Digital Marketing itself is a growing market with people investing billions of Dollars every year to see how they can leverage it into putting across their products to potential customers and prospects. It is very important that you understand that emails are still a very important form of communication today. And, this opens up as a sub-field under digital marketing on its own called Email marketing. Read on.
We will be taking a look at the steps that are involved in the creation of successful email marketing strategies:
Also, make sure to check out this introduction to Digital Marketing video on our YouTube channel:
Introduction to Email Marketing
Email marketing is the real foundation of this entire field of Digital Marketing. There are more than 300 billion emails sent every single day! The potential is high if this market can be tapped. It does not matter if you are from any of these backgrounds: B2B, B2C, or even SaaS. If you understand the value that email marketing adds, you should put in the time and effort to actively implement it to reap the benefits.
In the case of generating leads across the globe, over 80 percent of the communication starts with emails, and this forms to be the important communication link between you as a business and the potential customers.
Email marketing strategies can work really well if you have a solid understanding of how it works and how you can get the most returns for your money.
Since we’re talking about value for money, let us begin this ‘How to create a successful Email Marketing Strategy?’ blog with understanding about putting in money into this field.
Is it worth investing in Email Marketing?
The answer to this, I can assure you, is a yes, even before we start with the blog! Why do I say this? Email marketing, if well implemented, can earn you a lot of money, and talking about ROI, it is very high, too.
To start with, you do have to put in a bit of investment for things such as:
- Purchase of email marketing tools
- Costs involved in content creation
- Sourcing and developing email contacts
- Setting up pipelines to send out emails
The good thing about email marketing is that it provides a lot of analytics via the tools through which marketing professionals can constantly track and assess the performance of their campaigns actively.
To further strengthen my point, the following is a list of investments, and returns you can expect, if you plan to invest in email marketing:
Scenario: You want to assess the returns for every US$5 that you spend on Digital Marketing.
ROI: The following is the ROI that you can expect for every US$5 that you invest:
- Banner advertisements: US$10
- Mobile marketing: US$55
- Keyword advertisements: US$90
- Search engine marketing: US$115
- Email marketing: US$200
From the above-mentioned ROI, it is clear that email marketing will provide the highest value for your money.
This could be even better if you can implement good practices such as a lot of testing and personalization that can help drive the ROI to higher levels.
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Steps to Create a Good Email Marketing Strategy
It does not matter if you’re marketing your product which is brand new or working on an already established pipeline; a good strategy will always help in getting your emails to the right customers and making sure that you get great responses from them.
Following are some of the steps that are essential when you want to create good email marketing strategies:
Identification of Goals
Just like any other marketing methodologies, you must always begin with a goal in mind and then put your time and effort into working toward that goal.
Your goal could be any one of the following:
- Giving a good boost to sales
- Generating good leads
- Strengthening existing customer relationships
- Driving organic traffic to your website
- Creating and maintaining buzzes and trends
- Helping massively with brand exposure
These are some of the common goals that you might have. One thing I would suggest is that you put in a considerable amount of time to first understand which of these goals you want to pursue and then stick to it till the end. A mixture of goals for a single campaign might not work effectively, especially if you are starting with email marketing.
An observation of good email marketing is when you move from one brand to another, there is a good chance that you receive an email from the brand saying they miss you, and to make up for it, they would provide exclusive deals just for you! I am sure that you’ve seen this many times, haven’t you?
This adds to brand loyalty and makes customers want to come back to the original brand. Even though it sounds very simple, it is very powerful in driving a good amount of sales quickly!
One important thing you must work on is to listen to what people have to say about your brand. With the latest social media tracking tools, you will have the ability to track and analyze what your target audience has to say about your brand as well.
Using this, you can further work on the development of the product, thereby strengthening your ties with the customers and their feedback.
Learn to leverage Mobile App Marketing to grow your business in our detailed blog on Mobile App Marketing.
Building Your Contact List
One important thing you must understand when you begin building your contact list is the fact that the quality of the list matters more than the quantity, always.
And this is one of the primary reasons why buying an already existing contact list can prove inefficient. Because, the contacts here might not be interested in your product, brand, or service. If it doesn’t align with them, they will choose to unsubscribe, or sometimes, it can look a little spammy as well.
So, it is extremely important that you build an organic email list and not buy one.
A lot of methodologies can be put into place if you want to build a subscriber list. Just begin with adding a subscribe button on all the pages of your website. This way, those who are interested will be able to opt-in, and you can use a form to get their names, email IDs, and other details as well.
This method of organically building your email list is very important, and it is also vital that you work on other methods through which you can create this list. Next up, to create a good email marketing strategy plan you have to understand about email lists.
Understanding the Email List
The important step after generating a good organic email list is to understand the people on the list. In most of the cases, sending out generic emails will not add any value to the business motive. So, making sure that your mail feels customized for the target audience is key.
There are many ways you can work on segregating the email list. These are some of them:
- Buying frequency and past trades
- Sales funnel tracking and analysis
- Target customer location
- Age, gender, and other particulars
After understanding this, you have to make sure that you customize emails you send out based on the above factors to add the personal touch, and this attention to detail will help immensely boost up the number of people opening the emails and landing on the product page.
Another important factor to think about is the activeness of the subscribers on the list. You have to clean up the email list now and then to remove the inactive subscribers as they will have a negative effect when you are tracking the campaign engagement rate later.
Looking for a helpful guide on social media content strategy? Read our comprehensive guide to learn the steps to create a successful social media content strategy.
Writing Attractive Email Titles
One effective email marketing technique that is not looked at is attractive titles. Nothing beats the classic way of keeping things attractive and catchy, especially the subject line. You already read at the start of this blog that there are billions of emails sent, so if you are not being catchy, your email, which might be of the highest quality, can still get lost in an inbox filled with other emails.
One pro tip is to keep the subject line as personalized as possible, as this has shown in past analytics that it can add a lot to the metric called the ‘email open rate’ that tracks when the emails get opened by the customers.
There are many ways you can write an attractive title or a subject line:
- Do not use clickbait: It is very important to avoid clickbait titles that might disappoint the reader and make him/her want to unsubscribe from the list.
- Time-limited deals: Make sure to offer deals that come with an expiry or a sense of urgency. Deals that can include a big discount if a customer picks up the product in a day or two are a good example of this.
- Ask questions: Asking questions in the subject line creates a lot of curiosity quickly among readers, and people would be interested to see if you have the answer to the question you asked. This curiosity helps a lot to drive the click-through rate.
- Customization: Instead of just starting with a ‘Hi,’ you can always add a bit of dynamism and use actual customer names there to create a sense of tailor-fit that helps in engaging with the customers.
There are many tools that can analyze headlines while working with a good email campaign strategy. You can use such tools to check if your email title is okay, good, or in case it needs any changes. Next up, to create a best email marketing strategy plan you have to understand the value of good content.
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Creating High-quality Content
Yes, you read that correctly! Not only does the title and the subject line matter a lot, but the quality of the overall email will have a bigger impact as soon as a customer opens your email.
People tend to be impatient with emails, so you have to use an arsenal of skills to hold their attention and to make sure that they feel engaged.
There are many things you can do when working with the creation of an email with good content:
- Make sure to include your social media links at the end of the email
- Avoid adding too many links in the mail
- Use a vertical layout to structure the mail
- Experiment with how formal you want the mail to be
- Make sure to use high-quality images and videos if applicable
Keeping the content concise and making your readers go through the email completely and click on the links that you provide there should be the primary goal here.
Sending Emails at the Right Time
I am sure that you are wondering about what the best time will be to write these emails and send them across to your target audience. Precisely, there is no one answer to this that works for all.
It completely depends on your audience and the product that you are marketing through the campaign.
Experimentation is what helps here. You can send emails across a variety of times during the day and then analyze when customers open the emails. You can also track conversations that will help you better understand the right time you have to pick to send these emails across in the future.
As mentioned, this is something that depends on the nature of your business a lot. If you are trying to market something to people who are office-goers, then it would add more value if you could send it across early in the morning, during lunchtime, or even late evening to make sure that it is on the top of their mail list in the inbox when they open it.
One more thing that you have to keep in consideration is the fact that you should not send across a lot of emails at a time. This can be seen as spammy, or it may even fatigue the customers, making them want to unsubscribe. So, make sure that you work on this!
Again, next up you have to check out one of the aspects of best email marketing strategies that involves giving provision for unsubscription.
Providing Unsubscription Options
Yes, it is always a good practice to make sure that you provide your customers with the ability to unsubscribe from the mailing list if they choose to.
You might be wondering about how this works?
Well, if the customer does not align with your product or brand, he/she would not be interested to go through. So, giving them the ability to opt-out will easily add a lot of positives to your brand such as credibility and trust.
This can go a long way into the future and help you there, too!
Mobile User Optimization
I am sure that you are already aware of this fact: There are over 3.5 billion smartphone users across the globe! This means, literally, around half of the world’s population has a mobile device that they use for a variety of purposes.
Now, the email marketing aspect of things involves making sure to keep your emails optimized for mobile viewers as well.
Your email could be very attractive and looking amazing when viewed on a computer screen, but if it does not provide the same user experience when viewed through a mobile, then it does not add any value to the campaign.
Following are some of the tips you can use to optimize your content for mobile viewing:
- Test the mails on a variety of devices while working on building content
- Work on the image quality and the load time to make sure the mails load quickly
- Keep a medium-large font size to make sure that it is readable on a mobile screen
- Keep the subject line short to ensure that it does not get cut off at the end
- Avoid horizontally stacking columns to portray any data
Testing the Emails
The final step in creating a successful email marketing strategy for b2b is to make sure that you do a lot of testing and experimentation to see what works and what does not.
You can test for a variety of things:
- Number of links
- Quality of images
- User experience
- Visual design
- Subject line quality
- Email delivery time
And more! You can spend a considerable amount of time and effort here to first see what works best for your product. It can be done manually, but it might take a good amount of time.
Nowadays, there are many automation tools for email marketing that will make sure that your emails are tested easily and provide you with insights into how you can better your product.
One thing you must remember in this last step is that the time that you spend here is invaluable and that it helps in adding a lot of value to drive your business to success.
So, as a learner, enthusiast, or a marketing professional, it always helps you if you work on testing your emails before sending them across to the potential customers.
With an understanding of how to create a successful email marketing strategy, I am sure that you now see the value it can add to grow your business.
To reiterate, email marketing has been proven to give the highest return on investment, and it is worthwhile to create a good strategy for this and use it to bring out the best campaign performance.
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