Although one of the oldest forms of digital communication, email marketing is still ranked as one of the most effective marketing channels to establish a business and own the connections you create. According to this data by Finance Online, most people have an email address and the number increases every year.
But in the sea of emails out there, how do you ensure that your email marketing strategy is effective to help build a solid business? Email marketing offers a cost-effective way for businesses, both small and large, to connect with existing customers and leads. In fact, stats show that businesses generate around $40 for every dollar they spend on email marketing.
With an effective email marketing strategy, your business has a direct channel of communication with prospects and customers for brand growth and promotion. We’ve identified some strategies you can start with to build your business through email marketing
1. Create an email marketing plan.
Seems like the most obvious thing to start with. But to build your business, you have to create a strategic plan that’ll keep you focused and help you to know what to measure and track.
In creating your plan, you should consider the following
- Your defined audience – You want to have a clear idea of who your audience is and how best you can communicate with them via email. That way, you’ll be able to create personalized messages that’ll help you build a solid relationship with your customers and eventually convert to sales.
- Sign up – How you intend to get your defined audience to sign up is another thing you should consider. Since the goal is to build your business, it’s very important that everyone you’ll be sending an email to voluntarily sign up to your email list.
- Segmentation– Once you’ve identified your audience, the next thing you want to do is segment them into similar groups based on their interest. Segmenting your audience will help you create and send more personalized emails to them.
- Establish your sending frequency and goals – Bear in mind that the aim is to build your business, so you don’t want to come off as being too much. So, it’s important to create a schedule that helps to improve your open and click-through rates. Select the time to send out your email wisely, understand what you want each email campaign to achieve and stick to what works.
2. Optimize your emails for mobile experience
The future of everything is mobile according to statistics, 54% of emails are now opened on mobile and desktop represents just 19% of all email opens. So, if you want to build a solid business that’s in tune with how things work, you have to create and build your email marketing templates with the mobile view in mind.
When your optimize your email for mobile, you do the following;
- Create a responsive email design that optimizes the mobile view and experience regardless of the device or screen used. Most email service providers (ESP) offer this solution within their email functionality, so when you’re selecting one, look out for this feature.
- Keep the subject line and preheader short. This way the reader knows exactly what the email topic is about. And you can use the pre-header text to summarize the email or include a call to action.
- Include a bold CTA. There are different mobile devices and while using a text link might work on a larger screen, your readers with smaller screens might experience difficulty with it. Don’t be scared to make the call to action, big, bold and easy to click.
3. Know when to automate your email campaigns
Automating your email here simply means identifying trigger point(s) during your user journey, this can be identified based their buying behavior. The most common forms of trigger emails are at the ‘welcome’ stage and for confirming transactions. Learn how to use email automation to save time and improve sales
Now you might be wondering why you need to do that since you’re just building your business – it’s simple. Imagine that for every time you acquire a new user, you have to manually type and send an email to them. A lot of things can go wrong with that style – you’re bound to make mistakes, and it’s time consuming.
Triggered emails perform much better and are easier than traditional email. According to this report, B2B marketers who use marketing automation increase their sales pipeline by an average of 10%. Not just that it will not only convert leads into prospects, but also delight existing customers and encourage them to make use of your product.
4. Test, test and test again
You’re building a business, so don’t be afraid to test all the options available to you. The tricky thing with testing is that the list of things you can possibly test are endless, so it’s important to create an email marketing strategy that lists out all you want to test and how testing them will help to build your business. You can start by testing your email templates, to help you better understand what your audience will connect to the most.
You should never get tired of A/B testing your email messages, the data will help you make practical decisions that will improve your marketing performance.
Asides from the message you share and the email template, you can also A/B test the following things;
- Subject lines
- Call to action
- Testimonials (or no testimonials)
- Closing text
Select one or two elements and see how they each improve your brand awareness before testing the next two or more elements.
5. Know what to measure
If you’re able to identify what you think will work, create strategies around it, but don’t know how to track and measure the results, then building your business will be a game of chance. If you’re able to collate marketing analytics data and know exactly what you’re looking for, it’ll help you refine your marketing strategy and build your business immensely.
Depending on the type of business you own, you can track one or all of the following;
- Opens and clicks – These are the most recognized statistics people use to measure email marketing engagement. It indicates how well your subject lines and campaign content resonate with the list you sent the email out to.
- E-commerce data – If you own an ecommerce store and create email marketing strategies, it’s important to know how to measure and track purchase data, users profiles and behavior etc. Knowing this will help you build a strong brand that the users are connected to.
- Website traffic – There are email campaigns that can help you generate more traffic on the website or your online store, so it’s important to have a feature set in place to help you track this so you know just how well to adjust the sites to better accommodate your users.
A great way to get started with your email marketing strategies is with StoreBundle. You’ll be able to get the information you need from your customers – including their email addresses and feedback. You’ll also be able to get more contacts and engage your customers for a delightful experience, capture emails with elegant banners or pop-ups.
With StoreBundle, you’ll have access to different tools that’ll help you to engage better with your customers and eventually drive more sales. It’s designed to help you create store-wide announcements, capture new and old leads. You’re also provided with solutions to increase sales.