Email marketing is a no brainer. It is low cost, can be automated, and it often produces high ROI numbers. However, email marketing isn’t just about sending a few generic emails each week. The strategy has evolved and email marketing as a whole has become more competitive. Today, the average email user is flooded with promotional emails from countless businesses and brands. While email is a direct line of communication with your desired audience, getting them to open your email AND engage with it is another story.
Email marketing is a great way to organically promote your content, reconnect with “almost buyers,” and grow your business in the process. But when creating an email strategy, there are several elements that you will want to take into consideration.
The Email Funnel
When deciding on what emails need to be created for your funnel, you will want to start with how did the person end up on your email list? Are they an abandoned cart? Did they request more information from a Facebook ad? Or sign up for a monthly newsletter on your site? All of these are possibilities for how someone could end up in your digital environment.
Once a customer comes in contact with your brand, they need personalized information tailored to their customer journey. You will want to make sure that every email in your funnel has a purpose or a goal so that your potential customers gain some type of value by interacting with it. You will want to make sure that you fully think through your funnel stages and dissect every possible route the buying process can go.
When you are writing the content for your emails, you will want to make sure that you are writing them with the readability of an elementary student — think 5th-grade level. You will want your content to be digestible by anyone who has shown interest and if the content is too technical the potential customer may become discouraged and unsubscribe. Also when working on your messaging, you want the emails to be more conversational and not just a regurgitation of the same content on your website.
Design is an extremely important element to any successful email campaign and typically the most overlooked. No user wants to read an email from a company that is just three paragraphs of block text. Break up the sections with imagery or graphics to make it more enjoyable for a user to read all the way through. Also, make sure that your design incorporates calls to action. Like we said earlier, there should be a goal or purpose for every email you send so make it easy for them to follow through on the action.
Timing is everything with email marketing. You want to make sure that you are sending emails at the right times for your unique audience. There are a lot of blogs out there that say send your emails on Tuesdays at 8 AM or claim other times as “the best.” While these have been tested on their emails that does not mean it is the best time for your campaign.
The best advice we can give is to test out your first few emails to see when people are opening them. Your audience is different than other companies, so do your own research to see what resonates with your target audience. Also, test out the number of emails in your funnel, you want to make sure that you are sending enough emails to stay relevant, but not too many that users unsubscribe.