Email marketing, done right, can be a catalyst for success turning potential customers into buyers.
According to a report by the Radicati Group entitled Email Statistics Report, 2018-2022 the number of email users is expanding every year. ‘The number of worldwide email users will top 3.8 in 2018 and is expected to grow to over 4.2 billion by the end of 2022. Over half of the world population uses email in 2018.’
Email campaigns can deliver promising results, but more goes into an effective email marketing campaign than meets the eye. A successful campaign isn’t one that is sent on a whim but requires a lot of thought and planning to get it right. Two crucial areas that are a must when it comes to creating effective email marketing campaigns are timing and relevance. If you send an email to your target audience at the right time with relevant and engaging content that says exactly what it needs, then you stand a high chance of turning leads into conversions and ramping up that all important ROI.
How well your email marketing campaign performs depends on timing and relevance. However, there’s always the risk of going overboard; what do I mean by this? If you send too many emails, at the wrong time, with irrelevant content for that target audience group then you risk becoming intrusive and being flagged as spam. If your potential customers feel inundated with emails from you the chances are, they will lose interest fast.
Let’s take a look at some of the best tactics and strategies you can use in your email marketing campaign to better your chances of success and boost performance.
What do you want to achieve?
A simple yet fundament question you should be asking yourself when planning and creating an email campaign. What do you want your email marketing campaign to achieve? Your emails should be a direct reflection of your business offering. What do you want from your customers? Who is your target audience? Are you looking to increase sales, conversions, leads, impressions, ROI?
The whole point of email marketing is to lead your potential customers to an end result. In other words, it’s a means to an end. For example, if you have an announcement about an important update then your email should convey that message concisely and efficiently. What I’m trying to say is that you need to have a clear understanding of what you want your email campaign to achieve. Sending emails without knowing what you want to get out of them is like driving a car without knowing where you’re going.
Put yourself in your customers’ shoes
Effective emails are the ones that meet the needs and demands of your target audience. This is where relevance comes in because relevant content is going to get that all-important engagement that you are looking for.
Sending generic, one-size-fits-all emails will most likely send you to the junk folder. Your audience needs to know who you are, what you are offering and how to complete the purchase or subscription. It sounds simple but it’s something that is often overlooked.
What is the buying process?
The process that a potential customer goes through before completing the purchase can be broken down into three key stages. Recognition, debate, and choice. Firstly, a buyer has to become aware of the ad or offer, then he or she has to think it over through research and social proof, and then based on these previous two steps makes the choice to either go through with the purchase or not.
However, depending on where the potential buyer is in this three-step quest you will have to create content that is relevant for each stage. For example, someone who is in the final stage of buying will be expecting and requires different content compared to someone who has just become aware of your business offering. Therefore a one-size-fits-all approach will most likely cripple your conversion rates and engagement.
This may seem like a daunting task but don’t fret, this is where automation software comes in. You can easily set up automated email scheduling for different target audience groups and different campaigns. This way you can tailor each email marketing campaign to reach the right audience at the right time; thus, maximizing your campaign’s potential to get the results you’re looking for.
A personal tone wins all the time
Let’s say you receive two emails from two different companies; the first email is addressed to ‘dear customer’ whereas the second email is addressed directly to you, using your name. Which one are you most likely to click on? Chances are you would choose the latter email because it is personal and feels tailored to your needs. Potential customers are likely to feel the same, so you should be crafting your emails with a more personal tone.
How often should I send emails?
The frequency with which you send emails depends on a variety of factors. Each business is different and market demands vary for each company depending on consumer spending and sentiment. Again, there is no one-size-fits-all approach to email frequency. An airline business will have a different email frequency send rate compared to a PaaS (Platform as a Service) firm.
You will have to test the waters and see what works best for you. Create two email campaigns with different CTAs and a different tone and have a different sending schedule for each one. It’s a bit like split testing, this way you can evaluate the bounce rates, impressions, click-through rates and conversions and see what works best for your business and clients’ needs.
Make your audience feel in control
You should always give your audience the upper hand when it comes to specifying their email frequency. By providing this option you can avoid unsubscribes and reduce your customer churn rate. Just include a link that allows your audience to determine frequency.
The customer is always right; how many times have you heard this phrase? Well it applies to email marketing as well. You should always keep your target audience’s best interest in mind. Put yourself in the shoes of someone on the receiving end of one of your emais; what are your first impressions? Did you get what you were looking for? Is the content relevant?
Following these simple steps can transform your email campaigns and help deliver the results you’re looking for.