- On December 8, 2016
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Email marketing is huge and it’s here to stay.
As a matter of fact, Millennials can’t get enough of email services.
According to a study–
- 70% of them check e-mails from bed
- 57% shuffle their phone for emails while in the bathroom
- 27% even read emails while driving!
Did you know e-marketing is one of the most cost effective marketing channels?
Regardless what industry you are marketing for, email marketing is advantageous to your business. In fact, Direct Marketing Association says,
“ Email Marketing yields an average of 4300% ROI for businesses in U.S.A”
If you want to increase your business, email marketing is not a medium you should ignore.
So, how can you start implementing email marketing to your business?
Now that’s the right question.
The end goal of any marketing campaign is to increase sales. Of course, you want the same from the email marketing.
To begin with, you need to create a full proof email marketing strategy that can drive results.
Before that, let’s get our priorities straight.
What do you aim to get out of your email marketing efforts?
Drive traffic to your landing page.
Increase loyalty and brand awareness among your audience.
Nurture your leads and grow subscribers list.
Promote your offers and discounts.
Increase quality sales without increasing investment cost.
Achieving comprehensive ROI
In the perfect world, achieving those goals is very easy but it’s not happening right away. To get the best results of email marketing you need to build a relationship with your audience.
You need to create a rapport with your subscribers, something that instead of ignoring your mail, they are actually waiting for your email to drop in their inbox.
How to that?
To engage your subscriber with your emails, understand that every email you send serves a different purpose.
What are the purposes?
#1 Induction: Introduce who you are.
#2 Go for the sale: Connect with the audience and urge them to make a purchase.
#3 Get retention business: Nurture the lead to buy some more from you.
#4 Analyze and segment your lists: From the behavioral pattern, understand what the customers are interested in right now.
#5 Get back the lost customers: Through value content, re-engage with the prospects who have gone cold.
In one way or the other, each of these emails, support each other in building an excellent email marketing strategy.
See the bigger picture.
Can you ask someone to simply buy from you even if they don’t know you?
In the same way, they are not likely to be re-engaged if you don’t know what they’re looking for.
This is exactly what email marketing is all about..
… engaging with customers through valuable content and keep making a profit from it.
We know a thing or two about email marketing and we’re here to share our wisdom with you.
So let’s dive in a little deeper in the world of email marketing.
#1 Introduce yourself
What came first the chicken or egg?
Just kidding! That’s a very interesting debate but we’re not here to talk about that.
We are here to talk about the first email you send to your subscriber.
Imagine you meet a new person and you want to initiate a conversation.
How will you start? Obviously by introducing yourself.
That’s exactly what we do with emails as well.
You will say who you are.
You will say what your organization is about.
You will establish your USPs.
You will say how many times will you be sending them your emails.
You will let them know what they need to do next.
You don’t need to keep introducing yourself every time you meet. So the introduction mail will be sent only once to the subscriber.
Here’s a great example of a welcome email from Flood Magazine.
In the very first email, they welcome their subscribers, explain who they are and what they do. They also inform their subscribers that they intend to send emails about the shows, events, contests and more.
At times, a single email is enough to explain your services but that’s not always the case.
What you can do is send a series of introduction emails.
Google uses a series of emails to explain and help their users to familiarize with the system.
#2 Go for the sale
Once you have introduced yourself, it’s time to go for the sale.
Different agencies use different methods to entice a purchase.
Jabong here brings out lucrative offers, urging the new subscriber to make the first purchase almost immediately.
While Leadsquared– a sales automation solution provider, offers a demo of their software to encourage the sale.
Setting up a drip series is also a great way embed engagement with your reader. You can send a series of triggered emails in order to captivate your audience with your brand.
Here’s a good example of the drip series,
Image Source: Hubspot
As you can see, Jerry introduces himself to Drew (target audience). As drew is not aware of Jerry’s company he borrows credibility from well-known services- FedEx and UPS (a good content marketing move). He then informs about his service and what Drew can expect from him.
In the end, he keeps a CTA for Drew to give him time slot. If Drew replies, Jerry would know for sure if Drew is interested in the service or not.
Can you guess what is the statistic for this email?
It boasts an open rate of 44.3% and a reply rate of 33.3%!
Image Source: Hubspot
In the second mail, Jerry is again talking about the services he offers. However, in the end, he asks to be introduced to the right person to talk to in the organization, if Drew is not the one making the decision.
Building engagement with your audience can do wonders for your business. This email receives an open rate of 61.8 % and a 35.3% click rate.
You do the math!
You have already captured your audience’s attention, converted them into leads and they even made a purchase from you.
It’s time to get more business from them.
#4 Get retention business
Publishing and nurturing emails are what will bring you recurring business. Remember, if a lead has purchased from you once, they are most likely to purchase again from you.
According to Neil Patel and Bronson Taylor-
“Retention is the act of getting your members to use your product in such a way that it becomes habitual.”
So, any and all customers who placed an order with you will receive this retention email series.
Swiggy, a food delivery service provider sent the below offer to all of their customers in order to retain them.
Another great example of retention email comes from OLA cab services.
After using the first ride offer, OLA is trying to retain the business by sending lucrative emails that can inspire anyone to pack their bags and start traveling.
#5 Analyze and segment your lists
It’s important to understand that all buyers are not the same and you can’t send the same content to all of them. For example, you are running an eCommerce business, it’s useless to keep sending promotional email for women attire and shoes to a middle aged man!
This is where list segmentation comes in the picture.
The whole point of segmentation is to know what your customers are interested in right now and provide them more relevant content. Segmenting your email marketing list will surely help you get better open and click rates.
In order to enrich the customer experience, Johnny Cupcakes used the method of email list segmentation to make their emails more relevant. They divided their lists based on gender, customer interests, brand preferences and media habits.
They sent campaigns with separate emails for men and women who had expressed an interest in baseball.
This fairly simple segmentation resulted in:
- 42% increase in clickthrough rates.
- 123% increase in conversion rate.
- 141% increase in revenue per campaign.
According to eMarketer,
“39% of email marketers that practice list segmentation see better open rates; 28% see lower opt-out and unsubscribe rates; and 24% see better email deliverability, increased sales leads, and greater revenue.”
Now that we have established the importance of email segmentation, next comes winning back the lost customers.
#6 Get back the lost customers
This stage is every marketer’s worst enemy. The time when customers and prospects are no longer responding to your emails.
Don’t worry! See the light at the end of the tunnel.
What you need to do is re-engage these cold customers.
This is easier than you think. You already know what the users are interested in. All you have to do is, start the series of emails that regenerates interest of these detached readers.
This will not only help in re-engaging lost customers but also in keeping away from the reader’s spam folder.
Check out this delicious email from Pinkberry and how they brought back their lost clients.
Image Source: ImpactBnd
Through this email, they are reminding their customer of what made them fall in love with Pinkberry in the first place.
Don’t know about you, but we surely are placing an order.
Earbits presents another really emotionally connecting example of re-engaging email.
Image Source: ImpactBnd
They made the message personal and very catchy. It gives a feeling of face to face conversation and you can’t help but smile.
Email marketing continues to deliver great results and is one of the most cost efficient methods of marketing your services.
We discussed some, some of the best practices for e-marketing and ways to create the perfect strategy as well. On following all the steps and practices, a number of organizations have received amazing results with their business.
But as we discussed earlier, email marketing formula keeps changing and you need to keep up with the latest trends.
For that, you need to upgrade your email marketing strategy.
If you don’t have one then it’s about time you create one.
How did email marketing help you in your business?
We would love to hear your thoughts and experiences in the comments below.