9 Effective Email Marketing Strategies That Will Increase Your Sales RatesAbbakin
Email marketing is a form of B2B and business to people communications using electronic mails, otherwise known as emails. Effective Email Marketing Strategies involves the use of emails to send promotional messages, business request, and solicit sales.
Any email sent to potential or current customers could be considered as email marketing; with the purpose of enhancing relationship, building loyalty and brand awareness.
Despite the noise in digital marketing landscape (i.e. mobile, social, search, the inbox), developing an effective email marketing strategy can drive high revenue impact (ROI) for your business.
According to a recent study by Social Twist, email marking is 4 times more cost-effective than social media marketing like Twittter and Facebook combined together.
This type of online marketing campaign is also cheaper than traditional advertisements through radio publications, news papers advertizing and TV commercials.
When it comes to making impact in your online businesses or websites, there are only two
things that matters: (1.) Traffic; (2.) Conversions.
Relationship building is the most important thing that leads to sales!
Email marketing when used correctly, can increase your customer engagement, lead generation, conversion and sales rates.
Here is the formula:
Email Marketing = Qualified Leads + Engagement = Sales.
The above three factors revolve around the most important skills you need (Effective Marketing Skills) to survive in any economy.
See what panelists at the just concluded Social Media Week Lagos are saying:
How Can Effective Email Marketing Strategies & Skills Help?
Marketing is a ’Communication That Results to Sales’. And this should not be confused with ‘Selling’ as the two are different concepts.
Once you have mastered how to market, then you can sell anything online.
Companies and small businesses often want to know how they can leverage the email marketing opportunities and improve their marketing efforts.
With over 144 billion emails sent each day across the globe, how will your messages separate itself from the noise?
It takes a certain level of knowledge about email marketing to dive deep into successful email marketing strategies.
For instance, trying to use your newsletters as a way to further your relationship with your site visitors or potential customers rather than to pitch them is a very important factor.
You can save the pitch for unique updates, exclusive offers, and trade announcements.
If you can adopt and learn how to market, then you don’t need to bother whether you have a product to sell or a service to promote.
To find out more on how best to develop your own email marketing skills, below is our step-by-step guide to help you create an effective email marketing plan for your business.
9 Effective Email Marketing Strategies That Will Increase Your Sales Rates
#1. Define Your Audience
Before you start writing and sending your email marketing campaigns, it’s important that you know who your audience are.
This is one of the most important parts of your overall digital marketing objectives.
An effective email marketing strategy takes into consideration how you can target your customers – whether in person or online.
For example, how will you find your audience if you don’t have subscriber list yet, or a product to offer?
You need to answer also some of the following questions:
- Who are your potential customers?
- What’re they doing?
- Where’re they hanging-out online, on social media and offline?
Knowing and understanding your audience behaviors, locations, and demographics will help you transform your ideas into actions.
By designing and writing things about how you can help them achieve their personal and business goals.
If they subscribe at checkout, then they are your potential retail customers.
If they signup via your website blog, public events or fair, they are your general audience and brand followers.
You got to know your own market and industry pretty well too, and how you are different from other competitors…value positioning.
#2: Build Your Subscribers List
If you’re thinking about building an email database, a customer would first needs to opt-in before they can receive your emails, open them, read and click through to the WebPages.
First, focus on building your email list as this is very important.
Your email list is going to be one of your most valuable business resources.
To grow up your list, you may need to include your registration processes or sign-up forms across your sales and engagement channels.
Most company websites apply more than one tactic in promoting their list, by having several places where people can sign-up for their email list – including on separate landing pages.
When you offer products, services or free resources; let them subscribe to your news, register for events, login to download your files or watch your videos, follow you on Twitter, etc.
Incentives, premium gifts, contests and other motivators can all increase the number of your sign-ups.
Just take a look at all your customer touch points, especially in processes like interaction, registration, subscription, attendance, lead generation, customer services and sales conversions.
#3. Segment Your Email List
Effective email marketing strategies allow you to target and segment your messages on individual and group levels.
Having a segmented audience list makes email marketing one of the most effective forms of direct communication marketing.
A simple tactic of segmenting your email newsletters can have a great positive impact.
According to Econsultancy research, marketers that use segmentation increase their return on investment (ROI) to a good 95% more often than those who don’t.
A good email list should be well organized and segmented based on users’ interest.
Segmenting allow you to target your messages and give your audience exactly what they wanted.
The knowledge about your audience will definitely inform this choice of category.
The age and regions will also create different levels of engagement with your email program.
For example, early stage customers will prefer industry research white papers, while ready to buy customers will respond more to product reviews, free trial offers and transactional emails.
#4. Create High Quality Content
Though quality is subjective and people view it differently. There are more to making high-quality contents in digital industry.
What will your audience read in your emails?
Today customers are really informed and are picky on where they spend their time and attention.
Customers will kindly return your goods, offers and reject your messages if they aren’t up to their (new quality) standards.
The demand for effective email marketing strategies also entails presenting appealing, valuable and attractive messages.
Content marketing in terms of blog posting is a way to showcase your detailed products or services, share useful advice and best practice tips with your audience.
While creating your contents, think about the combined influence of imagery, attractive offers, text readability and the right Call-to-Actions.
You can outline your content types and choose 1-4 pieces from the list to create campaign each week or monthly.
Your contents may include popular tweets, blog post, eBooks, white papers, case study, infographics, videos, etc., so long as they push leads down your sales funnel.
#5. Increase Your Email Marketing Engagement
How engaged are your customers throughout your brand?
What is your clear definition of what email engagement is and the most profitable way to increase it?
To actively improve email marketing engagement, you have to define what engagement means in the context of your business.
For direct conversions and engagement, the tease factors or lead magnets are indication of the extent to which you encourage your recipients to be active and engaged with you.
This will consider the stages of email marketing engagement such as provoking interest by subscription, creating the attention by opening, and taking an action by clicking.
These behaviors will in fact show which messages received more interest, desire, and attention.
9 Effective Email Marketing Strategies
Nevertheless, email marketing engagement metrics should be more than just activities (like open rate, click through rate, unsubscribe).
We need to be looking at the customers’ long relationship activities based on valued interest and conversion rate.
You can increase your audience engagement activity by sending welcome or thank you emails to new subscribers from the beginning.
Including survey emails, new blog post, product updates, and upcoming events emails; then measure the level of activity across the complete processes.
Increasing subscribers’ engagement means more sales, higher revenue per customer and overall better profit.
You need to ask your customers what they want and then be able to give it to them.
Send relevant offers to customers based on their buying habits.
Product personalization in which customers are directed to products that their past purchasing patterns or behaviors suggest they will like trigger positive responses in 98% of customers.
Remember to follow up after showing interest, as this will indicate a good marketing and customer service ethics in the mind-set of direct emailed customers.
#6. Choose the Right Email Marketing Platform
In addition to the strategies discussed above, email marketers need to focus on using the right email marketing platforms for their campaigns.
Getting a professional looking and responsive email templates and creating relevant email messages will help increase your open rates, click through rate and sales conversions.
Most email marketing platforms offer a range of email templates that you can easily customize and use for your specific business requirements.
While most Email Service Providers work very hard to make sure that your emails are not blocked by major ISPs, they can’t control whether or not your emails hit the inbox or the spam box of your target audience.
Here are some of the popular online email providers you can try:
#7. Determine Your Email Sending Frequency
The optimal mailing time often depends upon your customers’ behaviors, country inbox crowding time, and other daily-work schedules.
Top promotional emails with the best open rates are not being sent from 9:00 am to 5:00 pm.
This period is considered as traditional work hours during business days. And usually good for transactional emails.
Promotional messages are best sent at night from 8:00 pm to midnight, when people are less busy and have the time to read your emails.
You can also send emails on the weekends: Saturdays and Sundays or during evenings.
The volume of emails sent over the weekends is much lower.
However, you need to consider from one time period to another and whatever you choose, we recommend you send 1- 4 emails weekly.
2 to 12 emails monthly or more depending on your industry – and so long as you deliver values regularly.
Consistency is valuable in email marketing, but not at giving out the same content over and over again.
Being consistent means planning ahead of holidays, events, weekends, and work-days (e.g. Mondays through Fridays).
Emails triggered by milestones like anniversary or birthday emails are fun — everybody would like to celebrate a special occasion!
Planning ahead will encourage brand loyalty and make the readers more inclined to open each emails as they come.
The rates at which you send your emails, the audience perception of quality, and the value in your content put your messages in a box:
- the desired,
- the skip-able
- the interruptive
- the ignored.
#8. Test Your Email Marketing Campaigns
Creating an effective email marketing strategy is something that requires time, testing and attention to details.
Small changes in design, color and content can have big impact on your results, provided it complement your brand, website, app or social media photos.
Test different layouts and formats of the content; send the message to your mailbox and open it with fresh eyes.
Send your email marketing templates to your colleagues too, for their reviews and make corrections where necessary.
Through trial and error, and tracking your results, you will be able to serve your audience better at the long run.
Most email service platforms also provide complimentary analytics.
Use tools like Google Analytics and FreshMail to gain more detailed insights regarding your emails successful inbox reach, open rates, share rates, unsubscribe rates, mark as spam rates, A/B testing, etc.
#9. Hire a Professional Email Marketing Manager
Email marketing is all about expectations, and it’s up to you to set them or employ an experienced marketer who can carry out the jobs on your behalf.
Not all people who visit your website will directly turn into customers, but having a good lead generation strategy should include acquiring more visitors, nurturing customer relationships and then promoting your products or services.
Hiring an email marketing agency to build an effective email marketing campaigns for your organization has never been as more important than it is now.
This is because email marketing has proven to deliver one of the highest conversation rates amongst the digital marketing channels.
If you are not good at crafting communications and managing bulk emails, contracting your email marketing tasks to a company or a team of experienced marketers can be the right option for your business.
Your email marketing manager should be able to offer you be best email marketing service such as those specified below.
Some Email Marketing Services to Expect:
- Email List Generation (e.g. the Nigeria Email Database)
- Signup Systems or registration setup on your Websites
- Personalized Email List Segmentations
- Account Setup with any Email Provider of your choice
- Email Templates Designs for Newsletters
- Automated Posts and Transactional Email Designs
- Email Signature Generation and Integration
- Google Analytics, Facebook & Twitter Integration
- Email Audits, Reviews and Performance Analysis
- Content Optimizations and Marketing using consumers insight
- Design and Development of your Email Marketing Plan
- General Email Marketing Management and Reporting
Wrapping up: Effective Email Marketing Strategies
What do you want to achieve with your email newsletters?
Your email marketing schedule will often depend on your industry and your type of message (e.g. business, travels, fashions, news coverage, entertainment, health, foods, etc.).
You need to decide base on what works best for your customers, and be able to set your email marketing goals.
Most business marketing goals may include sending new traffic to your website, increasing social media followers, promoting sales, increasing invitation to your events and more.
By setting goals based on measurable outcomes, each goal needs planning and execution.
How do you improve sales by 30% in the next couple of months?
- By implement this effective email marketing strategies based on your buyer persona,
- By designing a solid email marketing plan,
- By giving your customers the best results,
- By growing your email list through lead generation strategies,
- Buy increasing your budget allocation for email marketing,
- By carrying out email marketing audit and testing,
- By hiring a professional email marketing manager.
We hope this information would move your email marketing efforts forward!
If you’re interested in learning more about email marketing and how it can grow your businesses, then get in touch with us here.
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