Email Marketing is a very powerful Digital Marketing medium that is often underestimated. As we enter a new decade, questions abounds in the mind of digital marketers, business owners etc on whether email marketing is dead. This question almost always make a comeback every year since the invention of social media marketing and sophisticated PPC (pay per click) media platforms. A lot of people think, its not worth the effort anymore as there are now more available options of reaching and engaging with their customers and audience. For this reasons and some more, many businesses are totally ditching email marketing in favour of faster means of generating leads such as Social media marketing, PPC campaigns etc
Is email marketing dead?, if not why do people consider it a lost cause? and what are the results when compared with other long term lead generating efforts like SEO? In reality, it is one of the most direct and effective way of reaching new leads, staying in touch with existing customer base, nurturing and converting them into customers. It’s implementation is however by no means easy. Plus it takes a considerable investment of time and consistency to start getting appreciable results. Yuck, who needs that in this Jet (fast and furious) age ?
Well for one It is very cost effective and if done the right way can increase conversion and win out over all other marketing channels.
Email marketing is a highly effective digital marketing strategy of sending emails to prospects and customers informing them about your brand, services, products or information to keep them updated. Email marketing allows businesses to keep their customers informed, and to customize their marketing messages accordingly. Think of it as one of the most cost-effective and conversion-rich forms of digital marketing today. It’s potent, persuasive and gets your ecommerce store great results.
By using this definitive guide, you’ll know:
Having considered what email marketing entails, there is a need to dive into why email marketing is so very important for your business.Despite the rise of social media and unsolicited spam emails, email marketing remains one of the most effective way to nurture leads and turn them into customers.
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
Growing Your Email List
Having an optin form on your website for lead generation and to grow your email list is a common trend and strategy which usually does not work well. To grow your email list, you need to attract and entice people with a compelling offer. You need a lead magnet.
What is a Lead Magnet?
A lead magnet or optin bait is something of value or importance you give away for free in exchange for an action to be taken(subscribing to your channel or mailing list). It has to be something of value, free and it doesn’t have to cost you much to create; lead magnets are mostly digital materials like PDFs, audio files, infographic or videos that you can create yourself at minimal or no cost.
Lead magnets can take these forms:
What Makes a Good Lead Magnet
You already know that a lead magnet needs to provide value for free. But if you want your lead magnet to be highly effective, here are the 4 criteria for you to consider:
Choosing an Email Marketing Service
Before you can email anyone, you need their permission. If you started with an optin, you got that permission, so hooray! This is what makes opt-in email marketing great. If you didn’t use an optin, use extreme caution.
While buying email list may sound like a great shortcut, it isn’t. And we do not recommend it.
We also do not recommend adding emails from people’s business cards that you collected at conferences. Unless you have express permission to send them your email newsletters, your emails are spam. And it doesn’t serve your business anyway.
People who don’t opt-in specifically for your email list are not the people who will buy from you. Sending them anything at all would be a complete waste of your time and money. What you need in order to get started the right way is 1) an optin form and 2) an opt-in email marketing service.
Email List Segmentation
Email list segmentation help boost the effectiveness of your list and helps your mails to reach the right audience, thereby, enhancing performance and initiating desired response.
Email list segmentation is the process of breaking your subscribers into smaller groups based on specific criteria so that you can send them more personalized and relevant emails.
Rather than blasting every email to your entire email list, segmentation lets you send certain emails only to those subscribers you think will be the most interested in that content, resulting in higher conversions.
Segmenting your list is proven to increase your email open rate, boost your click-through rates, and decrease unsubscribe rates. That’s why smart marketers use segmentation to drastically improve the effectiveness of their email campaigns.
Once you’ve “tagged” your subscribers into different segments, you’ll be able to send really powerful autoresponders, a series of emails that get sent out automatically based on certain conditions, that you can use to nurture your leads and make sales. We’ll talk more about autoresponders in the section of automation.
Segments make it so much easier to know what subject lines and messages to write that will entice the users to open and engage with your email campaigns.
The goal with segmentation should be to find out how the subscriber got on your mailing list in the first place knowing this helps you to send a well targeted mail to the subscriber.
Improving Your Email Open Rates
This section is super important because even with all of the hard work you’ve done to grow your email list and segment it, you won’t benefit from any of it unless your emails actually get opened.
There are several factors that play a role in whether or not your emails get opened. Let’s explore each of them:
Probably the most obvious problem is when your email gets sent to the subscriber’s spam folder. Since you’ve already gotten permission to send emails, and you’ve chosen an email marketing service provider that works for you, you’re off to a great start. (Also check out this 11 Point checklist on some best practices to keep your emails from falling into spam folders)
It’s important to email your subscribers on a consistent basis, so your list doesn’t go stale. Even then, over time, email subscribers still go stale.
Some people may have changed email accounts, or maybe they just aren’t interested in your brand anymore.
So to keep your list fresh and filled with engaged subscribers, it’s a good idea to periodically remove inactive subscribers. An inactive subscriber could be anyone who has not engaged with any email in the past 6 months or more.
But before you get rid of them, try sending one more email campaign to try to re-engage your inactive subscribers.
Timing is everything and has a huge effect on whether or not your subscribers will open and click your emails or not, hence, the need to think carefully about what time of the day and what days of the week you send out emails.
You won’t be able to figure out the perfect time immediately but a sure way to go about it is to do A/B testing to identify which time frame works best and stick to it in future campaigns.
But you may be wondering, has anyone tested the best time to send out emails that you can benefit from? The answer is Yes!
In a study by GetResponse, they found that Tuesdays have the highest open and click-through rates:
However, a study from Yes Marketing found that Saturdays are the best days for conversions:
You can experiment with this and see what gives you the best results for your subscribers. You can check out Google Analytics to find out when your subscribers are most active and send your emails at that time.
Email open and click rates is determined largely by the headline, your headlines play an important role in getting clicks. Your job is to make your headlines stand out. Here are some tips for crafting creative subject lines:
When you draft your subject line and message content, it’s natural to think of the thousands of people who are about to receive it.
However, it’s far more effective to write as if speaking to an individual person, with a personal subject line and a personalized message.
To write this way, you’ll have to really know your buyer’s persona. You need to understand their problems, their desires, their values, their likes, and their dislikes.
When writing your emails, put your corporate hat to the side and write like a friend. This is the only way to really appeal to your subscribers and get them to open and click your emails.
A friendly write-up could be something like, “you’ve gotta check out this deal…” or “Hey Jide, would like you to benefit from this amazing offer”
That makes the email seem a whole lot more personal and makes it less likely that your recipients will ignore your message or delete your message.
Here’s why: if your subscribers are happy with your content, they are more likely to open your emails in the future. They may even begin to eagerly anticipate your emails. Conversely, if a subscriber is displeased with what they got in your email, they probably aren’t going to open your emails again, and they may even unsubscribe.
So how do you make sure your subscribers are happy with your email content? Simple: make it awesome. Link to incredibly valuable resources, like a free eBook, an epic blog post, or webinar. The key is to make sure that you aren’t sending emails just to send emails. Every single time you email your list, you need to deliver something of real value. The higher the value of every email you write, the more loyal your subscribers will become, and your open rates will increase.
Humor has a way of making a strong, instant connection with people. It’s personal, entertaining, and opens peoples’ minds to what you have to say. But what if you aren’t a very funny person? It’s not always easy to be clever or humorous, and trying to fit your attempt into the narrow constraints of an email subject line? That can be super tricky.
Thankfully, you don’t have to be a comedian in order to pull off a humorous email. It’s more important to really know your recipients and what they’ll respond to.
Mobile email accounts for 67% of all emails open, depending on your target audience, product, and email type. You simply can’t afford to ignore your mobile users, you have to appeal to them. Make sure your email is responsive and includes easily loadable media. Also consider the fact that mobile screens are smaller, so long subject lines may get cut off on mobile devices.
Here are some more tips for appealing to mobile users:
Automating Your Email Marketing with Autoresponders The autoresponder series is arguably an online marketer’s most powerful tool for making sales. It helps you to successfully engage your email list, build relationships, and turn prospects into buyers. The best part is, once you’ve created it, your work is done, so you can focus on the important aspects of your business.
What is an Autoresponder? An autoresponder is a sequence of emails that are automatically sent to a segment of people on your email list and is triggered by a specific event, such as joining your list, a certain browsing behavior, cart abandonment, downloading a PDF, or buying a product. The content of an email autoresponder series is created in advance and set up to send at the appropriate time with the help of your email marketing software. Every online business needs an autoresponder series for two main reasons:
Step 1: Choose a Goal for Your Autoresponder There are many different goals you could have for your autoresponder, but here are the 4 most common. Choose one (or a combination) of the below goals for your autoresponder series before you create it.
Step 2: Map Out Your Entire Email Sequence
In this step, you will draft an outline for your sequence. But first, you’ll need to figure out how long you want your sequence to be. How many days? How many emails? There is no universal rule when it comes to exactly how many emails you need to have in your email sequence. Your sequence should be long enough to help you accomplish your goals, no more, no less. So its length should be determined by its purpose, your segments, subscriber’s preferences, etc. Next, you’ll need to figure out how far apart each email will get sent. It’s okay to send an email once every two days for educational emails, and three to four emails in a single day when you’re running a huge sale that’s about to end. It depends entirely on the goal for your sequence. You need to find a healthy balance between your “value” emails and your “offer” (sales) email. The exact number of emails you send doesn’t matter as long as you send more value emails than sales emails. This helps you keep your list from getting burnt out. To simplify things, you can use the 80/20 rule: 80% of your emails should give value, while only 20% of your emails are about making a sale.
Step 3: Write an Autoresponder Series that Converts
Writing the actual emails of your autoresponder series might be the hardest part of this job. You may even want to outsource it to a professional copywriter. However, if you still want to learn how to do it yourself, here’s what you should keep in mind:
Step 4: Monitor and Improve
Although it is mostly hands-off, an email autoresponder series is not something that you should create one day and then completely forget about the next. To get the best results, monitor the performance of your emails to identify areas that need improvement. Then, A/B test some changes in order to make those improvements. Here’s what you should pay attention to when you analyze your autoresponder campaigns:
How do I build an email strategy? This guide is a great way to build an email marketing strategy and we encourage you to follow it! Key points to consider on how to run a successful email campaign that you should definitely check out.
There’s no hard, fast rule when talking about how often to send marketing emails, so we recommend that you ask your subscribers how often they want to hear from you. You can also do some A/B testing to see what frequency has the best performance. Generally, you’ll want to reach out to newer subscribers more often since they’re just getting to know you. But, beyond that just send out emails on the schedule you’ve established and no more.
Email Metrics and Performance Measurement
Codesmithers Digital Agency offers a wide range of digital marketing services that delivers guaranteed ROI for businesses. Email marketing is one of our specialties. Talk to us about the challenges you are facing with your Email Marketing Strategies by contacting us here , we would be glad to help you out.