clear about the benefits and create urgency.
Tip #6: Have a Dedicated Landing Page for Your Campaign
Most of the time your subscribers click-through from your email to your homepage, product page or specific landing page. In order to get higher conversions and get the best return on your investment, it always makes sense to create a dedicated landing page and direct your email traffic to it. A dedicated landing page is much more relevant and targeted, which makes it really effective. You want to make sure your landing page has the following important elements:
- A strong headline that makes the visitor want to read further.
- A sub headline that supports that headline and re-emphasizes the headline.
- A support image or video that explains the purpose of the landing page in under a minute.
- Social proof such as customer logos, testimonials, etc.
- A call to action that converts your subscribers into customers.
Keep in mind that the message that you convey with your email should match the one on the landing page. Or else it defeats the very purpose of creating one. The offer on the landing page should be relevant and specific. Don’t dilute it with other offers. Last but not the least, it’s always a good idea to have no navigation on your landing page. This way they’re more focused on your offer, which is exactly what you’re looking for.
Tip #7: Split Test Your Emails
Your email marketing campaigns and newsletters shouldn’t be a guessing game and A/B tests provide you with the fastest way to eliminate the uncertainty. It’s the only method that removes guesswork from your email marketing and gives you a road map of what changes you need to make. A/B split testing is nothing but a method to split your email audience into multiple segments or groups and find out which version of your email gives the best results in terms of conversions. By testing out different versions of your emails, you’ll be able to eventually perfect your overall campaign and get better results.
If you implement A/B testing as a crucial and regular part of your email marketing strategy, you will easily learn what works for your target audience after some time.
A/B testing provides you with a great advantage to use factual results to perfect your email content and get the most out of list segmentation. But don’t stick to one A/B test, successful email marketers are segmenting their email often and regularly. Focus on simple metrics like click-throughs, conversion rates, and time spent on page and act accordingly. This is the fastest way to generate more sales.
Tip #8: Repeat Your Successful Emails
When you create an email marketing campaign and make it successful, chances are that the success can be repeated with new subscribers and the ones that did not make a purchase. This will not only help you increase your sales, but will also give you more room to understand your prospects.
Also, you can use your email marketing program to resend your emails to subscribers who did not open them the first time. You can even tweak these emails when sending them out to non-buyers. It’s a good opportunity for you to change and test different elements of your email such as the call-to-action. The point is get the most out your campaign when it has already tasted success.
Try to take a step by step approach to improving your email marketing. It won’t happen overnight, but it will get better if you take the right steps at the right time. Remember, your email marketing campaigns will turn profitable only if take care of the details, which make up the big picture.