How to do Email Marketing the right way?

In the words of David Newman, “Email has an ability, many channels don't: creating valuable personal touches- at scale."

Email marketing is one of the oldest ways to campaign, and still continues to deliver impeccable results. Did you know that in the year 2019, the total email users worldwide amounted to 3.9 billion users and is expected to reach 4.3 billion users by the year 2023. What’s  the first thing almost every person, from a common businessman to billionaires do upon waking up? If you guessed checking their emails, you are correct. 50% of the people sleep with their mobile phones next to them and wake up checking their calls, messages and emails.

What is email marketing?

Email marketing refers to the kind of marketing strategy that involves sending of bulk emails, to the current or past customers of a brand/company  daily or on a promotional basis and informing the customers about exciting deals, offers and prices.

Why is email marketing done?

In the world of social media marketing, one may ask what's the utility of emails. Are they still worth your business's valuable time?

“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel.” Here are a few benefits of email marketing:

• Provides you a wider reach across different continents of the world.

• Creates long lasting relationship between customer and leads. 

Benefits of email marketing:

• Highly cost-effective in comparison with other mainstream marketing channels

• Allows you to enjoy a global reach through Smartphone users as you can simply share an email with hundreds of thousands of people with a single click of a button.

• Less time-consuming as it is automated. Moreover, it's easy to get started with Email marketing as it doesn't necessarily require huge teams or the presence of higher technical skills. The most successful email campaigns are the ones that contain simple plain texts and layout.

• Email marketing is interactive, & makes it easier to connect with an already engaged audience. It helps you connect and form a relationship with your consumers. 

• Email Marketing campaigns are easier to assess or analyse and see where you’re going wrong. Most email marketing softwares allows you to track conversion rates making it simpler to realize your mistakes and work on them.

• Make your social media accounts secure for verification purposes.

Here's some numbers that might give you a stark insight into the world of Email Marketing:

• An email generates $38 for every $1 spent

• There are a massive 3.9 billion daily email users

• Gmail is the most famous form of email

• 78% marketers see an increased customer engagement in just 12 months of email campaigns

• Marketers using segregated campaigns gain as much as 760% increase in revenue

Email marketing in a simple, easy and right way!

Most businesses saying email marketing is ineffective are doing it the wrong way. The place they do it wrong is the content quality.

• “Quality over quantity- Emails may be cost-effective but it's no excuse to not produce quality content to give to a targeted audience.- Benjamin Murray

Here are some steps for you to follow which will make your email marketing campaigns more responsive:

1. Know your audience- Do your research in advance. Study and analyse what the audience is looking for? Why is there a need for that specific product /service? For eg. Wouldn't it be weird if an ad targeted for cricket fans show features of football in it? Similarly, if your email contains content of no interest for the reader, they wouldn’t give it a second look. Thus, study the market trends, so you can target your content to the right audiences. Targeting the right audience can give you a higher conversion rate and allow you to target the group that matters the most.

2. Make your goals clear- To achieve any objective, you first need to keep your goals clear. Remember ‘making your goals clear’ is the key to make your life organised and successful. In email marketing, make sure that you know what you are doing and what you are trying to achieve. If the goal you wish to achieve is clear in your head, it wouldn’t take much time to make it clear in the eyes of the audience.

3. Grow or make a target list Every time you make payment in a shopping mall, do you notice that they ask you for your name, mobile no, and email id?

Any idea why? The reason is growing the target list which will help them reach their customers or past customers in an efficient way. Similarly, you can follow up with your customers by asking their email ids on the checkout page or ask them to subscribe to your regular emails to help them remember you always.

4. Sending consistent emails-We all wake up daily seeing hundreds of ad emails in our inbox, which makes us know about the company or the presence/ existence of the brand.

Creating advertisement & letting you know about the great deals and offers , not only creates a perception but also brings you closer to the brand or company. However, don’t spam your subscribers inboxes with emails as it would make them irritated and lose interest in your brand.

5. Mobile-friendly email-“Keep your targeted emails, mobile friendly"

Recent research shows that in the year 2012 , about 27% of marketing emails wereaccessed on the mobile , while making a jump  to 42% in 2014. As of 2020, it has taken a rise to 61%. Emails are accessed more often now due to the gradual change in technology due to the smartphone industry. Almost everyone checks their email on their Smartphone nowadays. Imagine if the email is not optimised for their mobile device. Most users generally unsubscribe your email if they are not easy to read from mobiles. Thus, make sure that the email is mobile friendly and is easily compatible to the view on mobile devices.

6.  Attractive or eye catchy headings Another important step towards a successful email-marketing campaign are attractive and catchy headlines. The first thing a person views is the headline from the notification panel of their device. If they find the headline unattractive, or uninteresting, they will simply swipe away your email to the trash folder. Thus, try to create headlines that are catchy to the eye as well as the mind.

When the headings or the title are made catchy, the audience will spend a few more minutes on their email.

7. Don't forget to use CTA -  CTA stands for Call to Action which means that the customers or the audience are being guided what to do next .

CTA are attractive buttons provided in the email , for instance : "sign up to know more", click here get started etc, when clicked will take you to their website. You must always include a CTA in your email as otherwise it would just turn out useless for your business.

8. Segmenting your email for right people- Make sure that you segment the emails to the right people, which will help you reach specific gender & age according to their interests. For instance: email marketing of the cosmetic products will include segmenting it for women/ girls of all age types.

9. Updating & cleaning of email list- Isn’t cleaning the email list one of the most tiring jobs? That’s why most of us avoid doing it. However, it can be useful in the long term. Make it a regular habit to update the list with the new customers and clean the lists with old audiences or customers.

10. Sending emails to the current and past customers

"Once a customer, always a customer."

Make sure that you build brand loyalty amongst the audience and they approach you even if they were years old customers of you. Give them great deals, discounts, attractive prices with a superior quality. Sending emails to an already engaged audience will allow you to keep your presence alive in their minds and if your campaigns are interesting, your customers might start anticipating your emails.

If you want to hire experts for hosting a successful Email marketing campaign and make it easy for you to grow your email list you can take a look at our Digital marketing agency in Gurgaon. We are an experienced Email marketing company creating efficient strategies to enhance the user experience and increase a higher customer reach. If you are looking for an agency offering Email marketing in Gurgaon, you can connect with Uniworld. Go for our Digital Marketing Agency that can provide you with Digital marketing facilities in gaining more traffic on websites, help with SEO and SEM .Our Email Marketing Agency will also help in bringing out the best results to make your email strategy a responsive one!

Conclusion

“A bad email reputation is like a hangover; hard to get rid of and it makes everything else hurt.- Chris Marriott

A successful email marketing campaign requires creativity, patience, and persistence. However, it is the most cost-effective and easy way to connect with your audience. The above-mentioned tips can help you build a successful email marketing campaign. If you liked the blog, share it with your friends.