The top 5 ways to better your email marketing strategy.

Email marketing strategy being viewed and tested on both mobile and desktop devices

 

I’m sure you’re probably asking yourself what email marketing is?

Email marketing is a form of marketing that makes your subscribers on your email list aware of a new product, services, and other promotional items. 

Email marketing is a powerful marketing channel, a form of direct marketing that you can leverage as digital marketing.

It can help make your target audience aware of your latest items.

Through various forms of marketing emails, email marketing plays a vital part in your marketing strategy resulting in lead generation, brand recognition, relationship development, and keeping consumers engaged between transactions.

According to Superoffice, the figure for daily emails by the end of 2023 is expected to reach 347 billion.

Personalizing your emails

Personalization is king in email marketing when seeking to accumulate email subscribers. 

As customers, we want full engagement with brands, more especially content. Being generic in automated conversations made for the “average consumer” is boring.

The idea is to create a humanistic environment. Dialogue automation doesn’t help us, as it caters to solving FAQ (frequently asked questions). 

We’re not robots!

It’s not about “Dear valued customer”, but “Dear Vusi”.

Personalization is the simplest form, and by addressing the reader by his/her name you’ve managed to engage them. Most email service providers (ESPs) provide this feature, and using it alone will increase the performance of your campaign.

Take it like this, imagine trusting your personal email with a service provider and they start using generic words like “Dear loyal customer”, chances of you getting engagement and clicking their call-to action is 1:3. 

However, a “Hey David” can really go a long way.

Segmenting your subscribers into groups.

Segmentation is the division of email subscribers into smaller segments based on set criteria. 

Typically, the personalization approach towards segmentation is about delivering more valuable and relevant email content to subscribers based on their geographic location, interests, purchase history, and much more.

Imagine getting an email that has nothing to do with your interests.

Pretty annoying right?

Yes, it is! It’s like you’re getting someone else’s mail.

When undergoing an email marketing campaign, segmentation is key to increasing the open rates and click-through rate. 

Decreasing your bounce rate from your online store or website by grouping the right people with the right content will genuinely make people want to know more by clicking on your website or product.

When you segment your database, your email campaigns become much more relevant to your subscribers. Therefore, effectively engaging and converting them.

So, here are a few examples for you to get started with segmentation:

  • Segment by industry: What industry are you in? What is the B2B niche or demographic targeting? The focus is on knowing the industry of your subscribers (businesses and consumers) is a great way to segment your email marketing campaigns.
  • Segment by company size: Segmenting email campaigns by business type or yearly revenue, often known as account-based advertising, is a wonderful method to boost user engagement.
  • Segment by sales cycle: Early-stage customers will not be ready for a crushing sell or a one-on-one experience, but they will appreciate receiving an industry study white paper.

Send mobile friendly emails

Usually, we carelessly check on our social feeds, text messages and more especially our emails every morning.

That includes you too.

To avoid the frustration of subscribers unsubscribing, your emails should be mobile friendly as the increase in mobile users is rapidly increasing. 

The only thing that matters is keeping subscribers from unsubscribing, and the only way to do that is to cater emails to their format. 

According to SuperOffice.com, The percentage of brands that use desktop-centric design vs mobile -friendly design for their promotional emails indicates that, Desktop-centric design is 44%, while Mobile-aware design is 45%, and responsive design is only 11%.

Therefore, your aim for email marketing is to optimize your email campaigns to cater mobile users.

Copy, design, and buttons should all be put through their trials.

Testing is for cross-examining the effectiveness of your email marketing campaign initiatives, while the outcomes of each contributing element help with achieving optimal results for your campaign.

Checking the success of your emails ensures that your campaign runs smoothly. Ensuring resources are efficient.

The elements we routinely test for our email campaigns are:

  • Subject lines
  • Messaging
  • Call-to-action 
  • Design
  • Personalization 
  • Landing page  
  • Target audience
  • Sender name

Your job as a marketer is to make sure all elements are tested and producing results.

If possible, automate email marketing campaigns.

Let’s first put confusion out the window.

What is email marketing automation?

Email marketing automation is a strategy that sees marketers send triggered or timed promotional emails to subscribers on their mailing list.

It allows internet marketers to send tailored communications to prospects, and consumers regularly.

What is marketing automation primarily used for?

Marketing automation is an effective method to interact with your customers, and it’s especially beneficial for marketers who want to simplify email campaigns so that the appropriate subscribers receive the right emails at the right time.

What are the benefits of marketing automation?

When it comes to marketing automation, there are many simple benefits to list. However, there are a few that are worth noting:

Reduces repetitive tasks: Freeing up time for the marketing team.

Personalization: Using distinctive messaging to make clients feel like they’re more than just another face in the crowd.

List segmentation: Allows you to send relevant material to the right people at the right time.

Email marketing will continue to bring results in the marketing industry.

The ever-growing email marketing world never stops changing because there will always be that gap between brands, customers and email marketing will always fill that gap.

Whether you’re a prospect or a customer, the targeting will remain the same. 

Trends change quickly so do people, and what worked 12 months ago may not be successful today. Be open to testing and when you understand what works, find ways to automate it through triggered emails.

If you implement these new changes into your email marketing strategy, your customers will respond more to your campaign performance and will improve your business and continue to grow.

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