You may have heard some gossip about how email marketing is dead, but it is actually far from it.
With more than 5.6 billion active email accounts today—that’s more than half of the world’s population—email marketing still proves to be the most important marketing tool for businesses, especially in terms of ROI where every dollar spent generates at least $38.
40% of marketers swear by newsletters as a crucial tool for content marketing success, so more businesses are now allocating their budget for email marketing.
In 2019 alone, American businesses spent more than $350 million on email advertisements that offered benefits such as increased traffic, personalized campaigns, targeted leads, brand awareness and of course, better ROI.
To create a successful email marketing campaign, follow these seven smart tips:
1. Start with a targeted email list.
Every successful email marketing campaign starts with a good list of leads that are already interested in your product or service. The best way to gather this information is through your website.
But since 80% of visitors leave a website without signing up for a newsletter, exit-intent popups will allow you to turn those exiting visitors into subscribers.
2. Edit your email list.
Metrics is one of email marketing’s best features. But more often than not, marketers forget about the one metric that matters the most in a campaign: email address validity. Editing your email list is as important as sending them out because that will determine how your campaign will perform.
You can do this through an email validator, a tool that will allow you to verify one or a group of email addresses to ensure that they are valid and working. Email verifiers can be in the form of plugins, desktop tools or software-as-a-service and you can find different providers online today.
3. Explore email drip campaigns.
Also called lifecycle emails or automated email campaigns, drip campaigns are pre-written messages that are sent to prospects and customers over a specific period of time.
This strategy combines the convenience of automation and the benefits of customization because you can send different “drips” to certain subscribers depending on their interests and responses to your campaigns.
If you’ve been struggling with conversion, email drip campaigns have proven to drive up to 18 times more revenue and it allows for continuity of business because nurtured subscribers could make up to 47% larger purchases, according to studies.
4. Know what type of email to send.
You can’t just rely on your traditional promotional emails if you want to get results from email marketing these days. In fact, you have to understand the different types of email that you can send depending on your goals for your audience.
Aside from promotional emails that talk about your brand and products, you should also use relational emails that subscribers would expect to receive regularly. They could contain tips, guides, announcements and other relevant information about your business and industry.
Transactional emails, on the other hand, are those you send in response to a subscriber’s action.
For instance, you can send a welcome message to a new subscriber, confirm a purchase or acknowledge any changes made to the subscriber’s order or information.
5. Design your emails.
Designing an email is crucial for the success of your campaign. So before sending anything out, you need to lay out all the elements properly and use visuals if needed to boost your content.
You need to write a catchy subject and make sure that the most important messages and takeaways are on the top half of the email, so readers can quickly scan through it if they are in a hurry.
Images and videos are also now gaining more traction in email marketing campaigns because they don’t only make emails more interesting, but they can also be useful for boosting click-through rates and open rates, and reduce subscription cancellations.
6. Avoid spam trigger words.
You can’t waste all your efforts on a campaign only for your email to be blocked and sent to the spam folder. But this happens a lot and you might not even know exactly why your emails are tagged as suspicious or spam. Aside from a bad domain or a private email address, your emails may also be blocked due to some spam trigger words, especially in your subject lines.
Email programs like Gmail and Outlook have built-in filters that go through email subject lines and automatically tag those with trigger words in them.
These could include obvious promotional numbers like 50% off or 100% money back and phrases like click here, cash bonus, call now, collect, credit, earn, hidden, free, discount, satisfaction guaranteed, you’re a winner and extra income.
The trick to avoiding being tagged as spam is to make your email subject lines as personal as possible. Save your offers and call to action phrases for the body so that you can get past the filters and actually have your emails read by subscribers.
7. Plan follow-ups.
It’s not enough to just send out one email and hope for the best. If you want to maximize your campaign’s performance, you can create an email series that offer value to subscribers without sounding too pushy or salesy.
For instance, if you are sending an email to a new subscriber, your email campaign series could start with a welcome message then followed by an introduction to your product or service. Then, it should discuss how the subscriber can incorporate this to her daily routine and offer an informational email with a call to action to purchase your product.
A successful email marketing campaign is all about putting together a targeted list, creating a customized email campaign for that list and monitoring your progress through email analytics. This gives you time to make adjustments on your future emails to maximize the efficiency of your email marketing campaign.
Follow these tips and work with professionals who can help you get the most out of your marketing budget.