With the excessive discussion about the video, artificial intelligence, virtual reality, and chatbots, it usually seems as if the email has long past its prime.
However, if you think email is dead, you’re neglecting the real metrics. Truth be told, email marketing is going strong until today, and could probably be the best possible masterplan for your business.
Based on compiled 2018 data, email marketing until today is ranked as the most productive marketing channel, ranking out SEO, social media, and affiliate marketing.
Why so? Meaning, with all the popularity of recently developed channels, why is it that decades-old practice of communication continues to remain the most effective marketing strategy?
It is believed the answer lies with the fact that users use email more than any other platform. Besides, what’s the point of marketing to people if they’re not even there?
Data gained from 2017 shows that most people use email—85% of mature internet users in the US.
That defeats search engines by 15% and social media by 22%—not a small number for a platform that gets charged over single-digit conversion rate enhancements.
This is why creating a successful email campaign is more significant than ever for entrepreneurs. Although there’s an issue—many people don’t know how to get it right.
Now, you’ll learn precisely how to commence a good email marketing campaign right from scratch.
People are overwhelmed with advertisements, interruptions, and pitches, everywhere the eye reaches.
Although you might consider your email to be unique, there’s a high chance that to the reader, it is displayed the same as the rest.
Therefore, it’s crucial to recall where you are, and then utilize your good manners as a result of that.
Reaching someone’s inbox is just like being invited to their house for a pleasant supper. If you are asked to take off your shoes, you would respectfully do so.
It’s quite similar to email marketing, so before we start, it is to remember that you should be on your best behavior at all times, and don’t forget that you’re a guest in their inbox.
Obviously, no email campaign was ever created without getting approval to begin; firstly, we’ll need to pay attention to building a valid and clean email verification list.
There are several ways to do so. Some prefer giving it away for free, whereas others furnish an excellent newsletter or product updates bulletin.
For instance, business newsletter Morning Brew gives readers a simple yet great benefit—a report that consists of fun and exciting updates every morning.
The correct or wrong answer for your incentive cant be clarified, but know that it’s severely critical to have a clear motive when inquiring for an address.
At this point, an active call to action comes into practice, and copywriting is super necessary.
Set-up, your credibility, describe the purpose of the emails and get users interested to receive them.
Merely writing “enter your email for updates” isn’t going to get you anywhere because it doesn’t really excite anyone. Rather than that, consider describing the exact specifics.
By assigning a specific call to action or benefit, a marketer can get more users to subscribe.
Some familiar ways to attract people to sign up comprise of:
Whatever the incentive maybe, make it precise and tempting, and don’t be reluctant to promote it.
Email marketing is about expectations, and it’s up to you to set them right.
If your call to action is thorough and not weak, and your follow-up is in-line, then you can expect a positive campaign.
Nevertheless, if you promise to deliver one email per week but instead send them an email daily, then you’re disappointing the campaign by setting yourself up for failure.
On the other hand, if a user is expecting daily emails regarding critical product updates and you don’t’ deliver it to them, then they are most likely to be upset in this case too.
Thus, the first follow-up email is essential for the success of your email marketing campaign.
For instance, here’s a primary welcome email from Airbnb to a newly joined host. This explains the basics of the process and what to expect from Airbnb.
Almost every email service providers give you a choice to make an autoresponder order, and you must take the most advantage from such services.
The first follow-up email should be sent instantly as a way to introduce your business and services, and explain what you plan on doing with your new fantastic subscriber’s email id.
It’s more useful to be redundant and accurate than it is to be quick and unobtrusive; however, if you can pull off quick and concise, then more power comes to you.
From here on, it’s merely a matter of living up to the users’ expectations.
Remember that You aren’t operating an email list just for the fun of it—you’re actually there to engage with customers and make sales out of it.
However, moving from an email list that provides a lot of free value into a list that only pitches a product for cash can be a tricky switch.
To do it efficiently, it’s great to plan beforehand about your pitching techniques. You don’t want to surprise all the users with a pitch all of a sudden.
You’ll have a more successful campaign if users expect sales pitches every once in a while or rarely only.
If you are going to get in the practice of selling regularly, try to put yourself in the shoes of the readers.
Question yourself; whether your messaging or emailing is consistent with the expectations you’ve set initially. If probable, know what the customer has shown interest in before, and send similar offers to them. You should understand the customers’ likes and dislikes.
Marketers that deliver blind offers are far more likely to lose the interest of the subscribers and may also lose permission to keep running their campaign a sit may annoy the users.
Again, every business has different needs, and there aren’t any fixed rules as to how often you can pitch or provide content to users.
Do remember that an email list is a permission asset, and it’s better to work with caution than to play it recklessly.
While on the topic of content writing, let’s discuss about the contrast between a good newsletter and a bad one.
The first signal of receiving a bad newsletter is that the user doesn’t remember signing up for it.
Mostly, this occurs when a business either fails to secure a regular email routine or uses poor structure and manually adds users to their list after receiving their details through business cards or their personal email id.
Ensure everyone remembers you and your business—the easiest way to do this is not to let your emails have long intervals. Try sending an email at least once a month, or once a week being great.
The most attractive newsletters are those that mix a message and updates into one newsletter.
For instance, while an email may contain a list of product updates with images, it should be balanced with a personal message or friendly memo for those segments in particular
As a rule of thumb, try using your newsletter or bulletin as a way to further improve your relationship with the user instead of just pitching something to them.
Save the pitch for later, perhaps for unique updates, offers, and announcements that they may really be interested in.
If one is just starting out with an email list, it’s easy to imagine you’ll have time to reply to every new subscriber personally.
However, once you start getting more and more subscribers every day, then it becomes close to impossible to keep up this behavior.
You will start associating with more sophisticated campaigns, and following through with everyone in such a time is impossible.
Yet, how do many top marketers continue to keep up?
The secret lies with autoresponders.
An autoresponder does just this—it automatically delivers emails that you have scheduled in advance.
By scheduling some emails to be sent in advance, you can avoid this issue all at once.
Often, companies plan out a bunch of emails—ranging between few days to a few months—which automatically get delivered to those who have opted for it.
This way, when a new product or sale is to be announced, then the user can count on the fact that they’ve already been in touch for some time now.
Since you’ve built up this relationship over several weeks or even months, then you are much less likely to bug your readers.
So Now that we have a grasp of the basics behind an effective email marketing campaign, let’s discuss taking things to the next level.
Specifically, this contains using segmentation and analytics to begin refining your broadcasts and getting even better results than you would expect with a primary campaign.
We’ve discussed before about the benefits of analytics in web copy, and email is not any different from this.
Each service provider usually provides complimentary analytic checks.
Although they are all important, the three most useful are unsubscribers, open rate, and click-through rate. Breaking down each one and let’s see what is there to learn from these three
Firstly, the unsubscribe rate shows how many people have clicked the “unsubscribe” option, which is provided at the bottom of an email campaign. If the unsubscribe rate is high as compared to the opt-in rate, then you’ve crossed the point of increasing value and typing a good copy… at this point, you may have some serious work to do to improve this.
Secondly, the open rate explains how many people basically open your emails. It is based on a unique invisible tracking pixel that loads when someone clicks on the message.
While looking at open rates, it usually describes how well you have built your relationship with readers. Ideally, users are excited to read your emails and open them instantly.
If your open rate is relatively low, it usually means you have a lot of unengaged subscribers. You need to work hard to provide value and meet up their expectations.
Finally, the click-through rate, or CTR, shows how many users actually clicked on a link (if any at all) in your email.
If the CTR is low, this means that your message is either not appropriately targeted enough or directly that it is not reaching the right audience through. In such a case, focus on updating your copy.
For unsubscribers, primarily, you have caused a strain, and users that sign up may eventually leave. If this is something you may do, then try to examine when users are opting out and take action based on those leaks.
If they are opting out after a specific autoresponder email, then work on it again. If they’re leaving after a marketing message, then furnish your working to present better offers.
If they’re opting out at an early stage, then you need to fix your primary call to action so that it’s in line with what you’re sending out.
Email analytics are important, and if you’re paying attention, they will give you definite hints as to what you may be doing wrong.
Obviously, the critical pointer here is “paying attention to users.”
If you’re not familiar with the term, segmentation is the process of splitting up your email list into more targeted groups for good results.
For instance, the following are ways to segment a large and more unified list:
By dividing your list in such a manner, you give yourself the ability to send more targeted and better communication.
For instance, some users want both product and sales updates, while others may only want to know about new versions available.
Additionally, one can even deliver specific emails to the buyers to thank them for the purchase, like this example from Ales Nesetril.
If you don’t offer them the chance to choose, you risk losing them entirely. Since customers may buy again, it’s fairly obvious why you want to keep them subscribed to your customer email list.
With segmentation on your list, you can deliver a broadcast only to those that didn’t view your last message (inquire why), or to those that pointed interest (as a second pitch).
You can also divide test messaging among different groups so that you can refine the best practices.
As seen, segmentation isn’t that difficult, but it requires work and effort, which is why most marketers don’t take advantage of it.
If you do, you’ll instantly separate yourself from the rest.
Your email list is kind of the most valuable resources, and if you understand how to use it right, the cost of doing so will pay for itself.
As time goes by, you can start counting how much money users from your list spend on average. This will tell you the worth of your list.
If a list of say 10,000 users usually spends about $50,000 on a particular campaign, and you run approximately two such campaigns every year, then you can average it out and justify that each subscriber is worth roughly $10 a year.
By doing the math like this, you can understand instantly how losing several hundred subscribers could be dangerous to your campaign.
If you have never understood the importance of email marketing, it might be high time for you to reevaluate your communication strategy.
Today, email marketing delivers huge returns to marketers that are willing to use it. It doesn’t have to be very complicated.
Firstly, recall that you are a guest in the subscribers’ inbox. Your emails are usually a click away from losing the interest of subscribers forever. So be humble, polite, and deliver the expected value.
To get started, you’ll need to take permission. Obviously, it’s the right thing to do. However, in the age of new data protection, like the EU’s GDPR, it’s also a legal requirement.
You will want to follow through with the promises you execute. Provide users what they have asked for and email them on a regular basis that aligns with their expectations.
There is no formula for this—it’s all about what works better for you and your business voice and style.
And lastly, consider paying attention to segmentation and analytics once you’ve comprehended the basics. Start by sending separate emails to different groups of people and always try to improve and refurbish your strategy.