(Your ultimate guide to email marketing)
Email marketing is not all a new word for the tech world. The term was first coined in 1977 and ever since has changed the face of online marketing. According to a study, there are nearly 200 billion emails sent and received every day. Now just imagine the power of an email for marketing purpose!
Every smart business owner knows that Emails are not going anywhere. Hence it is extremely important for you to treat your email data as an asset. And Email marketing enables you to reach out to your audience on more personal level.
When it comes to the long-term growth of any business, building an email list should be your top priority.
This guide will walk you through how to:
- Start building an email list for your business.
- Accelerate your list building efforts through email.
- Drive more website traffic and sales with strategic campaigns.
- Improve your email marketing performance over time.
Why Email Marketing is Key to Success of your Business
If you want to promote, monetize and grow your business then you must know 2 words- Email Marketing. In the tech world, it is not given much importance but it can literally do wonders for your business.
It is popularly believed that it is email marketing is the single most successful way to convert leads and potential customers into clients. Following are a couple of points about why email marketing works:
- It’s a number game:
- According to a study, Email marketing shows a 4300% ROI.
- 70% of people use coupons or codes sent to them via email.
- 60% of people who subscribe to business mail list is to receive promotions and special offers.
- Studies have shown that people tend to stay loyal to your brand over long periods of time.
- Brings value: Email marketing is targeted, measurable, cost-effective, and easy to share, making it an optimal sales conversion technique.
- Content matters: Your email’s content matters. Don’t directly throw sales copies at your audience. Add quality content to the mix of coupons, combine useful information and light entertainment that your audience will enjoy along with the promo codes and this season’s hottest deals.
Choose the right email marketing tool
There ‘n’ number of email marketing tools in the market. But you need to pick the one you’re comfortable to use and works the best for your business. Following are couple of commonly used email marketing tools:
Before finalising your email marketing tool you must also check if it is offering you the following:
- Email templates that you can customize.
- Audience segmentation to send targeted emails based on customer profiles.
- Opt-in forms that can be embedded on your website.
- Detailed analytics to manage email marketing campaigns.
Grow your email list
This is where your creativity comes. In order to reach to your future recipients, you need to make it easy and exciting for anyone to sign-up. Attractive offers need to be clear and concise with a simple action item: the opt-in form.
But where to place this opt-in form? Below are some placement ideas:
- Header or Nav Bar
- Side Bar
- About Page
- Our Story
- Inside your blogs
- Website footer
- Pop-up form
Once, you’re over with this, next thing you must look into is dividing your list for better engagement.
Segmenting your email list for better engagement
Okay, it a very common mistake of sending the same email to everyone, every time. Just think, every person on the list is not equally engaged. Do you want to send the same message to every person? Of course not. You want your emails to be relevant to the recipient as often as possible.
You can segment your list on the following bases:
- Customer Type: potential, new, loyal & inactive customers.
- Potential customers: those who haven’t made any purchase yet.
- New customers: those who have just made their first purchase.
- Loyal customers: those who have make purchases on a regular basis.
- Inactive customers: those who haven’t made any purchases in a while.
- Interest: Let’s say your online store sells pet supplies. You probably have dog owners, cat owners, hamster owners, new pet owners, elderly pet owners, and so on. Sending them all the same email campaign every time isn’t going to work. You need to target your audience according to their interests and preferences.
- Location: Segmenting based on location can also mean segmenting your list between customers who have purchased your products in-store or online. This way, if you have a promotion that is only available in-store, you can avoid sending it to those who are unable to take advantage of it.
Converting your subscribers into customers
After your audience has filled your opt-in form, your job doesn’t end there. You need to regularly provide your subscribers with value—via discounts or good content—if you want them to stick around and actually open your emails.
Since your subscriber is receiving ‘n’ number of emails each day it’s important to take the time to make sure your email stands out.
Below are 3 key elements to consider while crafting your mail:
- Format: Please make sure your mail is responsive. You don’t know on which device your subscriber is going open the mail. Hence, test the mail before sending.
- Subject Line: This is the deal breaker. Your subject line determines of your subscriber is going to open the mail or not. Therefore, it is extremely important for you to make it as ‘click-baity’ as you can.
- Content Body: Keep it short and make it visually appealing. Start off by ensuring the recipient understands how they can benefit. Try and keep your bullet list to 3 points; anything more runs the risk of information overload.
Keep a track
Your email analytics is like a jackpot for you. There you can see where you’re going wrong and get opportunities to improve your emails. There are a couple of points you must check:
- Open Rate: The number of subscribers who opened your last email, sometimes shown as the overall open rate of all your emails.
- Bounce Rate: The number of emails that don’t make it into a subscriber’s inbox. Don’t worry. This happens either due to a technical/server error or a subscriber’s email is no longer active.
- Click-Through Rate: The number of subscribers who click a link in your last email or overall, depending on which click-through rate you are looking at in your email marketing service’s backend.
- Opt-Out Rate: The number of subscribers who unsubscribe from your email list, either from your last email or overall, depending on where this metric is being calculated from.
So we’re saying..
Email marketing is a powerful for nearly every business. The email list you build over time will become a pillar of your business that continues to drive both new and repeat visitors to your services & products.
The potential for increasing sales through email marketing is NOT to be underestimated. Start collecting visitor emails today, segment opportunities, and provide value.