Email marketing has the misconception that it leads to an overstuffed inbox that customers skim through and ignore. In reality, email is one of the most effective marketing tools, especially when used properly. People check their email so regularly that it increases the chances for your email to be seen. Writing emails that engage your customers makes it more likely for them to become your customers.
Email is an incredible platform to nurture leads, drive sales, and meet your business goals. Here are some of the best practices to ensure your email marketing success.
Why Is Email Marketing so Important?
Email marketing is extremely cost-effective compared to other marketing campaigns, and millions of people are active email users. It has held out as one of the best ways to reach audiences of all types for nearly any business. You can see some of the highest marketing ROI through email campaigns with the potential to earn up to $42 for each dollar spent.
So many people check their inboxes daily, either on their mobile devices or computers. Email gives you some of the highest chances of reaching your customers where they are.
Best Practices for Email Marketing Success
Design Your Email Campaigns Carefully
Emails need to be well-designed and presented courteously to stand out. Otherwise, they'll get lost in recipients' inboxes or tossed directly in the trash. Designing your emails to make a positive impression requires engaging designs without being too “salesy” or sent too early. Keep in mind that you are visiting people via their inbox and don’t want your emails to be too imposing, otherwise, they’ll come off tasks that they don’t want to take part in.
Offer Enticing Incentives
Getting recipients to perform your desired actions requires you to offer tempting incentives. Potential offers to encourage people to click through your emails might include free downloads or coupons. There are few things people love more than free items and discounts. Using them strategically is a vital way to generate more sales and boost conversions through emails. Taking this further by offering loyalty incentives for customers to look forward to future emails from you, helping you stick out in their inboxes.
Follow Through with Great Content
After attracting customers, you need to retain them. Providing fantastic content is one of the best ways to hold recipients' attention after that initial offer. Otherwise, your email campaigns won't go anywhere. That way you can keep people moving through the sales funnel and maximize the customer lifetime value (CLV) with repeat business. You need to continue pushing valuable content, whether you’re pushing new blog posts or recommending new products or services based on past purchases.
Automate your campaigns early on to get the best possible results from your campaigns and content strategy. Once people opt-in to your campaigns, automation and email management tools to send different emails for each stage of the buyer's journey. You could send informative, educational content to recipients in the awareness stage who learn more about your business and offerings. As people move down the sales funnel, you can begin sending offers that lead them toward an initial sale. Once customers have made their initial purchases, sending additional offerings and tailored recommendations can keep customers coming back. You can even create and automate emails based on specific audience segments to launch more personalized campaigns, increasing further engagement.
Track Your Success
You won't be able to determine how well your campaigns are performing unless you track their success. Start by setting specific, attainable goals, which could include increasing traffic to a particular page or boosting sales for a specific product. With those goals in mind, you can use analytics to look for metrics about those goals, such as open rates, clicks, and sales.
Growing your email marketing requires experimentation. When starting out, it's perfectly acceptable to learn on the go and make changes over time. Conduct A/B tests with different content and call-to-action campaigns and see which perform better. Monitoring your campaigns on Google Analytics can indicate which campaigns are doing well and which are ineffective. You can then optimize successful strategies, adjust ones that aren’t working, or stop tasks that don't help achieve your goals.
Get the Most from Your Digital Efforts with Email Marketing
With a complete email marketing strategy behind your business, you can connect with customers nearly anywhere at any time. With so many people using email today and the many ways you can customize your campaigns, email marketing campaigns complement your marketing efforts to drive success. Businesses can cultivate and develop email marketing while remaining remarkably cost-effective for their return on investment. If you're not using email marketing to your advantage, you're missing out on one of the most lucrative opportunities in digital marketing today.