7 Ways to Supercharge Your Email Marketing
Email marketing is one of the best strategies for growing your business and staying connected to your customers. Even during this time of social media and instant everything, email marketing is still ranked as the most effective marketing channels. But not all email marketing campaigns are created equal.
Here, at Creative Propulsion Labs, we take a nuanced approach to creating an email marketing campaign for your company by first seeking to thoroughly understand your business, your products or services, and your customers before we begin drafting any strategies or particular tactics for your email marketing campaigns. We also use current best practices to implement your campaigns.
Here are seven ways the team at Creative Propulsion Labs will supercharge your email marketing campaign:
1. Seek first to understand
First, and most importantly, you need to understand what your company represents. An in-depth analysis and understanding of what it is you are working to promote is critical. It allows you to develop the appropriate design for the content that will appeal to your prospects.
Here are some of the things to consider when developing your email marketing strategy:
Does your company sell products or services?
Do you sell to consumers (B2C) or other businesses (B2B)?
Do you offer several different brands or product lines?
Is your brand new to your market or well established?
What are the goals for your marketing campaign?
2. Know what your customers value
You also want to determine exactly what it is that your customers and prospects value. If the emails do not provide something of value to the recipient, then your emails run the risk of being ignored, rendering your efforts ineffective.
Things that prospects commonly find valuable are quality entertainment, educational content that’s highly relevant, lifestyle tips and hacks, and, of course, the occasional killer discount. Before sending out a single email, work to fine-tune your understanding of exactly what it is that your prospects value so that you can be sure they’re receiving content from you that they’ll find meaningful and useful.
3. Analyze past results
Examine your history of marketing and advertising, especially your digital marketing and email marketing efforts, if there have been any. Some of the particulars to look at are:
Past email marketing methods
Past email marketing campaigns
The age of your mailing list
The number of subscribers in your list
Past user engagement
Determining what you’ve done in the past and what the results have been will help you to craft an evidence-based strategy right from the start.
4. Select an appropriate ESP (email service provider)
An email service provider, or ESP, is a company that offers cloud-based software applications that facilitate email marketing including sending the emails themselves.
There is no one-size-fits-all ESP out there. Depending on your company’s needs, you may want to choose one ESP over another. Sometimes the solution may be to combine services so that you can tap into the combining strengths of multiple ESP’s. Just remember, whatever route you take, the ultimate goal is to yield the best results for your marketing campaign.
Some ESPs are better for e-commerce companies because they can be integrated into your sales data. This allows you to determine what’s working and what isn’t. Some are better for newsletter type campaigns, or educational campaigns, and so on.
Using a robust ESP has many benefits.
CAN-SPAM Compliance - Using an ESP ensures that these rules are followed. EPS’s stay up-to-date on all applicable email marketing laws and work to ensure your campaigns are CAN-SPAM compliant. Under CAN-SPAM laws, numerous elements are required in every email you send such as the unsubscribe link and a mailing address. You can learn more about CAN-SPAM compliance here.
Scheduling - Using a powerful ESP allows you to schedule your emails well in advance.
Segmenting - Using an ESP allows you to create segmented mailing lists. For example, you can create lists of customers that have purchased from you or recipients that aren’t opening your emails. This lets you fine-tune your target audience. For instance, some prospects will subscribe to your list just for the freebie or discount that’s being offered. Once the freebies have been claimed, your emails then get sent to the trash or spam box rather than the prospect simply unsubscribing. Keep your email list fresh by weeding out the no-opens. Don’t delete them, though. Move them to a segmented list that only receives emails from you occasionally, like when you’re having a big sale or some sort of promotion for first-time buyers. Who knows, those unresponsive prospects might come back to life in the future.
5. Be aware of email marketing pitfalls
There are many tips and tricks involved in maximizing the results of email marketing campaigns. However, there are pitfalls you want to avoid as well.
People have hundreds of emails arriving daily into their inboxes. Some of those emails get opened up, some get trashed, and some just sit there causing emails to pile up. Your email is competing with all of these other emails. So how do you get the recipient to click on yours as opposed to the hundreds, sometimes even thousands, of other emails just sitting in their inbox?
Consider the days of the week in which you are sending out your marketing emails. The most effective days to send out marketing emails are Tuesday through Thursday. Here’s why.
Most interpersonal emails are sent on Mondays when people are ramping up their workweek. So marketing emails are likely to get buried in a sea of mission-critical emails meaning your marketing emails will be pushed aside or missed altogether. We definitely don’t want that to happen, right?
As for the latter part of the week, people are far less likely to read every single email on a Friday, or any emails at all on the weekend. So that leaves Tuesday, Wednesday, and Thursday. Ta-dah! That’s why sending your marketing email on a Tuesday, Wednesday, or Thursday is your best bet for email recognition and interaction. What a difference a day makes, huh?
6. Writing effective subject lines
No email is an island. Your email will show up in an inbox filled with various other emails vying for your prospect’s attention. So it’s important to keep in mind that you are competing with every email that the subscriber has received. So you really want to make your email subject lines stand out from the rest.
To stand out in the crowd, use attention-grabbing tactics such as customer-focused buzzwords or emojis — or both. Subject lines should not be comprised of generic words made to get the point across. Strive to use words that matter to your recipients, pique their interest, and compel them to open your email. Take these subject lines for example:
Bad subject line: “See what we have in store for you today!”
Good subject line: “Going on vacation? Here are 10 money-saving tips for travelers.”
The first subject line above uses generic terminology that doesn’t appeal to anyone in particular. The second subject line denotes a target audience and how opening this email can be of value to them.
7. Don’t buy email lists — build them with a purpose
Never purchase email lists. Bought lists have a dismally low open rate. These email lists contain people who have not expressed an interest in your offerings. Emails sent to bought lists mostly end up being part of the noise that the recipients are trying to filter out of their inbox. These emails can also get you labeled as a spammer!
Rather than buying lists, invest in building your email list by creating offers that incentivize your prospects to opt-in to your list.
This is just a shortlist of the ways that you can work to maximize the return on your email marketing investment. If you’re seeking a world-class digital marketing team, we’d be thrilled to discuss your company’s goals and share with you our best strategies to help you achieve, or even surpass, those goals. Give us a call at +1 (786) 360-1669.