Email marketing is still an incredibly effective way to reach customers and generate new leads. The best email campaigns use a combination of automation and personalization, offer helpful content that's relevant to the recipient, and test multiple subject lines before sending each message.
Why is Email Marketing Important?
Whether you're new to email marketing or an old pro, it's important to know why it's still relevant today. Email marketing is a cost-effective way to reach your customers, is easy to set up and manage, and can be used for lead generation and customer retention. In addition, email marketing is the most effective way of reaching your customers at scale—it's estimated that 47% of consumers prefer email over other channels like social media.
Top 5 Email Marketing Strategies
Content personalization is a great way to increase engagement and conversion rates. Personalized emails are more likely to be read, which means you have better chances of driving sales or getting people to sign up for your newsletter.
Personalizing content can be done in several ways:
- By using data from users’ recent actions on your website or mobile app, like what products they have viewed or added to their carts. This will allow you to send them relevant offers and recommendations based on their interests.
- By collecting information from the user when signing up for an account (name, email address etc.). This will allow you to personalize emails by sending relevant content for each recipient.
In the world of email marketing, mobile optimization is essential to your strategy. Every aspect of your emails should be optimized for mobile devices.
- Use a responsive design. Responsive designs are websites that automatically fit the width of their displays and work on all devices without having to load different versions or pages specifically formatted for each device. Mobile users will appreciate how easily they can read your content and navigate through it, while desktop users will also like viewing a version optimized for large and smaller screens.
- Use fonts that are easy to read on mobile devices (such as Verdana). Avoid using graphics so large that they take up more than half of a person’s screen when viewed on their phone—this makes it harder for people to focus on what you have written because they have less space available in which they can do so comfortably or quickly!
The most important thing to remember about creating email content that works well on mobile devices is that you must test your emails on them before sending them out. This will allow you to see how they look and whether or not they are easy for people to read and navigate through.
Send Re-engagement Emails Automatically
Re-engagement emails can help you determine what customers are interested in and where you should focus your efforts. Send these emails automatically by using a tool like HubSpot or Salesforce. These tools will allow you to send re-engagement emails at specific times, such as one month after the customer has opened their last email from you.
You’ll also want to make sure that these automatic messages are customized based on the individual’s previous activity with your business so that they receive the right message at the right time.
Humanize Your Emails with Video Content
Email marketing is a great way to reach your audience, but it can be hard to stand out from the pack. When you're sending out emails that have the same look and feel as everyone else's, they'll get lost in the shuffle. One way you can ensure your emails are seen is by incorporating video content into them.
Video content is more engaging than text and helps increase click-through rates—which means more opportunities for conversions! Video can also help you showcase your brand personality by adding some personality into the mix (your customers will thank you). You could even use it to educate your customers and prospects about new products or services or how-to videos for something like setting up a new account.
Focus on Subject Lines and Call-to-Action (CTA)
Your subject line is the first thing your audience will see when they receive an email from you, and it's also their only clue about what the rest of your message contains. In order to convince people to open your emails and click through to your site, use a subject line that speaks directly to them—and be sure it does so in a way that's relevant for each specific audience segment.
For example, if you're sending out email newsletters related to sales training, some good subject lines might include: "How to Close More Sales," “10 Tips for Closing More Sales" or "3 Ways Salespeople Can Close More Deals."
The goal of these emails is obviously getting people interested in selling more stuff. So when writing up a CTA (call-to-action), think about what kind of actions will make people convert after reading the content inside the email—like downloading a free ebook or registering for an upcoming webinar series—and give them clear instructions on how they can take those actions when they click on one of these CTAs.
Email marketing is still a powerful tool, but it’s up to you to make sure that your emails are personalized, mobile-friendly, and optimized for engagement. Make sure that you have an eye on the trends and know what is working best for other brands in your industry; then use these ideas as inspiration!
Need help taking your email marketing to new heights? Contact us to schedule a free 30-minute strategy call.