Email marketing, when done right, is one of the most effective ways to connect with customers and promote your business. It’s cost-effective, not time-consuming, and creates a high engagement level.
However, it requires careful planning and execution to get the most out of it. Tools such as Salesforce email tracking enable a company to gauge the effectiveness of an email campaign and make necessary changes to improve results. Here are the strategies that lead to an effective email marketing campaign.
Understand the Different Types of Email Marketing Campaigns
It pays to understand the different types of email marketing campaigns. You’ll avoid sending your customers a wrong or confusing message. There are four types of email marketing campaigns. These are:
Acquisition Emails
These are sent to people who don’t buy from you yet. They aim to get new customers interested in your product or service. Use these emails to introduce yourself, tell your brand story, and explain the benefits of your product.
Engagement Emails
These are sent to people who have already bought from you. They aim to keep your customers engaged with your brand to continue buying from you. Use these emails to offer discounts, send exclusive offers, or promote new products.
Newsletters
These emails offer value, such as helpful tips or exclusive content, to keep your subscribers engaged. They don’t always promote your product but create a relationship with your brand. They are periodic emails, usually sent monthly or quarterly.
Promotional Emails
These emails drive sales by promoting your product or service. They include a call to action, such as a discount code or link to buy your product. They’re enticing, so make sure your offer is too good to resist.
Understand Your Customers
What do your customers want, need, and what motivates them? Answering these questions paves the way for the best way to connect with them. Segment your customers to send them targeted messages relevant to their interests.
Creating buyer personas is a helpful way to segment your customers and develop targeted content. For instance, the persona of a customer interested in purchasing a new car would be very different from one interested in maintaining their current vehicle.
Personalize The Messages
Subscribers or email recipients are more likely to open an email that is addressed to them personally rather than a generic message. Emails with a personalized subject line are 26% more likely to be opened; include the recipient’s name in the subject line.
Keep referring to the subscriber by name throughout the email to create a more personal connection. It compels them to read on to see what you have to say. It also makes them feel valued as an individual, not just another number on your mailing list.
You don’t have to write a new email for all your email subscribers. Use tools that insert the recipient’s name into the email or merge contact information from your database to personalize messages. You can also send different versions of an email to different segments of your list. Doing so ensures that each subscriber receives content that is relevant to them.
Make Your Emails Scannable
People generally don’t read emails word for word but scan them for relevant information. Use short paragraphs, headlines, bulleted lists, and images to make your emails scannable.
Highlighting key points in bold or using a different color font makes them easier to find. You can also use symbols or emojis to break up the text and make it more visually appealing.
It’s All About Your Audience
Email marketing is a powerful tool that boosts sales. When creating the email, remember that it’s not about you or your company but the reader. What can you offer them that will make their life better? Write the email from the standpoint of how your product or service benefits them.
Not forgetting, no one wants to read a long email. Keep your messages short and sweet, with a clear call to action. This will increase the likelihood that recipients will read your email and take action. Keep testing until you find a strategy that works well for your niche.
