Harnessing the Power Of Email Marketing

Let’s say you own an ecommerce company, but you’re struggling to convert leads into customers. To solve this, look no further than email marketing. It’s an effective way to generate a high return on investment (ROI) for your business by targeting customers in a personalized way, even if you already are converting leads into paying customers. After all, there’s always room for more sales and profits.

Looking forward to leverage email as a marketing tool to drive more traffic, sales, and conversions? Then check out the Advanced Email Marketing Course now.

Email is a cost-effective marketing tactic that can save time, enhance visibility and brand awareness, and impact customers at all stages of the sales funnel:

  • Awareness 

    If a customer has a specific problem, you can come to the rescue with an informative email that explains how your product can offer a solution 
  • Consideration 

    If a customer is researching and comparing similar products, your email can showcase what makes yours stand out
  • Purchase 

    If a customer needs extra incentives to make a purchase, you can provide an offer or discount
  • Retention 

    If a customer has already made a purchase, you can send an exclusive offer to ensure they remain brand-loyal
  • Advocacy 

    If a customer is willing to share your product or the noteworthy causes you support, they can become a brand advocate

Email Marketing Setup & Metrics

To set up any email campaign, you’ll need to do the following:

  • Identify your target audience
  • Add a contact list, and create segments based on user behavior
  • Create the campaign
  • Select the list
  • Choose a suitable template
  • Write an impactful subject line
  • Design the email
  • Include a relevant call-to-action (CTA) at the end
  • Schedule the email to be sent at an optimal time
  • Track email performance, which includes the use of A/B testing

Key email marketing metrics to track include:

  • Open Rate 

    This is the percentage of the total number of recipients opening an email
  • Clickthrough Rate (CTR) 

    This is the percentage of recipients who clicked on your CTA
  • Response Rate 

    This is the percentage of the total recipients who clicked on the link of your email campaign and completed an action.  A/B testing is also critical to any email marketing campaign. An example is using two different subject lines for an email. A/B testing analyzes which of the two subject lines is more effective. This analysis can lead to higher open rates, potentially resulting in more sales.

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Optimization — Best Practices

Sometimes, it’s not enough to send an email. The following are some tips for optimizing content in your email marketing campaigns:

Optimizing the Subject Line

Research shows that interesting subject lines can boost email open rates. Use these strategies to develop one that resonates with readers:

  • Include a Number

    They’re shorter and easier to read.
  • Include an Emoji

    According to Campaign Monitor, subject lines with emojis have higher unique open rates.
  • Personalize It

    According to an Experian Marketing Services study, emails with a first name in the subject line can increase open rates by 29 percent.
  • Use Title Case 

    Capitalize All Words In An Email Subject.
  • Keep It Short

    According to Campaign Monitor, the ideal length of a subject line is 17-24 characters. This is especially important to consider since many people read their emails on mobile devices.
  • Develop a Sense of Urgency

    If a coupon expires soon, include the promotion in the subject line.

Optimizing Email Content

To drive more engagement from your consumer base, the following tips can help:

  • Write a captivating subject line
  • Include relevant content
  • Use bullet points
  • Use compelling imagery
  • Ensure emails are mobile-friendly
  • Proofread to avoid grammatical mistakes
  • Personalize by using sender and recipient names
  • Choose ideal fonts and colors
  • Build rapport with customers by sharing insights they value
  • Add a clear CTA to every email, rotating them to avoid overselling
Do you think that your emailing skills are top-notch? Try these Email Marketing Practice Test Questions and find out yourself!

Types of Campaigns

There are four main types of email campaigns:

  • Newsletters

    These keep customers updated on your products
  • Promotional Emails 

    These drive revenue by sending special offers
  • Abandoned-Cart Emails

    These are reminders to customers who have added products to their carts but haven’t followed through with their purchases
  • Re-Engagement Campaigns 

    These are designed to incentivize inactive subscribers for a higher inbox placement ratio (IPR)

Tips for Engaging New Subscribers

There are several ways you can engage new subscribers while also being subtle, such as creating clear, concise, and compelling subject lines. You’ll want to thank new subscribers for signing up, and send emails at the best time of day to ensure higher open rates. This ideal time of day may be based on various factors, such as what you’re selling and your target audience.

This email marketing tutorial will help you understand email marketing better.

You’ll also want to be transparent by including your customer’s privacy policy, and making it easy for customers to reach you easily; avoid using a no-reply email address when you send out promotional emails. Finally, because you want to avoid violating any spam policies, it’s essential to give recipients a simple way to unsubscribe at any point by including an unsubscribe link that’s easy to find. The power of email is undeniable. It’s a way to reach audiences personally with relevant information, and it should be part of any marketing strategy. Luckily, there are several email marketing platforms available, like those from MailChimp, HubSpot, Marketo, ConvertKit, Sendinblue, and AWeber. Explore your options, choose the platform you feel will work best for you, and get started with that first campaign!

For more comprehensive email marketing expertise, enroll in Simplilearn’s Advanced Email Marketing Certification Training and learn how to draft an email that can be both intriguing and influential for the readers.

About the Author

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Simplilearn is one of the world’s leading providers of online training for Digital Marketing, Cloud Computing, Project Management, Data Science, IT, Software Development, and many other emerging technologies.

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