Email Marketing Strategy and Tips for Successful Campaigns

January 24, 2020
Email Marketing Strategy

Every good marketing strategy begins with target setting, and email marketing is no different. Please think about what you want to achieve to run a successful email marketing campaign.

Email marketing campaigns, Google Ads and social media ads are the most popular forms of advertising, with the first being the most cost-efficient by far. On top of that, email offers have much greater visibility than the other two forms of advertising combined.

In order for an email campaign to be successful, however, voluminous research is needed. It is important to only send emails to people potentially interested in the offer, which normally translates into subscribers. 

The most successful campaigns for email marketing begin with an email list full of eligible leads interested in what you have to give. The best way to create a targeted mailing list is to convert visitors to your website into subscribers.

Know Your SEO Magic

SEO Magic

Search engine optimization (SEO) is the single most important ingredient of successful advertising. In order for a brand to increase visibility and build trust, it is absolutely necessary to have an SEO-optimized web page. Optimized web pages increase inbound traffic multiple times better than paid ads – 65.72% compared to 3.82% clicks.

A number of high-performing tools – such as Google Analytics, Google Search Console, Sitebulb, SERanking and Ahrefs, are quite helpful in this regard.

Keyword research is the first step in SEO. However, not just any keywords will do. It is important to compare competitors’ keywords with your own and avoid general phrases that are vague and often used.  

For example, the two best choices of keywords are location-based keywords and long-key keywords.

Location-based keywords enable Google to show your brand in the specific area it serves. Long-key keywords will provide additional information about your offer.

Needless to say, the content published on your website and advertised in your email offers should be written professionally.

The tools that are useful in this regard to include:

  •       Feedly – an RSS feed showing industry-relevant topics 
  •       HubSpot’s Website Grader – a tool that boosts optimization and grades content
  •       CoShedule – a tool that analyses blog post headlines and titles and provides feedback

Finally, it is crucial to optimize content for mobile devices, given that the great majority of recipients access their inboxes while on the go. Here are some stats to illustrate the importance of the point:

  •       53% of email messages are accessed on mobile devices
  •       23% of people who open emails on mobile phones will them again at least once
  •       75% of Gmail users check incoming messages on mobile devices
  •       70% of mobile phone users re-read their messages at least once
  •       One-third of all CTRs occurs on mobile devices
  •       The majority of subscriptions are performed on mobile devices

All content should be professionally written, literate and mobile-ready. It is important to keep in mind that all the action takes place on mobile devices, which means that loading time, font and image size, and overall responsiveness matters a good deal.

Again, there are tools and tools that will help with the task, the most popular ones of which also include: Feedly, HubSpot’s Website Grader and CoShedule.

Post New Content on a Regular Basis

Post New Content on a Regular Basis

Blogging is one of the greatest ways to increase the visibility of your website and, by extension, your offer. New blog posts should be published on a regular basis, the frequency of which depends on various factors, including:

  1.     The size of your business
  2.     The frequency of relevant updates in the field
  3.     The frequency of novelties in the field

One post per week may work for small businesses operated by one person, while larger brands with a more diverse offer need to update content more frequently.

On top of increasing the visibility of your website, blogging is also a great way to build your reputation. It sounds difficult, but it really isn’t.

How come?

With the rapid rise of dropshipping and similar, everyone pretends to be an expert. True experts are, however, rare. This is your chance to shine. Instead of rewriting popular content, write quality posts showing your knowledge.  

What’s the meaning to send an email with your products if you don’t ask your customers to do something more than that? Your CTA could do many things: ask customers to click on a link, ask customers to fill out a survey, ask customers to make a purchase. Whatever call to action you choose, just make sure you actually have one included in the emails you send.

It goes without saying that to run a successful campaign you need to have people on your email list. To do this, you will need to develop enticing optin forms that will attract attention and inspire people to sign up.

Remember to only post quality content. Never compromise quality for the sake of quantity, as even a single poorly written post will do damage to your brand’s reputation.

Share each new piece via your social media pages to increase its visibility, and your reputation will skyrocket in no time.

On top of that, social media is quite handy when it comes to deepening the relationship and enhancing communication with your customers. Never shy away from asking customers for feedback – the single most important source of insights that will help you better your business.

Eventually, submitting your email is only the first step towards achieving success in email marketing. You have to collect data to really nail it, to improve future campaigns. Try testing different types of emails, and playing with email sending times as well.

In a Nutshell

Everything considered email marketing is a great way to boost your return of investments (ROI). It works best when coupled with social media exposure and when encouraging feedback. Every marketing strategy is comprised of several good aspects.

Drafting and implementing a plan is, however, not all that it takes. It is crucial to monitor the success of your campaigns and use insights to come up with personalized offers.

Do that, and your business is certain to become successful in no time. 

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