Top 5 Killer Email Marketing Strategies
Email marketing is one of the best ways to promote your business, whether you have a brick-and-mortar store or a strictly online business. It is simple and quick to use, and it can help you reach an unprecedented number of potential customers while staying in touch with current customers.
E-marketing allows small businesses to manage their campaigns successfully without hiring new employees or increasing the workload of existing staff. This way, small businesses save on money and time. It is helpful in targeting the right audiences and is also the quickest form of communication. Setting up an email marketing campaign doesn’t take years or twenty-seven board meetings.
Unlike a regular mail marketing campaign, which might only draw a little bit of traffic to your website, an email marketing strategy will draw tons of traffic. This is mainly because you can embed links to your site in emails; if people just have to easily click on a link to get to your site instead of booting up the computer and typing in a link, they’re more likely to visit your website.
Email provides you the most direct line of communication for conversion to sales. This is why the savviest online marketers have no intention of giving it up any time soon. It moves the conversation about your business to a more personal environment– Inbox. It can be an extraordinarily cost-effective solution.
It allows marketers to take quick action, assess their results, and improve their campaign’s performance over time, all with very little resource investment. To fully take advantage of your email marketing efforts you will need to make sure your email looks good, has content that will encourage your subscribers to take action, and that the email is actually delivered to your subscribers.
Here are 5 killer strategies for any e-marketer
1) List strategy– Understand your customer/client- demographics, titles, industry associations, aggregators. Build list criteria rules to create your lists. Permission-based emails i.e. list of people who solicit your communication because of their assumption or belief that you are adding value to their lives, or people who want your messages to be delivered to them at the first place.[Tweet “Create value for readers and get them to subscribe.”]
Create 80% value through education, knowledge sharing, engagement and 20% saying: by the way I also provide these services and this is how I can help you. Always lead by education. Focus on quality over quantity.
2) Messaging strategy– It is very important to distill your message. If your goal is to create awareness make sure your distilled message is meeting that goal. Use a simple subject line- 4 to 5 words about the benefit/offer. The way you design your messages is also layered.[Tweet “Always use different messages for different stakeholders.”]
Left align your content, rap your content and have two calls to actions: one in hyperlink format and other in message button. Get to the point very quickly and make your offer very clear. Your Message should ideally be not more than 10-12 lines. Always use different messages for different stakeholders. Crafting a good message is always very important.
3) Delivery strategy– Use a technology platform to deliver your messages. Set multiple delivery timings. Research shows responses rates are highest around 11 am. You should always have an option for unsubscribe otherwise it will become spam. Use analytics to re-send messages.
Clean up your lists as you get feedback. Always have someone present a couple of hours after emails are sent to promptly answer questions anyone might have.[Tweet “Avoid the attachments; spam filters will junk your email.”]
Use HTML based emails, with very limited images. Always set up a permission based system.
4) Sales Integration strategy– Marry this whole marketing and sales very neatly. The important thing is to integrate sales in your process. Get sales to verify your lists before you email. Send sales analytics reports and create value for them.
If they don’t start conversations based on your campaign, they will not want to invest in the future. Set up bi-weekly/weekly calls with marketing and sales and review progress solution. This follow up process is very important. Most importantly, get the marketing team to own the process.
5) Analytics and Reporting strategy– The last piece of the puzzle is really getting feedback. Use Google Analytics to find number of impressions and number of clicks. Study simple things like response rates, open rates, bounced and dead leads for your email campaign.[Tweet “If you are getting a very less response rate for your mails, ask yourself- Is there a problem”]
If you are getting a very less response rate, ask yourself- Is there a problem with the message, what I am selling, who I am selling to, or sales follow-ups. Get your team to work and try to solve these problems. Good campaigns can result in 10-20% response rate if you follow up properly.
With all these great advantages and killer strategies, it is quite clear that email marketing campaigns are the future of businesses. Don’t miss out on its benefits; go ahead and create an email marketing campaign right away!
This post is based on a Webinar by Mr. Kiran John, Global Head – Corporate Marketing at Indegene. You can find a recording of the session here.