As a marketer, what is the one objective that fuels all your ideas?
Most likely, it’s to bring in more customers.
Now, what if you knew about the most impactful way to do that? Hint: it’s through email marketing. That’s one of the reasons why almost 60% of marketers utilize the power of email to earn higher ROIs.
If done the right way, email marketing is a tool you can leverage to increase engagement, stay relevant to your customers, and tap into new markets.
Let’s take a deep dive to understand what email marketing is and how it helps in gaining more traction.
Email marketing is the process of using emails as a part of your marketing strategy to drive customer loyalty, build a brand image, incentivize the process of staying relevant in your niche, and help you get new customers.
With that in mind, we have curated a list of six impactful ways of using email marketing to enhance your reach and get more traffic.
Email segmentation is when you divide your subscribers into groups according to different criteria, like demographics, behavioral, psychological, reading patterns, past purchases, and so on.
Here’s why it’s important:
➔It helps you create laser-focused content that resonates with your target segment and improves your engagement.
➔More engagement means better click-through rates and better business.
➔It gives you a fair idea of how customers react to your content, which in turn lets you bring significant changes to your content marketing strategies.
➔It lowers your spending and increases your ROI by giving you specific information related to subscriber behavior.
Segmentation goes a long way in driving engagement by letting you create content that is relevant to specific groups. This brings us to our next point.
Content plays a very important role in determining whether your client will open your email or not.
This is how you interact with your clients digitally, which is why you need to ensure that it resonates with your audience and captures their attention.
Here are a few ways you can do that:
➔Establish yourself as a brand that believes in solving problems rather than counting issues. Use the segmentation strategy to map your solutions for the issues your clients are struggling with.
➔Break down heavy information using newsletters or infographics that will help your clients consume your content easily.
➔Always use a digital email signature that lets the client access your website directly from the email.
➔Add feedback forms to create interactive emails by actively engaging your customer.
Content is how you establish a brand voice in the market, which leads to good recall value as well. But there are better ways to present that content.
With a limited attention span and unlimited options at their disposal, consumers tend to get easily distracted if they don’t find your emails interactive.
Adding visually appealing elements, like GIFs or short videos, is a great way of presenting content that can otherwise get monotonous.
To get you started, here are a few important tips to remember.
➔Keep your videos/GIFs short, direct, and relevant to your email.
➔Keep the content in the email crisp and to the point. It should be used to add context to your visual medium.
➔Using multiple images in one email is not recommended unless you’re showcasing a part of your product catalog.
➔If you’re working with infographics, use an interactive banner on top with a clickable link to the website.
Help the consumer connect with your content, or they will end up losing interest. Email automation is another way to help you do this job in a jiffy. Let’s find out how.
Triggered emails are automated emails sent to a specific group of subscribers, based on how they interact with your emails.
These may be actions like welcoming new clients, purchasing a product, signing up for your newsletter, creating a wishlist, adding products to the cart, and so on.
There are several email programs on the market, such as Mozilla Thunderbird, that help you automate emails with little to no effort. Here’s how this helps:
➔It minimizes the effort of typing repetitive emails, saving time and resources.
➔It keeps every customer engaged by communicating regularly.
➔Automated feedback responses help you gather actionable insights on consumer behavior specific to your brand.
➔It helps in client retention by making your customers feel heard and special.
Triggered emails help you enhance your client interaction by keeping them in the loop. Another way to do that is by enhancing your social media reach. Let’s find out more.
Businesses thrive on massive social media reach and have optimized their content to suit this new-age requirement.
Look at any email marketing example, and you’ll know how social media is slowly but surely changing the way we interact with our clients through emails.
By adding links to your social media channels, you make the client a part of the whole email-reading process. They read your content, engage with it, and share it with others in their circle by using your email links, which leads to more reach.
Here are a few things to remember while adding social media links to your emails:
➔It is recommended to add the links to your email signature.
➔Keep the icons of the respective platform intact for easy recognition.
➔Keep them next to the CTA to increase your chances of getting a click from the client.
Another point to remember here is to optimize your emails for mobile phones since social media is mostly accessed through smartphones. Now that we have that out of the way, let’s get to the final and most important point.
While writing a professional email, it is important to pay attention to the subject line. Think of it as an introduction to your email that will set the tone for how the conversation is going to flow.
Test different subject lines to see what finally works for you. A quick and effective way to do that is through A/B testing where you compare two versions of a subject line for the same email to understand which one performs better.
A few other points to remember while drafting subject lines:
➔Try to capture attention with a question like, “Hey, did you hear about the latest trend in the market?” It adds to the client’s curiosity and increases click-through rates.
➔Keep them simple, direct, and straightforward.
➔Use emojis, but don’t overdo it. You can use exclamation marks if you’re not comfortable with emojis.
If used properly, subject lines can become the ultimate way to grab and hold your customer’s attention. Therefore, think about them, test them, and choose the one that best suits your email.
While these tips are here to get you started, it might take you a few trials to finally understand what works for your business and target audience. Every client is different, and so are their preferences, so mix and match accordingly.
The key is to keep the interaction going, analyze your results, and make changes to your strategy to find the perfect email marketing mix for you. Once you reach a stage where your mix is driving the desired traffic, all the effort will be worth it.