This email marketing tutorial will help you understand email marketing better.
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.
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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:
AwarenessIf 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
ConsiderationIf a customer is researching and comparing similar products, your email can showcase what makes yours stand out
PurchaseIf a customer needs extra incentives to make a purchase, you can provide an offer or discount
RetentionIf a customer has already made a purchase, you can send an exclusive offer to ensure they remain brand-loyal
AdvocacyIf 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 RateThis 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 RateThis 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.
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 NumberThey’re shorter and easier to read.
Include an EmojiAccording to Campaign Monitor, subject lines with emojis have higher unique open rates.
Personalize ItAccording to an Experian Marketing Services study, emails with a first name in the subject line can increase open rates by 29 percent.
Use Title CaseCapitalize All Words In An Email Subject.
Keep It ShortAccording 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 UrgencyIf 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:
NewslettersThese keep customers updated on your products
Promotional EmailsThese drive revenue by sending special offers
Abandoned-Cart EmailsThese are reminders to customers who have added products to their carts but haven’t followed through with their purchases
Re-Engagement CampaignsThese 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.
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.