Does email marketing still matter or is it ranked among the traditional, outdated ways of marketing?
From the onset, let us make it very clear: email marketing still holds a lot of ground, is essential and must be given serious consideration by any business that looks into moving to the future. To put things into perspective, consider the following statistics.
Research indicates that 83% of B2B marketers active use using email marketing through eNewsletters to reach their target audience. However, whereas this data demonstrates quite a decent absorption of this technique in businesses, it is paramount to point out that it will work effectively for you if you are well equipped with skills to make it work. Below are ways to make email marketing work for your business.
Email marketing is, of course, a concept that was borrowed from the traditional post office of the past century. What was, and still is, very unique about it was that its personalized nature.
For you to succeed in email marketing, personalization is Key. You cannot send blanket messages to people’s inboxes and expect a great response from them. However, when you personalize the message, addressing your target audience with familiarity, it becomes easier to form a bond. It also makes it easier to build a relationship and trust. This way, people can respond or react to your message and with time, your portfolio and audience grow. Personalization is about cultivating a relationship with the people that matter to you, in this case, your target audience
You can use an html email template builder to create and send personalized emails. This makes it easy for you to make send insert your message and saves you time.
- Timing Is Key: Know when to send your messages
There is no written rule that dictates how often or frequently you should send emails to existing or potential clients. However, as a general rule, be consistent. At the very least, you need to send marketing emails at least once a month.
A number of factors, nonetheless, determine the frequency and general timing of your emailing campaigns. Key among them is the goods and services you offer. A law firm, for instance, might not have as much discount to offer as a gifts seller. Thus, a gift seller will capitalize on any accession and event all year round. The law firm, on the other hand, might limit its email strategy significantly.
Timing also includes the actual hours, day or night. One of the most common strategies is to send emails so that your target audience gives them priority as part of their schedule. This would mean having them delivered well before daybreak. The bottom line here is that you must keep your schedule and timing friendly to your target audience.
- Brevity, Language and Formatting.
What provokes you to open an email from a stranger? What arouses your interest, catches your attention and you find the urge to open an email from an unknown person?
An email marketer must find a way to make his emails attractive and catchy so that the target audience will have reason enough to click open. This must also be followed by a language and flow that will keep them hooked to the end.
One of the biggest challenges in email marketing is accumulating enough contacts for your mailing list. It is even harder to maintain the few that are left subscribed to your emails when it is finally filtered out.
Writing an email copy that is “juicy” enough is a task that requires a lot of learning and professional approach and even the use of tools such as an email builder to make your work easier. Precisely, keep your messages brief, clear and straight to the point. Assume that your readers have very little time to spend on your emails and that you must make a sale if they give you only one chance to engage with them.
Formatting is also key to ensuring that your emails are read. Take care of elements such as font and font size, color and even the length of your letters. There is a lot of power in using html email builder as an assistance tool in your email campaign.
- Choose Your Target Audience Wisely
Naturally, marketers will engage just about anyone in a conversation. Email marketers too have a tendency to accumulate and send emails to almost anyone they can reach out to. However, it is indeed a fruitless exercise to keep a list of subscribers who never actualize into a deal.
Engage in a cleanup exercise of your subscribers’ list once in a while. This way you will focus your message on those who need it and those who deserve it.
- Make it Mobile Friendly
Smartphone intake has grabbed a good share of the tech gadget market and uptake is growing steadily. We are also seeing a shift through which mobile phones are becoming the first points of accessing information.
As you create email marketing campaigns, it is important to shape them in a way that makes them easily accessible on mobile phones. A recent study that included a whopping 27 billion emails showed that 55% of emails were accessed on mobile devices. This simply demonstrates that in the wake of growing smartphone and small device penetration, it is paramount to optimize emails for access on mobile phones.
- Call Users to Action
This is a very important aspect of email marketing. What should your readers do after reading all that amazing content you have put out?
By the end of it all, you want them to take some action. Let them make a call, reply to the email or simply follow a link to more information.
A CTA becomes a point of engagement and a measure of the kind of response you receive. If a given number of people take the stipulated action, you are able to weigh the effects of your campaigns.
Email marketing is still an essential part of modern business marketing strategies. However, it is important for marketers to choose their models to keep a closer eye on what is happening around them. At the same time, combining several models will help you achieve the best results. This means that you must keep on learning and engaging various stakeholders at different levels. For instance, as millennials take over the global workforce and increase their buying power, marketers must create campaigns targeted at them.