How To Draw Up A Champion Email Strategy That Actually Converts
Updated: Dec 18, 2019
Big numbers on your social media channels are great. Having an audience that engages with your brand is awesome.
But the only thing better than growing fan numbers on your socials is a solid return on investment. And that is exactly what a good email strategy brings.
Here’s a fun fact: Email generates $38 for every $1 spent, which is an impressive 3,800% return on investment, making it one of the most effective digital marketing options.
If you still have doubts, HubSpot has kindly curated a list of email marketing stats for 2019 here.
Sounds impressive right? It is. But in order to wield this powerful marketing weapon, it helps to understand how.
Because let’s face it: anything without a strategy is like shooting arrows in the dark.
Here are 8 ways you can kick-start your email strategy:
Define Your Goals
Treating the email marketing tool just like any other marketing campaign is the way to go. Don’t just send out an email newsletter for the sake of sending one out.
If you’re taking up inbox real estate, know exactly why. Establishing your objectives from the get-go is paramount to achieving success.
To begin with, ask yourself questions like “why am I sending this email?” or “what do I want to achieve with this email?”.
Grow Your Contact List
What’s the perfect email without addresses to send them to? Worthless. The good news is that there are many ways to tackle this.
Start with your website.
Customers visiting your website are already curious and probably even interested. Giving them a reason to sign up could be easier here than anywhere else.
Encouraging audiences on your social media channels isn’t easy to do as they believe your socials give them all the information they need.
But hey, you can go a step further – by interacting with groups on Facebook or LinkedIn. Once you’ve established yourself as an expert, it becomes easier to get them to subscribe.
Also, who doesn’t love a freebie? Get people signed up in return for some kind of value - a discount, a free product or service, a trial period, anything relevant.
Remember, your contact list isn’t exhaustive. It needs to be updated and revised often, and it needs to be analyzed.
Over time, you really want to get to know your audience and give them what they’re looking for.
Plan Your Campaign
With your clearly defined objectives and a list of engaged contacts at hand, it is now time to plan your campaign.
While most of the content depends on your goals, it should be customized based on what your audience needs.
But there are certain standard elements in these emails, without which your email would probably end up in the trash:
1: A good subject line
2: From the name
3: A brief preheader
4: A call to action
While planning your campaign, keep in mind that success will have a different meaning in each of your emails.
But the great thing with email is that you can tap into live and in-depth insights into your audience. So, pay attention right from your first campaign onwards.
Use tools like A/B testing to compare the performance of your campaigns and use this to learn from and change or adapt your marketing strategy. Here’s a great guide on A/B testing.
Design Mobile-Friendly Emails
2018 stats show us that there were 3.7 billion global mobile internet users. Literally half the world.
Today, there is a hunger for unique and visually pleasing material. Since over 61.9% of email is opened on a mobile device, it would be smart to optimize emails for mobile.
Here is an awesome article with current statistics to help you understand the power of email.
Also, emails too large in size either take a long time to load or get rudely cropped short by some email clients.
Find the right balance between images and text to ensure your messages are seen as intended and don’t end up in spam.
Use The Right Words
Powerful copy is the heart of a great email strategy.
Email copywriting is about optimizing your tone, overall angle, and call to action. While subject lines are the gateway, you need to make sure that you carry through on your promise and don’t disappoint your reader after they click through.
So, brush up on your copywriting skills, pick some up, or hire someone to do this for you. We love these 10 commandments of writing great copy.
Oh also, while we’re here, sign up for the Flow newsletter! We send out some criminally smooth copywriting tips and lots more for you to effectively turn your marketing efforts in the right direction.
Segment Your Audience
Segmentation and personalization are two fantastic tools we have to make emails relevant.
According to MailChimp’s user data, segmented campaigns get 23% more opens and nearly 49% more clicks than on unsegmented campaigns.
Take a peek here for more numbers and what Mailchimp has to offer in terms of segmentation.
It could be as simple as segmenting them by gender, by company position, or by location.
However you choose to go about it, segmentation is an absolute must if you want to optimize
your email marketing.
Get The Timing Right
While best emails are built during business hours, they are sent at different times of the day or night.
While your reader is likely more relaxed and ready to flip through non-work emails post-dinner, figuring out the best time for your customers’ needs depends on your product or service, the type of campaign you’re running and of course, your audience.
You might not want to hit a known morning bird with something at 10 pm.
But you might want to hit them at 1 am so you’re there first thing in the morning when they go through their phone-checking ritual. Yep, it’s a more sacred ritual than green tea or yoga to most people…
The choicest delivery time will hinge on what you’re sending and who you’re sending to. A very cool thing about email is that it’s very testable. Use the time of day and day of the week as variables in your tests, and voila!
Test, Test, Test
Email marketing can only truly be optimized by consistently tracking and testing its performance. What worked this season may not perform as well in the next, for a variety of reasons - content, people’s time commitments, or bigger changes like a change in economic climate.
Dedicatedly monitor your campaigns and tinker with different elements until you reach your goals.
Be consistent in your message and quality, but be flexible in your approach.
‘Nuff from us now. Your turn: Have you dabbled with email marketing? Are you going to try? What are your biggest concerns with email marketing?