Email marketing is efficient.
Email marketing targets those who have already demonstrated an interest in your brand or product, so they require less nurturing than those who are unfamiliar with it. Prospects and clients can also be segmented based on their requirements and interests by measuring how they interact with your marketing materials and lead generation forms. This enables you to give them material and offers that most likely pique their interest.
Email marketing is adaptable.
Email marketing is a versatile tool that can be used at any stage of the sales process. Prospects in the early stages of the purchasing process will benefit from useful knowledge about their issue. When they begin to interact with your emails, you can narrow the focus to your product. As the prospect approaches a purchasing decision, you might send them special offers or discounts to persuade them to buy.
When should you not utilize email marketing?
Email marketing is unlikely to help you grow your audience if your major marketing goal is to expand the number of your audience. This is due to the fact that you must have a customer’s or prospective customer’s email address to contact them. If you want to raise brand awareness, you could be better off using other marketing channels, such as paid ads, SEO, content marketing (such as webinars), or social media.
Best practices for email marketing
So, how exactly does email marketing work? There are several best practices to follow while developing your email marketing plan. Here are a few examples of them.
Segment your audience and offer them content that is relevant to them.
You can create tailored email marketing campaigns with material that each group is likely to relate to by segmenting your audience. For example, you can divide your audience into groups based on their interests in the buyer’s journey.
Consider a company that sells air conditioners to both households and businesses. A separate campaign for homeowners and business leaders will help the company.
Furthermore, the organization should consider the customer’s position in the buyer’s journey. Those in the early phases may respond to an email offering a product catalog for download. People ready to purchase are more likely to respond to an email with a quote.
Process automation
By automating email marketing operations, you can ensure that you send at the best time for conversion while lowering the amount of human work your staff has to complete. Set up effective triggers and let the software do the rest. At the end of this post, we go through email automation in further depth.
Keep an eye on things and alter what isn’t functioning.
Email marketing is not a precise science. Some of your actions will go as planned, while others will not. However, most email marketing platforms include information and statistics that may be used to optimize your campaign.
Is one of your emails receiving a lower-than-usual open rate? Then alter the subject line or send the email at a different time. Do you have a low click-through rate on one of your messages? Then think about putting the offer higher up in the email or modifying the call to action.
A/B testing is a good approach to increasing your emails’ efficiency and conversion rates. Create two copies of the identical email and send them to a small sample of consumers to see which one works better.
One popular application of A/B testing is to increase the open rate. For example, create two subject lines for the same email, send both versions to the same amount of customers, and observe which one receives the most attention. Then, throughout your campaign, use the higher-performing email. You may also experiment with other calls-to-action, the time you send your email, or alternative offers.
Don’t saturate your mailing list.
It can be tempting to contact your entire list with product information regularly. This, however, can come across as spammy and cause individuals to unsubscribe. So instead, stick to sending quality content to your contacts relevant to their needs and where they are in the purchase cycle.