Email marketing is a cost-effective way for conversion and staying connected with customers. It continues to be the most favored by marketers and customers alike.
It has an exceptionally high return on investment as it returns $53 for every $1 you spend. Even with these high numbers, you might not achieve your goals if you keep sending your subscribers impersonal and disconnected emails.A detailed strategy for email marketing will decide how engaged your subscribers are.
Putting together a winning email marketing strategy means bringing together the right tools, the right approach, and the right messages to ensure your campaigns hit the mark every time.
Here is how you can approach a winning email strategy.
1. Use Email Automation Tools
Email automation means the specific actions that your customers take will automatically trigger an email that goes out to them. This could be anything from a receipt of purchase confirmation or as advanced as a series of onboarding emails.
Moosend confirms :
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- 63% of companies outperform their competitors with email automation.
- Sales pipeline contribution increases by 10% with automation in B2B markets.
- 58% of marketers utilize email automation for upselling.
Sending out a checkout recovery email is an effective way of reducing cart abandonment.
You might also use email automation strategy for:
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- New Product Launches
- Limited Time Only Sales
- Customer Retention and Rewarding Loyalty
- Improving User Engagement
- Delivering added-value content
- Winning back old customers
2. Keep an optimized subscribers list
The DMA Customer Email Tracker confirms that 23% of email users surveyed use a separate email address just for marketing emails, while 8% have an email address that they no longer use. Most email automation platforms integrate with email validation tools to help you save time on validating your list.
These tools check if a given email address can receive an email. They also provide handy contextual information like whether the email is a catch-all or disposal address. These details allow you to proactively prune your list, leaving you only with those addresses that are in active use.
3. Send Mobile Friendly Interactive Emails
Litmus State of Email Engagement states that mobile is the preferred way to consume email for 39% of users. Therefore, optimizing your email campaigns for mobile devices is as important as it’s ever been.
Make sure that you:
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- Use mobile-friendly email templates
- Use pre-headers to give subscribers a summary of the message.
- Keep the copy clear and simple.
- Keep images to a minimum.
- Focus on big CTA buttons that are easy to click.
4. Leverage drip email campaigns
Drip email campaigns are an effective way of increasing open rates and click-through rates. But more importantly, they can increase revenue and sales.
A drip campaign is exactly what it sounds like: You drip feed your message into your customers’ inboxes at set times and dates depending on what objectives you want to achieve and how customers engage with your services.
For example, if your Key Performance Indicators (KPIs) show that people are not as active as they once were and the user engagement is down, it’s a prime opportunity to create a drip-email campaign to coax them back.
Perhaps you could offer additional features, a free trial of your premium service, or anything else that adds value.
5. Ask for Feedback
Never underestimate what a significant role your customers themselves can play in helping you improve the effectiveness of your email marketing strategy. It is the best way to determine what does or doesn’t work for your customers.
Once you’ve done so, you can analyze that valuable customer feedback and use it to your advantage.
Whether you use a straight-forward email survey, a Customer Effort Score (CES) on your website, a focus group, or if you have decent social media engagement, by posting questions on your social media profiles, any of these can help you to get feedback.
