Email marketing is considered the most effective marketing channel in terms of ROI, with a return of $44 for every $1 spent. Did you know that there are over 144 billion emails sent on a daily basis? Employees spend 28% of their time checking their inboxes. One report from Statista says email ad spend is predicted to hit $350 million this year and according to Hubspot, approximately 93% of B2B marketers use email marketing to share content with readers. This makes email marketing the number one channel for business communication.
What is an email marketing campaign?
An email marketing campaign refers to email communication that is sent from businesses to target audiences, or clients and customers to promote products and services. This marketing channel uses email effectively to develop a positive and trusting relationship with potential customers and clients.
Ideally, email marketing goes hand-in-hand with social media, as it helps brands connect with customers. “Like” or “Share” buttons can be added to emails to enhance social media impressions and likes.
Advantages of Email Marketing
Email marketing is considered a cost-effective way to promote brand, products, and/or services to reach marketing goals. Sending email is an inexpensive way to advertise. It is also easy to set up and track email marketing campaigns which makes it an accessible form of digital marketing for most brands.
Emailing newsletters about promotions, events, relevant brand updates, products, and services to potential customers and clients that have provided their email address on a website or giveaway encourages audiences to revisit websites and remember brands.
What makes an effective email marketing?
Email marketing is becoming more dynamic. What may have worked a few years ago might not work in today’s competitive email inboxes. Emails should be clearly and cleverly written to get more attention in a cluttered inbox, without appearing too salesy. It’s important imaging what audiences would prefer to engage with.
Here are 5 effective strategies for a successful email marketing campaign
1. Create a personalized email message
Personalized email marketing uses customer data or information such as preferences and transaction history to determine the content of messages. It doesn’t mean sending individual emails to each subscriber.
Instead of a generic “Hello valued customer” opening, you should use “Dear Jane” to make your potential customers or clients feel special and important. This builds trust and loyalty which creates increased open rates.
Personalization is important for customer retention. Email copies should be created for human beings based on the likes and dislikes of specific audiences. Providing relevant copy for audiences ensures that audiences will remember, engage, and shop with brands.
2. Create eye-catching subject lines
Subject lines are the first thing that potential customers or clients read. They help determine whether or not an email is read. They create a first impression for recipients, so they should be understandable and precise.
According to Experian, subject lines that feature a subscriber’s first name have a 26% higher open rate. It’s important to collect names and use them to your advantage with the coding capabilities available within email marketing channels.
50% of emails are checked and opened in mobile devices, according to Litmus. This creates a compelling reason to create a subject line that catches the attention of mobile users on the go.
3. Design mobile-friendly email campaigns
Advancements in technology lead us into a world where mobile devices have become a primary tool for accessing the internet, therefore, you must design mobile-friendly email campaigns for your subscribers to access them with ease. Text-based or responsive email campaigns are ideal.
About 68.9% of recipients view marketing emails on their mobile devices 2-3 times weekly and 70% delete emails that don’t render properly on their mobile device. With this information, it’s essential to optimize your emails to be mobile-friendly.
4. Create a compelling and dynamic content
Content is the cherry on top of email marketing. Ask yourself, what do you want to tell and share to your potential customers and clients? This is one of the most important factors in creating compelling and dynamic content for a successful email campaign.
Dynamic content allows brands to customize emails based on where each individual recipient was acquired from. It’s important to create informative content that subscribers can use and benefit from. Each word should be used sensibly to avoid lengthy emails that discourage readers them to open and read them.
5. Social media integration
Integrating social media with email marketing provides a benefit because it extends email marketing campaigns to other marketing channels and enables brands to increase website traffic, impressions, engagement, followers, and fans. This makes it easier for subscribers to follow, share, and like products.
Integrating social media with email marketing creates an excellent customer experience. You can also encourage your audience to sign up for your email lists through social media outlets. One effective way to do this is by utilizing Twitter cards.
Email marketing has undeniably evolved and expanded to cater to individual brand needs and goals. It has been a solid marketing channel for a very long time and is most likely here to stay.