Email marketing is a direct marketing method wherein emails are sent to your target audience to sell your products and services. In addition to product promotion, email campaigns can be leveraged to inform your subscribers about your new product launches and enhance your brand awareness. Sending emails helps you keep your customers engaged between product purchases and uplifts brand loyalty among your customers.
An email marketing strategy refers to the set of methods and procedures administered by a marketer to achieve intended marketing goals through email marketing campaigns. Businesses formulate and follow an action plan to establish and nurture a direct communication channel with present customers and potential clients.
An email marketing firm will consistently seek ways to make its email marketing campaigns fruitful and successful. Here is a set of proven practices that will ensure that you get the right results with your email marketing strategy.
How To Get The Right Results With Your Email Marketing Strategy
Customer segmentation
Segmenting your subscribers’ list helps you make an intelligent connection with your audience. Categorising your audience ensures that the right information from you reaches the right recipients. Classifying your customers into several groups helps you to achieve desired results from your email marketing strategy.
The number of customers in your target group is an important matter of concern. A group needs to be not too big but must contain an optimal number of recipients in it. If you have a target segment with more than 100 customers, the purpose of segmenting may not be served at all. The power of segmenting can be better leveraged if the target segment has 150 customers. Smaller the customer segment, the greater the benefits.
Customers usually like to receive emails with relevant content that caters to their likes and dislikes, and email list segmentation facilitates that. Such emails enrich customer experience and increase sales by about 25%. It is wise for a marketer to maximise audience experience by properly segmenting their email recipients’ list.
Some popular and effective segmentation strategies:
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Segmentation based on demographic data:
Factors that include demographic data are gender, age, geographic location, occupation, income, etc. Segmentation based on these factors is quick and easy yet very effective. Knowing the gender of your subscriber will help if you are in the apparel business. For a B2B solutions provider, the company information will be of significant interest.
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Segmentation based on email engagement:
Though basic, this type of segmentation greatly impacts overall campaign results. Open rates and click-through rates are two important metrics here, and they help you identify active and inactive users. You will get to know if someone has not opened your emails in 3 months! You can launch an exclusive re-engaging campaign to pull in such inactive users.
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Segmentation based on past purchase:
This is a simple way of segmentation that helps you with precise targeting. You can send recommendations of similar products that one has purchased earlier. For example, you can send emails with reordering requests if you know when the product purchased earlier will run out. You can also send emails informing about products related to earlier purchases in some way.
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Segmentation based on the sales funnel position:
It is always good to know at what stage of the buying process your target customer(s) fall in. Recipients at the bottom of the sales funnel must be targeted differently from customers at the top of the funnel. Your email message needs to be different for the two different segments.
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Generalised messages with information about your products and their features may suit a set of fresh subscribers. But for users who have already subscribed to your emails and have engaged with you for a considerable time, you need to send them value-driven, tailored content.
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Mobile-friendly emails
You may have designed your emails beautifully. But, if it does not look properly on the mobiles of your customers, all your design efforts become futile. Subscribers may not like your emails and, subsequently, your brand!
As a marketer, you need to ensure that your emails are mobile-friendly. Below tips will help you in this regard.
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Opt for one column emails
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Keep important texts at the centre
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Let the CTA (call-t-action) button an easy-to-tap one
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Go for bigger font size to enhance mobile readability
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Use small images to facilitate mobile viewing
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Re-engage with inactive audience
You are bound to lose your subscribers if you do not deal with inactive subscribers diligently. Though email list shrinkage is unavoidable, you can minimise the loss by working hard to turn inactive customers into active subscribers by luring them with an effective re-engagement campaign.
Promo codes and discounts can help you win back your inactive customers. ‘We miss You’ type of campaigns are also helpful at times. Studies have proved that re-engagement campaigns indeed have resulted in better returns on investments. Surprisingly, re-engaging inactive customers is more cost-effective than fishing out for new subscribers.
Despite best efforts, some customers may continue to remain inactive. In such cases, you can ask them to respond with their preferences and give them the option to unsubscribe. This aspect will help you clean up your email lists and will save your time and effort. You can focus on customers who matter and make your email marketing campaigns more effective and successful.
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