Entrepreneurs

Council Post: Six Strategies To Make Your Campaigns Stand Out Using Email Marketing

By Kevin Leyes, Chairman of Leyes Empire and Founder and CEO of Leyes Media, an social media marketing and public relations agency, and VVS, an urban jewelry company.

Email marketing is one of the oldest digital marketing tricks in the book. While people commonly think old technology is outdated, and this is often true in certain industries, it doesn’t apply here. In fact, email marketing has a potential 3800% return on investment (ROI.) With all of that potential return, it’s more important than ever to use the right email marketing strategies for your email campaign.

Why use email marketing?

For every dollar spent on email marketing, you can expect a $38 ROI, according to the study referenced above. That should tell you that there’s plenty of opportunity and money to be made with email campaigns. Additionally, the research indicates that 59% of marketers worldwide agree that email marketing is their best tool in terms of ROI.

By 2022, we expect to see 333.2 billion emails sent every single day. By 2023, we can also expect to have 4.3 billion email users. So, while there will be more eyes than ever on email in the very near future, there will also be more emails sent than ever before. That means marketers need to provide more compelling emails with strong strategies to back them up to cash in on email marketing.

Here are six ways to make your email campaign stand out.

Mobile compatible emails are key.

Mobile accounts for 46% of all emails opened by consumers and professionals. Your emails have to be responsive and friendly to both desktop and mobile opens. If a consumer opens your email and notices it isn’t loading properly on their device, the chance of them reading your carefully crafted marketing content drops.

Personalize your email campaign.

Personalizing your marketing emails skyrockets the email open rate from 20.81% to 50%. Customize the subject line and greeting of your email to include first names. You can also add company names, industries or specific topics to add additional personalization.

The subject line and preheader text should be compelling.

The subject line and preheader text often determine whether your email will be opened at all since this is the first thing your customer sees. Make sure your subject is short and to the point — long subjects can be cut off on mobile. Your customer will want to understand the purpose of the email by reading the subject line, so don’t give them a novel to read. Pique their interest by asking a compelling question or adding an element of intrigue. This might mean including a deadline (24 Hours Left In The Sale) or including a how-to (How To Nail Your New Years’ Habits).

Provide value.

Part of building a strong customer base is building a relationship. Focus on balancing valuable, informative content with your sales content. Depending on your industry and niche, sharing how-tos, listicles and more will help create a reputation as an expert in your field and as more than just a pushy, sales-focused company.

Keep emails short and interactive when possible. 

Emails that are 75 to 100 words long do best, with a 51% response rate. So, make your emails scannable by using headers and bullet points. Include the most important information at the top and deliver the message you promised in the subject line. Interactive content like polls, surveys and responsive charts can help hold your readers’ attention for longer. This type of content will also help to differentiate you from your competition.

Use email marketing software.

Although not necessary, email marketing software can help take a lot of the guesswork out of email marketing. These services offer automation, so your email marketing will be a consistent drip. Many also offer A/B testing, so you can test what marketing strategies and content your readers open and engage with most. They can also help you build a strong landing page, so your customers can quickly make a purchase or sign up for something without too much thought.

Measure your email campaign performance.

Above all else, you should be tracking how people interact with your email marketing. Opens, clicks, website visits and e-commerce data all provide insight into what your customer wants to see from you. Set aside time to analyze which emails received the best results and figure out new ways to provide similar email content.

Final thoughts.

With so many people using email and such a high ROI, it would be unwise to ignore email marketing. However, with more emails being sent than ever, you need to have a strategy in place to be seen. By creating email campaigns that are both easy to read and intriguing, you’ll create a powerful email marketing strategy. Which strategies do you already employ, and which do you need to start using?

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