Email Marketing is a very effective tool that is used for customer acquisition as well as the retention with the rate of about 81% and 80% and about 56% of companies agrees that email offers “excellent” to “good” ROI (Econsultancy, 2016).
Now there are leak-proof marketing strategies that is formulated by global email marketers. Today, we will be looking into the 10 common yet very vital elements needed for creating successful email marketing campaigns.
1. Be Knowledgeable of Your Subscriber – Start with an Objective
One question asked by a prospect willing to share their email address with you is “How shall I be benefitted?” and “How shall this email campaign be helpful to my brand?” This question you is what you should to be asking while you start your plan for email marketing campaign.
2. Email List learning and cleaning end-user preferences
The next thing that is important to focus on is your subscriber list. Out of the email addresses collected, it is very necessary to occasionally weed out those invalid and unnecessary email addresses. This will not only improve the deliverability (discussed later in the article) but will also help to ensure your emails are reaching your targeted audience only (P.S: this is very important when considering overall ROI i.e. email sent versus customers engaged).
Moreover, to churn out a better content email, it is very important to know your subscribers better.
3. Email Automation – Preparing the Email Lifecycle
Once you are provided with the email addresses of your prospect, they become a lead. What follows should be series of emails that teaches them to know your brand better and become very qualified to make a purchase. So you will need to plan out your email series accordingly. Your series of email can be categorized into 4 parts:
A. Onboarding emails:
Personalized Welcome Emails, Introduction to features or Getting Started emails.
B. Lead Nurturing emails:
These are the emails set for brand awareness and they provide comprehensive knowledge of your services.
C. Sales / Promotional Emails:
These emails are like the “gentle push” to help your subscribers make their purchases and enter your brands’ sales cycle.
D. Transactional & Behavioral emails: Emails that are ‘triggered’ when your subscriber complete a predicted behavior are transactional emails.
4. Be Forthright – Making Use of the Preview Text, subject lines, email copy, and CTAs
Other than the FROM name in your email (which is important to be recognizable) only the thing that can help your emails to be opened is the subject line and pre-header text. Stating your email’s purpose right at the subject line will help increase the open rates.
Once your email is opened, the top 100px (that is above the fold) is the most important area of your email. Your email copy have to be strong enough to convey the message in the top fold itself. Though arguably, an actionable CTA can also improve the click-through rates of email. Moreover, CTA should help to complete the following sentence
I wish to ____.
Also, a CTA copy that connects on a personal level gets a 42% better customer engagement.
5. Personalization – Giving personality to your emails
As we have stated earlier, no subscriber wishes to be treated like an unknown name picked randomly from a mailing list. Almost 56% of people admitted to unsubscribing to irrelevant content emails. Instead of you having a ‘bulk email blast’, it is better to engage in a dialogue with your subscribers. Provide value through insights, new content, and updates, without it sounding like a sales pitch.
6. A/B test your emails – The best wins for you
When you want to go for a date, do you just pick the first attire you touch in your wardrobe or do you do a trial, so as to ensure that it enhances your overall look?
Similarly, before sending your email, there are some elements which you can A/B test to check what garners more acceptance from your subscribers. Nowadays, most of the ESPs allows you to A/B test any one of the following:
A. Subject line
B. From name
C. Emailer content
D. Send time
7. Now “You’re cleared to land” – Your Landing Pages
The landing page by definition is a webpage where your subscribers ‘land’ when they tap any of your online campaigns (blog post, social media ads, display banner, etc.). The main purpose of a landing page is to capture the information of visitor in exchange for the incentive that brought the subscriber initially to this page.
8. Checking SPAM Laws and Improving Deliverability
Before you go ahead to hit the “send”, having a good sender reputation is very much important for your emails to reach your subscribers’ inbox and not land in the SPAM folder. These are some of the tips to ensure there’s good sender reputation:
1. Don’t do email blast i.e. bulk emailing. Segment your list and send to different lists with separation of some time interval.
2. Don’t deceive your subscribers with misleading practices.
3. Have double opt-ins to avoid adding bogus emails.
4. Reduce the number of SPAM complaints, if any, by sending relevant emails.
5. Choose an ESP with a good reputation.
9. Measure Metrics – It matters to create campaigns that are better
The three most important metrics to measure in the emails are open rate, click through rate (CTR), and unsubscribes.
10. Putting metrics to use: Email Retargeting and Cart Abandonment
Once you have your emails are set up and the metrics of your previous campaign are in your hand, now it is time to plug the leaks i.e. bring back the abandoners. The Cart abandonment is one of the most important tools for email marketers in the e-Commerce industry. Notification email about those abandoned carts have about 40.5% open rate. (eMarketer, 2015)