Within the past decade, so-called experts announced and unannounced the demise of email marketing channels almost every year. Yet, it couldn’t be any further from the truth as an email marketing strategy remains an integral part of a company’s overall marketing plan.
At a time when the majority of marketers fight tooth and nail to win their audience’s attention, most email marketers enjoyed a boom in email engagement as it grew exponentially in the past year. Based on recent trends, consumers continue to prefer email as their way of connecting with brands. As a result, email marketers see their ROI skyrocket ($36 to $1, according to recent numbers), and it isn’t about to slow down anytime soon.
The Email Marketing Process – Then and Now
This year, the overall process of creating and sending marketing emails pretty much remains the same. Any email campaign starts with the acquisition of leads. Company marketers will then create an email campaign which they’ll launch. After which, they’ll proceed to monitor the campaign’s performance and decide on which parts to tweak for the benefit of future campaigns.
What’s unique to every business are the strategies they implement at every stage of the email marketing process, and these are what evolved over the years. Companies made necessary adjustments to the said strategies due to a plethora of factors, including:
- Shifts in customer behavior
- Freshly-conceived consumer perceptions
- Advancements in technology
- Law modifications in select countries involving GDPR
While changes don’t occur yearly, it has become a practice for companies to revise their existing email marketing strategies. They do this as part of their efforts to identify gaps in the process and quickly bridge them.
How to Have a Sound Email Marketing Strategy
Here are some of the essential guidelines, tips, and tricks that will help boost the email marketing performance of companies in 2022 and possibly beyond:
Know the Target Audience Well
Probably the most common and essential piece of advice that companies should heed, and for a good reason.
Knowing a target audience means more than just connecting with them at a surface level. It involves understanding the mindset and desires of prospects, apart from their problems.
What sets a business apart from its closest competitors is its value as perceived by the target market. This value can be further solidified by having a good understanding of what this audience needs. Once the required connection between the company and its prospective clients is established, the content and products that the former offers will have a more substantial impact that’s impossible to go unnoticed.
To know their target audience better, companies should do the following:
- Pay attention to user engagement on their social media accounts. By doing this, they’ll determine the type of content and topics that their audience prefers the most.
- Pay attention to client reviews. Product testimonials or social media reviews help a brand develop a more concrete buyer persona.
- Use Q&A platforms and niche forums to understand better the most pressing concerns that their target audience currently faces.
- Finally, they should exert enough effort to get in touch with their prospects. Whether by soliciting feedback or providing discount offers, there are several methods that a business can utilize to establish rapport and connect with its prospective market on a deeper level.
Craft Catchy Subject Lines
Much like how first impressions work, email subject lines can also be deal-breakers in a way that readers will instantly ignore or delete an email with a dull, unimpressive headline.
It’s best for email marketers to think that they’re competing not just with every other subject line in the customer’s inbox, but with the entire internet, for attention.
According to email marketing studies, the short yet descriptive subject lines work best to entice readers.
The email senders may include words that signify urgency, pose a question, or challenge a widely-accepted notion to elicit responses.
Keep Emails Concise and Valuable
Emails used in marketing should be anything but boring and tedious to read. They should be concise, direct to the point, and valuable. Since they’re meant to add value, they also need to adapt to customer preferences.
If the prospective clients need to consume a great deal of content, the company is better off redirecting them to its website instead. After all, the main goal of sending emails is to make the mailing list subscribers aware of the value proposition that a particular company brings.
Lastly, when brands promote an article, they should provide the recipients with a brief description of the topic and the benefits they can get from reading it. When they sell a particular product and want their readers to consume a long piece of content, they should lead consumers to the company website’s homepage or landing page instead.
State a Clear Call-to-Action (CTA)
After successfully getting their target audience’s attention and making them read the brand’s message in its entirety, it’s ideal to state the succeeding steps clearly.
The email should state its purpose clearly to keep its readers from having to guess. A compelling call-to-action statement makes sure that this is achieved.
Like salespeople who never allow their clients to take the lead in a discussion, the same concept applies to email marketing. Every company should expect its readers to be passive by nature in the sense that they open their emails, read them, and move on. That’s why email marketers should always be prepared with any additional questions, remarks, and, last but not least, compelling calls to action.
Companies may consider an email successful if it preserves your readers’ attention until the end and makes them click on the main CTA button.
Ideally, they should only use a call-to-action once per email, so it should prove hard enough to resist.
Build an Inclusive Subscriber Community
At present, people no longer browse the internet to gather quick information. Online communities have become prevalent and used to meet other people, join groups, and essentially build an online world shared with others.
Companies can go the extra mile by utilizing a sound email marketing strategy to let readers into an inclusive community. The understanding that their client base can be pretty diverse should help ensure that every campaign reflects and supports such diversity.
Brand marketers can even share personal updates about their lives that aren’t related to their usual promotions. The idea is to promote inclusivity that celebrates everything and everyone in this diverse world.
Email marketing is here to stay; that much is already established. What companies and brands should do is treat their email list as one of their most valued assets.
Companies should be aware that this list rarely stays the same for long. Therefore, they should continuously optimize headlines, topics and develop an even more sound email marketing strategy. This move ensures that they will achieve only the best results every single time.