Winning In Email Marketing

E-Marketing For Brands Series

It seems like every day we are introduced to another marketing software, automation tool, or content development kit. As technology continues to unroll, client expectations continue to evolve, and managing it all can get hectic.  

Knowing where to focus our marketing budget and dollars can become confusing and consuming, for small businesses especially.

One thing has remained constant, however, and that is that trust is still the main requirement between you and your customer. Best to remember, it is still a human we are communicating with on the other side of the message. 

As always, clients value context within content, and there is no better format for nurturing existing customers, than a tried and tested email campaign. 

In our earlier post, we looked at 3 marketing strategies for small businesses, one of which; email marketing, continues to deliver stronger ROI than any other digital channel.

Let’s look at some key components to not only creating strong email marketing campaigns, but winning in the overall category.

Build the Database 

To start, you will need solid intentional contacts for your email database. For those with established or past customers, this is the best place to start. 

If these are unavailable, look for ways to offer incentives and prompt your website or social media traffic to provide contact info, in exchange for some educational/targeted promo.

This will in turn create a type of currency exchange between you and your intentional email recipients. It will also provide you with caliber contacts.

Define your email strategy goal and get ready to deliver. 

Segmentation

Unlike print or billboard advertisements, email is targeted and specific every time. It is crucial with your email campaigns to be accurate with the who, that’s where segmenting comes in.

Segmenting, or sending the right message to the right person is a common inbound methodology. 

Through segmenting, marketers have found millennials to be more attuned to infographics, while Gen-X and Boomers respond positively to call-to-action buttons. 

This difference is simple in essence but crucial in function as it can articulate campaign results entirely. 

Age, behavior, shopping history, and voluntary surveys are all common segmenting categories. Campaigns are wise to break segmenting up by where the customer is along the buyer’s journey

Twitter Infographic from Email

When a new Twitter user signs up for an account, Twitter responds through Behavioral Segmenting, with an appropriate email engaging the new community member with positive and bold statistics, reflecting the app’s social utility. 

Segmenting on multiple layers can have beneficial implications on your deliverability and click-through rates. 

Provide Personable Content 

Most of us are spending our time unsubscribing from emails. That said, it is harder to find yourself top of the inbox, let alone one on one with a customer’s attention. 

Understand that the inbox position and time are a privilege. Use our email composition to funnel our customers through the AIDA (Awareness, Interest, Desire, Action) model. 

Best practices include being short, concise, writing for speed’s sake, and adopting a “what’s in it for them” perspective. Good newsletters, content items that don’t pitch immediately, and free knowledge are always welcome. 

Otherwise ruled as sticking to naming service benefits and not the product or company features and accolades. 

Even more important, is for managers to consider thinking mobile-first. Mobile browsing has surpassed desktops and will continue to increase in frequency. 

Marketers need to understand how to optimize their emails for the handheld journey.  

Schedule and Analyze 

Lastly, email campaigns need to be scheduled and automated. If not, the manager risks falling behind, doubling down on repeated content, or even missing the mark entirely as timing is crucial. 

The content scheduled should mostly depend on your initial goal and industry, but try to understand from the customer’s perspective, less is always more. 

Analyzing your campaigns will help you to better understand your customers and pick up on positive patterns and trends in your data. 

Finding the metrics that matter and refining future campaign strategies is the best way to improve. 

Conclusion 

Email can be strong when done right. It can be more effective in driving sales and returns on the initial investment. 

It is still ranked as the top digital marketing channel, outpacing social media, SEO, and affiliate marketing to date. 

That being said, effective email campaigns start with our tips. 

Caliber and consistent email campaigns are a sign of a company connected with their audience, attuned to their customers, and listening to their leads. 

For an informative read on bootstrapping effective digital in 3 quick steps, click here.