A successful well-planned Email strategy is more than mere tactics, it requires well-planned strategies. Did you know? Email marketing strategy is used by leading companies like Amazon, Flipkart, HubSpot, and even US President Barack Obama uses Email Marketing strategy. While Email marketing strategy is one of the most used marketing strategies, merely sending out Emails is not enough with effective marketing strategies you can increase your open rate up to 94%, and your click-through rate can be increased by 30%.
Marketing strategies keep on changing every year what may have worked 5 years ago may not be relevant today, the same is the case with Email marketing. Email marketing is one such strategy that is used by almost every online marketer. Email marketing delivers up to 73% of ROI which is one of the highest compared to other marketing strategies. It is one of the most cost-efficient marketing strategies.
Strategies and Tips for a Succesful Email Marketing Campaign.
Any Marketing strategy can only be successful when it is backed with effective strategies and planning. We will be looking at some of the marketing strategies used by some of the most successful companies and business
- Personalization of your Emails
Personalization Email Marketing is done by using customer data to create personalized messages to send it out to subscribers.
The companies which have best adapted this strategy to our E-commerce websites would always consider adding a personal touch before sending out their Emails. For example, all of Flipkart’s messages would mention their name and product suggestions based on their recent purchase. Email marketing is just not another marketing it is the only source to communicate with your customers. Personalized Email Marketing delivers up to 6X higher transaction rates. If you break down the revenue amount in Email marketing it generates $0.08 per Email, while this may be a small amount but if you send out to 10,00,000 subscribers the amount will go up to $75,000.
Personalization of Email marketing generates $20 in ROI for an investment of every $1. Personalized Email with the recipient’s name in the subject line has a 16% higher open rate. Considering this 47% off Emails are opened because of the subject line.
Ways to increase Email Personalization
- By asking for information from the Customer:
Personalization Email Marketing requires a customer’s basic data such as Name, Location, and Company. This helps you in other Marketing strategies such as segregation which indirectly helps in Personalization Email Marketing. This marketing strategy has highly impacted GDPR.
- By Using real reply-to Email address:
Email marketing is all about engaging with your customers, if you are using the donotreply@example.com email you are taking away the benefits of Email marketing. By using a reply-to email address you will be improving customer credibility and will get into personal engagement with your customers.
- By using real email signature:
This step helps you to connect with your customers better. By using the real contact information inside the Email and including contact details you are allowing your customers to contact you or connect with you and in this way you can build a relationship with them.
- Segment Your Subscribers:
Another name for this strategy is target-based marketing. With the help of this marketing strategy, you can increase your subscribers to up to 34%. This marketing strategy is done through software like CRM. Both Personalization Email Marketing and Segment Email Marketing works hand-in-hand.
If you send out an Email for a campaign with a segment marketing strategy your open rate would increase up to 52% and your click-through rate would increase up to 34%. Even though this strategy has such high open rates it is still only being used by 9 out of 10 marketers.
Segmented Email marketing results in 24% Sales Lead.
Ways to Segment your Customer List
- Segment by Industry:
By knowing the company of your subscriber is a great way to segment email campaigns. For example, a company that provides interior supplies would engage at a much higher rate if they receive an Email on a webinar happening for interior solutions, compared to a business that sells cars.
- Segment by Company size:
This strategy is also known as account-based marketing strategy, segmenting Email by company size is a great way to increase your sale. For example, a small company with5 employe would be more interested in knowing other Entrepreneurs rather than a multi-national company.
- Segment by sales cycle:
Through this strategy, one can easily target prospects and convert them into customers. For example, buyers who are ready to buy will respond to product webinars or free trials.
- Mobile optimized Emails
There are around 67% of people who check their Email on phone. The average revenue on mobile email is $0.40, which is more 4x times more than that of desktop email. Mobile Email marketing shows a 55% increase in its sale.
So how does one optimize a campaign for mobile device
- By using Responsive Email Design(RED):
Creating a responsive email design means that the user experience is optimized regardless of the device they are using to open Email. Most Email service providers offer this solution within their email functionality.
- By keeping the subject line and pre-header short:
The subject line highlights the Email topic which helps the customer to understand the Email context. And the pre-header text (also known as snippet text), don’t let it go to waste by using “to view”. Instead, summarize the email or include a call of the action button.
- By making the CTA big and obvious:
Mobile devices vary in size hence it becomes extremely important that your email graphics are designed keeping that in mind
Things to be kept in mind
- keeping the formatting simple
- Using large fonts (ideally 13-14 pixels)
- Using large call-to-action buttons
- Not placing two links close to each other.
- Limiting Emails to a width of 600px
- Testing it on multiple mobile devices.
- Automating email campaigns
Trigger-based Emails are the ones sent out automatically to the client
A welcome email is your chance to make a positive first impression. This strategy helps you to achieve a lot of your marketing goals.
The data behind trigger mail shows that trigger Emails are more successful than traditional Emails.
Benefits of using trigger Emails
Open rates for trigger emails are as high as 49%
Click-Through Rate (CTR) is more than double the rate compared to traditional Email.
Trigger Emails generate 4x more revenue and 18x greater profits.
Types of trigger Email you can send
- Welcome Email
- Activation Email
- Win-back
- Sale offer Email.
