Just as you read the title, it may occur to you ‘Why email marketing?’ ‘What’s the point of writing an elaborate article about email marketing?’ ‘We all know what it is’. While it’s quite natural that a number of entrepreneurs have tried their hands out on email marketing – but only a few become successful. For a good number of marketers, it just doesn’t work – low open rates, email bounces, low ROI are few common issues.
Sadly, many fail to realize that email marketing has some great & awesome competitive advantages over other media channels! Communicating to your target audience via email helps you secure a place in their inbox. Needless to mention, the inbox is the most personal property of your target group – which they get to check numerous times in a day, probably much more than they check search engines/social media. So you understand that visibility is the key which makes email marketing stand apart from the other big channels. However, in order to get full advantage out of it, you would need to do things effectively. Without proper strategy, it’s doomed to fail!
Email marketing can be that one channel which can propel your way to success… and without proper execution plan; it can lead to doomsday!
After much research, I’ve come up with five fundamentals of email marketing, which is followed can accelerate your campaign towards better digital marketing returns & ROI. Email marketing, is one of the favorite channels followed by digital marketing companies for it’s low cost & tangible ROI
Refine your database:
While writing emails, three are two things to remember: context & content. You may write an email with a great content, but it’s not really useful until and unless it’s relevant. You should send it to the relevant target group who are interested/are in need of your service and products. It doesn’t matter if you send out even 1 million emails, until and unless they’re interested, you hardly expect any return.
Make your email mobile friendly:
A great number of population access emails from their mobiles. In a way, checking email is one of the most important activities that people engage in. Needless to mention, your email template has to be mobile friendly – heavily email with lots of HTML/CSS is of no use if they can’t get to read/access it via mobile!
Customize on the basis of user action:
One of the glaring mistakes by marketers is that they would send same types of emails to their database over and over again. This could be a retarding experience for the readers. The best approach is to customize your email with respect to the user’s actions. The user action should be the predominant factor determining the body you’re your email content – you obviously wouldn’t want to send the same email to people who opened your email and also to those who didn’t. When people have already seen your email message once, you surely wouldn’t want to send the same marketing message for the second time!
Select the right email software:
A good number of companies are reluctant to invest on quality email marketing software. There are a number of good vendors who provide quality service with a little premium price. Before you select the service provider, do ensure that they’re providing enough information reports after you send out each campaign. Without a substantial report, you would never be able to strategize your email strategies for future.
A good number of email provider goof up on the delivery part due to server issues – make doubly sure that you’re not associating yourself or you company with low-quality service providers. When it comes to executing your business moves, there’s just no room for compromise.
Every email has a purpose – there can’t be an email with any action point mentioned in it. Ask yourself, ‘what is it that I want my readers to do once they receive this email?’ Whether it’s filling out a form, download, register option, there should be a clear and concise call to action. Without a definite call to action, your users wouldn’t know what you want them to do and you mail would end up in their trash folders.
Hope this article was helpful – if you think you have something more to add that can help us deliver more value, feel free to drop us a line!