How To Get The Best Out Of Email Marketing

By Pradeep Dabas

What comes to your mind when you hear of email marketing? Most people only know of email marketing as the most successful digital marketing strategy. And why not? There are over 3.9 billion active email users worldwide and the number is projected to grow to 4.48 billion by 2024. Of all digital marketing platforms, only Facebook comes close to emails with 2.4 billion active users. 99% of consumers also check their emails every day.

Email marketing is an incredibly effective marketing tactic.

Image/ Wikimedia Commons

Besides that, 59% of digital marketers say their email marketing efforts brought in the biggest ROI. See why it is considered the most powerful digital marketing strategy? The problem is that most marketers hardly use email marketing to its full potential. Their use of email marketing starts and ends at sending direct mails. If you are such a marketer, then you are missing out on a lot. Email marketing can offer so much more to you as a marketer. We will discuss how you can get the best out of your email marketing strategy.

Types Of Marketing Emails

Email marketing is an incredibly effective marketing tactic. But you cannot make the most of it if you first don’t understand the different types of marketing emails. So let’s first look at the different types of marketing emails. They include:

Introductory emails

These types of emails are intended to introduce your prospects to the brand. Resist the urge to sell your products and services in introductory emails. You don’t want to kill the relationship even before it takes off. The purpose of the email is to build a relationship with the prospect and onboarding them as a business acquaintance. You can also ask the prospect to connect with your brand on other platforms.

Hard-sell emails

Sometimes, you don’t have the time to build a relationship with a prospect. Maybe you are looking to meet your monthly sales targets. In such cases, you go straight for the kill from the onslaught. In such a case, you will use hard-sell emails. They are always too direct and can go both ways. But it doesn’t hurt to give it a shot, does it? If you don’t convert, you will take lessons to your next hard-sell email.

Soft sell emails

If you find hard-sell emails too uncomfortable for you but still looking for an immediate sale, then soft-sell emails might be for you. First, give a soft pitch about your brand and your products and services. The purpose of this is to be as informative as possible to the prospect and establish a rapport before going in for the kill. Soft sell emails can also help to start a conversation about your products.

Transactional emails

These types of emails are usually triggered by customers’ activities on your platforms. Examples include welcome emails, receipt of payments, order tracking, and confirmation of registration among others. Transactional emails have high open rates as customers have already indicated an interest in your business. They are likely to engage your brand beyond the initial activity.

The type of marketing email you decide to use will be hugely dependent on the goal you are trying to achieve. It goes without saying that your email marketing strategy should be well-thought and planned before sending out your first email.

The subject line will determine whether 18% of recipients even open the email.

Image/ Grammarly

It is also important to note that 18% of email users make a decision whether to open the email or not depending on the subject line. So carefully consider your subject line before sending out the email. Would it make you want to read the email? If no, then how do you expect your prospect to? Always ensure that the subject line is short but descriptive.

Reasons To Use Email Marketing

Is it starting to sound like email marketing is too much work? Besides the promised high ROI, is there any other reason to use email marketing as part of your digital marketing strategy? The answer is a big Yes. Here are a few other reasons why an email marketing strategy is a must-have for your business;

You are guaranteed that your message will be delivered

A large following on social media brings with it a warm feeling for any brand. But any marketer worth their salt would choose to build their email subscriber list over new social media followers. This is because emails are 40 times more effective at acquiring new customers than Facebook and Twitter- two of the largest social media platforms.

90% of emails get delivered to intended recipients. On the other hand, Facebook will only deliver your posts to 2% of your followers’ News Feed. Unless it is a paid ad. Facebook does this intentionally to drive you towards its paid advertising options. Twitter could be working on something similar to drive up its revenue. That leaves you only with emails as a guaranteed way of reaching most of your prospects.

Consumers prefer emails for business communication

The majority of social media users see the platforms as an opportunity to keep in touch and network with family and friends. Most of the time, they log in to social media to see updates and photos from people they care about.

On the other hand, emails are considered a professional communication channel and people have no issues with receiving information about products and services from brands. In fact, about 72% of consumers prefer receiving promotional content on email. Only 17% of social media users want to see promotional content on their timelines.

Emails are not going anywhere

Remember Google Plus, Hi5, Friendster, Vine, and MySpace? They were all promising social media platforms that one day we woke up and found had disappeared into oblivion. At one point, MySpace was the world’s largest social media platform and even had more visitors than Google. Only the email has experienced stability over the years. In fact, it has only become better with technological advancements. If you are looking for a stable and consistent digital marketing platform, then the email is your best bet. Your email subscriber list is a long-term investment. Unlike social media following that will dwindle with each new tweak to a platform and as new platforms emerge.

There are a lot of other reasons to use email marketing. It is a measurable platform where you have access to metrics and insights that help you improve your campaigns. It is also an action-oriented platform that can drive traffic and sales. In addition to that, you can customize and personalize your email campaigns to your target audience. This allows you to create personalized experiences for your audiences and increase chances of conversion.

Tips To Getting The Best Of Email Marketing

Email marketing automation tools such as MailChimp can revolutionize your email marketing campaigns. Image/ Flickr

Email marketing has moved from just broadcasting messages to creating experiences for your subscribers. If you can do this, you will get the best out of your email marketing strategy. How do should you go about this? Here are a few tips to help you along the way;

Build your subscriber list

There are third-party vendors who sell email subscriber lists to businesses. If you are buying your mailing list, you are on a suicide mission. This is the best time to stop. It is much better to build your own subscriber list. To be honest, it is not even that hard. A signup feature on your platforms can help with that.

It is much easier to engage your audiences and achieve your email marketing goals when you have their consent. It is also easier to build buyer personas and create a personalized experience when you build your own list.

Make communication two-way

Gone are the days when email marketing was about broadcasting direct emails to subscribers. The more you engage your audiences, the more likely they are to embrace the brand and your products. Throwing information at them is a waste of time. You are also likely to end up marked as spam. Instead, try to get them to act on your email. Encourage a response from them. Always include a call-to-action.

Make it easier for subscribers to unsubscribe

“But I want them to stay.” Yes, everyone wants that. But you also don’t want to end up flagged as spam, their last resort when cornered into staying in an “abusive relationship.” Just because you are giving them the option to leave doesn’t mean they will leave. On the contrary, it gives them the reassurance that you are giving them the freedom to make a decision on their own and are likely to trust your brand.

Leverage email marketing automation tools

There are a number of email marketing automation tools such as MailChimp that can help take your email marketing campaigns to the next level. They are a lifesaver and can help with tasks such as email marketing drip campaigns, split testing, tracking and measuring metrics, and optimizing your email campaigns to mobile devices among other functions. Email marketing has never been easier.

Successful email marketing is not an overnight success story. It is a well-planned and thought process with tweaks and improvements in between. The only way to hack it is to get started with these tips and learn along the way. Is there anything else you’d like to know about email marketing or digital marketing in general? Get in touch with us and engage an expert.

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