In the year 1978, the first marketing email was sent, resulted in $13 million in sales, and it has become one of the most highly used marketing channels even to this day. (Source – Smart Insights)
Creating trust with contacts and building genuine, long-lasting relationships with them is the key to crafting a successful email marketing strategy. (Source – HubSpot)
What is email marketing strategy?
An email marketing strategy is a set of best practices that a marketer identifies and follows to achieve desired marketing goals with email marketing.
7 Strategies for successful Email Marketing campaigns
Let’s check out the email marketing strategies below.
1. Personalize your Email message
Personalize your emails while sending out emails to customers or prospects. Always address your customer or prospect with their first name in your emails.
Instead of writing Dear valued customer, you can write Dear Mark
The simplest form of personalization is to address the reader by his first name. Most email service providers (ESP) offer this within their functionality and this tactic alone will improve your email campaign performance.
2. Create Mobile friendly emails
According to a research by Litmus, 47 percent of emails were opened in a mobile phone. Create mobile friendly emails while sending out emails to your customers or prospects. Email service providers offers this functionally you can test this functionality internally before sending out email campaigns to your customers and prospects.
3. Stick with Timings
The email campaign sending time is one of the most important elements to focus on in an email marketing strategy. Start sending your emails to your target audience with respect to their times zone. Segment your marketing lists based on the time zone the recipients live in and schedule the emails according to their time zone so that they receive your messages at an hour that is convenient and appropriate for them.
The time-of-day your audience receive emails can directly contribute to performance indicators like open-rate and click-through-rate of your email campaign.
4. Subject Line is crucial
A compelling subject line creates interest and builds anticipation of the email’s content. Keep it short so the reader understands exactly what the email topic is about. The goal of a subject line is to entice recipients to open the emails, and to go through the message. Don’t use click bait subject line which is not relevant to your email message, this would harm your email campaign success.
5.Segement your Marketing list
Segmentation is an effective tactic that allows you to send highly targeted email campaigns to your audience.
Below are a few examples for you to get started with segmentation:
1.Segment by Industry;
You can segment your marketing database based on the industry. If you want to run an email campaign for your upcoming webinars relevant to retail industry. You can segment your marketing database and create a retail list for the upcoming webinars. This would increase the webinar registrations.
2.Segment by Company size;
You can also segment your marketing database based on company size. If you would like to run an email campaign specific to company’s with less than 100 people. You can segment your database by creating list with the employees lesser then 100.
3.Segment by Location;
If you would like run an email campaign for the upcoming events which is happening in New York. You can segment your marketing database based on the location and choose the companies which are located in New York, this method would drive high registrations to the event.
4.Segment by Technology;
Segmentation can be done by technology if you want to create an SAP users list for your upcoming email campaign specific to SAP. You can segment your marketing database based on the technology and start sending out the email campaigns to the SAP list.
6.Conduct A/B testing
Conduct A/B testing and identify which email template has high response rate. Based on the results start sending high performed email template to your customers or prospects to increase your success rate. A/B testing allows marketers to identify what copy of their email template works best by swapping out different aspects of their email, such as subject line, images, CTAs, headlines, offers and etc..,
7.Measure your Email Performance
Adjusting your email strategy based on email performance reports and feedback for your email campaign that you have gathered is the last step for developing an effective email marketing strategy. The effectiveness of the email campaigns can be measured based on the email open rate, email deliverability rate, unsubscribes list, click through rate, bounce rate and etc…,