Email marketing has been around forever, and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers, consistently winning out over all other marketing channels. Setting up an effective email marketing strategy will help your business acquire leads and generate sales
How to set up an email marketing strategy from the ground up:
- Choose the best tools to use
- Identify the audience
- Build a list
- Create a segment
- Identify objectives and success metrics
These measures will help you develop an effective email marketing campaign. Plus, you can replicate these processes to ensure continued progress. Each of these steps is essential for the development of an effective email marketing strategy.
Choose the right tools to use
Any email marketing strategy requires the right tools to help you create, send, track and measure your email marketing and campaigns.
First of all, you need an email service provider. This is the platform that will help you develop, organise, and submit your emails along with simple tracking. In addition to the ESP, you may want to go one step further and choose some extra tools to make your life easier.
For example, an automation tool lets you submit marketing emails at appropriate times, even those prompted by a user’s web activity.
Choosing an email service provider is crucial for your email marketing strategy. Some points to consider are:
- Your Budget
- Your List Size
- Your Business’ Growth
Identify Your Target Market(s)
Identifying your target audience is a crucial aspect of creating your email marketing strategy. Your target audience is a set of people who would make ideal clients. They ‘re the ones who want your product, need your product, or have a question only you can fix. Your email marketing will strive to attract them, engage them, and eventually turn them into leads or customers. Think about a few main factors to reach your target market, according to Inc.:
What are your new clients?
What are the clients in your competition?
Who is going to benefit from your product(s)/service(s)?
When you’re in all these different classes, find out where they intersect. Determine popular demographic information, such as:
You will always think about the behaviours, personal characteristics, and perceptions of your target audience. Which are their interests, for example? What are they worth in life? What are their shopping behaviours like? When you know who you’re targeting with your email marketing strategy, it’s a lot easier to tailor your messages and content to cater to them.
After you discover the demographics, features, and preferences of your target audience, document them for safety in your email marketing strategy.
Create A Quality Subscriber List
You need to collect their email addresses to create your email list of subscribers. How are you doing that? You need to attract them, establish confidence with them, and win them over to hear more from you.
Build relevant content with an attached request – create faith in customers by delivering value to your audience. Educate, entertain, or inspire. Instead, somewhere in your text, include a call-to – action call asking them to sign up for your email list.
Create a one-time offer – a free deal in return for an email address is a perfect way to create a list. Try offering a freebie like a tip pad, prototype, or ebook, and ask for your email before you can download it.
Have an opt-in form on the website – a lot of brands are using it. The opt-in type is always located in the sidebar or footer and is a static feature. This offers your audience the ability to sign up at a moment’s notice when visiting your website.
Your List Segment
Thus far, you have a community of email subscribers who are likely to fall into your key target audience. Sending relevant emails to all these different people can be a little difficult , particularly as your list grows. What’s the answer to that? Segmentation of the email list.
Ideally, a different buyer person should be attached to each of your list segments. This is the profile of the ideal customer, which reflects the key features of the entire company.
Email promotions for each of the segments are a proven way to get better results. According to recent reports, email messages that are tailored this way get a 14 per cent boost in click-through rates and a 10 per cent rise in conversions.
Clean Your Mailing List Frequently
The biggest asset of any email marketing strategy is the list of subscribers. So, it is important that you review your list at regular intervals of time. Delete all unsubscribed users from your mailing list. We know, that sounds counter-productive? It’s not. By keeping users inactive in your email lists, you can see a decline in your level of interaction. Some email providers have the option to automatically delete inactive subscribers. So, you ‘re not going to have to waste hours trying to refresh the list manually every time.
Craft Tailored, Useful Emails
If you make your newsletters, you’ll also need to remember the target audience you ‘re trying to reach. Always make sure that your emails are visually effective, useful to your audience and cleverly written. Nobody wants to read a dull email with a monotonous tone – no matter how corporate their profession is. Always make sure your emails stand out and use an interesting language and a well-written copy.
Need assistance with creating a profitable email marketing strategy? Get in touch with us and chat to one of our talented Digital Marketing experts.