Email marketing campaigns are going strong and still remain the cheapest marketing strategy. Albeit they are a lot of work, they are capable of generating incredible results in a relatively short time span.
Since this is common knowledge, it’s not surprising that everyone who has decided to try their hand at pretty much any online activity — from dropshipping to selling their skills — is using this cheap way of advertising. However, not everyone is doing it right.
Let’s face it, coming up with an email marketing campaign that works is hard work and time-consuming to boot and patience is not something people living in the digital era are graced with. That’s where you should see your chance to introduce your brand properly and build a steady customer base.
Start with these three crucial steps:
- Create a calendar
- Define an audience
- Build a mailing list
Pay attention to the last item. Never ever send emails at random: do your research from day one. In this way, you’ll make sure you’re always sending emails only to people who are actually interested in it, which consequentially means that the majority of your emails won’t end up being marked as spam.
That being decided, it’s time to choose email types to send. Most email marketing programs support all kinds of email types. Here are some that you absolutely should make use of.
Start your relationship with potential customers on the right foot. Stats show that only 25% of leads result in the desired action (usually sales), whereas 50% of leads qualify but are not yet ripe. In plain words, you need to build your relationship with customers steadily and persistently.
Welcome emails should, therefore, introduce your company and be personalized. They shouldn’t be too long, but it is recommended that they be creative, so take your time brainstorming ideas (you know that saying about first impressions).
Make sure that your welcome emails don’t feature a sales CTA. It’s never a good idea to offer any products before building a proper relationship with potential customers.
Everyone uses newsletters nowadays, which doesn’t mean that everyone has something useful to say. Again, this is your chance to rise and shine and represent your business by displaying expertise and know-how.
Newsletters can be used in multiple ways. Depending on your industry, you may attempt to educate the customers, introduce upcoming offers, announce promotions and sales, and showcase company values.
Take your time creating newsletters. On top of them being informative and digestible, they should also be eye-catching, so use some graphs and (if it’s relevant) lists. Lists are all the rage these days; apparently, they illustrate that the sender knows their business.
Transactional emails are crucial. These are the emails triggered by a specific customer’s action: a sign-up, purchase, registration confirmation, etc.
Make sure to send out transactional emails confirming orders and providing shipment information.
Dedicated emails are those that contain information about one offer only. E.g., you can send a dedicated email announcing the upcoming special event or one inviting the recipient to attend a specific event.
Dedicated emails are important, but don’t send them to all people from your list. Instead, use insights to determine which people are likely to be interested in the offer.
Feedback and Review Request Emails
Feedback remains the single most important insight into customers’ preferences, and email is a perfect medium for the purpose. It is not uncommon for businesses to send feedback requests after a specific action (purchase, contact, etc.).
It is also perfectly legit to ask for reviews.
You can go one step further by offering some kind of reward for the effort: a gift card or a discount on the next purchase, for example. It’s common marketing practice, too.
Lead Nurturing Emails
Lead nurturing emails is a complicated term for emails that feature useful content that recipients will be interested in. Again, this means that you should rely on insights to come up with the best ideas.
Lead nurturing emails serve multiple purposes; the idea of your emails not being left unopened or being sent directly to a spam folder not being the least important one.
Promotional emails are the most common type of emails all marketers send. While it may sound logical that these emails would be welcome, in truth they are quite difficult to brainstorm.
Because you can promote literally anything, you’ll need to decide which products and offers stand the highest chance of success. From sales to discounts to eBooks to webinars, you may choose to promote just anything.
Well, the good news is that different people are interested in different offers, so you should create different types of promotional emails for different target groups. In this way, you can market multiple offers making sure they reach only the people interested in them.
Sponsorship emails are a sad reality and also a necessity in this consumerism-crazed world. Sponsorship emails are a paid strategy as you’ll have to pay to include your copy in another business’ newsletter.
In this way, you’ll be able to reach additional people that may be interested in your offer. For sponsorship emails to be successful, you’ll need to pick the right vendor.
Sometimes, people will give up halfway through a purchase. When that happens, it would be wise to reach out and see what went wrong.
Not everyone knows that the most common reason for this is technical issues that may be easily rectified. Make it a habit to send cart-abandonment emails to inquire what went amiss.
Boosting Email Campaign Performance
Finally, when it comes to email marketing, opt for quality instead of quantity. Rather than sending a slew of emails every day, settle for a researched schedule and insightful emails.
Also, if you’re doing business internationally, pay attention to different time zones. Send emails in batches to ensure your emails are on top of customers’ inboxes, regardless of their location.
And there you have it — quite a lot to take in, to be sure, but over time it will become a routine. Make sure to create a strategy before going grandiose. Email marketing is, after all, a long-term strategy that relies on good communication skills and loads of creativity.