According to Constant Contact, an amazing 60% of consumers report they have made a purchase as a result of email marketing. Email campaigns are an incredibly effective way to help build your business; they can promote a product or service, amplify brand awareness, generate leads or drive sales. Emails provide regular contact with your customers, allowing you to share timely, relevant information. Checking email is an established part of everyone’s daily routine, so your communications reach people in a place they go to several times a day. Finally, emails are fairly affordable to create and send, giving you an excellent ROI for your marketing dollar.
Lead Generation Through Targeted Email Strategies
Email campaigns can nurture leads through the sales funnel by providing relevant, segmented information and building relationships with potential clients. With valuable content and clear CTAs, emails can drive traffic to your website and result in sales.
Building Brand Awareness Through Consistent Emails
Consistent email communication helps reinforce your brand identity and keeps your business top-of-mind with your target audience. You will build credibility with your customers by staying in contact and providing them with useful content. And according to several online studies, the average person needs eight touchpoints before they buy.
Cost Effective Marketing with High ROI
Compared to paid advertising or print marketing, email marketing is extremely cost-effective. Paid advertising can require a hefty budget to reach the right audience, and print marketing involves upfront costs for design, printed materials, lists and even postage. Email marketing outperforms them both. Its per-dollar average ROI is $38.
Strengthening Customer Relations Through Email Marketing
Regular communication with your customers fosters stronger relationships and loyalty. Receiving targeted news and offers will keep your customers up to date with your business and the benefits of buying your product or service, increasing familiarity and trust. Plus, it can cost 5-7 times more to acquire a new customer compared to retaining an existing customer.
Email Metrics Give Measurable Results
Email marketing platforms provide detailed analytics, allowing you to track metrics like open rates, click-through rates, and conversions. This data can be used to refine the emails to improve your results—resulting in more opportunities for your business.
Email Campaigns are a Direct Communication
Email allows you to communicate directly with your audience without relying on third-party platforms or algorithms that are common with digital advertising or social media. Scheduling your email campaign at optimal times for your customers gets your message to them when they are most likely to buy from you.
The most effective email campaigns adhere to a few key strategies.
Personalizing Your Email Approach for Better Engagement
Segment your mailing list and tailor your email content to specific audiences, making communications more relevant and effective. For example, a home repair service might want to segment new homeowners with special offers for a service plan or information about when to get their HVAC serviced. This personalization offers more value and will lead customers to feel more connected to your brand. Segments can be based on whatever makes sense for your businesses: job titles, industries, geography, interests, or past purchases.
Craft Compelling Subject Lines
Your subject line directly impacts how many recipients will open the email. Use concise but relevant phrasing and keep the subject lines short: the recommended character count is 30-50 characters. Adding detailed preview text at 40-90 characters can further entice the recipient to open your email.
Testing your subject line is one of the easiest and most productive methods of improving the efficacy of your email campaign. Setting up an A/B test puts two subject lines head-to-head in front of a small group of your list. The test can determine which subject line is getting more engagement and use that “winning” subject line to send to the rest of your list.
Creating Value with Engaging Email Content
Make sure you offer beneficial information to your readers; they will come to trust and value your brand and your emails. Share your industry insights, thought leadership pieces, or practical tips related to their work. Use case studies or testimonials to demonstrate your expertise.
Tempt your readers with visually appealing material: compelling photos, great color and interesting design. The better looking your emails are, the more likely the recipients are to keep reading and engage with your message.
Simplifying Your Message for Better Engagement
Whatever your content is, make it easy to digest. It should have a good mix of design, brief copy with simple headings and clear call-to-actions (CTAs) that lead to a specific result: visiting your website, downloading a resource, or making a purchase. Many people read email on their phones or tablets, so make sure your emails are mobile-friendly.
Depending on your customer, a significant percentage of them may view your email on their phone. And while it’s important to have your email look good, it’s also critical that the web page you are linking to also looks good on their phone.
Using Metrics for Continuous Email Campaign Improvement
Follow the open rates, click-through rates, and conversions to understand what resonates with your audience. Use this data to refine your email marketing strategy continuously. Are your subject lines strong? Are the offers attractive to your customers? Are you sending emails at the right time of day/week? Viewing the metrics of your email marketing platform along with your website analytics will shed significant light on your efforts. Make it a priority to view these after each campaign.
Automation Can Enhance Email Campaigns
Automation can increase leads by creating a sophisticated chain of targeted email responses triggered by the recipients’ actions. Automation can save you time and ensure appropriate delivery of these messages, for example, a welcome series for new subscribers or follow-up emails after purchases.
According to Invesp, welcome emails on average generate 320% more revenue per email than other promotional emails.
Take Your Email Campaigns to the Next Level
Email campaigns are incredibly useful; their versatility and affordability make them an indispensable part of any marketing plan. If you have questions about how to optimize your business through email, Trillion’s team of creative designers, writers, and marketers can help you harness this powerful tool. Call us at 908.219.4703 or contact us via our website.
