One of the best ways to communicate with your consumers is through email. You can use it to cultivate leads, build brand recognition, and promote product sales.
According to statistics, more than 4 billion people use email globally, which is more than half of the world's population.
However, email is loved by marketers for more reasons than just its vast user base. For every $1 spent on email marketing last year, the average return on investment was $36.
We'll go through the fundamentals of email marketing in this tutorial and offer some advice on how to improve the conversion rates of your email campaigns.
Let's begin straight away.
Email marketing: What is it?
With the intention of boosting brand exposure, fostering engagement, nurturing leads, or closing sales, email marketing entails sending emails to present and potential customers.
You cannot ignore or dismiss email as a business. Of all the marketing channels, it converts at the highest rate and offers the best return on investment.
b2b marketing tips: five observations demonstrating email as the best ROI Email marketing benefits:
amplify brand awareness
By sending subscribers informative materials, news and updates, and more via email, you may help promote your company's name, goods, and services.
To increase brand awareness, you should also match the appearance and content of your emails to your corporate identity.
generate traffic to a website
Email is a fantastic strategy to increase website visitors. You can give subscribers a taste of recent articles and direct them to read the full versions on your site if they're interested. Alternately, include calls-to-action in your marketing emails that direct readers to your sales and landing sites so they can find out more about your offerings.
Boost sales and income
Email can help you market your goods and services to clients and test out various advertising strategies to increase sales. For instance, you might encourage purchases by providing discounts and free shipping. Another suggestion is to provide collections and roundups that highlight particular goods. Additionally, you can utilize cross-selling and up-selling strategies to raise the average order value.
amplify other marketing initiatives
You may link your marketing channels with email and use it to direct customers to other customer touch points like social media, landing pages, blogs, and live events. You may, for instance, ask recent clients to leave a review on your Facebook page or launch an Instagram challenge and invite followers to take part.
Maintain customer interest
You can experiment with your messages when using email. You can send so many different kinds of email campaigns, and there is a lot of potential for creativity (more on this below). By changing up your email campaigns, you may maintain clients' interest in and enthusiasm for your company. Additionally, it aids in keeping you in their thoughts.
gain useful business information
You can gather customer information and discover more about their behavior through email. In order to achieve this, you can send email surveys and feedback forms, as well as track analytics. Utilize this knowledge to enhance your emails, company, goods, and services.
Additionally, you can set up automated workflows using email marketing platforms so that emails are sent out in response to particular consumer behaviors. Send a welcome email, for instance, as soon as a contact subscribes to your newsletter.
Automation lets you send the appropriate email to the right person at the right time, minimizing human error and delays while also saving you time and effort.
4 steps to launch your email marketing campaign
It's simple to feel overawed by all the possibilities if you're just dipping your toes into email marketing.
Actually, as long as you comprehend the objectives of your email marketing and use a methodical process to build your emails, it needn't be that challenging.
We'll lead you through 4 easy stages in this section so you can design your own email marketing campaigns from scratch.
Step 1: Recognize the objective of your email campaign.
You must first understand why you are building an email campaign before you even consider starting one.
What do you want this email to accomplish? After opening your email, what action do you want your contacts to take?
You can set the following objectives for your email campaigns:
Surveys and comments
Knowing the purpose of your campaign offers your efforts focus and aids in producing measurable results. Make sure the objectives of your email marketing contribute to the growth of your company and improve your bottom line.
Determine your target market in step two.
No matter what sector of business you are in, you probably have a variety of consumers, each with their own own wants and features.
You should categorize your subscribers for each campaign to improve conversions. Subscribers can be divided into groups depending on a range of criteria, including age, gender, and location as well as preferences, engagement levels, and online activity.
It's time to create an engaging, conversion-focused email that supports your aim after you've determined your email audience.
Step 3: Select the type of email campaign.
Brands use a variety of emails to accomplish different objectives. Depending on your objective and target market, you will select a particular type.
Every marketer should be familiar with the following prominent email marketing types:
series of welcome emails
The first email a subscriber gets when they join your email list or make a purchase is a welcome email series, or even just a single welcome email.
Welcome emails are a fantastic method to introduce new contacts to your business, products, and services because they have an average open rate of 50%.
The most effective welcome emails are concise and practical. To move subscribers to the "next stage" is their primary goal.
Use welcome emails to invite new clients to leave a review on your website if you offer tangible goods.
campaigns for cart abandonment
Emails sent to customers who came to your store, added a few items to their cart, then abandoned it without checking out are known as cart abandonment campaigns.
These emails are an excellent technique to get shoppers who abandoned their carts to come back and complete it. Studies have found that each recipient of abandoned cart emails can bring in $5.81 for your business.
Cart abandoners have already expressed interest in your store and its products, so you can entice them back by sending reminders, establishing a sense of urgency, and providing rewards like discounts and free shipping.
One of the most common kinds of email campaigns are newsletters.
Brands can use them to provide industry news and updates, advice, features, blog roundups, and more with their subscribers because they are often non-promotional in nature.
Here is an illustration of a Visme email newsletter that emphasizes blog posts about brand visual design:
Visme newsletter Typically, newsletters are issued on a weekly, biweekly, or monthly basis. They are excellent resources for helping you develop enduring bonds of trust with your clients.
Re-engagement emails are sent to dormant subscribers in an effort to pique their interest in your brand and communications once more.
For instance, you might offer a consumer a unique discount to encourage them to make a purchase if they haven't recently clicked on any of your promotional emails.
You may also send brief surveys to inactive subscribers asking them what they would like to see in your upcoming emails. Then, you can utilize the responses to inform the development of more pertinent email content.
Additional email campaign formats
Depending on your specific company objectives, there are dozens of more email types you can send to your readers.
Email campaigns used to make announcements to subscribers about events, specials, new items, holidays, and anniversaries.
Holiday emails: To capitalize on the increased purchasing activity during that period, these emails are sent out around the holidays. To encourage purchases and raise order values, brands might use promotions such as flash sales, bundles, and holiday discounts.
Brands that frequently host conferences, webinars, launch parties, and events can send invitations to increase registrations and attendance.
Promotional campaigns: These emails are sent to advertise your goods and services. They may do this by emphasizing benefits, presenting positive feedback, and including CTAs for making purchases or finding out more.
Seasonal campaigns: These emails are distributed at particular intervals. For instance, a clothing business can advertise its beachwear line in the summer, show off its coats and jackets in the winter, and give Mother's Day gift suggestions.
These emails are part of a sequence that is triggered in response to various consumer behaviors. A welcome series, for instance, can start as soon as a contact signs up for your list, and an abandoned cart series can start three hours after a customer leaves their cart unattended.
Post-purchase drip emails are delivered following a customer's purchase to enhance their experience and boost sales. For instance, you may provide members an update on their delivery, solicit feedback, and give them a coupon code for their subsequent purchase.
Campaigns that encourage social media interaction: These emails encourage readers to follow your company on social media. Offering subscribers free credit or loyalty points in exchange for following you on social media can encourage them to do this.
Email campaigns asking for testimonials are used to solicit comments and reviews from current clients. You can request reviews from customers on your website or social media, or you can ask them to rate you online.
However, just delivering the appropriate kind of email marketing won't be enough to help you reach your objectives. The second step, which is sending your email at the appropriate time, is also necessary.
Choose the ideal time to send your email in step 4
When it comes to successful email marketing, timing is essential.
If you send out an email campaign at three in the morning while the majority of your subscribers are still asleep, your email will probably be lost in the sea of other emails that will be waiting for them in their inboxes the following morning.
Your emails must be sent at the proper time, including the day of the week and hour, to generate the most engagement.
Let's examine some statistics regarding the ideal times and days to plan your emails:
Tuesday, Thursday, and Wednesday are the greatest days to send emails.
Emails should be sent at 10 a.m., 2 p.m., and 8 p.m.
Before scheduling your emails, keep in mind that the best time to send them may differ based on your target audience's location and time zone.
Advice on designing a fruitful email marketing campaign
Therefore, you are ready to start your first email campaign.
But before you get started, consider these best practices and recommendations to help you improve your email marketing campaigns from adequate to outstanding.
1. Select a pertinent email list
You must send emails to the appropriate recipients if you want them to have the greatest impact.
A regional promotion or event, for instance, from a company with an international presence should only be directed at the appropriate regional audience. Demographics like age or gender are additional ways to segment for a highly relevant audience.
Several strategies exist for expanding your email lists:
Include a registration form on your website. In exchange for a newsletter, advice, eBook, white paper, checklist, or any other useful item, request website visitors to subscribe.
example of sprout's website's email sign-up form
Use an RSVP list. If you run a physical store, you can have customers fill out a sign-up sheet with their email addresses. Make sure they fully understand what they will receive in return for providing you with their contact information.
Promote registrations via social media. To encourage your social media followers to subscribe to your email list, post links to your opt-in page on those platforms or include a Sign Up button on your Facebook profile.
Watch out for unethical methods of email collection, such as purchasing email lists. In addition to harming your engagement and conversion rates, this could cause email service providers to block or flag your account as spam (ESPs.)
2. Create an email.
Even if your email is jam-packed with useful and insightful information, it could not make much of an impact if it doesn't look attractive.
Here are some ideas for designing an interesting email:
Apply your branding by include your logo, using your company's colors and fonts, and keeping the layout consistent with your logo's visual style.
Add white space to your email to give it breathing room by leaving blank spaces around the text and visual elements. This makes the material simpler to read and contributes to the clean, professional appearance of your email design.
Use graphics: Adding photos and GIFs will help your emails stand out from boring letters that are all plain text. For instance, a vibrant header image can draw viewers in.
Make sure that your emails are responsive; they should appear amazing on desktop computers and mobile devices. Avoid utilizing huge images that take too long to load or that require a sluggish internet connection.
Create a visual hierarchy To arrange the components of your email design, use principles of visual hierarchy like alignment and various font sizes.
3. Customize the subject line and body of your emails.
Your audience wants to be treated like real people with unique demands and identities. And email personalisation makes it possible for you to do just that.
When you use subscriber data to customize your email subject line, content, or style for each unique contact, your email will feel more relevant and personalized.
Several strategies to add personality to your emails are listed below:
To get attention, include the subscriber's name in the subject line.
Use subscriber location to advertise local events or sales
Send customized product suggestions based on previous purchases.
You may increase the number of recipients who open and interact with your emails by customizing them. Do you need additional evidence? According to studies, personalizing emails can increase click-through rates by 3.32 percent and open rates by 22.28 percent.
4. Talk to one another.
Consumers are tired of getting too salesy emails from brands and machines since they are inundated with marketing emails every day.
Talk to your subscribers like individuals, not like customers, if you want to actually engage them and develop relationships with them.
Be personable, engaging, and conversational in your emails. Your email will instantly feel more relatable and personable if you speak to your subscribers as though they are people you know. Over time, this will increase your engagement and conversions.
5. Establish follow-ups.
A single email may not always be sufficient. To nurture your subscribers and successfully convert them, you must send a second or even third email.
This can be used for a variety of email campaign types, including welcome email series, retargeting funnels, and abandoned cart funnels. Here is an illustration of a method for recovering sales from abandoned carts:
Remind readers that they have a few products still in their shopping basket.
Send a coupon for a discount that they can use at the register.
Informing subscribers that their cart will soon expire will create urgency.
With marketing automation, creating email processes is simple. Simply create your emails, establish triggers and wait intervals, and then relax and let the automation software handle the labor-intensive tasks.
Keep in mind that there is a thin line between being persistent and obnoxious. Limit the number of follow-up emails you send and space them out. If you don't, you run the risk of being unsubscribed or flagged as spam.
6. Use a real name while sending emails.
Take a look at an email that says, "firstname.lastname@example.org."
The wrong kind of email alias can give the impression that a company has just sent their entire list a generic, automated email.
Don't act like that company.
For two reasons: to appear in your subscribers' inboxes and to seem less like a company and more like a person, choose a distinctive sender name.
Use the name of a company employee, such as the founder or marketing manager, for example, Justyn from Sprout.
7. Test your emails with A/B comparisons
There isn't a "perfect" email out there. But if you test your emails before sending them out, you can come very close to making one.
By sending each version of your email to a tiny portion of your audience, A/B testing enables you to compare two distinct versions of your message. You can distribute the version that worked better to the remainder of your email list by looking at the data and analyzing them.
By testing your emails, you may not only make campaign improvements but also discover more about your audience's preferences and behavior in relation to your emails. In the long term, this helps you develop your business.
4. Monitor the performance of your email campaigns
The ability to continuously monitor and enhance the effectiveness of your email campaigns is one of the best things about email marketing.
The majority of email marketing platforms provide detailed analytics and dashboards to assist you in determining whether or not your emails are having the desired impact.
The following are some crucial metrics you need to monitor for all of your email campaigns:
Open rate: This displays the typical number of times your emails are opened. You may evaluate the success of your email subject lines, sender name, and pre-header text using open rates (the snippet viewable right after the subject line in many email clients).
The click-through rate in your emails displays the typical number of times subscribers have clicked on links or CTAs. An essential statistic for assessing email engagement is the click-through rate.
Bounce rate: This reveals the proportion of your contacts who failed to get your email. A high bounce rate may be a sign that your email list contains inactive, phony, or out-of-date contacts, or it may be a sign that you need to switch email service providers.
Number of users who unsubscribed from your email list is indicated below. High unsubscribe rates may be a sign that your subscribers do not find the content of your emails interesting or that the wrong people are receiving them.
This displays the number of times your emails have been flagged as spam. Spam complaints This may be the result of spammy email subject lines, useless email content, unsolicited emails, or problems with your email marketing software.
Conversion rates, most-visited pages, top-performing links, mobile open rates, revenue per email, and more are examples of additional email metrics. In fact, depending on the email marketing software you choose, there are hundreds of KPIs you may monitor.
To focus on the metrics that most clearly show what is working and what is not in email marketing, align them with your goals for the strategy to avoid analysis paralysis.