When it comes to engaging your existing customers and gaining traction with new leads, email marketing is the best, especially in an increasingly digital landscape.The tradition of emails, minus the mountainous piles of spam, subscription requests and form submissions, still happens to hold a very special place in the hearts of marketers, because it gives a return on investment at a staggering 4300%, as reported by Direct Marketing Association. You can reach millions of potential buyers in the shortest possible time.
Due to the widespread popularity and indisputable benefits of email marketing, the return on investment is massive. With a well-planned email marketing strategy, you’ll make money. Communication has evolved over the years in many different ways. Despite its emergence, email marketing has remained strong and continues to grow. Given the power of email marketing, an effective campaign cannot be ignored.
The average number of emails sent and received per day was 293.6 billion in 2019. That’s an incredible amount of emails each day. Further, over 347 billion emails will be sent daily in 2022 (Statista, 2020). It is quite likely that you will be able to confirm that email marketing will continue to be a popular marketing tactic and growth evident.
Let’s dive right into smart and simple tips that have been tested over time and are easy to follow.
1.K.I.S.S – Writing Subject Lines
KISS! You read it right. Keep it Short and Simple. The shorter the subject line, the more clarity it delivers paving the way for an email to be read. Just put yourself in the shoes of your customer, and think what would make you open an email and read the contents? Remember, the main objective is to make them open and read your mail, after which you should have closed the deal with your content.
The glory days of email marketing are far from over because of the sheer volume of businesses this medium can penetrate. Work on delivering the best message across with this KISS formula while writing your subject lines.
2.Understanding The Customer Intent
Stop selling! If you send emails to your subscribers, where you intend to only sell and sell, be prepared to lose them out on your mailing list. We must consider them as more than just consumers and try to understand what their needs are.
Do they need direction in making choices? Send them out newsletters and testimonials that help them decide. Do they need more information? Give them easy to access CTA buttons/links in the email. Small businesses rely on email as their primary customer acquisition channel and 80% as their primary retention channel.
Your email marketing needs goals and should direct the customer in every sense. Segment your user base and set automatic triggers to contact the right people at the right time.
3.Focus on The Content
A good idea to personally reach out to consumers is to tailor offers that best suit them along with a weekly or periodic newsletter. This makes them feel special and gives an instant Call-To-Action such as visit the website, make a purchase and check out a few offers.
Spice it up with user-specific coupons codes and help them explore the website. Keep your users updated on the recent changes made to your website to show how you treat your customers by giving them a reason to visit the website again and again.
The latest statistics reveal that as much as 87% of marketers use email marketing to disseminate their content. This makes email the third most popular content distribution channel, after Social Media and Company Blogs. (Content Marketing Institute, 2020)
4.Try New Things
The thing with email marketing is that you cannot send the same content to everybody. This presents itself a new challenge to craft emails that cater to a specific clientele. Keep track of reactions to specific versions of it and constantly improve on headlines, subject lines, and content.
Do not stick to a fixed design template, and keep experimenting with words, alignment, and visuals. Click rates increase by 300% when you add videos to your emails. The more images in an email, the lower the clickthrough rate tends to be.
Play around with typography and color patterns and assess the performance. Also, keep a tab on timings of the day you get the most responses and check if the respondents read your mail thoroughly. According to a Hubspot study, 6 am has the highest Click-Through-Rate of an hour.
Email is far from getting extinct, and it is up to you to tap the hidden potential of this behemoth of a communication channel.
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