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How to Get the Most from Email Marketing

Incorporating email marketing into digital marketing strategies can yield a bountiful return on investment (ROI). However, there are a few things you need to know, to help you make the most of your email marketing campaign.

Do’s:

Successful email marketing strategies rely on several factors. However, the below elements are the main ones you want to ensure you stick to for maximum ROI.

Data collection
The best way to connect your audience to your brand is to personalise your email campaigns. Personalisation means finding out valuable information about your audience. Every piece of data you collect on your customers will go towards creating highly targeted and effective emails.

Email list
To send out marketing emails, you will naturally need a list of email addresses. However, creating an email list isn’t as simple as creating an endless list of email addresses. Your email list needs to have as much customer information as possible.
Basic information:

  • email address
  • customer name
  • phone number
  • customer gender
  • current status (current client/ex-client/lead)

Complex marketing information:

  • business name
  • website
  • service or product interest
  • common or reoccurring spend
  • last purchase date
  • any other information that may be relevant and necessary

Customer avatars
Successful email marketing campaigns are created by knowing your customers and delivering the right offers and content. An excellent way to do this is through customer avatars. Customer avatars are profiles of your average customers, broken down by age, gender, and lifestyle. Customer avatars help you gain a point of reference to answer the following questions:

  • Where should you advertise to gain maximum exposure to your targeted client?
  • What types of advertisements typically affect your ideal customer?
  • What vocabulary and tone should you use in your marketing?
  • What story should your marketing content be telling?

Segmentation
Divide your email list up by specific market segmentations such as client status, gender, average spend, and so on. Next, combine your list segmentation with your customer avatars to establish different customer archetypes. With these models, you can determine which customers should receive which offers or messages, and when.

Goals
Moving ahead in an email marketing campaign without clearly established goals is an easy mistake to make. However, without goals, there’s no way to determine or measure success. Whatever your goal, whether it’s increasing sales of a specific product, improving customer retention, or driving website traffic, writing out your target first will help yield better results.

Content
Now that you’ve outlined your email marketing campaign, you’ll need to create the content for it. Focus on building short and succinct content that speaks to your various clients. The average person doesn’t spend much time reading an email, so make sure your content stands out as well.

Testing and refining
Testing allows you to compare and contrast various elements of your email campaigns. From testing the subject line to the best times to send an email, it’s essential that every email you send uncovers something new about your customers. To successfully test any email component, change one thing at a time. Incrementing changes will help you gain a clearer insight into what elements affect open and click-through rates. The key difference between an average and a great email marketing campaign is constant testing and continual refining

Success measurements
Knowing what outcome to expect from your email marketing is an integral part of running a successful campaign. If your expectations are too high or low, you can damage your chances of achieving the most out of your campaign. Moreover, ensure the goal you set for your campaign is achievable. Typical measurements include delivery rates, open rates, and click-through rates.

Don’ts:

There are many mistakes that email marketers can make. However, there are two significant pitfalls you want to avoid falling into with your email campaign.

Email list purchasing
Email list purchasing is not only costly and ineffective, but you’re sending emails to people who haven’t given you their details. You’ll find too, that many leading service providers don’t allow bought email lists to be used with their services. Therefore, not only does buying an email list not work, it is unethical and usually not permitted.

Spam
There’s no quicker way to ensure people unsubscribe from your email list than by sending a hundred emails a week. An email marketing drive is about sending out emails that get positive results. That means sending the right emails to the right customers and at the right time. Sending email after email is spam and won’t yield any real results.

Email marketing is an excellent route for any sized business to take. However, it does work best as part of a complete online marketing plan. So, talk to an expert today, about creating a tailored campaign to improve your conversions.

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