“90% of marketing doesn’t work because it doesn’t get done.” – Neil Bradman

Are you feeling stuck when it comes to your email marketing strategy?

While there’s no perfect formula, there are some tips and tricks to creating an effective email marketing strategy that tend to see instant improvement – and get you out of a rut if you’re unsure what to do next.

In this article, we’ll look at the following aspects of effective email marketing:

  • Working out what people want from your emails
  • Figuring out what to send and when
  • The 12 types of emails you should send
  • What to ask for in your CTAs

Let’s dive in and share some secrets.

1. Ask People What They Want From You

Do you find yourself spending months carefully trying to figure out exactly what your customers want from your emails? Why not cut out all that wasted effort and second-guessing and just… ask them?

You can start doing this right from signup, by asking subscribers to tell you what kinds of emails they’re interested in and how often they want them and using this to segment your emails. As time goes on, make sure you check in now and again to ask people what they think of the content you send, what they find most valuable and what they’d like more of.

2. Make a Calendar and Stick to It

Deadlines are important. Without them, you’ll flounder. You need to know what you’re sending, when and why. What’s more, your subscribers get used to getting certain types of content on certain days and will think something is amiss if you skip a day.

When we say you should have a calendar, that doesn’t mean you just say, “okay, we’ll send our weekly email out on Thursdays” and then panic on Wednesday afternoon to pull some content together. It means you draw up titles and topic in advance, start thinking about logical times of year to send certain email content, how these slot in with the rest of your business and content creation, and think about how you’re spacing things out to keep your emails fresh.

By having a calendar, you’ll ensure your emails don’t get too repetitive, spot gaps that you can fill with interesting stuff – and avoid that last minute, cobbled-together feel that puts people off immediately.

Learn more about creating a top-notch effective email marketing strategy here >>

3. Know the Difference Between Types of Emails (and When to Use Them)

As well as knowing what the recipient is getting out of your email, you need to be crystal clear on how it fits with your own goals.

Broadly speaking, there are 12 types of marketing emails you could choose to send, depending on where that fits within your email marketing strategy:

  • Welcome emails, to quickly engage new subscribers.
  • Offer emails, with great discounts, deals or time-limited opportunities.
  • Survey emails, to encourage feedback and dialogue.
  • Request emails, asking the recipient to do you a favour, like share your content, write you a review or vote for your brand (but only if you’ve earned their loyalty).
  • Newsletter emails, to help build your relationship by offering awesome resources, updates and helpful content (but focus on value).
  • Free gift emails, as a no-strings surprise to keep people loving your brand.
  • Extra value emails, which are somewhere between newsletters, blog posts and free gifts, giving subscribers some unexpected additional value.
  • New product emails, which are pretty self-explanatory.
  • Announcement emails, which could be a product launch but could also be another exciting development at your company or within a product or service. Just make sure it’s genuinely interesting for subscribers.
  • Reorder emails, encouraging people to repeat a past purchase. These are particularly effective if you know that whatever they bought is about to run out.
  • Abandoned cart emails, giving them another chance to finish a purchase without starting again from scratch.
  • Anniversary emails, marking something like how long they’ve been a customer or another key milestone. Again, combine it with real value so it doesn’t just look opportunistic.

Choosing the right type of email to send at any given time is central to your success, so play around, see what works and think carefully about your choice.

4. Don’t Demand *Too* Much in Your CTAs

Lastly, remember that your customer doesn’t owe you anything. Don’t overstay your welcome. Don’t demand too much. Certainly, don’t put people off clicking a link by making it sound like you’re looking for a massive commitment right off the bat.

The trick, as always, is to focus on what you’re offering the recipient – how you’re adding value – rather than making it sound like you’re trying to get them to do something for you.

Final Thoughts: Done is Better than Perfect

What’s worse than an ineffective email marketing campaign? A nonexistent email marketing campaign. If you sit around planning and plotting forever, your strategy will fail because it never got a chance to succeed.

While you should do your best to be prepared, at some point you need to start taking risks and learning from your mistakes. Be bold, be brave and start making your own success.

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