Definitive email guide

Emails continue to be an effective technique for developing contacts and prospects. Knowing how to use them is the answer to the question.

The automation technique makes it possible to send emails to a big contact list automatically, standardising the messages and increasing the possibility that the recipients will receive them.

Monitoring the response and the degree of lead engagement in this programme is also crucial. In addition, these emails should contain details about the products, unique offers, discounts, and coupon codes.

The aim is to approach and establish regular contacts. This personalisation makes it possible to feed these prospects and advance them through the sales funnel. This organic approach increases engagement while also increasing conversions.

Email marketing strategies have changed over time. What worked five years ago doesn't work today. But it continues to be an essential part of any marketing strategy.

The top online marketers actually prefer email marketing over other types of advertising.

It does so as a result of its superior marketing ROI and outcomes.

Email marketing is superior to all other internet marketing strategies, including SEO, PPC, and content marketing.

Any marketing plan needs to have an email marketing plan. The most cost-effective way to market your products, communicate with customers, and achieve your goals is through email.

In this post, we'll discuss the best email marketing strategies you may employ to achieve outstanding results.

5 tips for more effective email marketing campaigns

Email marketing will become your most crucial channel if you use these methods!

Let's do it.

1. Make your messages more unique

When we talk about personalised email marketing, we don't always mean that you should write each subscriber a unique message. Personalisation entails using consumer information to produce a customised message.

Amazon is a fantastic illustration of a business that excels at personalisation. They personalise every email sent out. "Dear Sarah" rather than "Dear valued customer" is the appropriate greeting.

Experia's analysis (2023) revealed that personalised emails had a 6x increase in transaction rates! According to this research, email marketing brings in $0.08 for every message.

Perhaps that doesn't seem like much... However, you can make up to $40,000 in profit if you send an email campaign to 500,000 subscribers.That much extra money is very impressive.

However, you may anticipate much more if you personalise your emails!

According to the study for every dollar invested on personalisation, a ROI of $20 can be produced. Despite this, 70% of companies do not personalise their email marketing campaigns.

This means that you can considerably separate out from the competition by personalising your emails. For instance, email subject lines that include the first name of the receiver might boost open rates by 10–14%. Given that 47% of emails are opened solely based on the subject line, doing so will definitely increase the number of people who see your message.

In addition to using the client's name, here are some further pointers to get you started with personalisation:

• Request the appropriate data up front: Great personalisation begins long before you click the "send" button. Everything begins with your sign-up form. You would have very few options for personalised communication without information like name, firm, and location. Keep in mind to only request the information you require, not the information you desire.

• Employ a legitimate reply-to email address: Use of donotreply@example.com detracts from the messaging's legitimacy. You want readers to interact with and participate in your campaigns. A actual reply address will lend legitimacy and make the communication seem more personal.

• Incorporate your contact information in the email signature: The ideal way to incorporate genuine contact information within the email, just like you would with a real reply-to email address, is to put your contact information in the email signature. A fantastic strategy to be approachable and forge relationships with your readers is to make it easy for them to get in touch with you or connect with you online.

2. Create subscriber segments

Segmentation is ranked second on the list of the top initiatives by email marketers.

This is because your email campaigns become much more aimed at your audience when you segment your database.

The segmentation process is straightforward and is easily accomplished with CRM software.

Imagine sending a single email to your whole database of subscribers who are dispersed across the nation (or continent). Segmenting your email list improves the performance of all email marketing KPIs.

Increased performance is one of the consequences of segmentation, which includes greater open rates, revenue, leads, transactions, and more clients. Additionally, segmented email campaigns improve corporate income by 760%, according to a research from Campaign Monitor. The fact that segmentation is compatible with GDPR and email marketing is another advantage.

So, to help you get started with segmentation, here are a few examples:

• Segment by industry: Do you provide goods and services to consumers or businesses? A fantastic strategy to segment your email marketing is to understand the industry that your subscribers are in. In contrast to a company that sells software, a company that sells auto parts would engage with email advertisements about auto products at a far higher rate.

• Account-based marketing, often known as segmenting email campaigns by firm size or annual revenue, is a terrific approach to boost response rates. A company with 5 employees is probably not prepared for the biggest industry conference of the year, whereas one with 750 employees would be more appropriate.

• Segment by sales cycle: Early stage buyers won't be prepared for a pushy sales pitch or one-on-one demo, but they'll be grateful for a white paper on market research. Conversely, buyers who are prepared to make a purchase will respond favourably to product webinars or free trial offers.

3. Send emails that are mobile-friendly

46% of all marketing emails in 2022 were accessed using a mobile device.

Most of people check the emails from their phones but around the 20% of email messages are not mobile-friendly.

On the other hand, when email marketing are mobile-optimised, they significantly increase income. Mobile email revenue is four times greater than that of desktop.

50% of consumers have made a purchase on a mobile website after seeing a promotional email on their phone.

Furthermore, email is the most effective route for disseminating content, according to 79% of B2B marketers.

How then do you make your campaigns mobile-friendly?

No need to worry; there are some advice for you here:

• Employ responsive email design: Making an email design that is responsive ensures that the user experience is maximised on any device or screen. The majority of email service providers (ESP) give this option as part of their email capabilities.

• Keep the pre-header and topic line succinct: The subject line has a key role. Keep it brief so the reader understands the email's topic. Don't waste the pre-header text (sometimes referred to as snippet text) by putting "To view this email in your browser..." As an alternative, offer a summary of the email or a call to action (such as, "Use "FREESHIP" to get free shipping”).

• Make the CTA clear and large: Mobile devices come in a variety of sizes. If your call to action is too small, you risk alienating your readers who have smaller screens (or bigger hands!) while a text link may work on a tablet or other larger screens. Make your call to action clear, large, and easy to click.

4. Test buttons, designs, and copy

Testing gives us the information we need to make sensible decisions that will enhance the effectiveness of our marketing efforts, whether we are testing our home page, landing pages, or email templates.

The same is true for email marketing. In fact, approximately 60% of marketers routinely use A/B tests for email marketing.

By split-testing his email subject line, President Barack Obama raised an additional $2 million in donations for his campaign in 2012.

However, email marketing allows you to test more than just subject lines.

You could also check:

• From address: A reader's decision to open your email is greatly influenced by the name that appears in the "from" box. In actuality, the sender name is the primary factor in email opening. Send your campaigns from a person's name, a person + company, or your CEO to test your address.

• Plain text vs. HTML campaigns: I'm sure you already send a plain text version of your emails, just like the majority of marketers do. Have you considered, nevertheless, attempting a plain-text-only email campaign? Additionally, when you add a personal contact, plain text emails seem to have been written specifically with the mind reader.

• Long vs. short emails: You can write long, in-depth emails or keep your communications short and sweet. Shorter emails will link the reader to a specific landing page, whilst longer emails can contain more in-depth material. How can I determine what works best? Try it.

5. When possible, automate email campaigns

Emails that are automatically sent based on user behaviour are called trigger-based emails.

'Welcome' emails, 'thank you' emails, and 'transactional' emails, such as order confirmation emails and email receipts, are the three most popular types of trigger emails.

The data underlying trigger emails demonstrates that they outperform conventional email significantly.

For instance, welcome emails have a 50% open rate and a nearly 30% click-through rate (CTR). Comparing trigger-based emails to conventional emails, income can rise at least 24 times more.

Today, 45% of marketers employ emails with triggers. However, they may account for up to 20% of your email marketing sales.

Because they fall right into the email marketing sweet spot, triggered emails perform incredibly well.

It's not necessary to be. To begin by replicating the automation component, use auto-responders in your customer support software. We now handle all of our existing triggered emails in this manner, and we're content with it.

You can send the following trigger emails, as examples:

• Activation: A new user registers for your service but fails to use it during the first seven days. Create a "activation" campaign that delivers a pre-written email with login details, instructions on how to get started, and a link to a demonstration video for further assistance. You may also arrange a one-on-one meeting with them to go over the product and address any concerns they might have.

• Win-back: A current customer's yearly subscription is about to expire. You need to find a solution to win back the customer and keep them for another year because they haven't utilised your product in three months. Create a "win back" email that automatically delivers a list of new product features and a brief outline of anticipated releases over the next six months to all customers whose contracts are about to expire.

• Surprise: The secret to success is customer loyalty. Additionally, you can thank your devoted clients by occasionally giving them something for nothing. Make an automatic email that is intended to be a "surprise" for your top clients, offering them a free licence to use your software for a year, a gift card, or even a coupon code to redeem a box of cupcakes. Your company will incur a tiny expense, but the payoff will be enormous!