Email marketing is an essential component of digital marketing tactics. In fact, a digital marketing plan would be incomplete without it. Email is the most efficient and dependable method of reaching out to your target market and driving sales. It gets your campaigns where they need to go since email marketing generates a lot of conversions.
Email marketing allows you to interact with your target market, promote items, and achieve marketing objectives without incurring the significant expenses associated with PPC campaigns or social media advertisements.
Email marketing is an excellent tool for revenues that also enhances SEO tactics. It is an effective tool for bloggers to boost brand exposure, engagement, conversions, and profits.
Here are some of the reasons why email marketing is the marketing king:
It is proof that businesses and marketers know the importance of email campaigns to the success of their marketing strategies.
Your email list is one of the most important things you have for your business, but it depends on the type of list you are working with. Just gathering hundreds or thousands of disinterested persons who are only looking for free downloads will not be enough to make a difference.
It is good to cultivate connections and establish an email list of subscribers ready to hear what you have to say and purchase your items. With careful preparation and a well-thought-out approach, you may expand your mailing list while keeping engagement rates even higher.
Ergo, what is the most realistic way to go about fixing this? Although it is easier said than done, the following suggestions can assist you in building a high-quality email list in a short period of time.
Many people assume that social media marketing is the most effective method of generating revenue online. Yet, email marketing has shown to be highly profitable over half a century after the first electronic message was sent.
Despite continual technological improvements, email marketing continues to be one of the most successful marketing methods accessible today. All that differs in its effectiveness is the decisions that marketers and company owners make when utilizing the communication platform to reach their respective target groups.
What is email automation?
When it comes to growing your business, email automation may help you achieve more success by increasing engagement, increasing brand recognition, and increasing profits.
When it comes down to its essence, email automation provides marketers or company owners with the capacity to send scheduled or action-triggered emails to their target subscribers with relevant information, content, offers, and other information, among other things.
It is possible to boost the open and click-through rates of emails with email automation. Furthermore, because of its intuitive nature, busy businesses may benefit from the outcomes of their email marketing efforts while freeing up more time to devote to other critical company operations.
It is a true win-win situation.
75 percent of top-tier marketers, according to recent research, utilize at least one sort of marketing automation technology. Apart from that, custom-designed email automation processes get the greatest click-through rates.
Studies such as this one demonstrate the unparalleled power of knowing how to automate email marketing campaigns.
To learn how to leverage the power of email marketing automation to create campaigns that generate actual results, we’ll walk you through five simple stages.
Craft a more compelling offer
We’ll start with the most significant and most crucial element to increase your subscribers—make the offer more appealing. Certainly, you can adjust button colors and minor changes to improve small factors on your conversion rate. But if you don’t provide irresistible offers that can convert, you’re just being penny-wise and pound foolish in your marketing approach.
Alternatively, spend more time on what you are offering your prospective subscribers in exchange for their email addresses. Today, we guard our email address carefully. We’ve seen too many companies spam us. To understand what it is your target customer wants, and give it to them.
Who knows? That crazy idea you neglected, which you thought would never convert, might be the best opt-in throughout your entire marketing campaign. You will never know the best copy that will convert until you start experimenting.
Set Your Campaign Goals
First-time and seasoned marketers alike frequently enter the world of email marketing by signing up for ready-made marketing tools. They can use these tools to collect emails and send promotional messages to their intended audience. Unfortunately, because there is little science involved, this approach is rarely successful. An effective strategy begins with defining the campaign’s goals and then working backward to determine how to achieve them.
To make your email marketing campaign a success, you must first consider and plan what you want to achieve. The campaign’s end goal will determine the nature of the target market, the source of the leads, and the content of the promotional emails.
Any email campaign’s objectives must be consistent with the company’s or business’s overall goals. It means that you should always consider the brand’s broader marketing goals as well as KPIs. From here, it is far more practical to take a step back and devise a formidable marketing strategy that ensures the campaign objectives are met.
You have to have the ‘right kind of email marketing goals. Is the campaign’s goal to get new signups for your product? Do you want to raise brand awareness? Perhaps you’d like to increase the number of people who attend your event. Whatever the campaign’s goals are, it’s essential to include them in the early stages of planning for any marketing campaign.
When it comes to determining your email marketing campaign goals, the internet is your best friend. A quick Google search on how big-league marketing teams use email will save you a lot of trouble later.
You can see how companies like BuzzFeed, SoHo House, SXSW, Inc., and UNICEF implement goal-oriented email marketing campaigns. The data is freely available online and can be used as examples by your team.
Understand your audience.
Let’s start with the fundamentals. Before you start worrying about fancy, high-tech email solutions, it’s critical to have a firm grasp on the audience whose attention you’ll be attempting to capture.
Setting your target audience is critical to success because it allows you to direct your email marketing efforts and create content that resonates with consumers based on their specific needs, goals, and pain points. Simply put, if you don’t know who you’re selling to, how can you sell anything?
What is the solution? You can’t, of course. No, not at all.
With this in mind, let’s take a look at how you can better understand your audience and boost your email automation success.
Begin segmenting your customer base.
Professional marketers understand the importance of presenting leads with the right offers at the right time. That is why understanding your audience is critical to capturing them at the optimal stage of their buyer journey.
When it comes to email marketing if you’re looking for conversions, blasting a deal, or offering to thousands of potential customers and hoping that some will find it interesting, won’t cut it.
To achieve results, target your campaign to the people who are most likely to convert into sales.
It entails developing a solid customer segmentation strategy.
Tactics for segmenting your email list can vary depending on the data you have available. It is possible to create high-converting email offers using information such as your subscribers’ age, gender, and location.
Let’s look at the most effective strategies for getting started with list segmentation and increasing conversions.
Location-based segmentation
Segmenting your email list based on where people live is an excellent way to target a specific demographic. When location is an important factor in a consumer’s purchasing decision, this strategy is especially effective.
For example, if a company is hosting a special event at one of its physical locations, it makes sense to send an email to people who live nearby and will be able to attend. It makes no sense to target people who live in California if the event is being held in Florida. You may end up irritating those who live too far away to attend the event.
When sending time-based emails, you could also segment email subscribers by location.
If you are to send emails to all your subscribers all over the world, you don’t want to send them all at once. If you do, some people may receive your email at an inconvenient time, and they are unlikely to open it. If you consider time zones, you can send out email blasts when they are most likely to be read.
Gender segmentation
It is common knowledge that men and women have different shopping habits, and you can capitalize on these differences by segmenting your email list by gender.
If you sell various products that appeal to both men and women, segmenting email blasts by gender makes a lot of sense.
This strategy is also applicable to gender-neutral offers. People react differently to colors, words, and images based on their gender. So when you segment your campaign based on gender, you can send an email that appeals with their gender-based desires therefore increasing your overall conversion rates.
Age grouping
People of all ages check their email regularly, but their responses vary greatly depending on their age group. A 22-year-old recent graduate will have a different reaction than an 80-year-old grandmother.
You can target consumers who are more likely to buy your products if you segment your emails appropriately.
Unresponsive leads should be segmented.
Prospects may not respond to offers for various reasons, but that doesn’t mean you should abandon them.
Cold leads have value, and it’s possible that these leads weren’t in a position to buy anything at the time.
If you stay in touch, you may catch these people when they are ready to buy something.
Unresponsive leads should be segmented so that you can drip offers and helpful emails to them over time. This consistent contact keeps you in their minds and increases their likelihood of purchasing from you when they require a product or service.
Email marketing segmentation takes some practice, but once you’ve mastered it, you’ll be able to send more tailored emails. People will become more responsive to the relevant emails you send them, increasing your conversion rates. Effective customer segmentation increases email open rates by 46%.
After you’ve segmented your audience, you’ll be able to delve even deeper and create buyer personas based on your archetypal customers.
Create Cyber personas.
A cyber persona is a fictional character you create to represent a specific segment of your overall customer base. As a result, you’ll have a better understanding of what motivates different segments of your audience to buy from you.
As with most things, the more time and effort you put into creating a buyer persona, the more value you will receive.
Cyber personas based on market research, consumer insights, and your objective observations from day-to-day commercial activities are the most powerful and effective.
Build Your Email List
Compiling mailing lists is the most difficult step in email marketing. Lead scoring is the most effective way to get enough new leads into your marketing campaign funnel.
What exactly is lead scoring? Simply put, lead scoring is the process of assigning numerical values or “points” to email leads generated for your company. The leads are scored based on specific characteristics such as:
- Account holders’ personal information
- Possibility of converting the lead into a customer
- How the user interacted with the website and the brand
- The source of the lead, as well as other sales/CRM information
- Demographics and other personal characteristics
Lead scoring employs a model to determine which contacts are more likely to become customers. This probability is determined by an algorithm, which assigns the point to make the marketing campaign more effective. Lead scoring has the highest ROI of any email marketing strategy in 2020.
How to Use Lead Scoring with Email Marketing
When lead scoring is combined with your company’s email marketing strategy, you can rapidly decide how and when to engage your subscribers to achieve high conversion rates. What you must do is grasp how this technique works behind the hood.
The first step in incorporating lead scoring into your email marketing campaign is to develop a solid strategy. The procedure includes laying the groundwork and determining the campaign’s lead stages.
You may also look for a lead scoring calculator online or create one in-house. Most businesses opt to outsource their marketing to a professional marketing firm. The goals of your marketing campaign will determine the sort of lead scoring system you should employ. Lead scoring techniques are classified into two types: predictive and rule-based.
Conclusion
Now that you’ve learned everything there is to know about email automation — and more — the ball is in your court.
Remember that your email marketing campaigns are only as effective as the information included inside them, so knowing your target and their requirements is critical.
However, email automation software is required to speed your creative advertising efforts. You will lag behind your rivals faster than you think if you do not have it.
