What is email marketing?
Email marketing is a digital marketing process that communicates with visitors through electronic mail messages (emails). Email messages usually have a commercial purpose but are also used to educate and inform recipients of interest.
1. Collect email addresses.
Do not spam
Think about the emails you open and the ones you delete immediately I'm guessing you won't open an email that you don't believe will benefit you or your business in any way. So when you ask for a customer's email, make sure you are offering them something valuable in return. Whether it's a coupon or an initial access to a new product or sale, an ebook or other thought-provoking content, or a chance to win a prize, when you want someone's email, make sure it contains something valuable to them.
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Get personal
Think of it as "boutique" mailing. Choose a shortlist of people you want to build relationships with. For example, those that match your perfect client profile and personality. You are not shooting a message to thousands of strangers here, you are simply choosing the right ones because you know they would love to do business with you and they are right in your wheelhouse. Make sure the part you are sending them is highly personalized so that they never forget it. With today's variable data digital printers, how much you can personalize a mailer is limited only by how much you know about the recipient. Don’t settle for personalizing just their names in greetings; Include in your message the name of their company and what kind of business they are right. "~ Victor Clark, get better, do more.
Offer free resources for targeted people
"Provide something valuable to your target customer, for free, and in an instantly usable format - such as a downloadable report or ebook. Collect addresses that may not be your customers. The resources themselves need to be relatively short and relieve a person's instant pain points. Some examples: Do you run an indoor playground in Tacoma, WA? "In Tacoma, WA. Here are 5 things to do with your kids on a rainy day: "Guide (and include your business as one of the sights). Every Home Buyer Needs to Know "Offer Reports" These types of reports are great, as they not only provide instant value to your potential customer but also make the content of the guide easily accessible to you. It can be shared across web presence and social media platforms, allowing you to push for more money! ” ~ Tim Masijevsky, a digital media, and marketing expert who helps real estate professionals build their businesses.
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Gate your content
"As a B2B company, we always have to find different ways to take the lead. In other words, we need to do more than just call calling, sourcing lists, and attending events, since the content is the backbone of our entire marketing strategy. We've got to collect existing customer information and new leads through our Gated Content and Surveys. Our Gated Content includes webinars, ebooks, white papers, and guides.
We host four webinars each month, all of which are gated. This means that people need to input their contact information to register. We use On24 for this purpose and then input them into our Salesforce account.
For our ebooks, white paper, and guides, we offer a “big” piece every 2-3 months. We've set up both a gated and a non-gated landing page: our non-existent clients are gated to collect their information and ineligible for existing clients whose data we already have. We create forms for these landing pages so that a customer profile is automatically generated for each lead so that they can track what they click and download.
We also found that surveys are a very effective way to get email addresses. We conduct surveys to help create future content (infographics, guides, blogs, etc.) down the road and give people a chance to win a gift card if they provide their information as an incentive. We found this to be very successful in allowing new emails. The key is to distribute it more than your database. We use onsite events, social media, and our partner networks to distribute surveys so we can gather new participants for our database! Kristen Carvalho, Senior Content and Social Media Manager, etouches.
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2. Send targeted email campaigns.
What is the targeted audience?
A target audience is defined as a specific list or segment for the purpose of grouping individuals or email marketing, where a campaign is targeted.
This is the target population for every marketing effort.
Car conversions are most likely based on each targeted email campaign you submit.
For example, if you own a plumbing company, your target audience will be homeowners or landlords.
It is important to remember that the target audience is the ones who are most likely to buy your product or service and not necessarily for whom the products and services are targeted.
Take a toy store, for example. Yes, kids (of all ages) will play with toys. However, it is often parents, grandparents, aunts, and uncles who are more likely to buy toys.
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Importance of targeting the audiences
However, the subject line, email copy, and a call to action make up half of what we've said.
Your target audience is another part that will make your emails great.
To explain an old saying, greatness is in the eye of the beholder.
In the above examples of inbox overloads, all could be avoided if customers were able to relate to the tone and content of the email. This will make those emails great for those users.
That's why it's important to make sure that every campaign you send is directed to the right target audience.
After all, we all must have heard the quote from the famous John Lidgate, which was also famously shared by Abraham Lincoln.
You can't make all people happy all the time.
Many times, your complete contact list will not be interested at all in the email you want to send. However, a targeted email from the right audience is much more likely to find a happy listener.
Are your emails being sent to the right audience?
It is important to serve the needs and interests of each customer A targeted audience means a portion of your list (s) filled by people who are satisfied with the emails they receive.
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Understand the targeted audiences
Understanding who the individual in each target audience is is incredibly important.
An easy way to do this is to create customer personality.
You can even search Google Images and choose a photo for each target audience and one person representing each personality. Consider the cars they drive, the places they shop, and even the magazines or blogs they like to read.
You also need to go back to your reports to better understand each target audience.
Your reports are another opportunity to understand your target audience, including the expected return on investment.
There, you'll see on the device that they're opening your emails, at what point they're opening those emails, and the products or services of interest based on clicks.
Your target audience can learn this by opening an email on a smartphone or on a computer. This will help you to know what your sales process should be. If it is difficult for them to convert from the phone, then create a process that will work on the phone and allow you to follow in a way that allows them to convert later.
At the same time, your email goes for being opened. Find out when your emails are being opened by your categories and when you can make your offer. Early morning emails can be received by those who are opening their emails in bed (or bathroom) every morning. If you're in a business where your sales team is talking to leads on the phone, you might want to send a targeted email campaign to those early morning openers that allow them to schedule a call or demo when they're more ready to handle it later.
Each will give you an extra peek into the lives of your customers and help them know who you are as a person Above all, remember that the people behind the email addresses you are sending are the most important part of understanding the target audience.
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3. Get your email open
Keep your list fresh
Do your customers still want to hear from you?
You've probably heard the suggestion that it's important to email your customers on a regular basis so that your list doesn't get stale.
But even then, over time, email subscribers can still be stale. Some people may have changed their email account, or they may no longer be interested in your brand.
So to keep your list fresh and full of hired customers, it is a good idea to move inactive customers periodically.
An inactive subscriber may be someone who has not been involved with an email in the last 6 months or more.
But before you get rid of them, try sending a win-back email campaign to try to reconnect your inactive subscribers.
For example, Carol Ties sends a last-ditch-effort email to her inactive subscribers asking, "Am I bothering you?" And they ask if they still want to have a membership. Some people respond, but others are all pure.
Avoid spam filters
Spam filters have become more sophisticated over the last few years, but they are still not perfect. Your emails - even your best emails - can still get stuck in the awful spam folder, never seeing daylight.
If you want to maximize the reach of your email marketing campaign, you need to do everything possible to avoid being flagged as spam.
Here are some best practices for not reading your emails in a spam folder:
Make sure all recipients have actually selected to receive your emails
Send your campaign from a good IP address; That is, an IP address that no one else has used to send spam in the past.
Send via verified domain.
Keep any code clean.
Use the merge tag to personalize the "To:" field of your promotion.
Show subscribers how to whitelist your emails and ask them to add you to their address book.
Avoid excessive use of "sales" language (these are spam trigger words such as "buy", "clearance", "discount" or "cash").
Don't "bait-and-switch" using deceptive subject lines.
Include your location.
Include an easy way for customers to opt-out of your emails.
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Make your subject line standout
When it comes to open rate emails, everything is on your subject line. Your job is to make your subject line stand out.
Companies have used email marketing for years, often copying the same subject line formula. As a result, these common subject lines are often filtered out as white noise. To avoid competition, you need to be more creative with your subject lines.
Write like a friend
When writing your emails, you need to keep your corporate hat aside and write like a friend. This is the only way to really appeal to your customers and get them to open your emails.
For example, a corporate phrase such as, "We're offering savings for our customers!" Comes off and off as stuff.
A more friendly alternative might be something like, "You need to check this deal ..."
This makes the email much more private and makes your recipients less likely to delete your message and move on.
Write amazing content every time
When a user opens your email, you're basically winning the battle, aren't you? So why is the actual content of your email important for the rate of openness?
The content inside your email is really important for the rate of opening because if your customers are happy with your content, they may open your emails in the future. They may even start waiting eagerly for your emails.
Conversely, if a customer is dissatisfied with what you receive in your email, they will probably not reopen your emails and may even unsubscribe.
So how do you make sure your customers are happy with your email content? Easy: Make it great.
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4. Master the art of email copywriting
What is email copywriting?
For copy to be interesting, whether it's for an ad or an email, the first rule is that it should be something that people want to read. With email copywriting, it starts with the subject line. Even before your customers open the email, subject line copying works hard. This is why testing your subject lines A / B will inspire you to become a better email copywriter.
Nail the subject line
The subject line of your email is equivalent to the title of your email copy. If it is not relevant or interesting and does not motivate your readers to take action, they will not open it.
Take a lot of time to write your subject line as you write an engaging blog title. If you spend a total of four hours with your email copywriting, you should spend half of it on your subject line.
Get personal
It can't be stressed enough: email copywriting must be private if you want to convert it. That's the bottom line.
So, how can you put it into action?
This may sound silly at first but instead of writing for hundreds, thousands, or millions of people, pretend that you are writing emails for one person. Pretend you're talking directly to a friend or a customer. Let them know about the exciting things you want them to say and explain what you want them to do.
Keep it conversational.
By nature, emails are personal and private. If you want your copy to resonate with your readers, you need to communicate with them on a personal level.
This email from the Royal Children's Hospital Foundation uses the words "I" and "you" to help make the email feel like a personal conversation between two friends. It lets the reader know exactly how they can help and take action.
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Choose your words carefully
Consistently with the tone of the conversation, use the words "you" and "your" quite a bit when going about your email copywriting. This will let your readers know that the email is about them and not yours
You will want to focus on the benefits of what you are offering instead of the features When you talk about features, the focus is on you, your company, and your product.
When you talk about convenience, the focus is on how your product or service can enrich the lives of your customers.
Talking about benefits instead of features centers emails around your customers instead of your company and this is what readers want to see in their inbox.
Welcome emails are a great opportunity to get things started on the right foot.
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Keep things short and concise
If you're writing hundreds of copy words in your emails, you're doing it wrong.
Although people spend a lot of time scrolling through their inboxes when completing other tasks - in some cases 6.4 hours a day - people only plan personal emails.
Go to the right point. Let your subscribers know what's going on, how you're ready to help, and what you want them to do.
Break your copy with lots of white space: Huge blocks of text will send readers running for the back button. Use bulleted lists, short sentences, and questions to get your point across.
This email from Fortnite has lots of eye-catching graphics and short text to keep readers engaged and motivated to take action.
5. Assign your members
Make it easy to convert
Not to mention opening the email to find an applicable offer inside, the key here is to make sure your e-mail links to a landing page that contains a few key elements. The most important element is what the offer is, how it will benefit them, and what you want them to do, such as a clear path to follow to fill out a lead conversion form.
While this simple change can be incredibly effective, one of my recent clients has never used a landing page or content on their site for easy email marketing. By taking an old white paper buried in the site and distributing it to a small part of their database, the lead of 3 was achieved in 2 minutes and about 30 leads came in 24 hours. Their main goal was 50 a month and simplicity got them 30 a day.
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Send it and forget it
Ron Popel, king of the infamous Informative Rotisserie, knew the way, you really have to set it and forget. It's gone, so stop thinking about what you could do differently or possibly better. Instead, take a minute, step back and think about what you can do to improve future offers.
6. Best email marketing tools
You want to grow your business - and need email marketing software that is easy to use, affordable, and will turn your leads into customers - right?
It sounds simple enough, but there's an overwhelming 450+ email marketing tools to choose from - and every email marketing company's website says the same thing, it's nothing more than simple.
To identify the best email marketing software for different businesses, we surveyed 1,700+ marketers - from single-person startups to Fortune 500 CMOs - who was in the process of changing email marketing software to understand which tools they were going for and - and why.
The following list of top 10 results from hundreds of hours of research, I hope will help you choose the perfect email marketing software for you.
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Top 10 Email Marketing Softwares
- Get Response - Best for all business and enterprises (Recomended)
- HubSpot - Best 6 for B2B service providers
- Sandin Blue - Best for transactional emails
- Drip - Best for small-medium e-commerce business
- Omnisend - Best for medium-sized e-commerce businesses
- Autopilot - Best for marketing automation
- Benchmarks - Best for agencies
- MailerLite - Best for personal projects
- ConvertKit - Best for bloggers
- EmailOctopus - best for developers (using AWS)
Conclusion
If you've been neglecting email marketing, it's time to reevaluate your strategy.
Email marketing provides huge returns for marketers who want to learn how to do it right. It doesn't have to be complicated.
First, remember that you are a guest in your customers' inbox. Your emails are always one click away from losing their interest forever Be humble, respectful, and pay the price.
You need to ask permission as soon as you start. Of course, this is the right thing to do. In the new era of data protection, like the EU's GDPR, this is also a legal requirement.
You want to follow through on your promises. Provide what people want and email regularly to align with their expectations.
There is no formula for increasing email automation. Which works best for you and your company's voice and style.
Finally, once you have mastered the basics, you can move on to email segmentation and analysis. Start sending different types of emails to different groups of people so that you can provide more useful emails.
Learn A to Z email marketing from top-level email marketing experts
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Read more:
21 Tips to Write Catchy Email Subject Lines, You must Know
16 Tips That Actually Work For Email Copywriting In 2022
How To Build An Email List-Everything You Must Have To Know