It is estimated that about 376 billion emails are sent every day, and the expectation is for this number to increase exponentially over the next five years!
Considering these numbers, it is no wonder that email marketing is the preferred method in any marketing strategy.
Email marketing campaigns are highly cost-effective, with an average return of $36 for every $1 spent. This makes email campaigns one of the most critical parts of any marketing strategy.
Because of its importance and ability to increase brand awareness and provide a high ROI, we will share some of our most effective marketing email strategies to communicate at scale in this article. Let’s take a look.
1. Make Sure Your Email Marketing Campaign Is Personalized
This, of course, doesn’t mean you should spend hours upon hours writing an email to each customer.
Instead, you can use the features of your email service provider to address each email by name. Even if you only use the reader’s name in the subject line, you can increase your email campaign’s open rate!
Even better, if you consider that about half of all emails are opened by recipients based exclusively on the subject line, using their name will ensure more people view your emails than they do now.
But personalization doesn’t just happen randomly. You will have to collect information on your readers first, and the best way to do this is by using a sign-up form on your website and build an email list that includes a person’s name and location.
Don’t go overboard asking for too much information from potential customers. You should limit that first contact exclusively to the data you need to personalize future communications.
Another critical thing to remember is that you should always use a real email address that your email marketing campaign recipients can reply to.
Not doing so will significantly reduce your target audience’s confidence in your emails. Using a real address in a marketing email can increase your credibility, boost customer engagement, and make the channel more personal.
Additionally, you should always use your real signature, including any contact details customers can use to initiate a more personal relationship with your brand.
2. Segment Your Subscriber Database
To more profoundly target your email marketing campaign to a specific demographic within your audience, it is necessary to segment your subscriber email list.
For example, let’s say your small business wants to hold a product demonstration for electricians in your area.
The most efficient way to ensure the most significant number of people show up is to use an email marketing strategy that directs your promotional email to a segment of your database formed by electricians who have stated they live within a certain distance of the event’s location.
You can achieve the segmentation of your subscribers quite efficiently by using CRM software.
Even though the easiest thing to do is simply send the invitation to all your subscribers, it could affect your sender reputation and customer loyalty.
Your target audience could lose their confidence in you if they think you’re using their email addresses for things that do not apply to them.
Remember, even though you are sending out many emails, each reader likes the feeling of thinking their content has been created specifically for them, especially if it’s coming from a small business.
One last thing to consider about this approach to email campaigns is the segmentation itself. While you can segment your customers by industry, the size of their company, and even their location within the sales cycle, the truth is that you can tailor your segments based on the focus of your business.
Read also my article about 6 Budget-friendly Email Marketing Services for Small Business
3. Make Sure Your Emails Are Mobile Friendly
Nowadays, more than half of all emails are opened on mobile devices. Sending an email to your subscribers not optimized for mobile devices is a surefire way for it to end up being deleted, with the possibility of losing your subscriber.
To prevent this, you must ensure all the communication in your email marketing campaigns are mobile-friendly. Fortunately, your email service provider likely already offers this functionality within their features.
You should also remember to make the subject lines shorter than you would for desktop emails and include a solid call to action, making sure it is visible in big letters and can be easily clicked, even on the smaller screen of a smartphone.
4. Test Your Emails
Just as you would test your website, it is vital to test your emails, especially the subject line, to obtain data that will be helpful to your email marketing campaign.
Test a few subject lines among several small groups of subscribers to get an accurate idea of how well your audience will receive your emails. Then, use the one that performed the best to send out the email copy to all the rest.
Other essential items to test are the sending address, which works best when it includes a person’s name, such as the company’s CEO, the content, and the length of the email. These are crucial points that could lead to a successful email marketing campaign.
5. Use Email Automation Whenever Possible
Automating certain emails can lead to a successful email marketing campaign because they are sent automatically in response to specific customer behaviors.
Some examples of automation leading to positive responses are a welcome email, thank you email, order confirmations, and receipts.
Another promising application for automated emails is when customers leave products in their shopping carts without completing the purchase.
By sending an automated abandonment email that includes an enticing discount or free shipping, you can turn your customer’s attention back to their purchase and lead them to complete it.
6. Keep Your Email Marketing Campaign Strategies Updated
One of the biggest things to keep in mind is that, when it comes to your email marketing campaign, what worked great last year, may not work at all today.
Because of this, it is vital to maintain your strategies consistently updated, so you can evolve with your customer’s preferences while reaping the benefits of one successful campaign after another.
Promotional emails with out-of-date information, an email template that is no longer relevant, or an email campaign or email series that didn’t have the results you wanted can all have the opposite effects of what you’re looking for.
A Preferred Strategy
Whether you choose to develop your own email campaign or use an email marketing service, email marketing platform, or some other email marketing tool, getting it right when reaching out to current and potential customers can do a lot for your business.
