Email marketing is one of the oldest digital marketing strategies. And despite the doomsaying, it’s still incredibly effective. With 96% of consumers checking their email on a daily basis it’s clear that email has the potential to be an incredibly impactful strategy.
Here are some things you should know if you want to make the most out of your email marketing efforts:
Use email software to manage your campaign
This is an affordable way to reach a large number of people. Being able to automatically send thousands of emails per month can free your team’s time to craft those emails and ensure your brand messaging remains on point.
In addition, automation software allows you to easily track all sent messages and how users are engaging with them. Did they read it and click the link? Did they unsubscribe or request a follow-up? This information can allow you to create better emails and mailing strategies in the future.
Automation best practices
With the right implementation, the use of automation for email campaigns can grow the pipeline by 45% and increase the revenue by 25%. In addition, sales reps can spend up to 22% more time actually selling.
What you want to do is:
- Keep emails short, useful, and actionable
- Send targeted emails to specific audience segments
- Make your subscribers feel special
- Always review and improve your process
Make it work for you
Email marketing isn’t just a “fire it off and hope you get something” technique anymore. Now you can craft precision-targeted messages for the right people at the right spot in the marketing funnel. Like with other digital marketing channels, you really can’t afford to ignore it if you want to remain competitive.
Connect your email service provider with your CRM, build email campaigns, manage your subscriber lists, and review your effectiveness. This will allow you to reach the prospects you need to reach and build relationships with existing customers.
In order to build detailed customer profiles and segment them into discrete groups, you need to learn as much as you can about them. Use email tracking to check how they’re engaging with your messaging and work on your overall strategy. This should increase the click-through rate (CTR) by up to 50%. You can also access the segmentation data from social media, allowing you to improve the effectiveness of your other marketing channels.
Monitor current trends
Of course, the competition should know how effective email marketing is. If they didn’t, they wouldn’t be competition. Of course, they may not know how to capitalise on it properly. Here are some important trends you should keep in mind if you want to maintain a competitive advantage:
Be authentic – don’t just ‘bait and blast.’ Messages need to be segmented and personalised. If your customers see another boilerplate email, they’re unlikely to want to engage. Make sure to make the most out of the information you have about their demographic and build something that will engage them.
The mobile-first approach – Checking emails is the most popular mobile-first activity in the UK, with 85% of users citing it as their go-to use for smartphones. That means that optimising emails and landing pages for mobile usage is essential.
Pair it with other marketing channels – You can’t rely on email marketing alone. Optimise the landing pages the links in the email lead to, include coupons, link videos, make sure the sales team has access to the right information, and you’ll be on the right track to maximise your overall ROI.
Email marketing is here to stay and SEO and when combined with other channels and methods like local SEO services for better targeting, social media marketing for broader reach, and Google Ads to harness user intent, you have a killer combination that will help your business grow and ensure increased reach.
Want to make sure your email marketing campaigns are on-point? EBS Marketing is here to help. Get in touch, and we’ll ensure you get the most out of your email and other marketing channels.