Email marketing is the use of email to promote products or services and build relationships with people who might be interested in them.
It’s a lot like direct mail, but it’s sent electronically instead of through the mail.
So, cost is much low (Low cost processes often lead to higher saturation)
Even though it’s been around for a long time, email is still one of the best ways to market your business, and it can be used in many different ways.
You can use it to build trust, get important feedback, announce new features, keep customers coming back, keep them from leaving, and so much more.
But since billions of emails are sent every day, you have to work hard to stand out to your readers, keep their attention, and reach your marketing goals.
Every good email marketer knows about :-
- Know Your Audience
- Build a Strategy
- Provide Sign-Up Freebies
- Map The Customer Journey
But, most of them don’t know how to do these things. So, Today I’m going into some of the more Advance Strategies that can change how you do email marketing.
Here are some Advance Strategies for Email Marketers.
Everything with email marketing starts with an effective optin. So, our first strategy is to boost it & make it more effective to marketing them in future.
No one wants a Stranger hitting there indbox. You need to show them why they should join. People also like free stuff, which is good news.
Providing Freebies for Brand Awareness
People who haven’t bought from your company yet will notice your brand more because of these perks. Before they choose to buy from you, people need to know who you are, what you have to offer, and what you stand for.
Brand awareness incentives don’t give you anything in return because their only goal is to help spread the word about you. You’ll get your own rewards if you give these rewards out freely and in the right way.
Here are the things you can offer as a freebies for Brand Awareness :-
- Free samples
- Free products
- Sweepstakes and contests
- Branded items
Freebies to get a flood of leads
People know about your brand, but how do you turn this interest into potential customers? People might be more likely to give you their contact information if you give them something in return, so you can work with them to get them to buy something.
If you use an incentive to get people to sign up for your list, you will always give it in exchange for an email address or other personal information.
Here are the things you can offer as a freebies for Lead Generation:-
- Informational incentives: ebooks, whitepapers, or other documents with useful information on a topic related to your brand (These papers will also make your leads more likely to trust you.)
- In exchange for an email address, you can get coupons and discounts.
- Test runs of your new product for free
- Contests and sweepstakes that ask for a phone number or email address
Freebies to get people to buy
Purchase incentives make your offer more appealing to leads who are on the fence, making them more likely to buy from you. They either make a purchase cheaper or make it worth more by giving a bonus.
Here are the things you can offer as a freebies for increasing purchases:-
- Buy-one-get-one-free deals.
- Free extra item when you buy
- Free upgrade when you buy
- Sales, coupons, or discounts
- Customers can enter a sweepstakes every time they buy something.
Freebies to get more referrals
Referrals are great because people trust what their friends say much more than they trust what your business says. When someone tells a friend about your business, that friend is more likely to buy from you and stick with you over time.
Referral incentives help make the deal more appealing and give your customers a reason to tell their friends about you. And if you give the friend a reward for making their first purchase, they can also help you get new customers.
Here are the things you can offer as a freebies for generating referrals:-
- Store credits
- Free products
- Branded swag
- Cash payments
Strategically segment your list
Once you have enough relevant information, you can make different lists and send personalised emails to a large number of people. Let’s say your client is a motor company that has a special offer in NewYork.
You can choose to send relevant email campaigns to people in NewYork between the ages of 25 and 45 if they are on your list of subscribers.
The goal of segmented lists is to make sure that each subscriber gets information that is most relevant to them. This makes the information more interesting and personal. A Janrain survey found that 74% of internet customers are unhappy when they get content that doesn’t match their interests.
Each subscriber will think that the brands of your clients know who they are and what they care about most because of these categories. When subscribers start to trust your customers’ brands because of the relationships you build for them, the segments help to build brand loyalty.
Just some examples of data you can use to segment your list are:
- Purchase history.
- Average purchase amount.
- Browsing behavior/interests.
- Where they are in the customer lifecycle.
- Which lead magnet they signed up for.
- Email frequency preferences.
- Open rate and (in)activity.
The more information you can get from your customers, the more ways you can segment your list. You can keep track of things like past purchases and how people use your site, but you’ll have to ask for other information when people sign up, place an order, or answer an email survey.
Set up automatic email triggers to make sure no chances are missed.
Triggered emails are ones that are sent out automatically when a customer does something. Triggered emails have a 70.5% higher open rate because they reach people while they’re doing something. Among other things, you could send:
- Shortly after they leave their cart, they get an email reminding them.
- A request for feedback after the order is done.
- A request for a review soon after the purchase.
- After they join, they will get a welcome email.
Use beautifully designed dynamic and interesting content
Set up your campaign so it’s easy to read.
Research shows that an adult can pay attention for about eight seconds on average. People have such short attention spans that you can bet they aren’t reading your campaigns word for word.
Instead, they are probably skimming them to find something interesting.
So, writing long email campaigns with a lot of text isn’t the best way to go. Your emails should be set up in a way that makes people want to read your content and leads them to the CTA.
Using the inverted pyramid model is a good way to do this:
As you can see from the example above, emails that follow the model have a short headline that focuses on the campaign’s main message, as well as supporting information and images that show readers why they should click-through.
The reader is then shown a big button that says “Take action” and makes it clear what to do next. The inverted pyramid model works best for campaigns with a single message and a single call to action, like announcements and marketing offer campaigns.
Even though the newsletter has more than one piece of content, the information is broken up into sections that are easy to read. In each section, the inverted pyramid model is used to draw readers in and lead them to the call to action button.
To get your email campaign subscribers to click through, you should make it as easy as possible for them to do so.
Our research shows that 63% of opens happen on mobile devices. So, if your campaigns aren’t optimised for all devices, you might be making it harder for your subscribers to convert than it needs to be.
Customers of Campaign Monitor don’t have to worry about making sure their email campaigns are responsive.
This is taken care of for them, and any emails they make using the drag-and-drop email builder are also responsive and will look great on all devices and in all inboxes.
The builder also has a simple preview mode that lets you see exactly how your campaigns will look on both desktop and mobile devices.