Making your Email Marketing Strategy work

Despite what you have heard, read or just assumed, Email Marketing is a powerful tool amongst the different options we today have in Internet Marketing. There are many myths that surround Email Marketing. Many think that it is costly. Some think that it’s too technical. While there are some who think it is an old and dead. No, it is not! Email Marketing is very much alive and kicking. So much so that if used properly, it can lead your business to higher lead conversions, more sales and increased brand awareness.

But like every important tool, Email Marketing also needs a strategy that needs to be pulled correctly. With this blog post, we aim to help you pull yours’ perfectly. So, here are a few steps that will help you make your Email Marketing Strategy a successful one.

Step #1: Getting a basic setup -
Deciding upon which way to get started with your email marketing campaign can be tricky. Whether to hire an email service provider or not? If yes, which provider is right for you? If no, you have an option to go for email templates. There are plenty of free HTML templates available on the Internet. Or you can get them custom made from a reliable digital marketing agency. No matter which option you choose just make sure that your templates are responsive.

Step #2: Getting Email Subscribers -
The next step is to get subscribers. Whether yours is a new setup or an existing business with millions of customer, you don’t get subscribers you won’t get a chance to grow as an email marketer. There are multiple ways to increase your subscriber base. One of them is by personalising your call to action. But before that it is important to know who your target audience is and what you want to send them in your mail.

Step #3: Plan your Campaign Strategy -
If you think only mailing a newsletter will do the trick then you are missing out on a lot. We are not saying here that newsletters are ineffective. Email newsletters have been the bread and butter of email marketing since the 90s. Sending out newsletters is an important strategy and can make you lots of money. But the effectiveness of your email marketing campaign increases manifolds when you combine your newsletter campaigns with Trigger-based campaigns. Trigger-based campaigns are triggered by customer behaviour. For example, welcome emails after a trial sign up, cart abandonment etc.

Step #4: Creating killer Content -
Content holds the power to either make or break your email marketing campaign. Be it the subject line or the message you type in the email body, the content needs to killer. It should connect with your customers, engage with them and should ultimately induce them to take an action. The sure shot ways you can achieve this is by creating curiosity in your customers through the subject line; use contextual data; and proper linking if sending emails that form a series.

Step #5: Tracking your Results -
You have got yourself a basic set up. You have found yourself subscribers. You have even formed email marketing strategy and have started with sending emails to your target audience. But all will go in vain you don’t track the results your email campaign is yielding. This no doubt involves tracking the number of opens and clicks. But most important of all is to have the number of conversions. Once you know which emails got you leads, you can plan your next email strategy accordingly to increase your conversion rate further.

Step #6: Optimising your Email Campaign -
Optimising your email campaign is the next step towards making your email marketing strategy successful. This step is very similar to Step #2 as here also you are required to segment your customers. You can segment your customers on the basis of their attributes or by tracking their online behaviour. This helps you in sending more granular email to your customers that lead to increased conversion rate. The best way to go about it is by testing your emails. A/B Testing lets you know what works and what does not work for your brand.

Step #7: Increasing your On-Page Conversion Rates -
When it comes to your email marketing, there are two places where landing pages become important – collecting leads and getting customers to take action once they click through your email. To achieve this, you must focus on three things – a clearly visible call to action; giving your customers a social proof to give them a reason as to why they should subscribe; and collecting relevant data about your customer segment.