Email marketing was always one of the best weapons for eCommerce entrepreneurs to target their audience and convert them into customers.
What is Email Marketing?
Email marketing is a digital marketing strategy based on sending emails to prospects and customers. With an effective email marketing strategy, you can convert prospects into customers and first-time buyers into regular customers. One advantage of email marketing is that you can automate the entire process of it.
Does Email marketing work now?
If you want to communicate with your customers or want to sell something then email marketing can be very useful for you. In fact, a 2015 study by DMA found that for every $1 you spend, email has an average of $38 ROI which is awesome. When well-established platforms like amazon want to promote their new products, they always prefer email to promote it to their existing customers.
The best way to email marketing
Email marketing if done properly and strategically can bring a massive change in your ROI. Here are some of the best ways to start email marketing which will bring you an increase in ROI.
Growing your Email list
What most people do to increase their email list is put a newsletter button on the website and want people to join it. But unfortunately, it doesn’t work well.
To grow your email list, you need a lead magnet that will attract people to sign up for it.
What is a lead magnet?
A lead magnet is something that you give for free in exchange for the email address. It doesn’t cost you anything to create a lead magnet, most of the lead magnets are PDF, mp3, videos, etc.
It can be anything that you want to provide for free as long as it provides value to your visitors.
Here are some good lead magnet examples-
- Free trial or samples
The possibilities of lead magnets are endless.
Now that you’ve collected a good amount of emails. It’s time to send them emails regarding your offers and the things you want to sell.
Personalizing your emails
When we say personalizing your emails we don’t mean that you send emails individually to all of your customers. Personalizing emails means using customer data to create a personalized email.
A study found that personalized emails can increase conversion by 30%-40%. However, 70% of the brands do not use personalization in their email marketing strategy which means by personalizing the emails you can outstand against the competition.
The simplest form of personalization is to address the reader by name, most email service providers offer this within their functionality.
The majority of marketing experts will say you to build an email list but they won’t tell you how to utilize that email list. Without proper segmentation, the email list won’t be much effective as it will be with proper segmentation.
What is Segmentation?
Segmentation is the process of breaking down your subscribers into smaller groups based on location, interest, new subscribers, etc. So it becomes easier to send more personalized and relevant emails.
Segmentation is proven to increase your click-through rates, boost your click-through rates, and decrease the unsubscribe rates. That’s why professional and experienced email marketers use segmentation in their email marketing strategy.
Improving email open rates
This is the most important part of the whole email marketing system because if your subscriber doesn’t open your email then your whole hard work and time will be of no use.
Here are some ways to increase the open rates of your emails-
Avoid Spam Filters
Probably the most important problem with email marketing is that when your emails fall into the spam folder of your customer. To avoid that you can use email marketing platforms like Get Response, Sendinblue, Aweber, etc. these platforms will allow you to send bulk emails without falling into the spam folder.
Perfect your email timing
Timing has a huge impact on the open rates, so think carefully about what time and day you send your emails out. The bottom line is that you should do proper research about your subscribers.
What are your subscribers doing in the morning, afternoon, and night? When do they wake up in the morning? How long they stay at work?
All these questions will help you decide about the best time to send emails.
Write an attractive Subject line
When it comes to click-through rates, the subject line dominates it. So, it’s your job to write an awesome subject line.
Here are some subject line tips to increase your click-through rates-
- Fear of missing subject line.
- Funny Subject lines
- Top Subject line keywords
- Curiosity Subject lines.
- Greed Subject lines.
A/B testing is the process of sending one variation of your campaign to a subject of your subscribers and a different variation to another subset of subscribers, with the ultimate goal to check which format of email template works the best.
Optimizing the emails for mobile
61% of the emails are opened on mobile phones, this is a huge amount. You just can’t afford to lose your mobile users, you have to appeal to them.
Make sure that your emails are mobile-friendly and can be easily loaded on it. Also, consider the fact that mobile screens are smaller compared to Pc. So make sure you don’t write long Subject lines which may get cut on mobile devices.
Setting Up Automated Email Campaigns
There are many different goals you could have for your autoresponder, but here are the 4 most common. Choose one (or a combination) of the below goals for your autoresponder series before you create it.
- Greet them with an immediate note
Once a person has subscribed, then it is a usual gesture to send them a “Welcome” or “Thank you” note.
You can also add a link, lead magnet or an action to let them check out your old and recent blog posts in the email that you would send them.
And also remember to cheer your subscribers positively because it is really important to make them your loyal visitors.
- Present them with an attraction offer or a mini course
You can use an auto-responder to offer them a mini-course or send them a magnet lead to attract new subscribers to your email list.
The mini-course you promise to give your subscribers could be sent as a series of lessons as an email or videos the choice is up to you.
The lessons could be sent with the duration of a couple of days or weeks. There’s a high chance with a mini-course or challenge that makes it a very effective lead magnet.
- Auto-pilot sales
Information marketers mostly use a strategy where they create a sales funnel out of an email autoresponder sequences. This strategy is also used by software companies, eCommerce businesses and service providers.
It could consist of a series of sales videos, educational videos and follow-ups to sell your product information. You can also go live or record a video for a webinar and invite leads on it where you would make them your exclusive offers.
A sequence of educational emails will also be helpful for subscribers. For an online store, you can provide promo offers on products on your sales sequence for the subscribers visiting your websites.
- Promotion of upsells or cross-sells
It is also possible to set up an auto-responder sequence for your customers after their purchase to make them a regular buyer. And depending on the products that you sell, you could offer an up-sell or cross-sell related products.
Email marketing will always bear you results based on your efforts and the strategies you apply in it. But it is known to all the marketing field that keeps evolving.
Likewise, email marketing is not only just about sending similar emails to your subscribers.
With time, it is necessary to update or improve your strategy. You would need to create emails that are personalized and optimized for multiple devices to send it as targeted emails.
Experimenting with something new is mostly beneficial. A particular thing doesn’t trend for a long term.
Similarly, your methods which earned lots in past years may turn unsuccessful today.
Push yourself to find something once you’ve figured out what works, find the ways to automate it through triggered emails.
Email Marketing will grow your business faster than any other marketing medium!
I use and recommend GetResponse: http://www.getresponse.com