It may not be as trendy or thrilling as Snapchat or Instagram, but email marketing is still the most reliable way to build trust and nurture leads.
In fact, 59% of B2B marketers say email is the most effective channel for generating revenue.
You may be wondering, “If that’s true, then why aren’t my emails turning my subscribers into customers?”
Email marketing has become more competitive than ever. Subscribers like you and me receive an average of 416 commercial email messages per month, and that number continues to grow.
That’s why email marketing tactics have evolved. Are you crafting emails that scream, “I’M WORTH OPENING!”?
How Frequently Should I Send Emails?
The creators of AutoPilotHQ, an email automation service, say their studies show that 30-50% of subscribers are not ready to buy when they first sign up. They claim you can double your number of leads by contacting subscribers every 2 to 4 weeks. In 12 to 18 months, three quarters of these leads will be ready to buy.
Types of Email Marketing Campaigns
There are different types of email marketing campaigns. The type you choose depends on your business, your audience, and where they are in the buying cycle.
Just a few examples:
- Educational – Give subscribers more information about your field, product, or service.
- Remember Me – Stay top-of-mind with newsletters and brand messaging.
- Promotional – Deliver discounts and coupons straight to your warmest lead’s inbox.
- Tutorial – Break instructions up into multiple emails to keep your reader locked in.
- Drip – This is a style of automated email marketing that places rules and triggers on emails. Subscribers may receive different emails depending on their interests and actions they’ve taken in previous emails. It’s highly effective, but we’ll get into that in a future blog post.
Craft A Killer Email Marketing Campaign
When crafting your email marketing strategy, keep it simple, focused, and never forget your goal.
Set A Clear Goal
You may be running multiple drip campaigns at once. Each campaign needs to have a clear goal.
Your goal is your voice. If you don’t keep it clear, your emails are just adding to the noise and clutter in your potential customer’s inbox.
Email marketing campaigns are designed to guide the buyer further down your funnel toward purchase. Use your voice to let the potential buyers know exactly how you want them to proceed.
Segment Your Contact List
New marketers don’t struggle to understand that breaking up your contact list in order to target specific audiences. It makes sense! But how in the world is it applied?
You can segment your audience by:
- Geographic location, offering special deals in relevant locations.
- Gender, as some products might appeal to one audience over another.
- Industry, if you service a wide array of fields.
- Past Purchases, as a way to remarket to existing customers.
- Content Format, if you’ve noticed some people just can’t get enough video or long form blog articles.
Or many, many more. Using this data increases your chances of conversion 10 fold.
Optimize Your Email
- Get your audience to open your email with a catchy, personalized subject line.
- Once open, keep your content short and simple.
- Add visuals to make it shiny and appealing.
- Add compelling Calls-To-Action (CTAs) that lead to offers or more information.
Interlace With Other Marketing and Sales Efforts
Email is meant to supplement your sales team, not replace it.
Try mixing in emails with phone calls. For example, a sequence of 2 emails, a phone call, 2 more emails, another phone call, and 4 last chance emails won’t overwhelm the subscriber while keeping your business top-of-mind.
Test Your Emails and Adjust, Adjust, Adjust!
There is no such thing as the perfect email, but you can shoot for it anyway!
One reason why marketers love email is because it lends itself well to A/B testing.
Here are a couple key metrics that you’ll want to improve and how:
- Open Rate
- Try wording subject lines differently to pique interest.
- According to Return Path, subject lines with 49 or fewer characters had open rates 12.5% higher than longer lines.
- Make it personal by sending it from a real person. Would you rather see an email from the entity “DesignLoud” or from me, Tee at DesignLoud? I hope the latter!
- Try using emojis. They’re eye catching and fun!
- Personalize with the subscriber’s first name.
- Click-Through Rates
- Don’t be afraid to include multiple CTAs.
- Use segmentation to make your body copy hyper-relevant to your audience.
- Include social sharing links.
- Include links in the text that link back to your business blog.
Email Marketing In A Nutshell
Not too tough! As with all elements of marketing, email marketing has a lot of moving parts. Fortunately, you have a multitude of services to choose from today to automate your efforts.
Do you need assistance with email marketing? Struggling to devise a masterful drip campaign strategy? Contact us today!