Browse Category: Email Marketing

Email marketing campaigns

How to Create Successful Email Marketing Campaigns?

Emails are one of the oldest methods of communications.

We all receive and send emails but with billions of emails sent daily like promotional emails, offer emails, spam emails it has become very difficult to get the target audience to click on the mail and take your desired action.

Email marketing is the process of sending emails to your customers or your prospects. Sending an email might sound easy and you would be thinking it is just writing an email and sending to the prospects and we all can write emails what’s the big deal in it?

Well sending emails and running successful mail campaigns are two different things. So today I’m going to tell you to create successful email marketing campaigns.

How to Create Successful Email Marketing Campaigns?

1. Build a Solid Email List

Build a Solid Email List Image source:pixabay
Build a Solid Email List

The first step in creating and running a successful email marketing campaigns is building a solid email list.

No campaign can be successful without a solid email list full of people who are interested in your business and the best way to do so is using popups or signup forms on your site.

This not only helps in building a solid email list but also show that these people are interested in your offerings and might turn into your customers one day.

I know there are many people in the market that sell databases of email addresses but these databases do not contain verified email address and these people might not even open your emails. why?

Because they never signup for receiving emails from you and when it comes to running successful mail campaigns that is something we do not want to happen.

We want people to be interested in our emails, open them, engage with them, wait for receiving them again and take a desired action on the mail sent.

2. Know Your Goals

Know Your Goals Image source:pixabay
Know Your Goals

We got a super solid email list and ready to send those emails but before sending those emails the next thing you want to do is know your goals. What is the goal of your email marketing campaigns?

Whether you want to send welcome emails to those who have signed up on your site, want to engage with your subscribers, convert your prospects into your customers or you want to segment your subscribers.

We must be clear what our goal is and what we want to achieve through sending emails this will guide your efforts and help you in achieving your goals.

3. Use Segment Targeting

Use Segment Targeting Image Source Pixabay
Use Segment Targeting

Segment targeting is the process of segmenting your subscribers based upon certain factors like their interest in certain products or services you offer, online behaviour on your site, buying behaviour etc.

By segmenting your audience, you can target them more effectively and increase your engagement with them. This will not only increase your open rates but will also help you achieve your desired goals and your email marketing campaign will be super successful.

4. Write Solid Headline

Write Solid Headline Image source:pixabay
Write Solid Headline

When it comes to creating successful email marketing campaigns, we cannot ignore the importance of headline of email.

It is the first thing your customer sees and decides whether it is worth his attention or not. Write a headline that grabs receivers’ attention and gives an idea of the content of the email.

Don’t look like spammers we don’t want to look like spammers and get our sent mail to be moved to the spam folder of receiver. Write a headline that grabs the attention of the receiver and make them open your email.

5. Write Engaging Content

Write Engaging Content Image source:pixabay
Write Engaging Content

The mail got the attention of the receiver and is super excited to know what’s in there for him/her in the email. He/she opens it and gets disappointed.

Email does not have informative and engaging content and lefts reading just a few lines of the email. Content is the core of any marketing campaign. Write engaging content, use images, use CTAs.

By doing this you will be able to grab the attention of your receiver’s and ensure they read the content you have written and taken the desired actions you want them to take.

The actions can be visiting a webpage, view a recently uploaded YouTube video or any other action you want them to take. Keep this in mind you will be one more step closer to creating and running successful email marketing campaigns.

6. Use A/B & Multi-Variant Testing

Use A/B & Multi Variant Testing Image source:pixabay
Use A/B & Multi-Variant Testing

Next step in creating successful email marketing campaigns is the use of a/b and multi-variant testing.

A/B testing is basically comparing two versions of emails against each other and see which perform better whereas multi-variant testing is modifying certain elements of an email to see which combination of elements perform best.

These two techniques are very helpful and can help you in knowing which combination of elements or which version of your email performs wells with your target audience and get your desired action performed by them.

7.Frequency

Frequency Image source:pixabay
Frequency

How often you send emails to your prospects or your customers plays an important role in ensuring the success of your email marketing campaigns.

Only send an email when you are confident that the content is useful and informative don’t bombard your prospects with emails if your content is not informative or useful to your subscribers.

This will not only ensure a high open rate but will also increase the engagement rate of your emails and your mail campaign will be super successful.

8. Honour Opt-Out Request of Your Subscribers.

Honor Opt Out Request of Your Subscribers. Image source:pixabay
Honour Opt-Out Request of Your Subscribers.

Another thing you can do to run successful email marketing campaigns is honouring the opt-out request of your subscribers.

Although many famous email service providers automatically do this for their clients if you are not using one of those email service providers do remove those subscribers from your list who have requested to remove them from your email list.

Nobody gives a second look on those emails they don’t want to receive and they simply ignore or move such emails into the spam folder and we don’t want that to happen if your aim is to run successful mail campaigns.

This will improve the quality of your email list and help you target only those prospects or customers that are interested in your business offering.

Conclusion

Sending email is easy and running email campaigns is not to keep these points in mind and your email marketing campaigns will be super successful.

Feel free to write your views in the comment section and let me know if you find this post useful or not?

5 Steps To Set Up Your Own Drip Email Marketing Campaign

Before proceeding onto Drip Email Marketing, we need to be clear with the concept of Lifecycle Emails. “Lifecycle Emails are sending the right emails, to the right people, at the right time.” -Patrick McKenzie. Customer.io, a leading email automation company defines Lifecycle Emails as “sending people emails based on what they do or don’t do.”

Drip Email Marketing is a part of Lifecycle Emails which divides communication into a series of emails and sends them out to your users based on your understanding of how your users can consume it. To put it in simple words, right from the first stage when your users enter and view your website or content, to the final stage of purchase.

The essence of this kind of campaign lies in the fact that unlike your website or regular email marketing, with Drip Email Marketing you send out only a part of all that you want to convey to your users, little by little, in each email that you send them; eventually taking them forward from one stage to the next.

5 Steps to Set Up Your Own Drip Email Marketing Campaign

  1. Define The Start Point-

The first stage of any Drip Email Marketing Campaign is to determine where your subscribers are entering from. Users may enter into your email list from any of the following sources:-

  • Existing Customer Information
  • Website Chat Integration
  • Conferences and Seminars
  • Lead/Subscription Form
  • Etc.

Your initial objective must be simple and easy to define. For example, your objective can be to target all those who have downloaded your most popular e-book rather than trying to get all those to convert who have d0wnloaded any file or whitepaper from your website. Try to be a little specific when you define your start point. Defining the start point will help you determine what kinds of segmentation you require to collect the data as well as choose the right tools to collect the data in the most efficient and cost-effective manner.

2. Attribute-Based Segmentation-

Once we have defined our start point, we then need to compile all our historical data and past records to segment allocate) our subscribers into different baskets based on their interests or activities.

Users may be segmented on any of the following attributes:-

  • Industry
  • Role
  • Company Size
  • Product of Interest
  • Etc.

You will be sending out a different communication to different audience segments. For example, someone watching a video may be more interested in viewing audiovisual content and should be targeted only through webinars as compared to someone who has spent 10 minutes viewing your blog post.

Note: You should be in a position to actually arrange the data you require from your audience, i.e. they should be willing and able to provide you with this information.

3. Identify All Events You Want To Capture-

Events can be decided based on:-

  1. Page Views:- Number of pages viewed or time spent on each page.
  2. Action:- The actions taken by a user. E.g. to download an e-book.
  3. Email Activity:- The response of users to the email communication sent to them. E.g. Open rate, Click through rate.

You can then decide which events you want to track and segment users on.  Based on these events, users would be sent a different communication.

4. Create Workflow-

The most critical part of a Drip Email Marketing campaign is to create workflows. Based on the various segments and trigger points that you have decided, you will now create the workflow. Similar to a content calendar in the case of social media marketing, a workflow will enable you to plan out the communication that will be sent to a user based on the activities that he/she performs.

The workflow can be altered based on changes in the customer lifecycle and ensure that it is in sync with the audience segment.

A typical flowchart for a Food Blog.

5. Write Drip Emails For All Nodes In Your Workflow

Once the workflow is created, in the final stage we will actually design the emails for each of our audience segments. Each audience segment will have a different trigger point which should be clearly communicated through your emailers.

People usually don’t like to be bombarded with irrelevant emails. Make sure you maintain an adequate time gap in between the emails sent to your audience and keep a track of the open rate. The emails should be short and precise, addressing the users in a friendly and personal manner. At each stage, users have certain blocking questions which prevents them from converting. These questions should be promptly addressed in the email, based on their relevancy to the audience.

Conclusion-

Two leading tools used for Drip Email Marketing are:-

  1. Drip:- As the name suggests, Drip is an excellent Email Drip Marketing Tool through which you can easily send abandoned cart messages and customized emails that drive sales and deepen customer relationships. You can easily design comprehensive, custom email campaigns and simplify your sales funnel. A major strength of Drip is that you can create customized workflows (paths that determine what emails will be sent to which user and at what time) based on their attributes. For businesses in the B2B space, Drip is an excellent platform for lead scoring (categorizing users based on their value).

2.Customer.io:- An advantage of using Customer.io is that you can easily implement and do A/B Testing. You can segment people based on their Page Views (viewed a particular page of your website), Events (actions performed by users on your website like spending more than 5 minutes on a webpage) etc. or a combination of several of such activities.

3. MailChimp:- MailChimp is one of the leaders in the section of attribute-based segmentation and helps you to easily manage subscriptions with a user-friendly interface for all our non-techies out there. I would recommend this tool for beginners who are new to the practice of Drip Email Marketing or have little or no technical skills.

I would suggest you go ahead with a trial version of all 3 tools and then decide what suits you the best.

Image Source- Google

3 Top Email Marketing Strategies for E-Commerce Startups

E-commerce businesses are using digital marketing platform to acquire new customers, generate leads, promote new products, and drive conversions. And email continues is one of the most effective and popular marketing channels. Initially designing an email marketing campaign comes across as an exciting and very creative task. But many first-timers often do not get it right at the first time. To help the startup guys, I have created the perfect email marketing strategy guide. Before talking about how the startups can jump into email marketing, do your homework right. You need to keep your game ready for carrying out in your email campaign. The remaining plan goes accordingly. Let’s Check the top 3 Email Marketing strategies for e-commerce startups to build their email campaigns. 

Email Marketing Strategy 1| Know your potential Customers.

The vital strategic point to know is who is your Target Audience and are you clear on that?  What is your target market according to your product? Would you rather concentrate your efforts on to target a broader audience or to a selected group? Finally, these questions should provide guidance and form the basis of the email marketing campaign. Knowing your target audience prevents you to waste resources on audience. Because, this can easily eliminate who are not a good fit for your product. The next step is to generate a list of customers who might actually be interested in what you’re going to say in your emails.

Email Marketing Strategy 2 | Building an Email List

Creating an email list is an art and it gives an edge to the business by collecting emails from the user. A rich and popular content has a higher potential to get liked by the users. In addition, while building the email list, startups should focus on the target audience. Especially relevant audience will only help to boost the business.

  • Using Email– First, create a remarkable email content if you want people to stay subscribed and forward your emails to their contact list. Second, encourage your email subscribers to share and forward your email by including a social sharing button and an email to a friend button. Third, promote an online contest in Twitter, Facebook and include a free giveaway and have the entrants signup using their email addresses. Fourth, Create multiple email subscription types to send more targeted content to specific segments of your marketing personas. Email recipients more likely click through emails that’s targeted at them. Fifth, include a link to your signatures which will lead people to product landing page where users will sign up.
  • Leverage with Social Media Channels– Promote your products and offers in Twitter or LinkedIn and add the Social Sharing button with your post. Use the Facebook business page to promote an offer which requires an email address submission. Most importantly, always add a CTA (Call to Action) button to your landing page that requires an email address for access.
  • Use Your Website– First, link to the product offers that would capture email signups. Consider your websites homepage, blog page, About Us Page and the Contact Us page. Second, When you are creating a content for the guest logins, make sure to add a Call-to-Action as well as a link for readers to subscribe to your product blogs.

Email Marketing Strategy 3 | Choosing a right emailing tool

Choosing a right emailing tool is the first step for success. There are varieties of tooling options available in the market each having some unique features.

MailChimp is the most affordable tool having a great feature. This Provides an insight to what worked well and what went wrong in the email campaign. It is the most widely accepted tool because of its affordability. The platforms also work seamlessly with Hootsuite, Facebook, Twitter, Pinterest and Instagram.

Litmus is one of the most popular and robust tool for tracking and testing email. It supports all operating systems in the mobile world as well as traditional web world.

GetResponse is an user friendly email marketing tool and this offers an excellent return on investment. The price plan will depend on the size of your company and the length of your contact list. 

CakeMail – It is the ideal email marketing tool for the business looking to get the startup customer base. Google has the tool integrated in it providing an added advantage. The tool gives a detailed stat about the ongoing campaigns.

SendingBlue– SendingBlue is perfect for an e-commerce startup. The platform provides user-friendly email design tools. In addition, plenty of backend scope are there for developers to add extra functionality to email campaigns. Especially one of the most useful features of SendinBlue is it allows to synchronize contact lists from most major platforms.

According to a 2014 study by McKinsey and Company, for every dollar you put into email marketing you get back 40X more than you would through Facebook, Instagram, and almost every other marketing channel.

Photo Credits: Google Image

Result Oriented E-Mail List Segmentation using Tools and Software

Email Marketing Segmentation

Introduction

Result Oriented E-Mail List Segmentation using Tools and Software- in this regard, what makes email marketing so powerful, some say that the secret sauce is email list segmentation. email list segmentation is the practice of dividing your email list into groups based on the characteristics. Segmenting email list helps to speak more intelligently and directly with customers, giving them information that they want at the opportune time. Smart marketers use email list segmentation to drastically improve the effectiveness of their email marketing campaigns. Personalized emails deliver higher transaction rates, yet many of brands fail to use them effectively. By understanding the specific characteristics that differentiate each of these groups, you can tailor the content of your email marketing campaigns to each individual segment and significantly increase conversions.

Everyone’s business is different, so the ways that you choose to segment your email list will differ from how someone else segments their list. However, there are a few basics that will help to segment list properly and effectively:

  • Email Segmentation Software: Email Service Provider(ESP) allows to segment email list. There are number of Email Service Providers in the market lets take a look later.
  • Page-Level Targeting: A tool that will allow to create targeted email opting forms for specific website visitors, and then add them to the appropriate email list segments.
  • Lead Magnets: Now we need to create some lead magnets that will allow your website visitors to self-identify as belonging to one of your segments.

 

Email Segmentation Definition

“Email list segmentation is a technique that email marketers use to send highly targeted emails by dividing their list up into smaller groups or segments”.

Email Segmentation Software and Tools

1. EmailOctopus:

  • $0-$42/mo
  • EmailOctopus sends your Mail through Amazon’s simple Email service(SES), saving money without sacrificing deliver-ability.

 

2. MailChimp:

  • $0-$10,000(Free-high Volume Custom Quote)
  • Send Better Email.
  • Its Features and integrations allow you to send marketing emails, automated messages, and targeted campaigns and detailed reports help you keep improving over time.
  • Get insight about your subscribers and keep your contacts in one place with subscriber profiles.
  • Helps you email the right people at the right time.
  • Send automated emails based on customer behavior and preferences.
  • Get started with pre-built Workflows or use our built-in segmentation and targeting options to build custom rules. And get in-depth reporting on how each of your automated series is performing.

3. Aweber:

  • $19-$194(Monthly-Yearly)
  • Easy email marketing tools that allow you to send awesome emails.
  • Time-Saving Autoresponders, Seamless Integrations, Faster Email List Growth, Easy Importing, Industry-Leading Deliver-ability.

4. Intercom:

  • $49 – $500
  • Intercom is one place for your entire business to see and talk to customers.
  • Have live conversations and send targeted messages to website visitors and users of your app.

 

5. ConvertKit:

  • $29+
  • Email marketing for professional bloggers

 

 

 

 

6. Newsletter2Go:

  •  $0-$1200 (Premium)
  • Newsletter2Go’s email marketing software is specifically tailored to online retailers, which is demonstrated by its many integrations for online shops and its unique features such as 1 click product transferal or automatic recipient synchronization.
  • The Newsletter2Go cloud software is Easy to use – thanks to an intuitive editor allowing responsive newsletters to be designed in minutes.
  • Secure – due to 256-Bit SSL encryption and Newsletter2Go’s strong commitment to European data protection laws. Powerful: thanks to white listed servers and numerous certifications, which mean that Newsletter2Go can offer excellent delivery rates!

7. ActiveCampaign:

  • $9-$149 (Basic-Enterprise).
  • Grow your business with email marketing automation, sales automation, marketing automation and automatic follow ups.
  • Send newsletters, design beautiful email campaigns, and keep in touch with your contacts and customers.
  • Automate your marketing channels using personal and behavioral data about your contacts.
  • Get more leads and close deals faster with our refreshing new take on customer relations.

8. Customer.io:

  • $50-$1250 (Bootstrapper-Custom Quote)
  • Customer.io helps you send targeted human messages to your users, by utilizing their unique interactions with your business.
  • Send emails based on what people do (or don’t do). Flexible segmentation, Comprehensive reporting and A-B testing are a sample of our enterprise-class features in every Customer.io account.
  • It track the way people use your app and keep every email you send each person.
  • You can use that history to tailor each person’s experience.
  • Immediately your real-time data is streaming in to Customer.io and triggering actions based on rules you control.

9. Sendbloom:

  •  Custom Quote
  • Make outbound sales feel inbound. Sendbloom is a data-driven sales automation platform that makes it easy to create hyper-targeted email campaigns.
  • Know your Prospect, Tailor your messaging, Nurture Active Campaigns, Track Valuable Metrics, send with Google Gmail.

10. Iterable:

  • Request quote
  • The Right Message,to the Right Device,at the Right Time. Real-time consumer marketing made simple. Send the right message.
  • Select seamlessly between email and mobile push notifications based on what a customer does on your site, your app or in past campaigns.
  • Build sophisticated workflows in minutes without any code. Segments and dynamic lists are completely up-to-date, campaign analytics and reports are instant.

11. SmartMail.io:

  • Request Strategy Quote
  • Triple Your Open & Click Rates. Sell Up To 430% More With Email.
  • We implement and manage life cycle email campaigns for eCommerce companies.
  • Send immediately after user signs up, For new visitors only.
  • Campaign Setup, Email Template Design, Automate and Send, Monitor progress on all key metrics with login access our real time reporting.
  • Our techies handle the entire data integration process so you don’t have to lift a finger.
  • smartmail.io manage all the email sending and deliver-ability with no limits on how many are sent.
  • smartmail.io develop subject line and body copy for every email to ensure optimal performance

12. Send With Us

  • $0-$399/mo
  • Email automation for product teams and developers.
  • A beautiful dashboard to manage all your templates and a simple REST API to automate everything.

13. Zenbership

  • Free
  • Free & open source membership CRM software for online businesses facilitating the acquisition, monetization & retention of members.

14. ExpertSender

  • Custom Quote
  • “Triple Your Open & Click Rates, Sell Up To 430% More With Email We implement and manage lifecycle email campaigns for eCommerce companies.
  • Message content features, Managing effectiveness of email campaigns, Flexible configuration, Mailing list management, Managing subscriber, Advanced subscriber segmentation, Deliverability and authentication, Task automation.

15. Campaign Monitor

  • $9+
  • Campaign Monitor makes it easy for you to create, send, and optimize your email marketing campaigns.
  • Getting started only takes a few minutes.
  • Campaign Monitor offers a powerful email builder to design pixel-perfect, branded emails that look incredible in every inbox, on every device.
  • Campaign Monitor also gives users the functionality to A/B test, use dynamic content, segment their lists and more to make sure your email campaigns deliver results.
  • They also offer email automation and transnational email for marketers so that users can deliver a branded, consistent experience across every customer communication

16. Emma

  • Request
  • Emma’s a web-based service that lets you create, send and track stylish email campaigns and surveys.
  • Every Emma account includes: Unlimited emails to your list of subscribers; A revolutionary editor to drag, drop, edit and style content in seconds; Smart audience segmentation with unlimited groups and fields; Seamless integration with popular CRM, e-commerce, event, survey and social tools Onboarding that sets you up for success; Automated emails for welcomes, birthdays, win-backs and nurture series; Real-time analytics and insights, even when you’re on the go; And, of course, our fantastic, award-winning, super-helpful customer service.

17. Ongage

  • $499-$949 (Gold-Custom Quote)
  • Empowering email marketers to optimize.
  • The vendor-agnostic email marketing platform.
  • The only front end for hire that connects to your email delivery provider, including SMTP relays, ESPs & on-premise MTAs.
  • Optimize deliverability and reduce email marketing costs by working with several email delivery vendors and on-premise MTAs, at the same time.
  • Unique email routing.
  • Multi-view in-depth analytics.

18. Activetrail

  • 9€-99€ (Minimum-Maximum)
  • ActiveTrail is a leading multichannel email marketing platform provider (SaaS).
  • ActiveTrail provides an advanced multichannel platform for authorized email marketing, landing pages, surveys, lead management and more, all built on a multilingual and user-friendly web-based system.

19. Sendy

  • $59 (one time free)
  • Send newsletters, 100x cheaper via Amazon SES

20.Threads.io

  • $0 – $600
  • Easily understand user engagement and trigger behavior-driven communications

21.Nudge Spot

  • $0-$199/mo
  • Proactive Customer Communication Made Simple.
  • Talk to your customers based on what they do (or don’t do).
  • Give a 10x boost to your customer engagement.

22.MadKudu

  • MadKudu helps SaaS companies convert more trials into sales.
  • Results show a 20% increase in conversion rate.
  • MadKudu’s technology automatically mines user behavior data to identify which users are ready to convert, which are stuck and why, in order to trigger smart messages using the marketing tools companies already use.

23. Get Vero

  • $99-$1049/mo
  • Customer engagement made easy. Customers, users, subscribers…they are all people.
  • Vero helps you get to know them.

Email Segmentation Best Practices

1. New Subscribers

Don’t neglect your brand new subscribers by taking their email address and leaving them in the cold. Instead, give them a warm welcome with a welcome email. Simply add an exit-intent popup to convert abandoning website visitors into email subscribers. Then engage with them to convert them into customers, But why stop at just one welcome email? You could even send a series of emails to all new subscribers with the best of your blog content or show your new app users how to take the first step and then the next and the next. Whatever you decide to do with your welcome email or welcome sequence make sure that you are introducing your new subscribers to your best stuff, so you can begin to grow that relationship with them.

2. Preferences

Ask your customers how often they wish to receive your emails, and give them the option to select the type of emails they want to receive. Do they want blog posts updates, discounts, important updates, unsubscribe or all of the above.

3. Interests

Use your data on your subscriber’s interests to curate content that you know they’ll love.

4. Location

Unless people travel across the country or the world to attend your events, you probably don’t want to blast your entire email list every time you have an in-person event in a particular city.Instead, use your subscriber’s location to send targeted emails to let them know about upcoming events in their area.

5. Open Rate

Use information about your subscriber’s open rate to segment subscribers who frequently engage with your emails vs. those who engage less frequently. For example, you could reward your more engaged subscribers by giving them special opportunities.

6. Inactivity

If your subscribers have been inactive for a little while, remind them of the next step that you want them to take.For subscribers who have been inactive for a long period of time – say two months – you may want to send out a targeted email to see if they still want to hear from you, or if they would rather unsubscribe. This way, you keep your list fresh. 

7. Lead Magnet

Segment your subscribers by the specific lead magnet that they opted in for.

8. Lead Magnet Type

Everyone learns in different ways. Some subscribers may prefer to attend your live webinars, others prefer to read your summarized PDF reports.When you segment your subscribers based on the type of lead magnet that they initially opted in for (and any additional types they opted in for later), you can continue to give them the type of content they like best.

9. Opt-in Frequency

Some of your subscribers opt in for one of your lead magnets, while others may opt in for multiple lead magnets. Create a segment of subscribers who opted in for more than one lead magnet, and you’ll know who is most likely to want to hear about any new lead magnets that you have coming out. Then, you can notify that segment about your new lead magnets without pestering your other subscribers.

10. Abandoned Form

How about targeting visitors who started to fill out a form on your website, but never completed it?For example, you may have a web app with a free trial that requires a signup. A certain percentage of your visitors are going to start to sign up and then either change their mind or get distracted. You can recover those signups by sending them an email reminding them to finish the process. Just make sure that the first step in your signup form is to ask visitors to submit their email address.

11. Abandoned Shopping Cart

Shopping cart abandonment is a common issue for eCommerce sites. Thankfully, you can use targeted email marketing to re-engage those shoppers.

12. Didn’t Buy

Perhaps your visitor missed out on an opportunity to buy something altogether. For instance, you may have launched a product for a limited time, and now they’ve missed the window of opportunity to buy.What is the next step for these subscribers? The first thing you may want to do is send them some really valuable free content, to remind them of why they wanted to follow your brand in the first place. Maybe they didn’t buy because they don’t know your brand well enough, or they don’t have enough trust for you yet. Build a stronger relationship with these subscribers, and the next time you have something to offer they will be much more likely to buy.

13. Purchase History

Use your customer’s purchase history to offer cross-sells or up-sells.

14. Amount of Purchase

Segmenting your customers by the amount of their purchase allows you to offer them an appropriate up-sell on the back end. You can also give special treatment to customers with especially large purchase amounts by offering them a free “thank you” gift, or some other bonus that will reinforce in their minds that they made a good decision by buying from you.

15. Type of Purchase

Especially if you offer a lot of different types of products, segmenting your customers by purchase type is a great way to determine what their interests are so you can offer curated products that you know they’ll love.

16. Purchase Frequency

Reward your frequent shoppers with a special coupon just for 3rd time buyers or an invitation to join your loyalty program. On the flip side, you use targeted email marketing to encourage one-time customers to come back for seconds.

17. Buyer Satisfaction Level

When you get a new customer, do you ask them the following loyalty question: “On a scale from 0-10, how likely is it that you would recommend us to a friend or colleague?” You can use their answers to segment your list based on Net Promoter Score(NPS), or those who have a high score between 9-10 (“Promoters”), a medium score between 7-8 (“Passives”) and a low score between 0-6 (“Detractors”).

18. Purchase Cycle

Certain purchases have a cycle: they are seasonal, or they occur at certain times. Knowing where your customers are in their unique purchase cycle can guide your email marketing campaigns. For instance, let’s say you sell diapers, and one pack usually lasts for one month. When the customer is probably starting to run out of diapers (say, 21 days after their purchase), you might send them a friendly reminder email asking them if they’re ready for a new shipment.

19. Stage in Sales Funnel

Each subscriber’s stage in your sales funnel should determine what email they receive next. New subscribers need to be nurtured. Warm leads need to be primed for the sale, and eventually sold. Customers need to be presented with cross sells or up sells. Every stage should have it’s own unique email marketing campaign.

20. Change in Engagement

Sometimes people simply get busy and they stop engaging with your emails like they used to. This can happen no matter what you do. However, if you don’t do anything to re-engage those subscribers, you could lose them forever.

21. Change in Purchase Behavior

Particularly if you offer a monthly subscription or you have a product that needs to be re-purchased on a regular basis, you should check in with customers when they change their purchase behavior. If a customer cancels their subscription, you might want to send them an email to ask them why. Even if you don’t get that customer back, their answer will help you to improve the experience for future customers.

22. Mobile vs. Desktop

49% of email marketers still don’t segment their lists based on device habits. However, the email reading experience is completely different depending on whether you are reading on your mobile phone or your desktop.

23. Type of Email Account

If you want to refine your email design even more, you can segment by the different email clients that your subscribers use. Perhaps an even better use of this segmentation, however, is to interpolate what other services your subscribers have along with their email provider. For instance, HubSpot suggests asking everyone who has a Gmail address to add your blog to their Google Reader.

24. Affiliates

Do you have an affiliate program? Don’t forget about your affiliates! Nurturing that relationship will really pay off, so make sure you have specific email campaigns just for them.

25. Subscribers Who Referred You

Maybe you don’t have an affiliate program, but you do have subscribers who referred you to their friends. These are highly valuable subscribers who should be treated with special care, so give those people a special tag. Once tagged, you can give these evangelist subscribers a special “thank you” gift, an exclusive discount, or VIP access that no one else gets. Let them know how much you appreciate them for spreading the word about your brand, and they will show you undying loyalty.

26. Customers Who Haven’t Left a Review

Your customers can be your best brand advocates but only if they take action by sharing their experience. Customers who haven’t left a review yet can be sent a targeted email with a friendly request to leave a review. 

27. Brick-and-Mortar Customers

If you have both a brick-and-mortar plus an online shop, segment your customers by where they shop. That way, you can provide specific information to your brick-and-mortar customers about in-store only promotions.

28. Customer Lifetime Value

Do you have different customer profiles who are worth more or less over their lifetime as a customer? Be sure to segment those out so that you can really focus in on those customers who are worth the most over the long-term. For example, you might have one segment of consulting customers who hire you to give them advice, and another segment who hires you to provide them with high-end, done-for-you services. The done-for-you customers have a much higher lifetime value, so you may want to give them some special treatment.

29. Website Activity

Monitor your subscriber’s activity on your website so you know exactly what they are looking for.

30. Website Inactivity

You can also use website inactivity to segment your email list and get those users back on task.

31. Web Store Visit History

Use your website visit data to send targeted email campaigns to subscribers who visited your web store or your sales page but didn’t purchase.

32. Buyer Persona

Most businesses have more than one buyer persona. These personas usually have different needs and respond to different copy, so why not send targeted campaigns to each? You can create targeted email lists by separating your subscribers into various buyer personas by looking at what they’ve opted in to, what they’ve clicked on inside your email campaigns, and their behavior on your website. Use that collective info to create segments for each of your customer profiles.

33. Job Title

What does your subscriber do for a living? Are they a designer or an art director? Are they a salesperson or a customer service representative? Each job title has different pain points which can be addressed separately with segmentation.

34. Seniority

When it comes to making the decision to purchase your product or service, your subscriber’s seniority in their company often plays an important role. For example, a busy manager may want to know that your solution is something that they can delegate to their employees. On the other hand, the employee will need to have compelling reasons to give their manager for making the purchase, since their primary motive is to make their manager happy.

35. Skill Level

How skilled is your subscriber at the discipline you are trying to help them with? Are they a complete beginner or fairly proficient? Or are they already advanced, and looking to take their skills to an even higher level? The content you send to your subscribers can vary greatly depending on the skill level of your audience. So knowing what level to speak to them at can be extremely helpful for your campaigns.

36. Birthday

Segmenting by birthday is a nice thing to do for your subscribers, and it makes them feel special. By sending them targeted emails with special offers, or even just a simple “happy birthday” note, you can connect with them on a much more personal level.

37. Weather

Does weather play a role in your subscriber’s behavior? Use what you know about the weather in their area to entice them to take the action you want

38. Psychographics

What can you deduce about your subscriber’s psychographics from your data? Psychographics are traits like personality, values, opinions, attitudes, interests, and lifestyles. If you know what makes your subscribers “tick”, targeting emails to them will be so much easier and more effective. You can collect your data from lead magnets downloaded to clicks and website activity to “profile” your subscribers by psychographics and send them targeted emails that focus on just what they need from you.

39. Event Attendance

Use your data on who attended your events to send segmented emails. For example, you could keep track of people who attended your webinar vs. those who registered but never showed up Or you could have a segment of subscribers who attended your in-person event so you can send them photos from the event and notify them about the next one you have coming up.

40. Business Industry

If you collect industry information about your subscribers, you can tailor your email content so it is highly relevant to them. Perhaps you have written a blog post about how to market your business. When promoting that blog post to your email list, you could send one email to your real estate subscribers that explains how this blog post will help them get more clients. You could send another email to your restaurant owners that explains how your blog post will help them get more customers through the door, and so on.

41. Business Type

If your subscribers have their own business, you can segment by the type of business they own. Are they an eCommerce or a brick and mortar? Are they a franchise or a non-profit? Are they an enterprise or a small business?Each business type has it’s own unique needs that you can specifically address by segmenting.

42. Survey Respondents

If you sent out a survey, send something special to those who participated. They will be glad to know that you respect and appreciate the time they took out of their day to help you out!

43. Membership Expiration

Is your subscriber’s free trial about to expire? How about their membership that’s almost up? Let them know that it’s time to upgrade or renew.

44. Webinar Attendance

Segment subscribers who registered for a webinar by whether or not they attended. That way, you can re-engage those who didn’t attend with an opportunity to register for the encore Or you can simply give them a brief summary of what they missed. You can also segment your webinar attendees by how long they stayed on the call. Those who stay for the entire presentation might get a special bonus download, whereas those who drop off early might receive a survey about why they had to go or what caused them to lose interest.

45. VIPs

Reward the top 1% of your email list in terms of engagement and purchase activity with something exclusive, just for them.

46. Gender

If you have different offerings for men and women, go ahead and segment your subscribers by gender. Adidas sends out two completely different email campaigns. You’ll get one or the other depending on whether you’re male or female.

47. Age

Sometimes segmenting by your subscriber’s age can be important in relating to them better. 

48. Income

Segmenting your subscribers by income can be helpful. For instance, some subscribers need different information depending on their current income. If your subscribers are small business owners, one segment may want to learn from you about how to grow their 5-figure business to 6-figures. Another segment might want to know how to scale from 6-figures to 7-figures. Yet another segment may just want to know how to make their first 2K month.

49. Level of Education

In some cases, it may make sense to segment based on level of education.For example, if you are an educational institute, you may need to send different content and promotions to subscribers who’s highest level of education is a High School diploma, versus those who have earned their Bachelor’s degree and are looking to get their Master’s.

50. Employment

If you are a career coach or a recruiter, you may need to segment based on employment. Your groups might look something like this: 1) subscribers who want to change careers, 2) subscribers who are unemployed and looking for employment, 3) subscribers who simply want to “climb the corporate ladder”.

How To Get Highest Returns Through Email Marketing

What is Email Marketing

A message in a electronic form is popularly known as ‘Email’. A personalised message or commercial message to a group of people by use of electronic form can be defined as ‘Email Marketing’. Most commonly through advertisements, requests for business, or sales or donation, any email communication is considered email marketing if it helps to build business, customer loyalty, trust, product, company or a brand. Email marketing is an effective and a efficient way to stay connected with your clients while also promoting business.

Why Email Marketing

With email marketing, one can easily and quickly reach target markets or industry without large investments on print space, television or radio air time or high production costs. A study by Direct Marketing Association has observed a $35 Return-on-investment for every $1 which is spent on Email Marketing and no other medium delivers this high on returns.

Email Marketing

Here are few compelling reasons why email marketing is important and how they can help business:

1. Stay in contact
Emails have the ability to keep your customers informed.Consumers are capable of checking their email when it is convenient. It can give them a feeling that you are thinking of them. This email can be as simple as saying: “Hi, you’re on our mind, here is a special offer!” Those that have signed up to your email list have already made a commitment to receive these notes. So they will likely enjoy these emails and will boost engagement with your customers.

2. Reach customers in time
According to Litmus, 54% of all emails were opened on a mobile device. This is very significant and should come into play when planning any marketing strategy. More and more consumers are using their mobile devices to access not only emails but all other types of media and information.

 

 

3. Preferred medium type
For a long time now, email has been a form of communication. As the years have gone by, email has fast become one of our main choices of communication. We have all been groomed to reply to an email in some fashion. Whether it is to reply, to forward, click through to something else embedded within the email, delete, or to buy something, or to sign up. We tend to do something with the email. Knowing this, you can use email to drive people to your website, to pick up the phone and call or any other call to action.

4. Email marketing is easily measurable
Email marketing tools or softwares offer the ability to track what happens after you have sent out your email campaign. You can track delivery rates, bounce rates, unsubscribe rates, click through rates, and open rates. This gives you a better understanding of how your email campaigns are working, which ones to tweak or which ones to get rid of altogether. These metrics should not be ignored. They are an important part of your internet marketing campaign as a whole.

5. Email marketing is affordable
Emails can reach a large number of consumers for less than pennies per message and the cost per conversion is so low with email marketing. Email marketing services such SendGrid, iContact, GetResponse, MailChimp, Pinpointe and SurveyGizmo are the email marketing software solutions suitable for various types of businesses. These email marketing software solutions also do offer larger monthly plans for growing businesses and high volume sender plans. They also offer subscription services for higher-volume senders. So, yes, while it does offer a significant ROI, it might be a wise idea to hire someone to manage these efforts.

6. Targeted messaging
One of important aspects that email marketing serves is lead nurturing. The main idea here is that potential customers are at different stages of the buying cycle. Segmenting these customers into appropriate email marketing lists helps businesses target these groups more effectively. Customers need information to move them to the next buying cycle stage; pushing the right content can do just that.

7. It’s timely
One of the benefits of email marketing can be to sell your products, if approached in correct time and correct fashion. It’s important to use all the customer data and information you can. Sending customers a special offer on festivals, birthdays – customers are much more likely to purchase the deal.

8. Everyone Uses Email
A Hubspot survey states that 91% of consumers use email. That alone should be enough to convince you to explore the tool. Email is especially huge in the B2B world as it accounts for the most prominent form of communication.

 

Email Marketing Objectives

Email marketing is an indispensable tool for achieving the targets set out in your online email marketing campaigns. The use of email marketing requires the design and development of a clearly structured strategy. This includes the definition of concrete objectives that have to be reached with individual measures, such as mailers or newsletter, campaigns or transactional messages.

Learn Email Marketing

 

 

 

 

 

 

Below are 6 critical objectives which can be achieved with email marketing:

1. Increase In Sales
Probably the most pursued objective in email marketing is to generate sales. Email marketing, however, can help to prepare a potential purchase by explaining the product.

2. New customer acquisition
When it comes to attracting or acquiring new customers, it is about making offers to customers / prospects that are still no clients of the company. But since email marketing is about permission marketing you can reach users who have already registered for your emailers or newsletter.

3. Brand and product awareness
Inform recipients of the availability of products or services that they may want or need and keep your brand image strong and consistent.

4. Brand recall
It means that the user remembers a trademark immediately just when the product category is mentioned, a high brand recall is needed and email marketing surely stand’s out here.

5. Customer Loyalty
Email marketing strengthens customer loyalty and helps in achieving long-term commitment from customer, seducing the person to regular purchases, and most importantly guaranteeing not to lose the customer to competitors by offering relevant offers that meet the customers’needs.

6. Customer Retention
There are a lot of reasons why email marketing drives retention. It’s more personal and direct than other marketing channels, and people love receiving email from their favorite brands. The type of emails work best for driving retention are such as Welcome Emails, Loyalty Emails, Post-Purchase Emails, Transactional Emails etc.

 

Email Marketing Challenges

Email marketing is a key to successful marketing and sales process, but there are numerous challenges to making the most of this critical marketing tool. As per MarketingSherpa’s email marketing benchmark study, the most important email marketing challenges were:
– Integrating email data with other data systems.
– Improving deliverability.
– Increasing Open Rates.
– Growing and retaining subscribers.
– Achieving measurable ROI.

Conclusion

It’s likely that there will always be new email marketing challenges just like any other marketing channel. But don’t give up because you can always overcome such problems by making the right moves and observing your performance. Email marketing is often an unbelievably powerful tool for curating, and keeping a loyal client base engaged with a clear impact.

Hope I did not miss that you wanted to know about Email Marketing – if yes, then please update in comments.

6 Mistakes That Can Kill Your Email Marketing Campaign

Email marketing is the key to promotion and notifies the user. Marketers use to compute leads and get subscribers to opt-in or open emails. Most of the time problem converting the readers into a valued customer. Yeah, The email conversion rate. In this article, you will learn 6 mistakes marketers and bloggers do to kill their email marketing conversion. And how you can correct them.

The common problem has come from not enough experience. For instance, a company would like to have a good email campaign but does not have enough experience or knowledge. If you are in such a predicament, either consult any professional or read on to find out what’s killing your email marketing game, so that you can avoid going down the wrong path.

Lack of Consistency

When you are sending the email marketing campaign you have to make sure. That your subject line is clear to the point. You have proper and attractive visual elements. Also, you have to remind users that they are registered with you. If you are aiming for click-through rate. You have to make the email and landing page similar in appearance. If you lead clients to a totally different visual and massage. You will be playing with their trust.

Your Text is not Crispy Enough

A proper sale text able to sell product or service itself without any visual element. but if you attach an image to the offer, you will be putting great emphasis on the text as well. This is where you need to apply various principles of persuasion that can beat the hesitation and encourage potential customers to make a purchase. Make it more specific and personalize to connect client’s emotions. That will do the magic.

Are You Using Segmentation

email marketing segmentation
Email Marketing Segmentation

Email Segmentation is definitely very important. The user registered with you by purchasing a product or downloading your free product. Immediately, You will get an idea what type of content will catch their attention. You also can segment users based on their previous action either they click on the link, response to your emails or made some action on your website. You can segment them based on their behavior and their interest. Make sure that you have something for all your segments. Mostly few numbers of the user will convent into a valuable customer.

It will be your job to convert the rest of the user base. Do not let any of them drop out. Use proper segmentation, use automated email for each step of their conversion. You may find some users are not converting at all. Maybe they are just there for your content update or they are already purchased from your competitor. You can provide those users valuable content. So they visit your site. That way you are getting few amount of traffic in your site, helping in your SEO.

Are You Measuring

email marketing measurement
Email marketing measurement

You need to monitor and analyze indicators often on. In the long run, to see how certain solutions will work. If the only change you are making is that the sender of your emails will be different or you write the subject line in another style, that will not be enough. Monitoring and analyzing indicators will significantly change the results and you will immediately gain remarkably valuable data.

Poor Delivery and Engagement in your Email Marketing

You could get into a big serious legal issue if you are adding peoples without their permission. You should first check country’s law again the spam. Too many time businesses take the shortcut and buy the email list. And compile them in an unethical manner. Spam hurts the reputation of your business in big time. Once people making your email as spam you are under spam radar. Thereafter, most of your email campaign will be sent to the spam folder or drop out as undelivered.

Email marketing measurement
Email marketing measurement

For an instance, understand you have to send email to people. You must their explicit permission first. For an instance, if you collect a business card from an event or somewhere. You should not add it to your list.
Someone may be opt-in for digital content or downloads once, it does not mean they really interested hearing your marketing message. They will not be converting enough. For such subscribers, you can reconfirm their subscription permission.

  • Ask them simple question if they want to continue receiving your emails.
  • Send Extra Free Downloadable content to find out, if your reader’s interest in receiving contents from your or not.
  • Ask your readers to subscribe to another list to segment your list further.
  • It’s also important to remind your user why they are receiving your email from you. you can add it to your footer information.

Email Marketing – Poor delivery

Email Marketing’s crucial is deliverability and engagement. Send emails to your subscriber list will be less likely delivered. Also more likely to be engaged with it. ISPs and Cops always looking how many email campaigns you are sending. How frequently you are sending your campaign. What is your email open rate, and click through rate or your unsubscribe rate or spam report rate.

Your Email Should be delivered

email marketing engagement
Email marketing engagement

If your Email Marketing Campaign delivery rate is very low. It causes your reputation score with ISPs.
There are many ways to ensure your email is delivered:

  • Implement a double opt-in – Asking email subscribers to confirm their email address before they are added to the list will ensure cleaner data and in turn, improve delivery rates.
  • Only send to engaged users – Sending to recipients who have opened or clicked through to your campaigns within the last six months will increase the likelihood of emails landing in the inbox.
  • Give users access to a preference center – A preference center, where a user can select which type of emails they would like to receive, is a good alternative to only giving the option to unsubscribe. If you have many lists, this allows users to opt out from some emails but stay on the list for others.

Email Marketing – List Management

Email marketing list mannagement

Whether you’re gathering bad data, not taking out hard bounces otherwise emailing the inactive subscribers.Lazy list management can affect your open rates. Ultimately, being lazy about managing your list results in one of two things:

People receive email they’re not interested in

  1. ISPs don’t deliver email messages
  2. You guessed it – both of these are bad for open rates.

So how can you be more responsible for managing your list?

Create a permission-based in-house list

43% of email recipients click the spam button based on the “from” name or email address, so it’s important that email recipients know who you are and expect to receive emails from you. And it’s extremely important that you have their permission.

Building a permission-based in-house list isn’t difficult. Here are a few tips to get started:

  • Ask permission after a purchase by including a checkbox that encourages users to also opt in to your mailing list.
  • Implement an email sign up form that allows users who aren’t ready to purchase to still give you their email address. The form could be added to your homepage, landing pages or on social media.
  • Offer an incentive in return for their email address. This could be anything from a discount on their first purchase to a free piece of content.
  • Set expectations with email subscribers. Inform them the types of emails you will send and how often they will be emailed.

Conclusion

If the open rates are in struggle, your recipient either doesn’t know you or just isn’t interested in the content of your campaign.
If your click-through rate is bad, you must be your email content and landing page is not relevant to each other.
Segment the email list by personal interest, or behavior or purchase date. Sending the targeted message in a timely manner make your campaign more relevant make subscriber to open your email.
Combining with conscientious list management and a stellar subject line (that you’re A/B testing, of course), it will bound to improve.

6 Important Tips To Write Effective Content For Email Marketing

Email marketing has become prominent and considered as one of the utmost popular forms of marketing in this digital era.

As a matter of fact, it doesn’t matter how fancy your marketing emails look. If they’re devoid of well-written content, your subscribers will stop opening and start deleting your messages.  So, how do you write an influential marketing email? It all comes down by following few best practices which have been discussed in this blog.

Email Marketing in Terms of Statistics

To help you understand how critical and effective email marketing is today, below are some statistics for email marketing :

  • Approx. 54% of emails nowadays are accessed from mobile platforms
  • Mobile is one of the greatest popular solo platform through which users interact with emails for the first time
  • It has been seen that personalized emails have a higher click-through rate, approx. 15% than non-personalized emails
  • Probability is high that marketers will get a click on an email as they will through a Tweet

1.     Personalize Your Emails

personalize-your-emails

Personalized email copy is always better than general email copy. Always remember to input your customer’s name ( as shown in the above ICICI email) into your email subject lines. Be sure to target the body of your email so that it speaks directly to your audience and nobody else.

Email marketers might think that their emails will be lost in array of emails and the right audience might overlook them. The only way to guarantee that they won’t be overlooked is to personalize and differentiate them fully.

2.     Give Priority to Clarity First and “Catchiness” Second

clear-descriptive-emails

There is no doubt that catchy emails are attractive, but only if they’re also conveying clear message. This is what makes your audience want to click on them. Follow this principle and focus on making your emails first clear and descriptive, and then make them catchy. Just reading the first two lines in the picture above, it’s clear that the email is about latest updates for WhatsApp.

This ensure that your audience will understand the purpose of your emails and that you won’t be going out of your way to develop email campaigns that don’t draw real results.

What’s more, emails that are clear boost your authority as a company, since they promise only what they can deliver, and help readers develop realistic their expectations?

3.     Align Your Subject Line with Email Copy

align-subject-line-with-email-copy

Even though your subject line is clear and catchy, it’s of no use if it doesn’t align with your body copy. Always taken in account that delivering what you promise is critical in the world of email, and only people who can truly do this successfully in the long run. For example, in above Uber’s email, it is clear from the subject that the customer is getting 50% off on next 10 rides and same has been described in the body of the email.

Try to have a correlation between your subject line with body content. What your email subject line promises, the email message should deliver. Why? Since when audience don’t get what they’re actually promised in the subject line, click-through rates fall drastically. It will not only enhance your repute as a company and but will ensure that customers want to click your emails in the days to come.

4.     Keep it Relevant

relevant-email

Relevance is significant for a quality email, so be sure to tie the content of your email in with something that will ground it as pertinent and in-demand. Just like the email subject line should try to establish relevancy through personalization, so should the message of the email. By showing relevance, will grab the reader’s attention and there’s a greater likelihood that that person will click through. In GoDaddy’s email, reminder emails are sent to tell the reader why they’re being emailed and this email is meant to remind the user to renew their subscription before the expiry with an option to opt for auto-renew services.

5.     Prefer Writing Your Email Copy in the Second Person

second-person-email

Writing in the second person means using the pronouns “you,” “your,” and “yours.” This voice should be used because it’s personal and unique. When you put emphasis, and interact directly to your customers, it’s easier for them to relate to the voice and content of your email. As shown in Caratlane’s email, 6 times you or your is used as compared to us or we which has been used only twice. It’s clear that importance is given to the reader.

This, in turn, also makes it easier for them to connect with your emails. It will enhances the likelihood that they’ll open your emails in the future – which is a good thing for everyone.

6.     Showcase Benefits Instead the Features of Your Offer

benefits-of-products

You know the value of your email. But does your recipient knows it? No, not yet. And it’s your responsibility to explain it. The problematic area is, many emails only explain the feature they are offering, not the benefit. Make sure to focus the benefits of the offer rather than the features. This is applicable if you’re making an offer via email. As shown in the picture, Online TV 13 is emphasizing more on the benefits rather than its features.

In addition to being more valuable for readers, this also helps in presenting a realistic picture of your product. Following this principle will go a long way toward helping people understand what to expect from it. While most people focus on the features in an attempt to sell a product, focusing on the benefits can go much further toward helping the reader understand what’s unique and special about the product.

It is always recommended that emails should not be kept long-winded. As a substitute, keep your emails short and to-the-point. This boosts the prospect that you’ll keep your target audience’s interest and also serves to keep you on track and on topic throughout the duration of your email campaign.

Although you are a professional, but allowing your personality to shine through your email copy is an effective way to differentiate yourself from the crowd. Avoid spamming your readers with email marketing unnecessary. Only send out emails when you have important things to say and don’t ever send out an email just for a formality. It will only make you lose your customers and they might unsubscribe you as well.

By learning the tips on how to write content for email marketing, will only benefit you improve your content campaigns. It will also be effective in building brand engagement.

Top 6 Latest Trends To Follow In Email Marketing

Email, when used as a marketing tool to deliver a commercial message to a person or group of people, is termed as Email Marketing. Since there has been an increase in the number of internet users in the world from few years, Email Marketing comes as an effective tool for brands and companies from various segments to communicate with their followers, existing or potential clientele.

Marketers need to uninterruptedly change their email strategies to cater to a fluctuating audience. Studying and following email trends is the need of the hour. It’s true that some trends fade in a few months, while many remain for years.

To help you keep updated with the industry, I have researched and combined six of the biggest email marketing trends which every marketer should follow.

Finally, you will have the savoir-faire to help you plan a viable email marketing strategy up to par with industry trends.

Trend 1: Using Interactive Email Content

The interactive content trend has been on rise since the last few years. It is not sufficient to just send an email which is just intended to be read, there has to be a content which should involve engagement from the recipient as well.

interactive-email-marketing

Question is why interactive content is so important?

The answer is, it offers a more personalized experience for the individual. It inclines to be more enchanting than a plain old newsletter. The user can actually get involved with the experience increases interest, which can enhance the complete engagement and conversion rates.

Some of the most useful and different forms of email interactivity comprises:

  • Live menus and navigation
  • Carousels, image galleries, and sliders
  • Product tour
  • Offer reveals
  • Quizzes
  • Reviews
  • Search bars
  • Add-to-cart functionality

Major Challenge to Focus while Designing Interactive Emails

Designing interactive emails is not difficult but keep in mind to make them look same across different email platforms. Few email clients have a limited capability to work with interactive content, and at times images might not work the same depending on the email service.

  • Make sure to take support from your graphic design/front-end design team to ensure the emails look and function as per the requirement
  • It will not only increase user engagement and but also make you stand out from the rest of the emails thronging the inbox

Trend 2: Omnichannel Email Marketing Practices

Omnichannel marketing is a type of marketing where the focus is on distributing a steady and uninterrupted experience across multiple channels. Fundamentally, the shopper experience should be unified if a person tries to access it between interacting on a website to reading an email or even visiting a physical location.

omnichannel-marketing

Let’s take an example of UK fashion retailer Oasis. They have an amazing feature for online shoppers to find that if an article is out of stock at their warehouse, a feature can be used to find a store that still has the article in stock. The particular article can then be dispatched to the customer and a confirmation email will be sent to the customer to inform its status. They have also provided all the staff members with iPads. This helps the staff to cross-check the instant accessibility of items, and if the item is out of stock at their location, they can use the iPad to place an online order for the shopper.

Ways to Implement Omnichannel Marketing

For successful implementation of implement omnichannel marketing, you need to think from customer’s perspective. What would be their experience when they interact with your company? How emails can be used to improve that experience? You will need to create and follow a plan which integrates email to support every point from your website to social media.

Trend 3. Adapting Automated Emails

automated-email-marketing

The next trend is automated marketing which is already a big part of email marketing. It’s vital since it can help any business track their audiences behavior across all channels, analyze it, and automate responses for different triggers. This permits them to scale up their operations without losing leads and while maintaining the personal touch that consumers demand.

How to Implement Marketing Automation

Firstly, you will need to select a marketing automation platform that best suits your needs. Sendlane and campaign monitor automation tools used in this field, but there are other options out there as well.

Trend 4. Mobile Email Marketing

In current scenario, we see an increase in the amount of email that is being accessed from mobile devices.

mobile-email-marketing

How does marketers can benefit from it? In the past researchers have found that 37% of users have bought a product using smartphone after getting a marketing email, whereas 44% go to a retail store and 46% purchase online.

Process to Implement a Mobile Email Marketing Approach

As a marketer, there are numerous steps that you can take which would be beneficial in mobile email.

  1. Email templates for Mobile– To start, you want to develop email templates that are suitable for mobile devices. If your emails look appealing on the device, chances are high that people are more likely to open them and to follow the desired path they provide.
  2. Inadequate Space for Subject Lines– On mobile devices, there is less space for the subject line. Use of shorter subject lines is recommended for marketing emails. As per the guidelines, emails for mobile should have a subject that is 30 characters or less.
  3. Utilizing Time– Because of shortage of time use less text and more images. They should be responsive.
  4. Use of Clickable Buttons– Provide users with clear action buttons that are big enough for them to click without any problems. If following the link is hard, many people will not even make an effort to click it.
  5. Landing Pages for Mobiles– For engaging consumers, make sure that you have landing pages that are mobile optimized. If the page doesn’t look good or not user-friendly, you are going to lose a lot of people.

Evaluate Results– Finally, assess the results of your email marketing. Follow statistics like the open rates and click-through. By following the outcomes, you can gain insights that will be helpful for future campaigns.

Trend 5. Behavior Targeting Email Marketing

behavioral-email-targeting

Ensuing this trend can make a huge difference in your returns from email marketing by increasing engagement and conversions. By targeting based on behavior, you are focusing at the past actions of the individual, and sending them content that is based on their actions.

How to Target Emails Based on Behavior?

To take benefits of this trend, there are some steps that you will need to follow.

  • The first step is to collect data about your clienteles. Track the actions of customers as how they interact with your brand.
  • Once you identify behaviors, you can design emails that respond to them.
  • Use an automated system, to set up emails that are prompted by different behaviors.

A tool like Sendlane comes with built-in triggers, one can teach up your email marketing platform to do the work for you based on set parameters.

Trend 6: Personalization of a new generation

Sending email campaigns created solely for the recipient does not only contain the recipient’s name in the copy. The objective is to offer clients exactly the product they are looking for at a price they are ready to pay. Maintaining the attention of an individual, via personalized emails, is a difficult task. You are never really “safe” and one mistake can ruin everything. Explain what your email marketing campaign is all about swiftly, efficiently and informatively. People don’t have the time or patience for going through long emails.

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Important Points While Personalizing an Email

  • It’s very important to personalize a greeting and deliver a brief message that is easy to read and grasp.
  • Design an email that gives an impression as if it was written by a real person for a real person.

Now that you have understood these trends along with how to prepare and implement, it is time to get started on your efforts toward improved email marketing to help your business grow. Always follow below given points:

  • Use Interactive emails to increase customer engagement
  • Think beyond multi-channel and start focusing on omnichannel
  • Planning of emails which can be reached to customers based on their behavior
  • Use automation to get the most out of behavioral targeting
  • Enhancing your email campaigns for mobile
  • Crafting a personalized message will only be beneficial

Share with us what you think about the coming email marketing trends? Do you have any questions about any of the email marketing tips that we have covered? Let us know what you think in the comments section below.