There are several ways to reach your customers and pitch your business offerings. Each channel has its own promise and unique advantage. However, there is one place where you are guaranteed to get their maximum attention and response — your prospect’s inboxes.
One of the most successful forms of digital marketing is email marketing, which has opened doors for companies of all kinds. Email marketing is an effective tool for communicating with customers, promoting goods and services, and increasing sales because it can quickly and easily contact a large number of people.
In fact, studies suggest that, compared to other channels, email marketing can offer a 40x RoI for every $1 spent on advertising.
Now, that is solid proof that establishes how crucial email marketing is to businesses, especially for small businesses that are chasing sky-high ambitions on a shoestring budget.
To quote Erik Harbison, “If Social Media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel.”
Despite the marching growth of social media, email still holds on to the pole position as the most effective means of direct communication including Email marketing, Chatbots, live chat.
In the corporate environment, it is counted as the most reliable and authoritative form of messaging. In fact, by 2024, Statista projects that at least 4.48 billion users (almost half of the world’s population) will become email users.
That said, every marketer has the agenda to maximize their efforts on email marketing. If used well, email marketing can offer a multiplier effect to the business. It can act as a lever that gives manifold output with minimal input. However, for any strategy to work, it needs efforts exerted in the right direction.
When it comes to email marketing, there are some efforts that are considered to drive maximum success:
1. Streamline the subscription process
Email marketing begins with having a mailing list. You need subscribers or users who have given explicit consent to be reached out via email. To build the email list, you must put in place a streamlined subscription process. Why should it be streamlined?
The easier you make it for users to share their email addresses, the faster your mailing list will grow. Buffer’s success story demonstrates that. What Buffer did was to create multiple avenues through which users can sign up. This included a slide up that offered a form or a lead magnet, HelloBar, a postscript, social sharing, and so on. This streamlined and also made it convenient for users to share their email addresses.
2. Deliver value with strategic content distribution
Along with social media, email marketing is one of the most crucial content distribution channels. If you have a solid email list in place, you can maximize visibility for your blog, eBooks, whitepapers, and similar collaterals through email newsletters.
In fact, you can also collaborate with other popular newsletters in your domain to insert your content pieces in their newsletters.
Be informed that you will not be alone doing this. At least 93% of B2B marketers report using email to distribute their content. MarketingProfs B2B Content Marketing: 2018 Benchmarks, Budgets and Trends—North America research.
Although email marketing is primarily used for outreach and lead generation, it is also an effective tool for building relationships with your existing customers and users. You can devise your newsletter strategy in such a way that it can be used to share strategic content that will maximize feature adoption, cross-sell, and upselling of current users.
Of course, email content distribution does not yield results in the first shot. To get the best results, you must:
- Test the best templates, timing, and target audience
- Record customer preferences during the subscription process itself
- Maximize email deliverability
- Monitor open rates, CTRs, and sales conversions
- Last but not least, clean up your email list regularly
3. Make sure your emails are mobile-friendly
It is common knowledge that most users check their mobile devices to check emails on the go. Studies by Email Monday confirmed that 81% of users use smartphones to check emails. Desktop and laptops trailed closely at 74%.
In other words, if you want your emails to be opened, read, and responded to, your promotional emails must be mobile-friendly.
There are countless ways you can do it. These tips can help you get started.
- User shorter subject lines (60 chars or shorter)
- Use a single-column HTML template
- The email template should be less than 600 pixels wide
- Use 13-14 font sizes to make text readable on mobile screens
- Make the CTA prominent and spacious enough for easy tapping
4. Automate the routine tasks
Getting an email delivered to your target audiences’ inbox might seem like an arrow-straight road. However, that is far from the actual reality. There is a lot of work that goes behind each of the mails that gets it in front of the user. Most of these routine tasks (like sending welcome emails, account resets, password recovery, etc.) can be easily automated.
Why automate? Automation in any field saves time, reduces manual errors, and also maximizes productivity. In fact, according to Statista, 84% of B2C welcome emails successfully reach inboxes worldwide and have a 23% read rate.
If you are to take the manual route for sending a welcome email series, it will consume a significant amount of time, create multiple dependencies on personnel, and will also let errors creep in with abandon.
Now, how does email marketing automation actually work? Under the hood, email automation is setting specific rules as to what email workflow should be triggered when based on the response for the previous email thread.
The workflow below describes perfectly how an email automation workflow works:
Can email marketing really nudge your business growth?
Almost half of the world resorts to email as the primary means of communication. It is easy to use, creates a solid trail of communication, and is extremely versatile. If used strategically, it can act as the growth lever for your business. Additionally, it delivers great returns that are even better than other channels of marketing.
Through email marketing, you can create a solid relationship with your target customers. It can help deliver targeted content to customers that will educate them, entertain them, and also help them make well-informed decisions. Such customers are easy to maintain and are also bound to remain loyal customers for the long-term.
Ashwini is passionate about Business, Entrepreneurship, E-commerce, emerging technology, and Digital Marketing. She is working with Acquire as a digital marketing expert. She is a free soul and adventurous scholar who spends her free time with herself, loved once, music, as well as watching & playing sports. She is ocean addicted and on roads being a thrill-seeking traveler to get new experiences as she looks at life as our very own works of art. Connect with her on Twitter / Linkedin.