Email marketing has been around for more than forty years, yet it remains to be an invaluable marketing tool in this digital age. It is said to be even more effective than social media when it comes to driving purchase decisions. Studies show that 60% of consumers have purchased a product or service after receiving a promotional email. This is significantly bigger compared to only 12.5% of consumers who are driven by a buy button or messages on social media.
If you feel that your sales performance needs a boost, an email marketing campaign is worth exploring. However, you have to craft a strategy to keep your audience engaged, avoid overwhelming them with emails, and stand out from your competitors.
In the sections below, you will find four practical tips for creating an email marketing campaign that truly delivers results.
1. Find the Right Audience
You can only be successful with email marketing if you send out personalized marketing messages. Consequently, you will only be able to craft personalized messages if you have the right audience in mind.
This is why you must first describe the group of people you want to reach before anything else. Gather enough information about your target recipients and know the best time and manner to reach them. Then, use your emails to build relationships with them.
Failing to do this and sending out emails to random contacts can be counterproductive. In some cases, it can even harm your brand as your emails may be considered spam.
2. Craft a Personalized Message
Customers want to receive messages that they can relate to. On top of that, they love brands that actually take time to craft such messages.
To get started, you will need to further segment your email list after identifying your target audience. The smaller the group, the more personalized your content will be.
If you have a small email list, you can begin with fewer but bigger groups for now. Break up the segments as your list grows. This will help make your recipients feel special and eventually encourage them to choose you over your competitors.
3. Pay Attention To Your Subject Line
Your subject line may be short phrases, but they can significantly impact the way your emails will be received.
You must make sure that this part is catchy and enticing, but you must not overpromise. When your recipients don’t find in the body what you promised in the subject, they are likely to stop trusting you or your emails. In worse cases, they may even opt to unsubscribe from your list.
If you are offering free demos or a limited-time promo, you must ensure that this is evident in your subject as well. This will encourage them to act immediately after seeing your email.
Lastly, you must incorporate your branding into your emails. If your brand is casual, warm, and welcoming, it may help to add in humor whenever appropriate. This can put a personal touch on your campaign and make your communications memorable.
4. Conduct A/B Tests
After following these tips and putting together executions according to your research, you must always put your strategies to the test. Use an A/B test to determine what works well and what can be improved. Remember to test only one element at a time so that you can clearly point out changes and their causes.
This will allow you to understand your target audience better, refine your campaign further, and, ultimately, drive more leads.
Email marketing is a powerful tool your business can leverage to reach more people and convert them into customers. However, you will need to invest a lot of time and effort into your campaigns for them to generate the results you want. Follow the tips above to get started on the right track and put in consistent work to win in lead generation!
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