- Email marketing has an average ROI of 4,400%.
- Welcoming new subscribers can help generate interest and encourage future engagement.
- Personalization will help you build trust with your audience by delivering targeted content.
- A/B testing can help you refine your marketing strategy.
Email marketing is one of the most popular and effective ways to stay in touch with your target audience and existing customers. When you dive into the stats, it quickly becomes clear why so many business owners invest in email campaigns when trying to build their brand.
For starters, successful email marketing has, on average, an amazing 4,400% return on investment. In other words, for every dollar you spend on your campaign, you’ll get $44 back through sales and conversions. Couple this stat with the fact that marketers can use email to target customers based on how they interact with your brand, and it’s easy to see why this strategy is so prevalent in the digital world.
We’re going to explore four tips that will help you get the most out of your campaign. Each tip will guide you through a different phase of the email marketing cycle. Let’s start by talking about how to get people to subscribe to your list.
1. Start with an attractive offer.
You cannot have a successful campaign without subscribers. Growing your prospect list is one of the hardest parts of email marketing because it requires you to start from scratch, and many people struggle to start with a clean slate. The good news is that you can quickly gain subscribers by making a few changes to your website.
First, you should think about creating a lead magnet that will convince people visiting your website to sign up. Lead magnets are pieces of content that provide tangible value to your target audience. The goal is to convince the visitor to enter their name and email address in exchange for the white paper, e-book, stat sheet, or promotion you offered.
Say you’re the marketing manager for a company that sells exercise equipment: you might consider creating an e-book that explores the changes your body goes through when you lose weight. When someone lands on your site looking for exercise equipment, they can pick up your book in exchange for subscribing to your mailing list.
The main magnet in this example is for people in the early and middle stages of the weight loss process, i.e. people who don’t yet have the equipment they need. Once they sign up, you can start building relationships and eventually turn that visitor into a customer.
Your lead magnet may be the complete opposite of our example, but the principle still applies. Consumers are ready to subscribe to brands that create content relevant to their lives. [Are you looking for help with your email campaign? Read our reviews of the best email marketing software.]
2. Send a welcome email.
Now that you’ve started generating leads, it’s time to send a welcome email when someone subscribes to your list using automated email marketing software. Research shows that welcome emails have an impressive impact 82% opening ratemaking it one of the most important messages you will send to your subscribers.
Why is engagement so high on these emails? The main reason is that people still remember your brand very well because they just subscribed. They are more likely to continue engaging with your brand if you contact them immediately.
When creating your welcome email, all well-designed messages share several elements:
- A meaningful “thank you” for signing up
- The main magnet you promised
- Expectations for future emails
- Other ways to reach your brand (social media, phone number, etc.)
Including all of these sections ensures that consumers will get precisely what they expected when they open your email. We know what you’re thinking: “How can I exceed these expectations?” We’re glad you asked, because we’re going to talk about stepping up your engagement with personalization.
3. Personalize your emails.
Personalization is a strategy used by many companies across all marketing channels. In a nutshell, personalization marketing is a technique where you curate emails and content for your audience based on their pain points and the information they provided during signup.
The great part about personalizing your emails is that you can add different layers of personalization that add uniqueness to every message your subscribers receive. Studies show that personalization can double your click-through ratemaking it a valuable tool for marketers in all industries.
When people join your prospect list, you can ask them for their name and what kind of content they want to receive in the future. Using this information, you can create emails for each person.
You can use their name in the email subject line and in your message. There is no doubt that using subscriber names will convince more people to open your emails. Now comes the fun part: you can compile data about the products they’ve purchased or reference their signup form to create personalized content in your email.
Let’s look at the fictional exercise equipment store we talked about earlier. When marketers create emails for their drip campaigns, they can compare and contrast what users have selected to curate the perfect email. If someone signed up saying they’re only interested in weight loss blog posts, you can exclude bodybuilding posts.
When the consumer in question checks their email, they see that all the content is personalized and the brand has used their name in the email. From there, there’s a better chance they’ll engage with your brand and become lifelong customers.
4. A/B test your campaigns.
A/B testing, also known as split testing, is a strategy where you make changes to your emails with the goal of improving your open and conversion rate. There are many things you can change that could lead to significant results.
Here are some of the most common factors that marketers change:
- Email subject lines
- Time and day of sending messages
- Formatting and text changes
- Verbiage or color changes to the call to action (CTA)
Once you start seeing success, you can refine your campaign with split testing. For example, if you’ve noticed that many people open your email but very few click on your CTA, you might consider adding a contrasting color to your CTA background.
Small changes can yield significant results, but it takes time to fully understand them. When you start split testing, remember that you may not see a difference the first day or even a week. Sometimes it takes several months to see if the A/B test had a positive result on sales, clicks and traffic.
Email marketing is here to stay. Currently, 90% of people in the United States 15+ have an active email account. Business owners and marketers are always looking for new ways to extend their reach or improve their email marketing campaigns.
Now you can use these tips to reach your target audience, connect instantly, and build relationships with followers. These elements all play a role in how customers perceive your brand and the value you provide. The end result of these healthy relationships is a thriving business that sees new and returning customers interact with your brand.