Over the past decade, smartphones, Facebook, Instagram, iPad, hoverboards, WhatsApp, and a bazillion new technologies have been introduced, but we have been using emails as our means of correspondence for a really long time! We can conclude that email has been a useful tool for the world so far. One of its areas of usage is, of course, marketing, because it is literally zero-cost and versatile. If you are looking to build trust, announce new features, keep your customers satisfied, and avoid instability, you should definitely give email marketing a shot for the next year!
Make it Personal!
In these crazy days where everyone is a microcelebrity, if you don’t know your customer at all, well, you are just not doing it right! If you even miss basic information about your customer, well, you are not communicating well enough. And if you are sending inconsistent messages, well, you are in big trouble! In 2021, Janrain and Bluereseearch found out that 96% of consumers said they received mistargeted information or promotions.
Unless you personalize your emails, chances are that you’ll lose half of your subscribed customers. You might want to ask, “what are the benefits of personalized emails?” Well, take birthday emails as an example: This type of email can generate 342% more revenue per email than regular promotions. In addition, their subject lines are known to generate 50% higher open rates. What’s more, personalized emails bring an ROI of 122%!
Tell a Story
Who are we if not storytellers? Be it three sentences or a hundred pages, stories are not easily forgotten. Let’s see some of the ways that you can use storytelling to make your email marketing results better:
First things first, why don’t you start by sharing a brief version of your success story and then connect it to the full version where your readers will find more details?
From the beginning up until now, include the story of your service or product. Of course, people only care about the end results, but giving them some insight into how your service came into being may prove your brand quality. It’s quite a journey when you think about it.
After all, you are reaching out to a present or potential customer of yours. Therefore, you might want to include a customer’s problem in the past so that your audience can sympathize with them. Then you can create a simple CTA that says, “Let’s find out!” where you show off the solution to a particular problem.
- You can also tell how your business blossomed from its early days. One piece of advice I can give is please do not create line breaks for each sentence!
Use Triggered Emails
This type of email is the one that is automatically sent to its receivers in several situations. These situations can include user actions, behaviors, and signals on a 1-1 basis. This means that triggered emails are sent individually, as opposed to promotional emails that are sent as group emails. Triggered emails include Welcome, Onboarding, Order Confirmation, Notification, Cart Abandonment, Nudge, Re-engagement, Remarketing, Birthday, and Milestone emails.
Convert Your Leads to Your Clients!
It isn’t too much work to convert a new subscriber to your email list and convert them into an immediate customer if your business is a B2C type. For B2B types, however, you might have to do your research and create your strategy. With well-thought-out email marketing, you can build trust among your leads and make them become your subscribers!
Let’s say your client subscribes to your list, and the generic email is sent. What’s next? Well, you can customize your next emails such that they include CTA items such as an e-pocket guide, an invitation to a webinar, an e-book, a case study, a consultation, etc. Make sure those content are relevant to each other, so at the end of all those steps, you get them to book the ultimate consultation! From my experience, this lead-generation process is a great one.
To help you with creating your email series, you might want to check these follow-up email templates and thank me later!
Use Relevant Data
Now that you have created new signups, you might want to collect some data from them. The reason is that you definitely want to hit the bullseye by targeting your audience, and there is no better way to do that than good old record-keeping! While doing your data mining, here are some factors that you should take into account:
- Work Title
- Location (Check if they have a brick-and-mortar store as well)
- Parental Status
- Work Status
- Where did they find you?
- Why did they choose you?
Users are less likely to collaborate with a company that provides a terrible mobile experience, and they would quit a website that takes longer than three seconds to load. Mobile SEO is essential because 70% of emails are opened on a mobile device and because all of your CTAs link back to your website.
Here is an example of a mobile-optimized website:
- It is possible to read all pertinent text without panning over from a single screen.
- Both the landing page and the email load promptly.
- The buttons are distinct and tappable.
- The font's style, size, and color are all easy to read.
Invoke feeling to establish a connection
Every problem and aspiration a customer has may be traced back to emotion. If you are an accountant, your clients want to quit worrying about filing their taxes on time. They want to have confidence that they'll receive the best return.
Your audience wants to quit worrying about reporting if you run an analytics platform. When making a presentation to their supervisor, they want to be assured.
So, use emotive marketing text in your emails to increase engagement.
Add Dynamic Content
An additional method of personalizing your marketing is via dynamic email content. By using this technique, the email's content will adapt automatically to the reader's preferences, such as gender, geography, buying habits, or website usage.
Customers will see various pictures, offers, and calls to action while still receiving the same template.
Utilize Emails with Simple Text
You're probably wondering, "Plain text!?" But there is no typo here. There is a growing appreciation among customers for more minimalistic material amid animated graphics, smart designs, and current aesthetics. Plain text emails not only fit in with this trend, but they also look better on smartphones, smartwatches, and voice-activated devices and pass spam, security, and privacy filters without any problems.
Divide Your Subscriber List into Groups.
Email can be used for a variety of marketing initiatives, including ones to greet new clients, direct them through your sales process, share exclusive offers, and introduce new features. But you can only apply these techniques if you segregate your list.
Although there are other ways to segment, these are some of the most common ones:
- Demographics: Use your CRM to retrieve a list of emails based on a particular region.
- Engagement: If your first email to subscribers wasn't opened, you might want to resend it or send a second, slightly different email.
- Customer journey stage: Offers should differ for new and returning clients.
- Which internet form did they use to provide you with their contact information?
Put Automation in Place
You've now put forth the effort to create an email series. The next step is to automate their delivery so you won't have to send them out manually every time, as per your schedule.
Utilizing technologies like MailChimp, Constant Contact, Campaign Monitor, and ConvertKit makes automation in email marketing simple.
With the aid of these applications, you can build automated emails based on events like when someone opens your email, clicks on a link, or purchases from you.
This eliminates the need for you to send those emails by hand, which can be stressful when you have a lot of different subscribers.
Select the Ideal Timing
The optimal time to send emails to clients can vary depending on several variables, including when they last visited your website, what they did there, if they made any purchases, and more.
Using Google Analytics is one method of figuring out when email marketing is most effective. View bounce rate, exit pages, and other information on goal completion in the Goal conversion area.
You should also consider other factors and incorporate them when you send emails based on people’s schedules. For example, you can see lower open rates on holidays, late into the evening, as well as Monday morning and Friday evenings.
Include a Real Email Address for a Reply
One of the finest methods to keep clients coming back for more is by doing this. If you don't give a real reply address, users may want to send any follow-up emails directly to their spam folder.
However, if you include your email address in the footer, they are directed there. Anyone with inquiries should email the brand's support staff.
Once more, this contributes to the development of brand trust. They are certain that they are speaking with actual persons who chose these emails for them rather than receiving spam with irrelevant or generic information.
Utilize Email Analytics to Improve Campaigns
Examining your emails' bounce rate, opens, clicks, and unsubscribes is one approach to using email analytics to optimize campaigns. Then, apply that knowledge to improve your existing efforts.
This entails sending emails at various times during the week, experimenting with subject lines, switching up the call to action, and testing alternative creative approaches.
Try experimenting with lead magnets, such as free ebooks, white papers, and webinars, if you're still having trouble.
These enable you to gather leads from people who are eager to learn more about new subjects. Additionally, tracking results enables you to identify successful and unsuccessful emails.
Play Around with Emojis
There is more to emojis than just cute pictures. They can actually increase email openings. In fact, emoji-using firms have witnessed a 56% rise in their unique open rates, according to Kim Courvoisier (previously of Campaign Monitor).
Impressive. Will you get the same outcomes? Experimentation is the only way to learn for sure.
Visit GetEmoji.com to instantly get emojis that you can copy and paste into your own emails.
Make everything as long as it has to be, and no more, while creating subject lines or body copy. Here are some fundamental rules to abide by:
- Keep paragraphs to three sentences and sentences to no more than 25 words. These are regarded as fundamental web writing best practices.
- When composing subject lines, aim for 17–24 characters. Although there isn't a set "optimal subject line length," shorter material has a higher chance of avoiding being truncated on mobile devices.
Cut to the chase. Each phrase and clause in your email should have a distinct purpose. Take it out if it doesn't.
Make a Valuable Offer
Great copy cannot save a poor offer. Nothing you do will help you succeed if what you're offering isn't worth your audience's time.
Check to see if an email meets the requirements below before sending it:
- Is the offer or material that this is promoting of a high standard? Although this is somewhat arbitrary, it could be best to wait if you're sending an email just because you feel compelled to.
- Is what I'm offering even something I would want? Consider your readers' perspectives. Would you even somewhat care if you read this email from a different company? Be truthful.
Is there anything that could increase the worth of this email? A second PS, a piece of content that's similar, or something else?
Do you have any additional advice?
Although there are many more strategies and techniques for email marketing that may have been left out, this is a comprehensive list. Do you know of any techniques that you feel were left out?