Email marketing has long been one of the most effective ways to find new email leads and customers. It's also an unparalleled method for engaging with your existing audience.
At the same time, email marketing is getting more competitive. Your subscribers are probably getting dozens (if not hundreds) of messages every day.
In order to differentiate yourself, you need to carefully plan your email marketing strategy. This guide will cover everything you need to know to get the best possible results from your email marketing in 2019 and beyond.
While many have been predicting the death of email marketing for at least a decade, it never seems to happen. On the contrary, people are sending and receiving more emails all the time.
Statista reports that there were 3.7 billion email users in 2017 and that this number will rise to 4.1 billion by 2021. Here are some of the main benefits of growing your business with email.
How do you actually get started building an email list?
You may be starting from scratch or you might have a small list or one that's not as responsive as you'd like. There are several key steps to obtaining a growing list of subscribers who are actually interested in what you have to offer.
The key to building a successful list is targeting the right audience. Create a buyer persona for your list, an imaginary ideal customer who you'll be addressing.
Over time, your buyer persona will probably change. You'll also want to add additional buyer personas to segment your list (more about that later).
To start with, however, you can construct an ideal customer based on demographic research and what you know about your customers based on your website and social media analytics.
You always want to keep your subscriber in mind with your email marketing. This will drive the images, language, and topics that you use.
You'd want to use, for example, a different tone when addressing middle-aged prospects for high-end financial services than you would to millennials to whom you're selling energy drinks.
Your landing page is where people will actually sign up for your email list. You need an opt-in form and an offer describing the benefits of your newsletter or list.
If you want to build an email list, you'll need to use certain tools and services to automate certain tasks.
You need to keep track of your subscribers, send out automated responses, schedule your messages, and manage your subscriptions. You can't handle all of these jobs manually.
Fortunately, there are professional services that make it simple to automate a large portion of your email marketing. Using an email service lets you perform many tasks quickly and helps you stick to a schedule. Look for a service that provides a complete selection of email marketing features.
With anti-spam laws and the recent GDPR regulations in effect, it's essential that you stay compliant when sending out emails.
There are many tactics to help you grow your email list.
Obtaining email addresses is only the first stage of successful email marketing.
You then need to retain your subscribers' interest by supplying them with great content.
Sending an email newsletter is a popular and time-tested way to stay in touch with your subscribers. This can help you build credibility as well as ensuring that people remember you.
At the same time, it's a definite commitment to create content and stick to a schedule. Keep in mind that it's up to you to decide how much to include in your newsletter and how often to send it. If you can only put together a newsletter monthly or even bi-monthly, there's nothing wrong with this.
Even if you only send out a newsletter monthly, it's advisable to also send briefer messages regularly to keep you fresh in your subscribers' minds.
Even a paragraph about what you've been up to and what you're planning is a way to stay in touch. You can also link to your blog, social media posts, and other content.
One of the simplest ways to increase open rates and conversions is to personalise your messages.
In one survey, 82% of businesses reported that personalising messages increases open rates. People generally prefer to receive messages that are directed at them as individuals rather than generic subscribers.
This is easy enough to do as most email marketing services allow you to address subscribers by name in your messages.
Email segmentation is a powerful strategy to ensure that your subscribers are getting only the most relevant and targeted information. If you sell a variety of products or services, it's helpful to create separate lists for different categories.
You can segment subscribers based on location, gender, past buying behaviour, or in whichever manner is most suitable for you.
One of the secrets of successful email marketing campaigns is tracking your results.
Performing split testing, also called A/B testing, is a good way to improve your results in many areas. For example, you may get better results by changing your subject lines or by covering different topics.
Your open rates may increase by sending out your messages on different days of the week or at different times. When choosing an email marketing service, you should also look for one that offers robust analytics so you can track your results and make changes accordingly.
Email marketing is a proven way to generate leads and customers. At the same time, it can seem overwhelming to handle all of the elements necessary to create and grow your list.
While it takes time to build a large and responsive email list, if you do everything step-by-step, it's quite manageable.
Focus on reaching the right audience, use the most effective marketing tools and services, and deliver relevant content to your subscribers. If you do these things consistently, you'll find that your email list becomes more profitable every year.
Enginemailer is an all-in-one integrated email service. To learn how we can help you grow your business with email marketing, please contact us.