The A To Z of Email Marketing Today
Email marketing remains the best channel for the acquisition of customers as well as ROI. This is because it helps marketers establish a powerful connection with their clients. Email marketing is constantly evolving in various ways to help meet customers’ needs.
As a marketer who is ever busy, it can sometimes be demanding to keep up with the latest email marketing information. However, if you don’t do this, you will be left out due to high competition. Therefore, it’s important to ensure you are always up to date with these changes in the process of improving your marketing strategies.
If you want some in-depth information about the most current marketing strategies to go over and above your competitors, then you have just come to the right place. This A To Z of email marketing today guide will equip you with the latest tips on email marketing.
A – Audience and Autoresponder
A strong marketing campaign allows marketers to identify their audience based on past trends and interactions. An audience consists of existing prospects, customers or clients.
It’s best if you have a lot of knowledge about your audience. What do they need most and how will you be of help to them? Reason like your audience rather than the product or service provider. These facts will help you build your client base while making significant improvements in your marketing strategies.
B – Build Your Own List
Although it’s important to build your list and have a lot of people in it, it will lack value if all the people in it have no interest in your products or services. Therefore, you need to create an effective marketing list that includes people who have information about your products and services.
You can use sign-up sheets, business cards, organize a giveaway, use your website, or use social media to collect addresses of people who have information about what you offer. In short, do not buy a list of addresses; instead, look for opportunities to encourage sign up.
C – Call to Action
CTAs are meant to encourage readers to take action. To encourage your audience to take action, you need to create a call(s) to action that is compelling. First, your newsletter needs to stand out from the rest. Do this by creating an eye-catching design, showing value for your products and services as well as encouraging and persuading your prospects to take action.
D – Design
How do you design a high-performing newsletter campaign? The first thing you have to check is how yo structure your campaign. Research has shown that a normal man’s attention span lasts for 8 seconds on average. You need to structure your campaign to enable easy reading and scanning.
About 63 % of email opens are done through mobile phone. Thus, your campaign should be designed and optimized to work perfectly well on all devices.
E – Engagement
You can only know that your subscribers are happy with your content if they stay engaged and also reply to your messages. Marketers can also use the engagement metrics to determine the impact and deliverability of their newsletters.
Engagement metrics indicate open rates, unsubscribe rates, clicks, spam rate and delete without opening rates.
F – Frequency
If you are keen on engagement metric, you can tell if your recipients are happy with content or not. This will let you know how often you need to send your newsletter and at what time.
G – Growth
How do you keep the subscribers you already have while you bring in new ones? The best way to do this is by explaining to your subscribers how they will benefit from your newsletters. To grow your database and generate more sales, run regular lead generation campaigns, call to actions and referral campaigns.
H – How
Some subscribers may not know how to handle your emails. To stand out from your competitors, be creative and give a brief explanation on how your clients can contact you, unsubscribe from your newsletters or make referrals to their friends.
I – Incentives
Incentives such as discounts, free eBooks, coupons, webinar, etc., are a great way to increase subscriber loyalty and also increase sign-ups. Usually, the number of persons ready to share their address information increases if they feel they will get some value in return.
J – Junk
There are many ways to optimize your newsletters so that you prevent them from going into the junk folder of your recipients. You need to check on your deliverability to ensure your email goes straight to the recipient’s inbox. This means your content needs to be relevant and to the point.
K – Know your audience
How well do you know your customers? Although getting to know your audience may be a bit complex, it’s an important process which will help you achieve your goals. Remember, the more you have information about your customers, the more powerful your campaign will grow.
Some information you need to know about your audience besides their demographics and location include their interests, values, personality traits and opinions. You can do this by conducting research, building your persons, and identifying influencers of your prospects. Having all this information will help you come up with a relevant and successful marketing strategy.
L – Location
At times you might find you are sending newsletters to people who are not in your country. This may not be effective if you don’t have a well laid out plan to handle prospects from abroad. Also, different countries have different email laws hence it’s crucial that you include your physical address in your newsletters.
M – Measure
Every marketer yearns to know the impact of their campaign. A few years ago, although you could know the click-through rates and open rates, you could still be unable to measure the number of leads and customers your campaign was creating. However, this is now a thing of the past since the launch of tools like campaign monitor.
The campaign monitor shows how many people may have landed on your website, how many clicked your email, and how many become leads and customers.
N – Nurture
Nurturing your leads helps you focus on listening and finding solutions to the needs of your prospects. Research has shown that over 50% of all campaign leads may not be ready to buy. More studies indicate that about 47% of nurtured leads make larger purchases as compared to non-nurtured leads.
O – Optimization
There is always room to improve your email marketing strategies even if the program is already performing successfully. Sometimes you can experience reduced or no conversions even after creating a compelling copy, structuring your email for scanners and create a unique call to actions. So, how do you handle such instances?
You need to learn the key principle of optimization before you send any emails. Motivate your prospects, create an awesome design that works in all devices, use compelling images, do tests for your subject line, personalize the message, segment your emails, etc.
P – Personalize
33% of marketers believe that personalization is one of the most important things that should be prioritized for the future. Additionally, 74% believe that targeted personalization increases customers’ response and engagement by about 20% in regards to sales. Hence, using your prospects name in addressing them is crucial in generating conversions.
Q – Quality check
A quality email contains valuable information to the audience which helps reinforce action and also encourage prospects to open your newsletters. To ensure that you send high-quality emails, you need to stay relevant and meet your prospects’ expectations.
To improve your message quality, design your subject lines in a way that they stand out and look appealing to your prospects. Besides, create content that is audience specific. Go for quality instead of quantity!
R – Reengagement campaign
Always try to win your subscribers back whenever they become inactive. A re-engagement strategy is often considered easy since you are targeting your current customers and not new customers. It’s normal to find inactive subscribers who are still interested in your products or services.
Therefore, it’s crucial that you come up with an effective re-engagement strategy to trigger the inactive subscribers to interact with you again. You can use incentives such as gift, discounts codes or exclusive coupons to encourage them to become active.
S – Segmentation
Divisions of subscribers help improve click-through rates and open rates. MailChimp’s latest research shows that segmentation increases open rates by 14. 64% while it increases click rates by about 60% as compared to non-segmented campaigns. However, figuring out how to segment your list can sometimes prove to be a daunting task.
Some of the best strategies to segment your emails can be through using your prospects’ demographics, geographical location, past purchases, the amount spent, website behavior, personal interests among others. This will help you improve on how you target your audience.
T – Testing
To help in testing your newsletter, you need to understand your customer’s behavior through segmentation. Track what works on your prospects and what doesn’t work through repeated segmentation till you get positive results. Run the A/B Test to help you identify inactive users as well as sorting your newsletters to help improve on delivery.
You can do image testing help select images that display well on all devices. Others elements that you can consider testing include the subject line, frequency, font color, personalization, link vs button, copy length etc.
U – Unsubscribes
These are people who don’t want to receive your newsletter. Unsubscribes are very important to any email marketer. For instance, if there is confusion or friction whenever a prospect wants to unsubscribe, the reputation of the sender may be tarnished, and there may be problems in future email delivery rates.
It’s considered a good practice to have an unsubscribe strategy in all your campaigns. If a recipient doesn’t find a way to unsubscribe from your newsletters, they will most likely mark your newsletters as spam. This means that all your future emails will always go to the spam folder.
V – Volume
As a marketer, you need to find out the right volume of content to send to your subscribers. Almost all marketing newsletters follow a given formula, i.e., a picture, paragraph(s) and a call to action. However, other newsletters may follow other formats depending on the marketer’s needs.
You should not send a lot of content and neither should you send too little information. Write a simple newsletter that includes what you are offering in the headlines, how it may be of help to the reader in the body and what customers need to do next in the call to action section.
W – Welcome email
These are emails that are sent to new subscribers whenever they sign up for your newsletters. They are meant to help the new subscribers get to know who you are while they are kept engaged.
You need to welcome and thank subscribers for signing up.
Tell them the kind of content they should expect from you. Inform them about any future incentives, discounts, etc. Don’t forget to leave your phone number, Skype ID or any other contact information with them in case they might want to reach out to you directly.
X – Example
Whenever you want to send newsletters but you are uncertain about some information, or you don’t know where to start, always study examples that have been sent by professionals. After keen studies, adapt their techniques to ensure you are offering your readers something that has value.
Y – Your brand
Branding matters a lot in today’s world of marketing. Branding helps your customers like your products or services hence more conversions through sales. Consistency in branding ensures improved and broad product or service recognition, increased number of new customers and customer retention, allows a marketer to establish authority as well as helps in boosting the customer-marketer relationship.
Z- Zero in
Without zeroing in and continued focus you cannot create an effective email marketing campaign. You have to focus and consider what you want to offer customers through quality preparation.
To achieve this, ensure your email has only one main message, i.e., a single thing that you would like the reader to take action on or to know. After finishing writing your email, re-think and do editing to come up with more focused, sharper and effective campaigns.