How to make an effective email marketing strategy that will grow your business

You can increase the effectiveness of email marketing with a good email marketing strategy. Today we’ll talk about how to create one.

Email marketing: identify your target audience and competitors

Planning an email marketing strategy rests on two pillars of analytics:

1. Knowing and understanding your target audience.
2. Monitoring the performance of competitors’ mailings.

A workable strategy includes these parameters as benchmarks for setting a mailing goal. Such a goal should be set in advance, take into account the specifics of the niche and, most importantly, be achievable.

Therefore, the better you know the serious players in your niche and their ideal customers, the more realistic your marketing strategy will be, both in the construction phase and in implementation.

Target audience segmentation

This is the process of grouping customers based on tags. More often the target audience segmentation is based on:

• region of residence;
• age ranges;
• professions and skills;
• interests

Analysis of competitors’ emails

Let’s say you’ve identified your direct competitors and you want to achieve the same or even higher open rates, click rates, and campaign conversions. How do you do it? There are two ways:

1. Subscribe to competitors’ newsletters. In this case, their sales and marketing strategy will not be directly visible. But as a recipient, you can study the content, the frequency of sending emails, knowledge of the audience, and more.
2. Use competitor mailing list tracking services. These are SaaS solutions that track email newsletters by statistical metrics and timings.

Of course, the second option is more informative and visual.

But if you are creating a mailing strategy for a small client base, subscribing to pro-tools might not be worthwhile.

Criteria for a productive email marketing strategy

So, you’ve segmented your target audience, identified your competitors’ experiences, and factored them into the creation of your company’s tactics. The next step is to methodically follow the technical aspects of launching newsletters and writing emails. Without these steps, the strategy will begin to fall apart at the implementation stage.

Exact timing

It’s time to use your knowledge of your target audience to send out messages at a time that’s right for them. Remember that email marketing is based on systematic (not ad hoc) communication with potential customers, so be one step ahead:

1. Send emails with your audience segment’s time zone in mind.
2. Give leads time to think and don’t spam them with daily emails.
3. Choose a time when leads want to hear from you.

Even automated campaigns should look to subscribers as if you’re sending each email manually. That way, the outreach will be indistinguishable from a relevant buddy recommendation.

Useful content

This is an axiom of a healthy newsletter. Remember, you can’t get a lead interested in something they don’t need. White-hat email marketing and sales are based on offering useful solutions that can simplify or improve a certain aspect of the subscribers ‘ life or work activities.

For example, there is a company named Getfinanceessay that writes custom term and dissertation papers. The client left a request on their website but eventually refused to place an order. What can you tell him about to lead him to order the service?

1. Debunk the myth that ordering student work is expensive and unfair.
2. Tell them who they should trust to get their work done.
3. Give useful tips on writing, e.g. how to write a cause and effect essay.
4. Tell about yourself.

These letters will be your points of interaction with the client

A clear call to action

A targeted email includes a CTA, and it doesn’t have to be a call to purchase. You can invite recipients to an event, arrange a meeting or a conversation, ask if they are interested in the product.

But there is a condition here: for each letter, there should be only one concise and clear call to action, reflecting the essence of the request.

Interactivity

Allow your subscribers to participate in your correspondence. You can ask specific questions, add forms for voting, provide niche articles and ask for their opinion after reading them.

Also, don’t forget about the double opt-in feature, which allows recipients to opt-in to receive the messaging.

In addition, a mass mailing will turn into spam if you don’t give subscribers a way to unsubscribe from it. To do this, simply place a link or unsubscribe button in the body or footer of the email, and your conscience (and the reputation of the sender) will remain clear.

Analyzing email marketing statistics

It is extremely important to monitor the effectiveness of a mailing not only after it is completed, but also during the process. For example, multifunctional mailing list tools are capable of displaying statistical indicators of deliverability, open rate, and bounce rate online.

Getting the data quickly will make it easier to find weaknesses in emails (stretched text, insufficiently enticing subject line, ambiguous call to action, etc.) and replace them with successful ones.

A/B testing of emails – a method of sending different versions of messaging to two small groups of subscribers – is also appropriate here. They may differ in the wording of the topic or CTA, personalization, or length of text. As a result, you’ll be able to re-analyze the strategy and pick a more productive version to send to a full segment of your audience.

Summing up

If an exemplary mailing strategy is based on attention to detail, its implementation is based on patience and timely response. On the practical side, it’s impossible to fulfill expectations from an email campaign without corrections and work on mistakes. So feel free to change the parameters of mailings, experiment, and dare. A little effort – and your experience will begin to bring the expected results!

 

19/07/2021