The Advanced Guide to Email Marketing

The Advanced Guide to Email Marketing

Email marketing is the digital marketing strategy of sending promotional messages to prospects and customers. This refers to email newsletters, lead nurturing emails, transactional emails, sponsorships, and event announcements. Email marketing ROI, according to an eMarketer study, is 122%. That is significantly higher ROI than many other marketing channels like Facebook or Twitter. 

Consider the following statistics about the value and impact of email: 

Top 13 Email Marketing Mistakes People Make 

  1. Forgetting a thoughtful or personalized welcome email 
  2. Hyping and overselling in the subject line
  3. Making the emails very design-heavy 
  4. Providing unclear and vague call-to-action 
  5. Violating the terms of service of your email marketing service provider 
  6. Sending too many emails in quick succession 
  7. Running the same campaign repeatedly with no proven ROI 
  8. Non-responsive mobile email design  
  9. Not having enough email opt-in forms on your website 
  10. Not delivering what the person has signed up for 
  11. Not setting defined email marketing goals  
  12. Not segmenting your audience  
  13. Not updating your email lists  

Why Email Marketing is the Best Customer Relationship-Building Channel 

1. Customers prefer email 

One of the reasons customers choose email to communicate with brands is because it puts them in control of the content they receive. If your main marketing goal is to build relationships with your customers, reach out to them through their communication channel of choice.

2. Email is more personal and direct 

A sign of trust from leads or existing customers is when they subscribe to your email list. This means they are interested in developing a relationship with you. The direct nature of email also makes it easy to personalize content that would maximize opportunities for conversion.   

3. Email is easier to track 

As you monitor the performance of email campaigns, you can tweak, adjust, and update any of its features and make it more efficient in achieving your marketing goals.  

4. Email easily integrates with other marketing channels 

Emails can be incorporated into as many inbound marketing campaign channels as you can. This will improve deliverability rate, clickthrough rates, and conversion rates.  

5. Email is easy to set up, yet highly effective 

Many email marketing platforms enable users to launch their campaigns within a couple of hours. It is easy to implement, cost effective, and yet highly effective.   

Top 5 Advanced Email Marketing Strategies 

1. Collecting high-quality contact data for your clients 

Having high-quality contact subscribers’ data is the foundation of all successful email marketing strategies. When you have firsthand knowledge of your clients’ target audience, there is ease and accuracy in engaging, acquiring, and retaining more customers.  

2. Create segmented lists of your clients’ subscribers  

According to a Janrain study, irrelevant content drives away almost 75% of online consumers. Segmentation ensures that each subscriber receives stimulating, relevant content that’s useful and valuable for them. 

3. Get personal with your clients’ audiences 

Emails with personalized subject lines get at least 25% increase in open rates while subject lines that create a sense of urgency and exclusivity are 22% more likely to be opened. When you use a specific contact person, according to a Pinpointe marketing research, rather than a company name or a general email address, there is as much as 35% boost in open rates! 

4. Use dynamic content with engaging design 

Visuals and design templates are equally important as written content in email marketing campaigns. Grab readers’ attention through a variety of imagery, colors graphics, and special email design grids. 

5. Use marketing automation to measure and streamline email campaigns  

Marketing automation makes it easy to use engaging email design templates, send personalized and scalable content, develop segmented subscribers’ lists, and collect high quality contact data.  

Here are five things to consider when choosing the right email marketing service provider for your organization: 

1. Features 

Foremost, know the exact features your organization needs. Is it email templates, an address finder, or advanced segmentation? This will be useful for picking a service provider to help you create the most effective marketing strategy and reach your marketing goals. 

2. Support 

Prompt and reliable support is crucial when you must deal with any technical issues. Find an email marketing service provider who offers excellent tech assistance with live chat, email help or phone support as well as self-serve help guides, FAQs, and free online resources.  

3. Analytics  

This is to track successes and failures of any email campaign. Regularly checking on analytics can help you make informed decisions and make improvements to achieve your desired ROI.  

4. Ease of use  

So, depending on your own personal skills and competency level, pick one you find easy and comfortable using. 

5. Price  

Some offer the basics for free while others charge a reasonable fee for their premium plan. Start with a plan that fits your business needs and upgrade accordingly.   

If you want to build your email list, improve your open rates, and turn more subscribers into customers, get started for FREE with Waves today