Email marketing is one of the best ways to communicate with your audience if you have an effective strategy and follow best practices as mentioned in the article.
Importance of a strong email marketing strategy in 2021
An effective email marketing strategy can help you accomplish the following goals:
- Optimize your email marketing return on investment
- Properly incorporate email marketing into your overall marketing mix
- Visualize your email marketing on a large scale and see where each campaign fits with your overall business goals
Studies have shown that email is one of the top forms of marketing:
- In 2019, there were 3.9 billion email users worldwide, and that number is expected to grow to 4.3 billion by 2023, according to research from Statista.
- Traffic from email campaigns has an average conversion rate of 4.29%, which is higher than the averages for traffic from search, direct and social media, according to WordStream.
- For every dollar you spend on email marketing, you can expect an average return of $42, according to research from Litmus. That’s a higher return than you can expect from any other form of marketing – digital or otherwise.
Benefits of an email marketing strategy
Having an email marketing strategy in 2021 can help you meet your business goals for the new year. Here are three major benefits of developing an email marketing strategy:
Building stronger relationships with your customers and prospects
4 successful ways to build customer relationships with email:
- Set goals and map your customer journey
- Make the connection
- Nurture and provide value
- Listen and learn
Reaching your prospects and customers
If you have the email list of customers with you then reaching them is quite easy nowadays. They are, however, looking at their mobile devices wherever they go. As a result, your audience can access your email marketing content from anywhere, anytime.
Crafting emails that get results
The average person receives 92 emails every day—and only opens about a third of them. When you’re looking at business email, that goes up to a whopping 122 emails a day and climbing.
No wonder you didn’t get an answer the last time you sent out a PR pitch for your book! The person you were writing to was probably swamped.
But there are ways to stand out from the sea of messages. Use these 9 easy techniques to write emails that will grab your reader’s attention and get the results you’re looking for.
- Use an Active Subject Line
- Be Personal
- Keep It Short and Sweet
- Be Specific
- Break It Up
- Be Polite
- Write Like a Pro
- Throw in Some Humor
- End with a Call to Action
Email Marketing Best Practices Guide
No matter what your business is or what industry you’re in, some tried-and-true best email marketing best practices can only help guide you to success.
As said in AWeber, Sending emails can feel intimidating at first. It may even cause some “email anxiety”. But sending emails doesn’t have to be complicated or scary if you follow some basic email marketing best practices.
Let’s see what are all the best practices you have to follow for a good Email marketing campaign.
1. Create automated email campaigns
Using automation for email campaigns is one of the most efficient methods of communicating with prospective customers and followers who have a genuine interest in following the updates of a business or brand. With email automation tools, you don’t have to miss another opportunity to generate leads, sales, and revenue again.
A perfect example of an automated email marketing campaign is your welcome email. Studies have shown a welcome email can generate 320% more revenue per email, 4 times higher open rates than other emails, and 5 times higher click-through rates than promotional emails.
In addition to the welcome series, you can set up email automation campaigns for:
- Thank you for your purchase or download or sign up
- Confirmation of an opt-in
- An event-based trigger like an anniversary or birthday
- Cart abandonments
- If a customer hasn’t opened an email in several months, you can trigger a “We miss you” message
- While automated email campaigns can save you time and lead to higher results, it’s important not to set it and forget it. You should still monitor the performance of your automated email series and find ways to test it so you can improve your email performance
2. Segment Your Email List
Your audience contains a lot of information about your contacts, like when they were added, where they live, and how they interact with your marketing. You can use this information to filter contacts into segments, and then target them with email, postcard, or ad campaigns.
Plus, it leads to a higher open rate, click rate, and conversation rate. And more importantly, higher revenue. Some marketers reported as much as 760% increase in revenue.
3. Personalize Your Emails
Email personalization allows you to create more targeted emails that stand out in the inbox. You should be personalizing everything in your emails from the subject line to the actual email content to the offer itself.
4. Create Engaging Email Content
The purpose of your emails is to get people to read them so they can take the desired action. So obviously you want to create an email that is compelling and engaging. For some people that’s easier said than done. If you’re like me, then writing doesn’t come naturally, but don’t worry.
5. Have a Call to Action
A call to action is typically written as a command or action phrase, such as ‘Sign Up’ or ‘Buy Now’ and generally takes the form of a button or hyperlink. In digital marketing, this can take the form of the text on a button (a CTA button) or a web link and in email campaigns, CTAs often link to a web page where the user can take further action.
A call to action makes it clear to potential customers which action to take next and helps remove friction in moving the user down the sales funnel. There can also be multiple calls to action on a page if there are multiple desired actions for the user to take.
Examples Of Calls To Action
- Sign-up for our newsletter
- Share on social media
- Get started
- Sign up
- Free Trial
- Buy now
- Add to cart
DOWNLOAD YOUR FREE EBOOK “eZ EMAIL LIST BUILDING”
6. Do Not Purchase an Email List
If we had a megaphone for this point, we would use it. Never purchase an email list. Sending emails which people didn’t provide their permission for is considered spam — not to mention illegal.
When you use a purchased email list, you’re setting yourself up for disaster. Since these people didn’t opt-in to hear from you, they begin to mark your messages as spam. This will lead to lower delivery rates and your emails will start to go straight to spam folders where they will never get seen or open.
7. Clean Your Email List
Email service providers often charge based on the size of your database. You’ll pay more to email 50,000 people than you would to email 5,000 people.
Therefore, it makes sense to clean your email list from a cost perspective. There’s no reason to pay to email people who aren’t actively engaging with your messages.
As a result, you get an ROI boost. Since you’re only sending emails to people who are interested in what you have to say, you’ll get more opens and click-throughs. It’s a win-win strategy.
- It Will Reduce Your Spam Complaints
- Increase Your Open Rates as Well as Your Click Through Rates
8. Test Emails Before Sending
To make sure you run a successful email campaign, you must thoroughly test the crucial elements before pressing “send” listed below.
- Subject line + Preview Text
- Broken Images
- ALT text
- Default Content
- Spelling and Grammar
- Good content
9. Analyze Your Email Marketing Stats
But how do you know your emails are working? By looking at the data. One of the most important email marketing campaign best practices is to understand how your emails are performing.
The most important email marketing performance data you should look at are:
- Open Rate – Number of Emails opened divided by the number of emails delivered
- Click Rate – Unique Clicks divided by Email Delivered
- Delivery Rate – Number of Emails Delivered divided by Number of Emails Sent
- Opt-Out Rate – Total Opt-outs divided by the number of emails delivered
Email marketing is not rocket science. And once you start following these email marketing best practices, I’m sure you’ll see even more success growing your business — and have some fun in the process as well.