Email is arguably the most important marketing channel for any company that focuses on customer relationships.
Email marketing can accelerate your customer relationships, build your brand message, and generate cost-effective revenue for your business.
For example, the Bryan Anthony jewelry brand achieved a record vacation, increasing the company’s total sales by 281% while increasing customer lifespan and repeat buyers by 354%.
In this guide, the components of a successful email marketing program, from list growth to email tests that drive business growth, are broken down based on the insights of our email strategists.
Email is the most mature digital marketing channel available. With its unbeatable ROI, it’s no wonder that email could stand the test of time. Email remains strong in the age of social media and smartphones. It improves the mobile experience and proves to be a powerful addition to new communication channels.
– Mandi Moshay, Associate Director, CRM & Email at Tinuiti
Jump to a section
1. What is email marketing?
2. Best practices and fundamentals of email marketing
3. The 4 main email campaigns and email newsletters
4. Email design and creative strategy
5. Test and optimize emails
Email marketing is the oldest medium for marketing directly to your customers. However, this does not mean that it is out of date. 91% of internet users Send and receive emails regularly and make email advertising a valuable marketing tool.
Email is the most cost-effective marketing channel through which you can reach customers directly in their personal inboxes. With a well-done email campaign, you can create correspondence with your customers instead of bombarding them with ads.
If you create email newsletters for a curated audience, your campaigns are more likely to be marketed to consumers who actually want them.
Why email marketing is critical to customer acquisition and retention
With virtually any e-commerce website, social media platform, or digital application that requires an email address to sign in, the email is not sent anywhere as quickly.
According to the eMarketer report on email marketing 2019, 91% of internet users send emails. This makes it the most popular digital activity, even if search queries and digital videos are not included in the ranking.
As one of the few media channels owned, marketers have better control over the content and reach of their email marketing campaigns. This makes them an important part of the marketing mix for brand acquisition and retention.
If you want to know how to do email marketing for your business, you need to master the basics before moving on to more advanced processes like AI and personalization.
This includes setting goals, creating an email list, your first email newsletter campaigns, and the triggers that automate each sequence.
Sending bulk emails to customers is not always effective. Therefore, create an organized method to determine which customers receive which email content.
Find the right email service provider (ESP) for your business
Your email service provider is the basis for your email marketing. Campaigning, triggering and tracking email performance is not possible without a dedicated email service provider.
The good news is that there are more email service providers than ever before.
Should You Use Klaviyo? MailChimp? Or another? It all depends on your priorities and budget. If you need help choosing an ESP, see Choosing an email service provider.
Create (and expand) email list
Managing your customers starts with cataloging the people who have subscribed to your emails.
The first step is to create a master list of your active customers. From there you can segment your customers according to various criteria that affect email advertising for your company.
Here are some examples of basic email segments:
- demographics: Factors such as age, gender and marital status influence consumer behavior
- Place: Different locations may require different products or services
- Buying Activity: Tracking purchases can help determine what content you share with each customer
- Engagement levels: Interests based on categories, topics or products
The more you can segment your email lists, the more control you have to tailor the right message to the right person.
Expand your email list of entry forms
There are many different ways to expand your email list, from email entry forms to checkout and product advertising.
“You can use pop-ups and website messaging at every stage of your marketing funnel – from acquisition to maintenance – to create highly targeted and refined customer journey touchpoints that capture and convert leads faster than ever before” , says Jenna Ochoa, partner marketing at Justuno.
If you plan to use it On-site pop-ups for email capture, You need to think about the following:
- Timed coordination
- advertising strategy
There are also many options Optimize sections of your website for list growth, like you:
- Global footer
- Checkbox to checkout
- navigation bar
- Blog Application
Personalization and data protection of emails are important for long-term success
Personalizing your email is essential if you want users to open and interact with your messages.
To do this, you need to know, copy, and be creative about your target audience, your segmented lists, and your subject lines to get your target audience to act.
“If you don’t personalize, you are lost in a sea of emails. In the beginning, CRM data is available for personalization. With a tool like Heap, you can track user activity with a simple snippet. This way you can see how users interact with your website and product pages to understand how you can personalize the emails you send. “
– Kevin Charette, Marketing Operations Manager at Heap
Email newsletters allow customers of a brand they trust to offer information about themselves. It is therefore important not to betray this trust. You can collect customer feedback using email surveys and quizzes. However, it is important that you use this knowledge responsibly and adhere to best practices for email marketing.
Email is a very personal channel, so privacy should also be a priority as an email marketer.
In particular with GDPR and CCPA legislation, you must adhere to a framework for the collection and use of user data. Make sure you have settings that ensure compliance in the countries where your customers may be located.
To ensure compliance, brands must align their data collection and use with the countries in which they operate or where their customers may be located. In general, it is the best choice to apply the highest standards across the board to stay ahead of new laws pending in several states.
– Mandi Moshay, Associate Director, CRM & Email at Tinuiti
Rely on automation to scale your program
The more you use AI to collect and analyze data, the faster you can make smarter decisions that can improve the performance of your email marketing.
Most of today’s ESPs include machine learning and automation capabilities that help marketers better organize, understand, and predict customer behavior based on email.
Make sure you use automated triggers, email newsletters, and email advertising campaigns that support your marketing goals.
While email campaigns vary from company to company, there are a few universally no matter what Your product or service.
Let’s take a look at four important email campaigns that your customers should receive automatically.
1. Welcome newsletter
The most common first interaction with a potential customer is the welcome newsletter. This is the best opportunity to build a customer relationship, showcase your brand, and showcase your mission, products and services.
This email gives the customer a sense of who you are and what your company is doing. Imagine how you introduce yourself to the customer.
You also can’t just send a single welcome email. Mailchimp recently found that sending a Series of welcome emails generated 51% more sales than sending a single email.
2. Abandoned shopping cart email campaign
There are estimated to be as many as 80% of the cars are abandoned before the purchase. This means that companies are experiencing a significant loss of revenue – luckily, this is an easy problem to fix.
It is important to know that a checked shopping cart is not bad news. This means that a potential customer is at the very end of the finish line. All you have to do is help him find the right shopping cart campaign. This can include incentives to force them to complete their checkout process.
3. Email campaign for product advertising
Most of your customers don’t visit your website every day. So if you have a sale or promotion, they are unlikely to know about it unless you contact us.
By setting up product advertising campaigns, you can inform consumers about new products or offers that they are interested in, while increasing brand awareness.
In addition, by tracking the results of product advertising campaigns, you can gain valuable insights into customer preferences and shopping habits.
4. Email campaign for holiday promotion
Emails with promotions are similar to regular product promotions, but are used to target seasonal Christmas sales.
As consumer shopping trends increase over the holiday season, emails with promotions can be incredibly effective in increasing sales.
Remember, constantly Optimize your email campaigns with regular tests.
In a world where consumers receive hundreds of emails every day, It’s important to send email campaigns that stand out from the crowd.
Mostly it depends on the design of your emails.
People are wired to process visual information. It is estimated that 90% of the information is processed by the brain is visual, which means that people tend to respond better to images than to text.
“The goal of your email design is to reduce cognitive stress. You want your emails to be clean and precise. “
– Sammi Nutsongtat, Klaviyo Design specialist
It is important to create email designs that are eye-catching and attractive enough to break through the mix of other promotional emails.
Would you like to know how to design convertible emails? For more information, see Anatomy of an Email: Best Practices for Email Template Design.
Make it interactive, clear and concise
If an email is difficult to read or uncomfortable to the eye, it will likely end up in the trash. Use clean and simple designs to avoid this.
The use of bold, straight lines and spaces gives your emails an airy, spacious feeling and at the same time makes it easier to find the most important parts of your email.
Then you can mark or even Animate certain functions to make them stand out even more.
Mark intelligently and maintain consistency
Branding should remain consistent across all marketing channels, including email. Any email campaigns you start should include your company’s branding elements. This contains:
- color scheme
Consumers don’t like to be shocked. That is why it is important that your email design remains consistent. Otherwise, your customers may be turned off or may not recognize your email.
However, this does not mean that you can never turn anything upside down. Experimenting with your design can lead to innovative new designs that can even exceed your original creativity. Test it on a small number of users before sending it to your entire mailing list.
Email advertising is fluid and changing. So you can’t just set them and forget them. Your best results will come from regular E-mail Test and optimize to find out what works with your audience.
When it comes to Test your emailsThere is nothing out of the ordinary. Everything should be tested. Most of today’s main ESPs include features that make it easier to run A / B tests and track results to find the winning variant.
In our industry, we talk about email A / B testing so often that we assume that all email marketers run it. The truth is Only 31% of brands test a large part of their emails and 39% do not test their emails at all, Why? Because it’s easier not to do that.
– Jenny Tran, Strategist, CRM & email at Tinuiti
Your regular email A / B tests should include:
- Send times
- Subject lines
- product offers
When testing the various factors in your email, it’s important to have KPIs set so you can measure performance and see what works and what doesn’t.
Common KPIs are:
- Number of emails delivered
- Number of emails opened
- bounce rate
- Sign out
Once you’ve tested your emails and measured their performance, it’s time to optimize them. By determining which variables need to be improved, you can do this Optimize your emails To be successful, test it again and try again.
How you should optimize your emails depends on your original design. Common optimization techniques include:
- Change the image size
- Redesign overlay
- Change the subject line
Optimization should be seen as an ongoing process. As trends and consumers change, so does the success rate of the variables in your email.
Build your foundation for the success of email marketing
Email marketing in 2020 is evolving, which means your email strategy should too.
Use these best practices in email marketing to create engaging email campaigns and increase conversions.
Tinuiti Email Marketing Case Studies:
Two blind brothers increase sales 16 times
Purium increases revenue from calendar campaigns by + 269%
Bryan Anthonys and Tinuiti Increase Email Marketing Sales by 1,027%
Would you like to learn more about email marketing?
What’s new in 2020: Expert knowledge for a successful email marketing program
CRM and email marketing forecasts for 2020
Email deliverability 101: what is it and why should you care?
The case for Email Cadence
Diagnosis of low opening rates in your email program
Getting better together: email and SMS marketing guide
The next three: Email triggers for greeting, browsing, and shopping cart setup
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