Despite the growth of viral, social, and other forms of digital marketing in recent years, successful email marketing remains top dog.
It offers unrivalled ROI and a client reach beyond any other marketing platform.
If you’re taking your first steps into the world of email marketing, congratulations! You’re about to wield a powerful tool of persuasion and reap many rewards.
“Why waste a sentence saying nothing?” – Seth Godin (quality content counts)
To find out how to win at email marketing, check out these 11 tips for a successful email marketing campaign strategy.
This article gives you the following 11 tips on how to run a successful email marketing campaign strategy:
- Assemble Your Contact List
- Get Consent With Opt-in Email
- Welcome Email Tips
- Subject Line Length
- Email Frequency: How Much Is Too Much?
- When to Follow Up
- Segment Your Email Lists
- Call To Action
- Measure and Evolve
- Watch the Sales Roll In
Assemble Your Contact List
Step one for successful email marketing: gather contacts to whom you’re going to be sending emails. This may sound obvious, but email marketing lists don’t just manifest themselves, and you will need to put in a little work to get a list of prospects worth emailing.
The good news is there are many ways to get people to agree to receive emails from you (consent is important, see point 2). One of the classic techniques is to include an embedded form on your website, inviting visitors to sign up to receive updates from your company.
Content marketing is another strong method for receiving email sign-ups. If your business has a social media presence, you can use this to direct people to submit their information to you. Blog content can include a call to action (CTA) newsletter signup form to sign up to receive more amazing content via email.
If you attend trade shows and events to promote your brand, make sure you have a device to allow interested parties to give you their contact details. You then can create a lasting connection.
Get Consent With Opt-in Email
This is super important. No one appreciates unsolicited marketing emails. The notifications are distracting, they clutter up an inbox, and they push the recipient to use their precious time working out how to unsubscribe.
In short, blasting out emails to unsuspecting recipients is more likely to harm your business reputation and credibility than to reach any genuine prospect. The solution is simple: opt-in emails only.
When potential clients give consent to receive emails from you, this benefits your business in several ways. Firstly, you know that this person has some level of interest in your products and services.
Secondly, you can gather insight about what profile of prospect is interested in your company. This information holds a lot of value for your overall marketing strategy.
Finally, if any of your potential clients may be within the EU, you need to be GDPR compliant to store any of their information. Don’t be put off by GDPR, email remains the preferred marketing channel by consumers.
A two-step, (double) opt-in email system is a great way to ensure you’re getting the explicit consent needed, not to mention stopping bots from polluting your hard-earned lists.
Welcome Email Tips
When your lead has signed up to your email list, the first thing they should receive is a welcome email. They’ll be expecting this as confirmation that their signup was successful. This opening email has a lot of potential and is your time to shine!
Your welcome email is your first impression. It needs to include the best of what you have to offer so that the reader knows to look out for future emails from you.
You can include an overview of the types of emails they can expect to receive. Maybe you could link to products or content that you think might interest them. What about offering a special discount to welcome them aboard and encourage a purchase.
Subject Line Length
If you’re new to email marketing, you might be surprised to discover that even the length of an email subject has been honed down to a fine art. It’s now generally accepted that 40 characters, or 6-8 words, is the sweet spot. This range gives you the opportunity to engage a reader and pique their interest enough to open your email.
Of course, the content of the subject line is also crucial. Research shows that less than 25 percent of emails are ever opened. Despite this, email marketing is still known to have one of the highest ROIs out there.
To be included in that 25 percent, every character of your email subject line needs to count. Your subject needs to strike the balance of being informative and creating intrigue for the recipient to open it.
Your email marketing software will offer you the feature of addressing your email contact by first name. Make sure you use this. Personalisation is the key to a successful marketing email.
No one wants to feel that they’re just a number to a company. The humanisation of brands is now an entire phenomenon, as we’re slowly waking up to the concept that people actually like to be treated like people – who knew?
The best way to personalise an email is to address recipients by the name provided when signing up. This creates a sense of identification that can’t be achieved through “dear valued customer.”
Don’t stop there, though. Consider having your emails signed off by an actual human, too. The person-to-person relationship is far more powerful psychologically than signing off “customer service team.”
Give your company an identity, even if it’s made up.
Top tip: if you’re a non-profit or charity, send your email updates from the beneficiaries of the donations received.
Email Frequency: How Much Is Too Much?
Research suggests that customers are more likely to buy from companies that email them 3-5 times per week. However, this is going to depend a lot on your company and what you offer.
If you have a large selection of products or a lot of content to share, you can easily put together marketing emails relevant to your readership. However, if you only have a couple of services, it’s better to focus on quality over quantity.
No one wants to be spammed by a company, so focus on producing quality email content at a rate that is sustainable for you. Once you’ve started with a certain email frequency, you’ll have to keep it up.
When to Follow Up
Be prepared for your email marketing to take some time to pick up momentum. You might not see much of a response while you’re still figuring out what works best for your business. This is where the follow-up email comes into play.
If you’re creating an email drip campaign, you’ll need to schedule follow-ups according to the action taken in the first email. This could be a “did you see this offer?” follow-up after a promo mailing. It might be an update on the availability of tickets if you’re encouraging event registrations.
The key is to give your readers enough time to read and act on your email, and to strike again before they’ve forgotten what your email said in the first place.
Segment Your Email Lists
Segmented email lists enable you to run specific campaigns, with custom funnels for different groups of clients. You can segment according to how hot leads are, creating funnels according to how much encouragement someone needs to make a purchase.
You can also segment according to audience demographics, using information gathered during the email opt-in process. For example, you might choose to send different offers or product information according to age group, gender, or another identifier.
If possible, take the opportunity to segment your email audience according to their interests. They may have arrived on your contact list through a PPC ad, blog post, or specific landing page. You can use this information to determine the behaviour and interests of your audience and make sure that the information they receive from you is relevant to their interests.
Call To Action
What’s the intended outcome of your email? Presumably, the final objective is for readers to make a purchase from your website. Before that, you might want them to look at your products, or just get in touch with you for more information.
This is where your call to action, or CTA, is important. Imagine your email is a story, leading the reader to an exciting conclusion. You want them to continue engaging with the story, and you need to make sure that they’re motivated to do so.
Your CTA comes at the end of your email and needs to be compelling. It might be a simple “click to discover our latest articles,” “follow us on social media for exclusive offers,” or “contact our team for more information.”
Whatever your CTA, you need to make it as easy as possible for the reader to follow and engage with you.
Measure and Evolve
The key to successful email marketing is continuous improvement. This only happens if you measure how successful your emails are.
Depending on the email marketing platform you use, you’ll receive certain data about how recipients interact with your emails. At a minimum, this should include open rates, clickthrough rates, and bounce rates.
This data shows you which of your emails are performing best, and within which groups. Analyse this valuable information in as much depth as possible and use it to evolve your marketing strategy moving forward.
Watch the Sales Roll In
Good work! You’re now on the path to email marketing success. Keep reviewing these tips and you should be watching the sales roll in in no time.
Partnering with an email marketing platform will make your email marketing so much easier.
Contact EmailOut Today To Implement Your Successful Email Marketing Strategy
EmailOut provides a free email marketing service that makes it effortless to get in contact with your target audience. Our professional software application ensures successful email marketing campaigns so you can get your message across in a way that resonates with customers and prospects alike.
With our comprehensive analysis tools, you can monitor the success of your campaigns and optimise your emails to achieve the best results. While our platform is easy for anyone to use, our world-class support team is available if you need assistance.
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