Email marketing is among the most effective marketing mediums for a higher ROI. As the number of companies that invest in email marketing grows, it becomes more and more difficult to attract prospects’ attention. These days, the essence of effective email marketing is in creating credence with customers and building sincere, timeproof connections with them. In this article, we will discuss how to grow and engage your email marketing contacts over a longer period of time.
1. Create an inbound email marketing strategy
With email marketing, you can connect with the right people, build relationships, and hold conversations that facilitate growth for you and your customers. Marketers strive to create a customer-driven helpful strategy that corresponds to the wider inbound marketing strategy. Email is a great channel to engage and delight your contacts and transform them into happy promoters of your business. Here are some fundamentals you should take into consideration before you create a new email marketing strategy or enhance an existing one.
- Use the right software
Your software should facilitate a connection between you and your database to track both behavior and qualities of your contacts, so there is an option to segment your contacts and deliver them personalized emails.
- Understand your full-funnel conversations
Your emails are not the only thing your contacts interact with. They read your blog, post on social media, connect with you via chat, and more. It is essential to provide the right information on the right channel at the right time. Before planning your campaign, consider the mean of communication you select.
2. Manage and segment your database of contacts
If you segment your email list, there is a better chance that you will deliver the right message at the right time to the right customers. The more relevant your messages are, the higher the probability that your prospects will be interested in what you offer. Segmentation of your contacts will help you nurture trust and increase conversions. It is crucial to lay the right foundation to create the appropriate segments for your contextual messages. Here are some pieces of advice on how to do that:
- Collect relevant information
Contextual emails can be created with the help of segmentation according to the relevant data. While collecting consumer data, there are two key aspects: buyer persona and where your contacts are currently in the buyer’s journey.
- Collect both explicit and implicit data
Explicit data is shared with you intentionally, e.g., contact details. Implicit data is what you conclude from user behavior, conversion data, web analytic history. Both of these data types are necessary to conduct a contextual conversation with your contacts.
4. Optimize your emails to boost conversions
First, you set a goal, and then you drive conversions in its direction. There are two criteria to optimize: email opens and email clicks. Your success primarily depends on your ability to write engaging and interesting copy for your emails.
- Maximize opens
Start with the subject line content, as it speaks about the value you will provide upfront. We recommend you using personalization tokens where applicable.
- Maximize clicks
When a user opens your email, they should see the value almost immediately. One appealing CTA is enough to encourage your readers to click on it.
5. Pick suitable email templates for your campaigns
It would be best if you had the right email templates for different purposes. For example, your blog update template will differ from a promotional email. Therefore, you need to create a set of consistent templates appropriate for every occasion.
