A good marketing campaign is essential for reaching your a customers in any way. Different media can be used including but not limited to television, radio advertising, social media, print advertising, pay-per-click and email. A great marketing campaign should focus on a single idea or goal and follow a consistent theme.
For example, Mailchimp, a marketing automation platform, created a marketing campaign based on a meme. The 2017 campaign, ”Did You Mean Mailchimp”, was used to invent new names out of the brand name in creative and playful ways.
Email marketing campaign is an email send by a business to customers or prospects. An advantage of using email is, people use email widely. This makes it the perfect tool to generate sales and leads and build customer relationship.
The following email marketing strategies will help you use email marketing effectively to grow your business.
Personalize your message
This does not mean that you sent different emails for every single user. Personalization simply mean, use customer data to create a message that they are already interested in.
An example of a company that uses personalization is Amazon. Every time you visit amazon homepage and scroll down, you get a ton of recommendation just for you. Moreover, you find that they are this you are already interested in. A good personalized message may lead to unplanned purchases by your customers. Also, use it to bring the customer’s attention to new things that they already like.
A study by Experian found that personalized messages deliver 6 times higher transaction rate and revenue and revenue per email.
Email marketing genarates $0.08 in revenue. Imagine if you send an email campaign to 100,000 users you can get up to $8,000 in revenue.
With personalized email you can get a lot more revenue. Personalization can generate $20 in ROI for every $1 investment. That’s a good opportunity for more revenue. Moreover, you should also know that 70% of brands do not use personalization in their email marketing strategy. This should make you stand out against your competitors.
Simplest form of personalization is:
- To address the reader by name. This will help you improve your performance in your email campaign. Open rates for email with the recipients first name can go up by 16% higher open rates.
- Ask for the right information up front. Get the users to give the information that you need. Asking them for their reasons for visiting your website, subscribing or becoming a user can be very easy. This information will help you with sending targeted messages.
- Use a reply to email address. You want your readers to engage and respond to your campaign. A reply address will improve credibility and appear more personal. Do not use no-reply email address.
- Use your real email signature. This is giving your readers the opportunity to contact you or connect with you online. It is a great way to be personal and build a relationship with them. Use real contact information within the email by putting your contact details in the email signature.
Segment your subscribers
Segmenting enables you to create an email campaign that is more to get it to your audience. Businesses often segment their market based on demographics such as marital status, age, income level and gender.
Also knowing where subscribers leave is important. With subscribers spread across the continent it will not be very nice to receive an email that invites you to an event that is located on the other side of the world.
Segmentation increases performance. It lead to better open rates for your email campaign. Studies show that an email marketing KPI’s perform better when you segment your email list.
Tanzanite Jewelry Design‘s best performing customer segmentation is based on the gender of the buyer. If their system thinks it’s a male purchasing something, the follow up emails focuses on giving a gift. When it is a female, the follow up is of a matching item. This has increased their open rate and has had a positive impact on repeat buyers.
It’s interesting to know that 9 out of 10 emails marketers do not segment their database. You can use this to stand out against the competition.
Send Mobile Friendly Emails
A lot of people use their phone more than their other gadgets. Study shows that 50% of people check their phone for calls, messages, emails, etc as soon as they wake up in the morning.
A study showed that 36% of B2B companies that have optimized the email campaigns for mobile devices saw an average improvement to their email performance.
However, it is interesting to note that almost half of all emails are not mobile friendly.
When trying out new techniques and format for your campaign, it is important to run A/B tests. According to campaign monitor, ”A/B testing is the process of sending one variation of your campaign to a subset of your subscribers and a different variation to another subset of subscribers, with the ultimate goal of working out which variation of the campaign garners the best results”.
Most email campaign software have a built-in tool for A/B testing, like MailChimp and Campaign Monitor. If yours does have one, you can set it up manually.
For example, HubSpot did a test on the visual prominence and functionality of the search bar. For the three variants used, A, B and C, HubSpot found out that they all increased conversion rate. ”However, variant C showed a 3.4% increase in conversion rate and a 6.46% increase in users who engage in the search bar.”
Automate Email Campaigns
Create trigger based emails. These are emails that are sent out automatically based on user behavior. The most common example of trigger emails are ”welcome” emails, ”thank you” emails and transactional emails such as confirmation email and email receipt.
Study shows that trigger emails perform better than traditional emails. Research show that trigger based email marketing campaign can produce four times more revenue and 18 times greater profits.
Starting and setting up triggered emails does not have to be complex and expensive. Start by using autoresponders in your customer service software to replicate the automation aspect. Here are examples a few tips to help with your automated email strategy:
- Track resposnses from customers to collect new information
- Offer discount coupons or promo codes to entice reluctant spenders.
- Create drip campaigns for prospects who have already shown interest.
- Reward your customers by giving them something for free every now and then.