Best Email Marketing Strategy
Email marketing is a method of using email to make the customers on your email list aware of new products, discounts, and other services. It can also be used as a “soft sell” to educate your list subscribers on the value of your brand or keep them engaged between purchases. It can really be anything in between.
Email marketing has come a long way over the years. Today, we have access to tools and systems that let us get really creative and provide a truly enjoyable experience for prospects and customers without getting too terribly complicated.
Is email marketing worth it? The return on investment (ROI) of a well thought-out email marketing strategy is incredibly high. In fact, it boasts a higher ROI than any other marketing method, bringing back $36-$44 for every dollar spent.
But, to get these sort of results, you need a strategy that consistently converts.
This means putting a series of email marketing tactics and strategies in place that let you tweak, measure, improve, and continue to provide a great experience for your subscribers.
It’s not enough to write up a couple of emails and send them sporadically throughout the year. Instead, we’ve put together some of the best practices you can use to improve your campaigns and turn them in to a powerful marketing asset.
1) Email To Only Those Who Have Asked Don’t buy lists. Don’t add people to your list because you just “know” they would like the offer. Focus on building a good solid list of prospects with real email addresses. TrafficWave uses double optin to make sure that your list has only valid email addresses that have been verified and confirmed as looking for your information.
This step alone goes a long way toward making sure your messages get to the inbox.
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2) Provide Real Value Providing real value to subscribers is essential to an effective email marketing strategy. If you consistently provide value, your subscribers are much more likely to consistently open and read your emails. In fact, get this right, and your readers might even start looking forward to your messages landing in their inbox.
So how exactly do we “provide value”?
Write for your customers. Think about what they want and need from you and create your email content around that. Your subscriber joined your list with one burning question: “How can this help me?”
Focus on the problem you can help your readers solve. Show examples, case studies, testimonials, etc…
Ask your readers how you are doing from time to time. Invite them to ask you questions. The questions you get might make up your next newsletter.
3) Optimize The Call-To-Action The Call To Action (CTA) is how your reader knows what to do. Make sure your call-to-action is clear.
Here are some tips for making your CTAs as powerful as possible:
- Start with a strong command word, such as “shop”, “join”, “buy”, or “download.”
- Use words that bring up emotion.
- Give your readers a reason to click, like “buy now to get 50% off.”
- Tap into that FOMO and scarcity, like “grab your seat now – only 5 spots left!”
4) Connect With Social Media Social media is a strong component of any effective email marketing strategy. There are plenty of ways these two digital marketing channels can work together to help expand your brand’s reach.
For starters, you should be sure to include CTAs to your various social media in your email campaigns and newsletters. TrafficWave’s letter editor makes it easy to add social media images and links to your headers and footers to keep your brand visible in your newsletters.
5) Make The Most Of Your Subject Lines Getting your message to the inbox is a great step. The next step is to get that message opened by your readers. For best results, keep your subject lines short, make them attention grabbing, and personalize for maximum impact.
6) Segment Your Lists To Dial In Your Content Segmenting your lists into specific sub-groups allows you to send content that is more relevant to your audience. You might decide to segment based on demographics, interests, actions, or customer demographic information, like where subscribers live or the job they have.
You can use your signup form to gather this information. You can ask new subscribers things like:
- What industry/position they are in.
- What preferences they have for size, color, flavor, etc…
- Where they are located in the world.
- What products or services of yours interest them most.
7) Re-engage With Sleepy Subscribers There are many reasons why your contacts may become disengaged over time. They’re not all negative! Maybe they just don’t have a need for your product at this time. Maybe they’re just caught up in life.
Whatever the reason, trying to re-engage them is definitely worth your while. It’s much less expensive to re-engage existing customers than it is to generate new customers.
When creating your re-engagement email campaign, try offering them something new, or showing them a different side of your business that could grab their attention.
Here are some ideas :
- Remind subscribers about your business and how you can help them.
- Give them an exclusive offer to draw them back in.
- Share a new success story.
- Invite your readers to participate in a discussion.
- Use a special occasion like a birthday or holiday to regain contact.
8) Track, Track, and Track Some More Keeping tabs on your subscription rate, open rate, click-through, and more are absolutely a critical step in the best email marketing strategy. Never become “satisfied”. When you get it good, the next step is to make it better.
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