Despite what you might have heard, email marketing isn’t dead. Actually, it’s very much alive and kicking.
59% of B2B marketers consider email marketing their most effective strategy when it comes to revenue generation.
As for the future of this marketing channel, it’s predicted that by 2021, the total number of emails sent/received on a daily basis will reach 319.6 billion. Based on this stat, it’s safe to say that email marketing isn’t going anywhere any time soon and that it can help you grow your business.
But, although coming up with an email campaign in which you’ll present your offer to your prospects seems pretty straightforward, it’s not as simple as that.
It requires paying attention to different details and fine-tuning all the email elements if you want your email to stand out in your recipients’ crowded inboxes.
Let’s delve deeper into this topic and see what you can do to supercharge your email marketing and discuss some successful examples.
Your contact list is your most valuable asset and it should be scrubbed regularly to remove hard bounces, unresponsive prospects, as well as incorrect, outdated, and incomplete data entries. Otherwise, your CRM will get clogged up with dirty data, and your outreach will be ineffective and unsuccessful, not to mention that your delivery rates will plunge.
And that’s not all.
By not maintaining your data hygiene properly, you can also hurt your IP reputation with your email service provider which can result in blacklisting your address or sending your emails directly to the spam folder.
Slice’n’Dice Your List
Not all your subscribers are interested in the same offer, which is why it’s essential to refine your outreach by segmenting your list according to different criteria. So, instead of sending uniform messages to your entire audience, you can create smaller segments based on their age, geographical location, gender, previous behavior, education level, industry, and many other parameters.
The importance of this step can be best illustrated by a stat reporting that in 2015, 77% of email marketing ROI came from segmented and targeted campaigns.
For example, Apple does a great job by segmenting one of their campaigns so that it targets customers whose subscription is about to expire. This is an excellent opportunity to remind them about all the benefits and perks they have enjoyed while using your services. Needless to say, it leads to higher customer loyalty, which will subsequently increase your bottom line.
Similarly, Nike thoughtfully celebrates birthdays and anniversaries of their customers by sending them a special congratulatory email containing a discount code which they can use during that month. This is a great way to show that you care, which your customers will definitely appreciate and reward with their loyalty.
Let’s Get Visual!
Our brain processes images we see in less than 13 milliseconds, so we won’t be wrong if we conclude that humans are visually oriented beings.
Then, why send them bland, generic, textual emails?
There are many ways to jazz up your emails and create an appealing custom design which will catch the eye of your prospects and interest them in reading your message.
You can use different colors, interesting fonts, images, animations, and other visual elements. It’s a great way to make use of your brand colors and increase recognition.
That’s exactly what the classy British fashion brand Burberry does in its emails by pairing images of its iconic beige trench coat and the corresponding tan color palette in the background. Just a glimpse at the design is enough to identify the brand behind it.
But, don’t underestimate the power of white space. Apple again dominates in the design department and leverages a minimalistic approach in their email campaign for MacBook Pro. The main focus is on the product itself, while scarce elements are used only to accentuate its value and benefits.
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Up Close and Personal
“A person’s name is to him or her the sweetest and most important sound in any language.” These wise words of Dale Carnegie concisely sum up the importance of personalization in marketing.
However, long gone are the days when your prospects’ names were the main factor of personalization. The latest trends require you to go well beyond this simple trick and take this concept to the next level.
82% of marketers reported an increase in their open rates after they implemented personalization.
Personalized messaging is crucial for advanced personalization. Namely, after you’ve segmented your list, you can tailor your content so that it addresses a particular segment’s pain points, challenges, or interests. This way your subscribers will realize that you understand them and that pay attention to their problems.
By creating engaging content to which they can relate, you’ll be able to strike the right note and give your subscribers exactly what they need.
LinkedIn nails personalization with its algorithm which keeps track of users’ interests and searches, and allows this networking platform for professionals to send them highly-targeted emails. This means that, for example, people who are looking for a job, get a list of available positions based on their skills and education.
Amazon managed to boost its sales by 29% largely thanks to its proprietary recommendation engine. The online retail giant also leverages personalized email campaigns to offer its customers items they might be interested in based on the items they bought or viewed. It’s interesting that email recommendations convert better than the online ones.
The Importance of Being Catchy
Subject lines are one of the most essential elements of every effective email campaign. That’s the first thing that your prospects see in their inboxes. And you already know how important the first impressions are.
A catchy, compelling, and yet relevant subject line will decide whether your prospects will open your email or forward it to the spam folder.
First, it’s worth noticing that your subject line needs to be less than 50 characters long in order to display properly on mobile devices.
Adding a sense of urgency will encourage your prospects to open your email and find more about your limited offer. But, be careful not to use this trick too often, and do it only when there’s a need for your prospects to act quickly.
Sparking your recipients’ curiosity will get them to peek inside and find out what your message is about. Take a cue from Eat This, Not That, and its irresistible subject line – 9 Disgusting Facts about Thanksgiving. Who doesn’t want to find out some gross details about the favorite fall holiday?
Don’t forget to A/B test your subject lines and see what works and what doesn’t. Virgin Holidays used an AI-powered tool to generate subject lines after it was fed with the company’s brand guidelines. Machine learning performed the testing, and the final products managed to boost their sales and bring the company millions of dollars in revenue.
It’s All in the Details
Seemingly insignificant details such as a CTA, signature, and mobile responsiveness play an important role in the success of your entire email campaign.
An effective call-to-action is easily visible and it invites your prospects to click. Use action words such as click, download, open, or buy, and make sure that you have a designated landing page to which your prospects will be directed after they click on the CTA. The key is to tell your subscribers what exactly you want them to do.
Grey Goose, a vodka brand, prompts its customers to “Discover a cocktail tailored to your taste” and explains what visitors can expect if they decide to click on the CTA.
When it comes to the email signature, many people totally neglect it, thus wasting a number of opportunities to promote their product, brand, and social media channels.
You can even include a CTA in your signature for an additional chance to get your subscribers to click, but don’t forget to update it on a regular basis. Avoid flashy, colorful fonts as they’re considered unprofessional in this context. Uploading your image will give your subscribers an idea about who they’re talking to, and humanize your outreach.
A link to your calendar with an option to book a meeting with you directly from the email will most certainly land you lots of new business opportunities.
Last but not least, having a mobile responsive email template is a must and not an option, which is why you should ensure that your emails are optimized for different devices. If your emails don’t display properly on mobile device screens, your prospects won’t even bother to read them. If we bear in mind that approximately 50% of people check their email on their mobile devices, it’s self-explanatory why you should implement this functionality.
If your delivery, open, and click-through rates are nothing to write home about, implement these tips and see how things pan out.