How to plan an effective email marketing strategy

In 2019, the number of emails sent per day across the world is set to reach 246 million. 246 million in just one day people, that's crazy right?

Perhaps this is why email marketing has been proven to give businesses a better return on investment (ROI) than many other marketing methods e.g. organic search engine optimisation (SEO) and pay-per-click (PPC).

Like most things in life though, to be successful at email marketing you need to have a strategy. Your email marketing strategy is one of the weapons in your digital marketing arsenal. It helps to keep your efforts focused, keep you motivated and most importantly, it helps to hold you accountable.

The following gives some hints and tips for how to plan and implement your email marketing strategy.

Focus on improving key metrics

When you know what type of goals or objectives to go after for your email marketing strategy, its so much easier to achieve them. So yes, choosing your email marketing goals is the first step. Once you have those sorted you can target your metrics accordingly.

If you are already in business, start by looking at the areas in which you want to improve for performance. Some ideas might include:

Set your goals to target improvements in key metrics
  • Increasing email signups: Focusing on the increasing the size your mailing list enables you to connect to more people and provides the opportunity for you to build lasting relationships. The bigger and the more targeted your email list is, the better results you will see in the long run.

  • Increasing open rates: The number of times your emails get opened is a metric that you should not ignore. If a large number of your subscribers don't even open your emails, how are you supposed to engage them?

  • Increasing click-through rates: By working on your click-through rates, you automatically increase the chances of making more sales with your emails. Having a good percentage of your subscribers clicking on the links in your email proves that you are providing them the value that they want.

Having these goals is not enough though, so keep reading.

Know your target audience

In order to get the most out of your email marketing strategy, you need to understand your target audience.

  • First, you must have an understanding the kind of problems you're business solves for potential customers.

  • Then, create a picture of your ideal customer and stick to it when marketing through email. You can make a list of all the types of customers and define them by location, interests, gender, etc.

  • Focus on the right niche as it helps you segment your marketing and reach out to the right people. Your email marketing needs a direction and by finding a niche, you'll know how to impress your audience.

Its also really important to analyse your competition to see who you are up against. Do you have unique selling point that they don't? How different are you? Finding the answers to these questions will tell you if you're targeting the right market and if your product/service is relevant.

Personalise your emails

Put simply, personalisation is such an integral part of an effective email marketing strategy. that you won't see the results you want without it.

Now, personalisation isn't just about using the first name of your subscriber in the email. Its about targeting your emails to your subsribers needs.

Segment your email list

Email marketing works when you send more relevant emails to your subscribers. Segmenting your email address helps you to do this.

  • Segment by location - If you run a business that is location-intensive, then it makes real sense to segment your email list by geography. By targeting your subscribers based on their location, you may see a much better response. You should segment your list by geography when you are sending out special invitations to local events, you operate within a geographic boundary or are establishing your business in a new area.

  • Segment by industry or role - If you are running a B2B, then this is your go to. When communicating via email to your B2B prospects or customers, they will respond better if the emails are tailored to them based on their role or the industry they work in. Your email communication becomes more relevant when you speak to your recipient in their language.

Make your emails mobile friendly

Mobile devices dominate the technology landscape which means your email marketing has to cater to mobile users in order to see get results.

However, focusing on mobile friendly emails is not that straightforward. Any business, including yours, needs to approach the whole email creation process differently. While most companies are aware about desktops, many forget the importance of mobile in email marketing.

Here are some ways you can make your emails mobile friendly:

  • Shorter subject lines - Mobile devices don't have a lot of screen space which means you have to make it easier for your audience to get your message before opening it. Your subject line has to give them a clear idea about the content of your email. Keep it to the point and remember once you've got them to open it you have the whole body to impress them with your content.

  • Use the right images - Email marketing can feel dry so its handy to use images to enhance the experience of your email. Just remember to limit the size of your images to 640 pixels (in width) so that they don't get cut off.

Pay attention to your call to action

If you want your email marketing campaign to succeed you need to have the right call to action in place.

Each of your emails needs to end with a call to action. It should be clearly placed and be visible to your readers. Most importantly, your call to action should be linked to an appropriate landing page.

Need help?

If you need help creating and implementing your email marketing strategy, get in contact with us. Our team can coch you in the right directions are get the job done for you.

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