The following blog post is a guest blog post written by Shuvrodip Ghosh, the Digital Account Manager at Salespanel.
Email is one of the most potent communication tools invented by humankind.
While many people think that social media marketing is the greatest way to boost revenue, marketing via email is still incredibly successful, almost half a century after the first electronic message was sent.
Email marketing has steadfastly remained one of the most formidable marketing techniques. The only thing that changes in its effectiveness is the approach that marketers and entrepreneurs use to leverage the communication platform.
Before we get to why and how your business should use email marketing, here are the numbers that prove just how powerful email marketing can be:
Whether you are a small-time marketer or a bigwig entrepreneur, you cannot afford to ignore email marketing. Three solid reasons why you should incorporate email into your marketing are::
Email marketing is continually evolving. The tools used to implement it and how they work are changing constantly. Luckily for you, we have condensed all you need to know to make full use of the power of email into five practical steps.
First-time and old-school marketers often dive into email marketing by signing up to use ready-made marketing tools. These tools allow them to collect emails and send promotional messages to their target audience.
Unfortunately, this approach is rarely successful, as there is little science involved. An effective approach starts with setting the campaign goals, then walking backwards to figure out the how.
To make your email marketing campaign a success, you need to think about and plan for what you wish to achieve. The campaign’s end goal will determine the nature of the target market, the source of the leads, and the content to include in the promotional emails.
The goals of any email campaign must be in line with the company or business-wide objectives. This means you should always factor in the brand’s broader marketing objectives as well as KPI’s. From this point, it is much more practical to walk back and come up with a formidable marketing strategy that ensures the campaign objectives are met.
Is the goal of the campaign to get new signups for your product? Are you looking to create brand awareness? Perhaps you wish to attract more attendees to your event? Whatever the objectives of the campaign, it pays to factor them in the initial planning stages of every marketing campaign.
The internet is your friend when determining your email marketing campaign goals. A quick search on how marketing teams in the big leagues use email will save you a lot of pain later.
You can check out how brands such as BuzzFeed, SoHo House, SXSW, Inc., and organizations such as UNICEF implement goal-oriented email marketing campaigns. The information is freely available online and can be useful for your team to use as examples.
The most challenging step in email marketing is compiling mailing lists. The most effective approach to getting enough new leads in your marketing campaign funnel is to use lead scoring.
Simply put, lead scoring is assigning numerical values or ‘points’ to email leads generated for your business. The leads are scored based on specific attributes, including:
Lead scoring uses a model to determine which contacts have a higher potential of becoming customers. An algorithm determines this probability and assigns the point to make the marketing campaign more effective. Lead scoring offers the highest ROI of all other email marketing approaches in 2020.
When you pair lead scoring with your business’ email marketing strategy, you can quickly determine how and when to engage your subscribers to achieve high conversions. What is required on your part is to understand how this approach works under the hood.
The first step in using lead scoring in your email marketing campaign is to define a foundational strategy. The process involves setting the groundwork and identifying the lead stages of the campaign.
You can also search online for a lead scoring calculator or develop one in-house. Most companies choose to hire a professional marketing company to do the heavy lifting for them. The right type of lead scoring methodology you should use will depend on the objectives of your marketing campaign. There are two types of lead scoring methodologies: predictive and rule-based.
The type of email campaign you should send to your subscribers will depend on the marketing goals you established in the first step of this process. Here are five popular types of email content to consider using in your email marketing campaign to guide you in getting started.
Because of how personal email can be, there is a lot of controversy surrounding email marketing. However, once a person subscribes to receive marketing emails, they expect special, even personalized offers. Your campaign should consider including marketing offers that showcase the latest and revamped products, special discounts, promotions, or offers.
Many people who read marketing emails in their inboxes are also avid readers. Businesses are leveraging this to create value-laden ebooks that promise to improve the subscriber’s quality of life. Mediocre marketers can often overlook the intrinsic value of an ebook to a subscriber. If your business has its own app, you can use this channel to promote it as well.
A newsletter is a periodical broadcast to subscribers, often focusing on one topic of interest. Newsletters can be regular or occasional, depending on the ‘news’ your business has to disseminate. Newsletters must be simple without too much graphics, concise, and thematic to capture your subscribers’ attention.
Announcement emails often introduce a new service, feature, or product. It is different from a newsletter in that it encourages the recipient to take action, such as review the latest product, grab an expiring discount, or spread the message to their contacts.
Example from Havenly of an email announcement:
Once you determine how to create targeted content in your email campaign, the next step is to roll it out.
There is no need to reinvent the wheel; email marketing tools come in handy when it is time to roll out your email campaign.
Email marketing tools make it easy to create engaging and practical email templates and to oversee the campaign. Here are a handful of the most fundamental points you should know to get the best results from your marketing campaigns.
You have heard that content is king when it comes to SEO and content marketing. The same applies to email marketing.
Research shows that the average attention span of a typical internet user is eight seconds. Marketers must create their marketing content that is easier to skim through to understand the ‘gist’ of the mail before the reader loses interest.
Research by Campaign Monitor shows that about 40% of marketing emails are opened on a mobile device. The email template you use in your campaign must be responsive to both large and small screen devices.
The right marketing tools can help you create adequately optimized email templates with buttons and texts in the right place. The simplicity of the language you use should complement the subtlety of your call to action.
Simple emails convert better than complex emails with overlapping and unstructured content.
When we talk of simplicity in reference to email copies, it does not mean boring. Graphics should, above all, make your marketing emails stand out from the crowd.
Example from Headspace of a marketing email that includes engaging graphics:
Give life to your marketing copies with relevant visuals, enticing graphs, and easy-to-digest visuals. Marketing emails with colored images are not only eye-catching, but also more memorable.
You could link to your YouTube channel and videos, however, it is a bad idea to embed the actual videos in the email body.
Start recording and analyzing the performance of your email marketing campaign as soon as you send the first email. Depending on the marketing tools you use, you should know when the first link is clicked and when a click is converted to a sale.
There are many ways to keep track of your campaigns. The most popular, by far, is the use of Google Analytics on your website. This approach, however, is very demanding to set up and can be overwhelming for a busy entrepreneur. If you want to try some other tools apart from Google Analytics, you can check out this guide here.
As a rule of thumb, your choice of performance tracking platform should be guided by these metrics:
Ideally, you will want subscribers to click a link to a landing page on your website, purchase a product, or take some action. If you sell directly, learn about the streamlined order process and how it does wonders for email conversion rates. The success of your campaign will also depend on what you expect of the click-throughs after they get to the landing page.
Email marketing is still a powerful marketing tool at 50. It is never too late to get started. Lead scoring is simply the newest tool in the arsenal of online marketing companies to harness this power.
With these considerations in mind, you’ll soon be on your way to crushing your next email campaign.