Plus 3 Marketing Strategies that Positively Impact Your Email Marketing Efforts
Email newsletters and marketing campaigns may seem old school, but they are still one of the best ways to reach people on a daily basis with your messaging. Just think of how many times you open up your device and see that little red bubble with the number notifying you of how many emails you have received.
The sheer number of emails people receive daily can be overwhelming and can make them hit the unsubscribe button. But there are some ways you can create meaningful email marketing content that attracts more customers and higher performance.
In this article, we take a look at some ways to help your email stand out in the inbox, get opened, and improve your other metrics!
Must-Haves for a Great Email Campaign
First, let’s talk about some must-haves, or guidelines, for creating effective, high-performing email campaigns. Remember, the goal of your email campaign is to entice the recipients to open the email, then take action (i.e. make a purchase, read a blog post, etc.).
When well written, your email campaigns can help build trusting relationships with subscribers and keep them engaged. The best email marketing campaigns will have the following qualities:
- Enticing Subject Line: Your subject line is a first impression, so it needs to be intriguing enough to grab attention and get the recipient to open the email.
- Easy to Read: Your email should take no longer than a couple of minutes to get through. So keep it simple and get straight to the point.
- Mobile Friendly: A lot of people view emails on their phones, so having a mobile-friendly email campaign is a must. When it’s not mobile friendly, the recipient is more likely to hit the delete button.
- Relevant: The content should be relevant to the recipient, so pay close attention to your brand’s demographic. Make it even more relevant by using personalization (like automating the insertion of their first name), or by using audience segmentation.
- Value: At the end of the day, your email should provide value to the recipient. This could be learning more about your business, a tutorial or personal story of someone who has used your product or service, or simply just buying a new product or taking advantage of a sale. Bottom line–your email needs to encourage the recipient to do what you are asking.
3 Strategies that Positively Impact Your Email Marketing Efforts
Let’s dig a little deeper on some strategies that will really help you develop content-rich emails that become high performers.
Integration
Every brand has multiple strategies to reach their goals, like paid advertising on social platforms, referral programs, or providing evergreen content on blogs, just to name a few. But regardless of all the other strategies you choose, incorporating email into those other strategies is key. When you use your email to highlight user-generated content (UGC), it provides another opportunity to spotlight your loyal customers. Or you can shoot off an email campaign promoting your latest blog post. Whatever you are doing on your other platforms, use your email newsletter as a broadcast channel to let your subscribers know about all the things your brand is doing!
Know Your Audience
Identifying and understanding who your audience is is crucial. You won’t know what will be of interest to your audience if you don’t know who they are. Understanding those demographics can help you develop email campaigns that feel more personalized, making subscribers much more likely to open them.
But it really does take going beyond knowing your overall audience. Not everyone in your subscriber list will be interested in the same products/services or topics. So hyper-segmenting your audiences offers more relevant and engaging emails by delivering what a person really wants to their inbox! You can segment your audience by where they are in their customer journey, topics they are interested in, types of products or services they love, and so much more. This can be very brand specific, so take some time to really dig into your own data to get a deeper understanding of the different segments of your audience.
Understand Your Goals
Marketing is all about having a goal and using strategies and tactics to reach those goals. But how well do you understand your goals? Did you just think of one and write it down on a sticky note? A clearly defined goal of why you are sending an email campaign is crucial. Once you understand the “why” of sending, think about the “how.” How can you meet that goal? What tactics will help you reach that goal? Once you understand the why and the how, writing up your email campaign will be much easier and you’ll find that you get higher conversion rates with your CTAs (calls to action).
Key Takeaways
Email has been around since the 1990s, but it is still just as relevant today! With a well-crafted email, you can encourage your subscribers to stay engaged and take action. Remember to write catchy subject lines, then keep the body of the email sweet and simple. Don’t forget that personalizing to the needs and wants of the recipient is crucial in meeting your conversion goal metrics. With these winning strategies, you’ll find that more and more of your email campaigns become high performers!