Table of Contents Email Marketing Ideas to Heed Before you Start a Campaign Mailing list (network) expansion Personalize it with recommendations Cross-selling and upselling opportunities Make it engaging, clean, and crisp Be mobile-first Do not forget to integrate across platforms Ask for reviews and reference Test, test, test, and test Keep showing up while linking… Continue reading 12 Actionable Email Marketing Tips that Will Boost Results
Table of Contents
- Email Marketing Ideas to Heed Before you Start a Campaign
- Mailing list (network) expansion
- Personalize it with recommendations
- Cross-selling and upselling opportunities
- Make it engaging, clean, and crisp
- Be mobile-first
- Do not forget to integrate across platforms
- Ask for reviews and reference
- Test, test, test, and test
- Keep showing up while linking mailers in sequence
- Don’t overwhelm, be Specific and provide value
- Time your emails
- Track performance
- Key Takeaways
Unlike TV, radio, Facebook, and other social media channels, email marketing empower you to make the rules and control customer experience. It gives you a direct link to your prospective customers. One of the great email marketing examples is that of Dropbox Activity, which has a great approach to re-engaging users. There are also limited-time deals to entice users to download or install the software.
Once you send an email marketing communication, the main question is, what happens to the email? Did your customers receive it or open it, and most importantly, what was their reaction to the email?
Although inbuilt analytics apps such as Google Analytics and Outlook’s MyAnalytics inform you if the mail has been received and opened or not, feedback on the activities undertaken by a consumer is still in the grey zone. If these emails are not being opened, they cannot grab the recipient’s attention or are poorly designed and do not initiate actions, such as ‘Book Now’ or ‘Click Here’, to overcome these challenges and boost response results
We need to put our best foot forward while designing marketing emails. With the email marketing actionable tips in this article, you can overcome such hurdles with flying colors.
Furthermore, any email – whether a transactional one like a welcome or confirmation mail or operational ones like a notice of closure or a marketing one announcing a product launch – allows you to connect with your customer and pitch for sale.
Remember, your emails should not be seen as spam. They should be seen as essential communication giving an additional detail of your product or service and how it benefits the receiver. It should always present a link-enabling opportunity for cross-selling or building customer trust and engagement.
Let’s now look at some of the effective email marketing ideas:
Email Marketing Ideas to Heed Before you Start a Campaign
1. Mailing list (network) expansion
Just like a well-sorted business card folder with innumerable contact details, a mailing list is critical for building a database of potential customers. Active engagement with a focus on expanding the list is needed to avoid missing potential customers. This can be done actively by adding details of people to the mailing list. This can also be done passively with a signup or feedback form on the website home page or links on a blog page and on every social media channel that you are present. Once the email ids are captured, they can be included in your digital marketing plan.
2. Cross-selling and upselling opportunities
Emails present a possibility of direct engagement with potential customers. Recipients need to be encouraged to reply to marketing emails to establish two-way engagement. This can be done by having an interesting subject line, targeted content, or a discount coupon to celebrate key life milestones like marriage anniversaries or birthdays or providing free shipping. Incentivize the mail recipient to try out the newer options. Introduce targeted discount coupons for consumers via email to buy some of your newer products or visit the store or website to encash them, thereby giving you the opportunity for a cross-sell or upsell.
3. Personalize it with recommendations
An email that has a personal touch has a higher chance of being opened and acted on. Shortcodes replaceable with the mail recipient’s name adds a personal touch. Providing recommendations about your products as additional purchases, such as buying a soft toy and a flower basket on Valentine’s Day, elevates customer connect and cross-selling. A marketing mail can also be modified to meet the occasion or targeted industry segment.
4. Make it engaging, clean, and crisp
Millennials are sometimes loath to follow formal communication methods.
Dear Mr. Singh,
This letter is a token of appreciation for your subscription, and you are informed to look at our new launches…
The above example will need to be replaced with an unusual subject line, humor, memes, or catchy photos or videos (see the example below) to keep the younger generation engaged and elicit a response to a marketing email. Following some cool email marketing templates can help.
5. Be mobile-first
According to a report by Nielsen, more than 50% of people across different age groups prefer opening emails on phones rather than on desktops or laptops. Hence, for better reach, emails must be optimized for mobiles, which means that they should have short subject lines; email content should be clear and in easy-to-read fonts; a mail should be easy to scroll for one-hand handling of mobile; and it should contain small sentences with a clear requirement or action.
6. Do not forget to integrate across platforms
Every email is also an opportunity to encourage potential customers to engage with your presence on different social media channels like Facebook, Twitter, Instagram, etc. The mailer should invite a recipient to visit your social media accounts by giving a quick link in the mailer itself as done by Starbucks below:
7. Ask for reviews and references
In this super-connected world, references from a trusted source like a friend or an expert create a positive vibe for your product. References also lead to an exponential growth in your reach. Positive reviews from product users build trust in a potential customer. Hence, marketing emails should have a clear call-to-action for providing reviews or asking to be referred to someone else.
“Refer us to a friend and get free shipping or a discount coupon on your next purchase.”
8. Test, test, test, and test
People use different devices (desktop/laptop/tablet/mobile), operating platforms (Android/ iOS), mail service providers (Outlook/Gmail/Yahoo) to access their emails. Hence, an email marketing idea should deliver a consistent user experience irrespective of the device or platform that a customer is using. Never send anything without making sure it is working properly. Check, recheck and then check one more time and ensure that your mail looks the way you want it to. Send it first to your known people, employees, and friends and get feedback or use testing tools such as Litmus.
9. Keep showing up while linking mailers in sequence
Out of sight is out of mind. When customers don’t hear from you for a long time, they may forget about you. In such a case, if your mail suddenly appears in their inbox announcing the launch of a new product, they may not recognize you and may either delete it or send it to spam. Even if your customers do not reply, keep sending emails once in a while as they may still be reading them silently. Furthermore, it is better to send marketing emails as a sequence to help move your customers along the whole sales process. An E-marketing example of a sequence is the welcome series when a customer subscribes to a newsletter email.
10. Don’t overwhelm, be specific and provide value
Before starting to send out marketing emails, work on the frequency. Flooding one’s inbox daily may irritate potential customers and may make them mark you as spam. A marketing email should be specific and give the receiver something that keeps you on his/her mind, like a new development, product launch, discount offers, seasonal sale, etc.
11. Time your emails
We all receive marketing emails ever so often. When do we read them? On weekends, later in the evening, or while traveling? Frankly, we, too, are not sure when we access these emails. Similarly, it is difficult for companies to predict a good day and time to send these emails. This is something that you will figure out with experience and with a proper data analysis. You can approach and test this aspect by doing A/B testing, which means sending an email to one set of target audience on a particular day and time, and to another set of the audience, maybe on the same day, but at a different time. And then assess the response. On similar lines, you can try various permutations and combinations to hit the perfect time ultimately.
12. Track performance
Just sending the email is half the job; it is more important to understand if the time and effort invested give the desired result. Spare some time to regularly go through your key performance indicators like the email open rates, the click-through rate on call-to-actions, and of course, the conversion rate. You can either do this by yourself or by involving an analytics expert to better understand the areas where the efforts can continue and the areas that need improvement. It is an essential step; it is like taking stock of the performance assets and the performance liabilities and tallying your overall performance balance sheet.
Like most marketing efforts, email marketing is a process where you need to invest time, effort, and patience. Good planning combined with feedback, testing, and data analysis with continuous improvements is the trick to boost results. The only way to learn and improve is to get your hands dirty and apply these email marketing tips.
- Email marketing is less expensive than other types of marketing. It doesn’t cost anything to print or mail, and there aren’t any expenses normally associated with appearing on a particular billboard, publication or television.
- To be successful, email marketing does not necessitate a large team and a wealth of specialist experience. It is undoubtedly feasible to add flair to an email campaign by using elegant templates, multimedia, photos, and symbols.
- Email marketing campaigns have their own time and location, and they might take months to develop and organize.
- Email marketing is a great tool for promoting a product of specialist experience.
- Email marketing contributes to the development of relationships with clients through tailored involvement.
- Including powerful words in the opening sentence will elicit responses from viewers. These will increase the engagement rates.
- Email marketing examples include those used by Uber, Dropbox, Nike, Tinder, Litmus, BuzzFeed, Taylor Stitch, Canva, Starbucks, Airbnb, Headspace, Flock, Rip Curl, PayPal, and Adobe.
- Email marketing tools assist in monitoring what occurs after the company sends out the email marketing campaign. Site traffic, subscription rates, click-through rates, and engagement rates can all be tracked.
- Email marketing allows engagement and brand exposure.
- Email marketing is essential for developing relationships with potential customers, referrals, existing customers, and even individuals since it allows you to talk directly to them in their mailbox at a convenient time and place for them.
Marketers can utilize social media to reach a possibly massive and relevant audience that is currently pursuing interesting material and ideas. They can then utilize email to directly interact with those who are intrigued and have enrolled to get additional content.
A hard bounce is an email that cannot be delivered for indefinite reasons. Perhaps the email has a forged address, the email domain is not a legitimate site, or the email recipient’s system refuses to accept such emails. A soft bounce is an email that can’t be forwarded due to unforeseen circumstances.
Email marketing allows you to cultivate relationships with potential customers, current customers, and past customers. It is indeed your chance to talk directly to them in their email at a time that works for them. Email, when combined with the correct messaging, may become one of the most effective marketing mediums.
Email marketing campaigns are classified into four types: newsletters, marketing offers, announcements, and event invitations.
The reason for the email
Attach relevant documentation that accompanies the email
Exact opening sentence with the entire message
Perform a spam analysis and adjust the appropriate content
Segmentation is the process of splitting the list of contacts depending on characteristics that are common to each category. Once you’ve divided the list, you’ll be able to swiftly and efficiently send customized emails to each segment. You may create as many segments from the email list, and a single subscriber can be in multiple segments simultaneously.
Email marketing has a number of benefits, including these:
A large number of people are in attendance.
Internet users regularly check their email.
If email marketing is designed properly, the return on investment can be enormous.
Email marketing has a number of drawbacks.
As a result of filtering, a significant percentage of emails are lost as undeliverable.
Legal action against internet marketers could be taken if they send unsolicited emails full of spam.
A marketing email needs to be organized extremely carefully since little elements can lead to an email being screened off.