As per data by Content Marketing Institute, nearly 90 percent of marketers use email marketing to reach their target audience. But only about half of them get desired results from their campaigns.
Even though email marketing has an average ROI of US$44 for an investment of every one dollar, only a small percentage of businesses get the best results by using the most effective strategies and taking the help of professional email marketing services.
At PeddleWeb, we have helped many businesses with our professional and customized email marketing services. From personalizing emails and optimizing for mobile devices to crafting engaging content and testing various formats, we have turnaround their marketing campaigns. In this blog post, we discuss nine valuable email marketing strategies that can easily convert qualified leads into paying customers.
Incentivize your target audience to give an email address
First thing first, to send emails you need to have a list of email addresses. Now the question is how to build a quality email list? Different marketers use different tactics. Some start from the scratch, invest quality time and effort, and use the best practices. A few take the shortcut and buy a list. While the former is an excellent way to build a high-quality list, the latter is detrimental.
The best way to go about it is by incentivizing the target audience, prospective customers, and website visitors such that they willingly give their email addresses. Offering attractive deals, discounts, loyalty programs, and other incentives can be extremely effective. A simple message on social media and other channels providing attractive discounts for signing up for newsletters will do the trick.
Personalize the email content
As per a study, personalized emails enhance open rates by 41 percent. Personalizing email is extremely easy as senders can automatically insert recipients’ first names in the salutations and subject line using a basic and free tool such as Mailchimp.
Apart from that, creating segments can enable an understanding of user behavior, preferences, and needs. Marketers can use the insights to send tailor-made emails that address the issues and provide solutions. Personalizing coupons and offers for different segments is also effective. Here are some ways to segment the people in the mail list:
- Segment by age, gender, and location
- Use surveys and polls to understand their interests
- Analyze their buying history
- Track their behavior on the website or app
Engage recipients and keep them updated
While personalization makes the recipients feel special, the content determines the success of the campaign. After personalizing the email, the next step is to craft high-quality content that can provide information to readers and hold their attention. If it is relevant, informative, and interesting, it will pique their interest and keep them engaged from the start till the end.
The information can be about new updates, an upcoming event, any special offers on their favorite product, and more. Try to provide as much value as possible and provide useful and relevant information. Some things are best left to experts, so take the help of a professional email marketing service provider to craft excellent quality text.
Keep the email contextual
An average person receives many emails every day and most of them remain unopened or sent to the trash. You wouldn’t want your mails to have the same fate and the subscribers unsubscribing you. In this case, only crafting the content to be engaging and informative isn’t enough. Always make sure to keep the emails contextual and simple. This will enhance the click-through rate. Apart from that, ensure not to send any irrelevant emails that can send your mails to the spam box, force subscribers to unsubscribe you, and weaken the IP reputation.
Share positive reviews, user-generated content, and testimonials
The value of positive reviews and testimonials is huge in marketing. As per the latest stat, about 90 percent of customers read reviews and look for testimonials before purchasing a product. People are more likely to buy a product when they see positive customer reviews.
Consider sharing the positive reviews over emails. This is most effective when an email about a new product or an attractive deal features the best customer reviews and testimonials. This will give social proof to the recipients and will increase their trust in the message.
Make the emails more interactive
In recent years, email has evolved a lot. In the present time, interactive emails are gaining traction. As per Martech Advisor, interactive emails enhance the click-to-open rate by 73 percent. To make the emails interactive, do the following:
- Embed videos in the emails
- Integrate rollover effects
- Use GIFs for product images
- Enable dark mode
- Add a survey or a poll
- Add scratch cards
- Gamify the emails
After creating email content, perform an A/B test with different versions. Create an HTML version of the plain text and test both. While the former offers a better display, user experience, and brand consistency, the latter is more reliable when it comes to deliverability.
When crafting the text, create two or more texts. One should be shorter, sharper, and crispier than the other. After that test all and select the one that not only is easy to read but provides all relevant information. Likewise, create multiple call-to-actions and test the buttons, text, color, formats, and more. After this, repeat the process with signup forms and test two or more versions to select the best one.
Send the right message at the right time
When it comes to sending a message, timing is everything. For example, sending a welcome email is appropriate at the time when an individual signs up for the newsletter. After a customer places their order, sending an order confirmation mail is prudent. There are different messages for different stages of the customer journey.
Email automation is an excellent way to send the right message at the right time. By using email automation, it’s easy to map the customer journey and relevant and useful emails.
Leverage other channels
When it comes to creating a successful email marketing strategy, only sending emails is not enough. An omnichannel strategy makes the campaign more effective and impactful. Integrate email marketing with other relevant channels. Follow the email marketing with an SMS, social media updates, or a push notification. This will create a strong brand presence and will help the business reach more people.
To wrap it all up,
With more than four billion email users all over the world, email marketing offers immense potential for businesses to reach a wider audience. But it is extremely crucial to know the right strategies to be effective and successful in one’s objective. At PeddleWeb, we offer professional and tailored email marketing services for all types of businesses. If you are considering an email campaign, feel free to contact us today.