Grow Your Business using Email Marketing Sending an email or two is easy. But a long-term email strategy that grows your business requires an intentional approach using email marketing best practices.
Marketing is a key component of every organization that strives to generate awareness about its products and services. The needs of consumers have shifted over the years, largely due to technological advancements and methods for consuming information. Digital marketing methods have proven quite effective for businesses across all industries.
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I will be telling you what email marketing is and outlining some of the best tips for email marketing. By focusing on email best practices you’ll connect with your customers and grow your business by turning subscribers into sales.
What is email marketing?
Email marketing is a method that uses digital messages to develop relationships with consumers and promote products and services. Prior to email marketing, many companies relied on direct mail marketing, which sent information to potential buyers directly to their mailboxes. The purpose behind both marketing methods is similar, although email marketing is more cost-effective and can reach a wider audience.
When used properly, this marketing method can help an organization build and foster relationships with its customers. Many companies tailor the messages sent to the needs of their customers, which can create a more positive experience. Besides generating awareness, marketing emails can also promote sales or special offerings, provide education or information and share general messages on behalf of the company.
Effective email marketing converts prospects into customers, and turns one-time buyers into repeat customers and raving fans.
Email marketing has been around forever, and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers, consistently winning out over all other marketing channels.
Email marketing tips
Using email marketing effectively can be a beneficial element of your overall marketing strategy. Review these tips for email marketing as you work to improve your open rates and generate more awareness:
Spend time on your subject lines
The subject line of an email is the first aspect of the marketing tool that your recipient will see, so it is important to spend time and consider how to make it better. If the subject line is not appealing or engaging, the person receiving the email is less likely to open it, let alone read through it and follow the call to action.
Try using a cliffhanger in your subject line to make it more interesting. For example, if your company offers travel services, you could try something like, “The secret to a better vacation.” Since many people read emails on their mobile devices, it is also important to keep the subject lines succinct to prevent them from cutting off.
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Focus on engagement
For most marketers, the primary purpose of email marketing is to generate sales. While this is an important short-term goal, the true focus of email marketing should be engagement. Building relationships with your subscribers promotes loyalty and positive experiences, so it is an important focus of this form of marketing. Engagement ultimately drives positive returns on your email campaigns, regardless of whether people make purchases immediately after receiving the emails.
Avoid using a no-reply email address
With a direct line to a subscriber’s inbox, email marketing is an opportunity to build a solid relationship with readers. The type of email address you use can impact this relationship. As an email marketing best practice, avoid using a no-reply email address. Instead, opt for a valid email address that subscribers can actually respond to.
Employ A/B testing
A/B testing, also called split testing, allows you to send different content to groups of subscribers and look for patterns in what your audience likes to see. One valuable feature within most email marketing platforms is the opportunity to experiment with your email content through A/B testing by sending out different versions of a single email.
You might think that certain messaging is appealing or engaging, but testing the copy will give you more concrete data about your target audience. Some of the key elements to use A/B testing on include the subject line, copy in the body of the email and call to action.
Encourage a response
As mentioned, engagement is an important aspect of email marketing. By allowing the recipients to engage via a response, you may get better results. Ask a question that elicits a response or request feedback via a call-to-action button that leads to your company website. You may find that once your subscribers get to your site, they spend time browsing and may even make a purchase.
Customize the content
Customizing content based on the audience is a helpful factor in boosting engagement rates. If you are emailing a group of people in a specific industry or role, do some research to find out what is especially interesting and pertinent to them. You could further customize your email marketing efforts by sending personalized messages to individuals with a special birthday gift or discount code that helps them feel special and recognized.
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Optimize emails for mobile
Even when you are emailing business addresses, it is important to optimize the messages for mobile viewing. Many professionals have their business email on their mobile devices, and they may browse their inbox when they first wake up in the morning, before logging onto their computer and starting their workday. Mobile optimization can help ensure that your messages are easy to see and engage with from any device.
Email marketing techniques continue to shift as the behavior of consumers changes. What worked a few years ago may not be as effective today, so staying current in the latest techniques can benefit your overall strategy. Continuing education and online webinars are some of the best tools for marketers who want to stay abreast of the latest trends.
How Email Marketing Works
Wondering how to get started with email marketing? Email marketing is made up of several moving pieces, but that doesn’t mean it has to be complicated. Here’s how it breaks down…
- Start With Your List: The bottom line is that you can’t send out email marketing campaigns if you have no one to send them to. And the other thing to remember is that email marketing won’t work if you don’t have the right people on your list. That means you need to capture leads to grow your email list with your target audience.
- Add an Email Service Provider: An email service provider (ESP) lets you segment your audience, organize your list, and distribute email campaigns to your audience. You can also track the results to improve future campaigns.
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After those two steps, it’s just a matter of refining your lists and your messaging so you’re reaching your audience and really connecting with them.