Email marketing is one of the earliest forms of digital marketing. Up to now, it stills remains very effective in establishing your business’ online presence. In fact, 86% of the consumers would like to receive promotional emails from companies they support and follow, based on Statista (2015). For the next years, email marketing will remain to be one of the digital marketing strategies as email users are expected to grow up to 3 billion by 2020.
Basically, there are different things that you should consider in performing email marketing. The goal is for the recipient to open your email and engage. Here are our 8 tips for an effective email marketing strategy:
Invite them to subscribe
Consumers don’t easily give their email address. Thus, it is you who should invite them to subscribe. Post a signup or subscribe form on your website, homepage, blog, or Facebook page, among others. Do not create a lengthy form. Name, email address, and birthdays are the most common elements. Besides, you might want to send them some deals and freebies for their birthday.
Inform them what to expect
It is a must that you tell consumers what to expect when they subscribe. This may include sending them company updates, daily and weekly deals, freebies and promos, consumer tips, and other important matters. Enumerate these in your signup form so they can decide if they want to receive these types of content or not.
Send a welcome email
After their subscription, send them a welcome email. Thank them for joining the list and subscribing to your content. To make it more special, you can send new subscribers a welcome bonus or offer.
Email design and content is important
Email templates are readily available on the web. But as much as possible, make your email campaign more personal. Mention their name, the likes, and interests. The content should follow the appropriate structure. We recommend that the content should be 90% educational and 10% promotional. Moreover, the design and layout should be enticing. The goal is to look professional. Subscribers wouldn’t want a trashy look newsletter.
Send content that matters
It doesn’t mean that consumers subscribe to your page, they want to receive all content you send. In this dilemma, segmentation comes in. Segmentation allows you to classify subscribers according to the content they want to receive. Basically, their preference for content can be determined during their signup. By sending content that matters to them, you are decreasing your risk of being unsubscribed.
Target the inbox, not the spam
One of the problems of sending newsletters is spam. Basically, email has been seen by hackers as a way to do their thing. In 2004, the CAN-SPAM Act of 2003 became a law which prohibits scamming through emails. There are various techniques to avoid the spam. First, you need to get certified. Also, whitelisting has been performed by most companies. In this, the recipient identifies you as reliable. Lastly, your content composition matters. Avoid using too much punctuation marks or including words that sound like a threat.
Are you using email marketing today? Send us your thoughts.