Email marketing strategies are not everyone’s forte, which is why not every business is successful in implementing them. There is a lot of effort and time that goes into it. If you can strike gold with email marketing, it will only be possible by creating a strategy which fulfills all your business goals. A lot of companies fail at email marketing when they don’t have a solid strategy backed with the right resources.
If you are looking to go with full guns blazing with respect to your email marketing strategy, we are here to help you:
#1 Build an email list:
All successful email marketing campaigns are a result of having a dedicated email list that are either customers or prospects who signed up using one of your lead magnets. You can build your email list by targeting your website visitors and offering them a lead magnet, like an e-book, free consultation or anything of value in lieu of subscribing to your email newsletter. More than 80% of your website visitors will leave your website without subscribing to your newsletter or taking any actions. You need to convert these visitors who abandon without taking an action.
#2 Clear-cut goals:
No marketing campaign starts without going through what the goals are. If there is no method or reason for the madness, then you would be aiming at everything including things that you don’t want. Here are some of the most popular goals of every email marketing campaign:
- Nurturing your existing leads.
- Welcoming new subscribers
- Increasing engagement for your social media posts
- Trying to re-engage subscribers who aren’t active anymore
- Collecting information to segment customers
We have discussed so many times about how effective email marketing is, do you know that most of that ROI comes from campaigns where you have segmented your customers. Here is the number for you: 77% ROI comes from highly targeted campaigns for customers who have been segmented. Segmentation is bracketing your customers based on various things like age, gender, sex, education, designation, address, geography, hobbies, educational qualification, hobbies, purchasing behavior, interests, stage in the buyer journey, and so on.
#4 Personalize your emails:
Once you have segmented your customers, you can expect at least 5-8 buyer personas. Each of these personas will need to be addressed with content that has been written exclusively for them. The first step in personalization is as simple as addressing them by their name. If the value of each account is high, then you can even take into account their purchasing history, preferences and tune your emails that way so that you can invest in writing super-personal emails to each of them individually. With segmentation and personalization, you can expect a higher open rate. It will also lead to a meaningful discussion with your customers.
#5 Automate your emails:
With automation, you can apply triggers where your customer will get emails based on a particular action taken by them. Automating emails takes personalization to the next level as each email is completely in response to the customer’s behavior. Your customer or prospect will be pleasantly surprised with such an interaction which they will rarely expect, so it will help with building trust and engagement.
For starters, you can automate at the following junctures: welcome emails, behavior based automation, thank you emails, and so on.
#6 Focus on increasing CLV:
Customer Lifetime Value is the term used to describe the value that the customer will bring into the business over his/her lifetime. While the initial association with a customer might have been just for, let’s say $50, if you keep the customer engaged and happy, you can expect more money spent by the customer. Over the years, it amounts to a huge number.
Also, retaining customers is much cheaper than attracting new customers into your fold. Use triggered email automation to nurture the customers in your email list. Keep renewing thoughts about your business in the minds of the customers while ensuring that all their needs are met without a delay.
No matter how costly the email marketing tools that you use are, if you write sloppy copy, then it will get you nowhere. If you need to stand out as an authority, you need to write words which will capture the imagination and attention of your customers. Write short sentences, do not pitch in the beginning of the email and do not come across as needy. Stories are easily the most popular medium of copy out there. If you can invest in a good copywriter, there is nothing like it.
Having a pronounced email marketing strategy can certainly do a world of good for your business. No matter what you are selling, whether it is a product or a service, having a great email marketing strategy can make a huge difference. Some of the things we have discussed here will help you greatly improve your bottom line. It is all about applying the strategies in the right way. Connect, engage and nurture your customers so that you always come across as trustworthy and worth doing business with.