What Is Email Marketing and How Can You Incorporate It into Your Marketing Strategy?
As its name suggests, this technique is based on a sending emails to a list of current and/or potential customers. Email marketing is a mixture of communication and direct marketing.
Though its decline has long been predicted, this tried and true marketing technique remains just as strong today! In terms of return on investment, email marketing recruitment continues to be one of the most profitable and effective actions an advertiser take.
One of the reasons that email marketing works so well is because your message quickly reaches the people on your contact list at no cost to you. Many people have added both their personal account and their work account to their mobile devices so emails land directly into the hands of your target audience.
Since nearly half of all emails are opened on a smartphone, your message must be designed intentionally and formatted to fit mobile devices. If not, your message will ‘die’ before it even gets into the hands of the consumer.
Nowadays, it's common to hear that email marketing has evolved into mobile email marketing. There is truth to this so be sure that your email marketing campaigns work just as well on mobile devices as they do on desktops.
Although email marketing is traditionally thought of as a conversion-oriented tool, in reality it can fulfill many functions and adapt to a multitude of situations. Here are just a few examples:
Although there are many benefits when it comes to email marketing, advertisers and marketing directors typically want to hear about the metrics and figures. A report carried out by ADigital Investigación on the use and perception of email marketing revealed some very interesting information.
It's worth going back to basics to set SMART goals. Email marketing is one of the techniques marketers use when they need to increase sales and conversions. But, it's not just about contacting everyone and anyone as quickly as possible. It's important to take the time to set goals for each email. This is where the SMART goals (Specific, Measurable, Achievable, Realistic, Timed) come in.
SMART goals allow you to define clear KPIs, contact strategies for each campaign, and schedule the frequency with which emails will be sent to subscribers or contacts and in response to which actions.
There are many techniques to grow your subscriber base and it is vital to make the most of them and get email addresses from new signups.
Keep the 3Vs in mind for this.
Visibility. It may seem quite obvious, but make sure the subscription methods and CTAs are very easy to find. Some potential locations are your home page, product or landing pages, social media profiles, transaction confirmation pages, in transactional emails, etc.
Value. Why should someone subscribe? List the benefits in the email you send.
Velocity. Make email registration a quick and easy. Create a simple form where the person can leave their email and with a single click. Do not take visitors to another landing page, where they can then subscribe, otherwise you complicate the process and you can lose potential contacts along the way.
If you have clear objectives, then these should guide you to decide which metrics to track.
Email marketing metrics can be divided into two types: process metrics and performance metrics. Here are a few of each type.
The 3 Vs apply not only to registration acquisition, but also to the unsubscribe process.
Email retargeting is based on recording the behavior of your users through cookies in order to offer them email campaigns that are truly tailored to their needs.
These are the basic steps of an email retargeting plan.
A user visits your website and fills in the form to subscribe to your mailing list.
Their name and contact details are automatically added to your email database.
You create a series of personalized emails to convert the interested user into a customer.
You send a first introductory email and measure the responses. Did the user open the email? Did they click on any of the links? Did they visit the page?
Depending on the results of step 4, you can now create personalized emails for any situation and continue to interact with your lead every step of the way to conversion.
Based on the following interactions, you can classify users into categories to offer them specially tailored email series.
Step by step and email by email, users consume your content until they are ready to become customers.
From there, the possibilities are practically endless. Here are seven ideas to customize your email retargeting campaigns and make your email marketing more effective.
Personalize your campaigns based on the searches made by the user in Google and other search engines.
Personalization based on the products they have viewed, the actions they have performed or those they have left halfway through (e.g. shopping cart abandonment).
Create differentiated campaigns according to the channel through which users reach your website.
Specifically target users who are active and interact with your emails, perhaps offer them some kind of reward or special deal.
Target users who have visited a site that is affiliated with yours and is focused on similar topics.
Create a targeted campaign for individuals who have interacted with your brand's online games and applications.
Focus on users who consume content that's similar to your brand's.
Nobody (or almost nobody) gives something for nothing. When a user subscribes to your mailing list, they expect to get a reward that is valuable to them, like an answer to a question they have, the solution to a problem, information, or even just entertainment.
The more value you bring to your subscribers, the more they will trust you and the more likely they will be to do something for you, like buying your products.
When designing your email content, ask yourself a simple question: how are you going to provide value to your email marketing audience? To start off on the right track, you can offer them guides, ebooks, or other valuable content as an incentive to subscribe to your mailing list.
Sending the wrong message to the wrong person can be a disaster when it comes to connecting with your audience. When a subscriber receives irrelevant messages, they may feel that you are wasting their time and they start to ignore your messages, unsubscribe or, worse, mark your emails as spam.
How to solve this? Start by getting to know your audience in order to establish segments. Age, city they live in, marital status, interests, etc. Use the most relevant parameters for your brand and divide your email marketing audience into groups. Creating personalized content for each group takes more time than sending mass emails, but it is a worthwhile investment.
The welcome email can be the beginning of a beautiful friendship...or the end. First impressions count, so you have to be on target with the first message you send to a new subscriber after they sign up.
To connect with your audience and get your relationship off to a good start, be sure to include at least these points.
All relationships have two sides, so if you want to connect with your audience, you will have to learn to listen to them. Encourage them to send you feedback and always respond to their queries to build a relationship of trust. Of course, their comments will help you to fine-tune your strategy, so you'll gain from it too.
Despite not having the expertise or necessary resources, 75% of businesses take on the management of email marketing internally. More than half of them don’t carry out any kind of tests before launching an email campaign. This is an essential component in order to see if you’re choosing the right contact base, if your copy is well-written, and if you're choosing the ads with the highest engagement.
In order to figure out what users need, experts recommend putting yourself in their shoes and carrying out a test before launching your campaign. This way, you can increase your open rate and number of clicks.
If companies and advertisers work with a specialized email marketing agency, such as Cyberclick, they will optimize their processes, improve results, and receive the following benefits.