What is Email Marketing? – Forbes Advisor
Email marketing has a few moving parts, but successful campaigns come down to these six factors.
1. Use tools designed for email marketing
You cannot launch an effective email marketing campaign using a standard email service. Yes, you can send bulk and mass emails from Outlook, Office 365 and Gmail. However, none provide mailing list building and maintenance tools, list segmentation, attractive email templates, campaign reports, or list cleaning features.
To achieve business development results, you need an email tool designed for email marketing or a customer relationship management (CRM) system with email functionality. We’ll explore some of the best options for these below.
2. Proactively build your mailing list
Start building your list by collecting customer email addresses during your sales process or customer interactions. However, don’t limit your mailing list building opportunities to just these interactions.
You can entice prospects and potential customers to give you their email address before they spend a penny with you. The secret is to use lead magnets. These are value-added freebies, such as e-books, webinars, checklist downloads, free trials, and even coupons.
To get new email subscribers, promote main magnet elements on your website, landing pages, social media channels, etc., and require email signup to download or receive the present. If the viewer sees the value, they will gladly provide their email address and sign up for your mailing list in exchange.
3. Segment your list by user intent
Segmentation divides your email subscriber list based on user interest and is a key strategy for email marketing success. By using segmentation, you can target content to specific subscriber groups and deliver real value to readers. Campaigns that use segmentation have higher open rates and fewer unsubscribes compared to those that send general messages to all subscribers.
You can segment email subscribers in several ways, such as using purchase history, website interactions, and top magnet types. Most email marketing solutions even let you add interesting questions to your signup emails.
Many email marketing tools integrate with websites and retail platforms for automated segmentation based on sales history and website interactions.
4. Engage your readers every step of the way
Once you have your email subscriber list, you are ready to create and send content that delivers value to your segmented subscribers. Here you have five opportunities to engage subscribers and get them to open, read, and take action in your email.
- Of the line : The name of your business or promotion that subscribers will recognize and trust.
- Subject line: The short phrase that catches their eye as they browse their inbox.
Pre-header line: Supports the subject line with an added incentive to open the email.
- Email content: Short, punchy message such as a promotion, update or announcement.
- Call to Action (CTA): Highlighted buttons or links drive clicks to your shopping pages, signup forms, or whatever else you want subscribers to do.
When you send your emails, it also impacts engagement, opens, and clicks. Most experts agree that email marketing should hit inboxes by 10 a.m. or 2 p.m. on workdays. The data also shows that Mondays tend to have the highest open rates of 22% on average, while weekend open rates are lower at around 20%.
5. Measure the results of your email marketing campaign
After your email marketing message is sent, you’ll be able to view key metrics including the number of email bounces, number of subscribers who opened your email, and number of clicks on your links and CTA buttons.
If you follow the 10 a.m. or 2 p.m. send rule, you’ll have a good idea of your campaign’s success within eight to 10 hours. After about a day, new email opens tend to arrive.
Tracking and measuring email opens and CTA clicks helps you gauge which message is working for your audience. A/B testing different email “from” lines, subject lines, pre-headers, and CTAs helps you refine and identify wording and offers that entice your readers to click.
6. Rub, rinse and repeat
Bounced emails happen, it’s just part of the process. This means that the email you sent could not be delivered due to wrong email address format, blocked email or fake email address. To maintain the health of your mailing list and improve overall deliverability, bounced emails should be removed or cleared from your list.
Most email marketing systems make this step easy. Once the bounced email cleanup is complete, you’re ready to go back to step four and start another campaign on the schedule you set. Remember to use what you’ve learned from previous campaigns to improve your message each time.