Guide to Email Marketing – Strategies and Tips that Work

The popularity of email marketing isn’t a new thing. It has been around for quite a few years now, offering user’s access to high-quality leads and marketing outcomes. You’d be surprised to know that the first email marketing campaign successfully generated over $12 million in sales.

Email marketing is a part of automated marketing, which streamlines a personalized outreach program to the targeted customers. 

If you are new to the concept of email marketing and don’t have much idea about it, we will explore more of that in this article.

1. Start with a concrete marketing plan

You can’t kickstart your email marketing campaign without a concrete plan. Doing so means you are already setting yourself up for failure.

The planning part of your email marketing campaign includes the following elements:

• Define your audience
• Signup sources
• Segments and groups
• Content
• Sending frequency and CTA
• Scheduling

You need to plan your email marketing around these individual elements. Having a definite answer to these elements can give you a better understanding of what you have to include in your email marketing campaign to drive leads.

2. Make the emails attractive and inviting

The next step in your email marketing campaign is to design your emails. The process isn’t as linear as you think.

Designing an email isn’t just about sending your potential customer a paragraph of content. Instead, you have to focus on both the content and the design of the overall email you are sending.

Sometimes, the best way to create your email campaign is to lay out the different elements you will include in the email and then work around it. So, start with the subject line, then focus on the content, and finally sort out your main takeaway or the CTA in the email.

Also, you should include graphics and visuals in the email to make it more interactive and enticing.

3. Testing the emails

So, you are pretty much set with the email. The next step in the process is to test out the individual emails and ensure that they are all set up to be sent out.

The testing process also gives you a good understanding of the email’s orientation, its layout, and the way it’d look. Sometimes, the email you created might seem to be in one layout where you create it and in a completely different layout in your subscriber’s inbox.

Hence, testing out the final version of the email with different email clients and ISPs is crucial. If you want to see how it will look in the receiver’s inbox, send the email to friends and co-workers to check the orientation, layout, and content too.

Also, there is different A/B testing campaigns, which help you get a better understanding of the individual emails and run different versions of the email.

4. Measure the marketing performance

Another aspect of email marketing that you have to be on top of is measuring the performance of your marketing. 

Concerning email marketing, you have to pay attention to the number of opens and clicks, the conversion rate based on the CTA you have included, and the overall website traffic that’s diverted from the emails you are sending.

Based on these numbers, it becomes easier for the marketing team to analyze what’s working with the customers and what’s not. 

5. Choosing the campaign type

Email campaigns are of varying types and getting to choose between them can be challenging. However, this is a decision you can’t take for granted. 

There are weekly newsletters, new product announcements, blog posts, etc. Amidst them, which one should you primarily opt for? This is where you have to prioritize the intent behind your email marketing campaign.

Once you know the intent, it becomes a lot easier for you to choose the right email campaign type to attract the attention of your target audience.

6. Sort out a schedule

With email marketing, there is a fine line between marketing your products and services and frustrating your subscribers to a point of no return.

You don’t want your brand to be on the latter list. Hence, sorting out a proper schedule for the emails is also important. You have to time the best time where the conversion or opening rate would be maximum. This should sort things out for the better.

Being consistent with the schedule helps you churn better profits in the process, making your marketing results a lot more pronounced.

Conclusion

Following these tips should give you a complete rundown of what you can do to streamline your email marketing results for the better. If you are new to curating your email marketing campaign, this article should give you all the details that you need to get started. With the right content and proper visualization, an interactive email can make a huge difference in one’s marketing.