Table of Content
What Is Email Marketing?
Email marketing is a type of direct marketing that uses personalized emails to tell your email list about your products or services. It can also be used to convince the people on your email list to complete a task, such as making a purchase, booking a demo, signing up for a trial, or registering for an event.
This manual is for people who are ready to dedicate themselves to email marketing. If you’re unsure, you might want to read our post outlining the benefits of beginning your email list building right away!
With the aid of this thorough guide on email marketing, you’ll understand:
- How to build an email list of qualified clients and prospects.
- How to improve the open and click-through rates of your emails (CTR).
- And how to nurture your leads and automate the process of turning prospects into clients.
Why Email Marketing is Important?
Cyber Dolphins Pvt Ltd. has already covered the most important topic, “What is email marketing?” but hasn’t yet talked about “Why is email marketing so important for your business?” Let’s talk about that now. Despite the rise of social media and undesired junk email, email is still the most effective tool to nurture leads and grow client loyalty (which is never a good marketing approach). The top 3 reasons why email marketing ought to be one of your top objectives are as follows:
1. Email is the #1 communication channel.
Did you know that 99% of consumers check their email every day at the absolute least? That cannot be said for any other method of communication.
2. You own your list.
Any social networking site has the right to suspend or delete your account at any time, for any reason, and without prior notice, together with all of your followers and postings. But it’s your own email list. Nobody can take those leads away from you.
3. Email just converts better.
Spending on products purchased by email subscribers is 138% more than that of non-subscribers. Email marketing actually has a 4400% ROI (return on investment). That’s a lot! Additionally, the average order value of an email is at least three times higher than that of social media, so stop thinking that it converts even better.
The best method for generating internet sales is simply email. Now that you are aware of the significance of email marketing, let’s explore with Cyber Dolphins Pvt Ltd. the things you need to do when you’re getting started with email marketing:
1. Know Your Audience
Your message is for nobody if it is intended for everyone. Today’s consumers need tailored messages and highly relevant offers from the brands they contact with, thus generic emails are no longer acceptable. To send targeted emails, you must, however, know more about your audience than just their demographics.
- What are their preferences, requirements, and interests?
- When and how would they like to receive emails from you?
- What distinguishes them from the general population in certain ways?
- What does the subscriber get in return?
You won’t immediately know the answers to these queries. However, over time and after a number of email campaigns, you’ll gather enough information and insights to fully comprehend each cohort of subscribers and begin segmenting them.
2. Identify a provider of email marketing services.
If you’re serious about email marketing, you must collaborate with a service provider. The only way for your business to effectively send messages to enormous contact or subscriber lists via email marketing automation is to work with a supplier.
Professional email designs, tools to expand and manage your email list, and tracking features that let you see who is reading and responding to your email marketing campaigns and messages are all additional benefits.
3. Compile a list of contacts for your email marketing campaign.
The majority of firms will already have some contacts to begin an email list. Consider the clients and acquaintances you already work with. Perhaps it’s the business contacts you regularly email; otherwise, perhaps you just start with a small group of encouraging friends and family.
Don’t give up even if you’re starting from scratch when creating an email list. Place a paper sign-up sheet close to your cash register, add an online sign-up form to your website, and encourage your social media fans and regular customers to join up as a start.
At all costs, resist the urge to purchase an email list. Email marketing is all about building and keeping relationships, therefore a smaller list of high-quality contacts will have a bigger impact than a large list of contacts that don’t even know your business. If you want your campaigns to be really successful, you must segment your list. Segmented marketing generated 50% higher open rates and click-through rates than non-targeted efforts. You can divide your list according to a number of factors, including:
- Requested email frequency
- Content interest
- Purchase history
- Email open time
4. Include your contacts in your account for email marketing.
Add your contacts to your account once you have an email marketing account and a preliminary list to send to. You can begin by importing contacts directly from a Gmail or Outlook account or by uploading a contact list from an existing spreadsheet.
Depending on what you know about each of your contacts, try to segregate them into different lists. Create different email lists for people who have taken swimming lessons versus those who have taken yoga courses, for instance, if you run a gym.
On the basis of their particular interests, you can then send them customized emails.
5. Set up your welcome email
Your welcome email is the first one you send to new email subscribers. Welcome emails are essential because they establish a positive first impression and reach recipients at a time when they are most interested in your business. It’s likely that your welcome email will get more opens than normal, so make a fantastic first impression.
Start with a friendly hello, give them an outline of what they may anticipate from you moving forward, and then give them something helpful straight immediately. Your welcome email will automatically be sent to all new contacts once it has been set up.
6. Create a reusable email template
The enjoyable part is now! You can send elegantly designed business emails that look great on any device even if you’re not a designer. You may choose from hundreds of email templates at Constant Contact, including ones that are timely and stand out in the inbox.
When selecting a template, aim for a design that is simple, striking, and will effectively convey your message. Choose a mobile-responsive email template that looks beautiful on any device because people swiftly skim through their inboxes, frequently while on the go.
The next step is to brand your template by including a link to the homepage of your website in the corporate logo that is at the top of your email. Create an email footer that includes your company name, contact information, links to your live social media accounts, and your brand’s colors.
Make a copy of your email and save one as your master template once you have set up these crucial design components. You won’t need to start from scratch each time and add your branding if you use this reusable template.
7. Practice writing persuasive messages
For business owners, this is usually one of the scariest phases. I understand; even the finest of us experience writer’s block. Pretending I’m having a face-to-face conversation with someone and writing down exactly what I want to say to them generally helps me snap out of it. Additionally, it is beneficial to adhere to a repeatable procedure and divide your message into three key parts:
What do you have to offer? — Headline
How does it benefit the reader? — Text of message
What ought they do after that? – Urge for action
You may create excellent messages quickly if you follow this easy three-step strategy for maintaining concentration.
8. Focus on the topic lines
One of the most crucial sentences in your entire email is the subject line.
Why? Even before they read your mail, your subscribers view your subject line. People won’t be able to resist opening if you make a nice first impression. If you write something uninteresting, people might quickly ignore your communication.
Your subject line should be no more than 40 characters long and concise.
You can get people’s attention by posing an intriguing question, providing an urgent deadline, or simply teasing your message.
9. Preview and test before you send
It’s simple to make mistakes occasionally while using email marketing, especially at first.
Perhaps you omit to include a crucial link or make a humiliating spelling error right in the subject line. Doh! Since email does not have a Back button, always send a Test Email to a staff member or yourself before sending it to your full list.
10. Send your email (At the ideal moment)
Timing is a crucial aspect to take into account before sending an email. Every audience is unique, and depending on who is on your email list, the optimal time to send will change. We’ve gathered some statistics on what day and time could be ideal for your industry based on consumer data.
You can also establish and adhere to a regular sending schedule. Your readers will become accustomed to receiving your newsletter in their inboxes, for instance, if you send it out on the first of each month. When people sign up, let them know if you decide to stick to a timetable by saying something like:
“Would you like to subscribe to our newsletter, Hints & Tips? Every second and fourth Wednesday, we’ll email you a summary of our most popular blog posts, forthcoming webinars, and greatest marketing tips.” You can schedule your message to send based on your established schedule so that your subscribers will know when they can expect to hear from you again.
11. Track your results
Do not be fooled; email marketing continues after the send. You should monitor your open rate, click-through rate, unsubscribe rate, and other metrics so that you can aim to get better over time. You must have a thorough grasp of each email’s performance in order to make adjustments and learn more about your subscribers and customers if you want to see actual results from your email marketing efforts.
However, if you take the time to look over your email reports, you can learn useful details like who opened your email, who clicked on particular links, and which parts of the email your readers found most interesting.
Even if it’s crucial to understand how effective your campaign messages are, be sure to keep track of actions that take place in addition to email-related ones. How many visitors to your contribution page actually make a donation after clicking through? How much money was raised overall from a single email?
Hence these kinds of inquiries will enable you to gauge the true success of your marketing initiatives.
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Tips for Optimizing Advanced Email Marketing Campaigns
Once you’ve mastered the fundamentals—such as subject line, audience, and CTA—you can start modifying additional email marketing elements to boost engagement and return on investment. Let’s look at some of the more advanced email marketing suggestions mentioned by Cyber Dolphins Pvt Ltd. that you can start using when you’re ready.
1. A/B Testing
With A/B testing, you can send emails to some of your subscribers with one subject line variation and others with a different variation. The optimal subject line can be identified once the campaign is over using your baseline indicators, such as open rates. Beyond subject lines, A/B testing allows you to experiment with various email components, such as:
- Use of emojis in a headline
- Headline copy
- Graphic design and imagery
- Call-to-action (CTA) button
- Preview text
- Email Copy
When you A/B test your email components, only test one at a time, leaving the other unchanged. Otherwise, it could be difficult to interpret your A/B test findings. For definitive results, make sure your sample size is sufficient.
2. Minding the Frequency
Email frequency is the next item you should take into account. Increasing email frequency doesn’t always produce better results, even if the email is one of the most efficient communication mediums. Sending your subscribers too many emails can frequently result in high unsubscribe rates.
According to statistics, 69% of consumers unsubscribe from email lists because they receive too many emails. How many emails per day, week, or month are considered “too many?” is the question you should try to answer. Start by sending emails once a week, then gradually increase the frequency to see what your audience responds to in order to figure out what would work for your business. You’ll eventually find a cadence for your emails that increases open rates while lowering unsubscribe rates.
3. Broaden your Focus
Email marketing has great potential and can aid in business growth, but in order to maximize its effectiveness, you must consider every stage of the sales funnel when creating email marketing campaigns.
4. Be Continuously Creative with Design and Formats
The subject line, format, branding, email text, images, and CTAs are all included in the email design. One error that some email marketers frequently make is getting complacent with email design and format, especially those who are just getting started.
The demands and tastes of your subscribers are changing as the digital world does. Hence you must maintain a visually appealing campaign with your email design if you want to remain relevant in your client’s inboxes.
5. Stay On Top Of Current Trends
You must be adaptable when it comes to making a place for new advancements and trends if you want to succeed at email marketing. However, one new problem that affects email marketing is Google cookie cutting, and you may already be aware of how the Apple Mail Privacy Protection (MPP) has made it more difficult for marketers to effectively analyze email data, notably open rates.
Are you prepared for a more intelligent method of client engagement? Cyber Dolphins Pvt Ltd. assists you in conducting email marketing in a useful manner. Hence establish a relationship that lasts with your subscribers to improve sales and make customers happier.