6 Email Marketing Tips in the Digital Era
Wondering how to email leads and customers to help you reach your marketing objectives and goals quickly? Check out our six email marketing tips to get you started.
Email remains as one of the powerful platforms companies can work with to engage potential customers as well as existing ones. Contrary to popular belief, it is still one of the most effective lead generation machines for companies. In fact, in 2019, there were about 3.9 billion email users, according to Statista. This is set to grow to 4.3 billion users in 2023.
What do these numbers mean? These numbers signify that more and more people will continue to use emails as a way to communicate with other people— and that includes businesses. And as long as there are email users, the potential for sales remains in the platform.
So how can you engage leads and customers through email? What can you do to increase their chances of opening your email and click on your CTAs? Here are six email marketing tips that you can use in the digital era:
1. Know your goal
It’s easier said than done. But knowing your goal is one of the most important parts of a good email marketing strategy. The next steps that you are going to take will be based on your sales and marketing goal.
Examples of email marketing goals are:
To have an increased open rate
To have an improved click rate
To have an increased monthly sales
To establish brand awareness
To automate the campaign
To personalize the customer journey
To connect with subscribers
To ensure the emails are accessible
To interact with readers
These are just some of the examples of email marketing goals. As a business, you need to determine what you want to achieve at the end of the day and why email marketing is the best way to get that.
2. Use tools for automation
In the digital world, tasks that are performed manually are frowned upon. These boring, repetitive tasks have no place in a world where tech is readily available. To save yourself some time, energy, and resources, make use of tools such as digital ecosystems or CRMs that allow you to automate email marketing tasks.
What do these tools do?
They allow you to gather information from your leads, such as their name, address, email address, and mobile phone number so you can engage with them anytime.
You can automate your workflows. For example, you can set up the software to launch an email marketing campaign when a specific condition is triggered (e.g. when a website visitor signs up for a newsletter or when a customer made a recent purchase).
You can track the user’s journey based on historical transactions.
You can gather data about your campaign and perform adjustments to make your campaign more successful.
3. Make data-driven decisions
The world is full of data— and so are businesses. This means that anything that goes in and out of the business can be interpreted as data. And you can analyze this data to measure your business performance.
When a business understands data and knows how to make data-driven decisions, it tends to perform better. It knows which actions to continue and which actions to stop. In the context of marketing campaigns, data lets you know which specific email is performing well and which one is a dud.
This tells you what content you should release, when you should release it, and who is more likely going to respond well with that specific content— allowing you to optimize the campaign and avoid wasting resources on those that are doomed to fail from the start.
4. Make use of the power of brand identity
Brand identity is often defined by what people “see” in your brand that makes it distinguishable from the other brands. Elements such as your color, design, and logo would make an impression on your readers’ minds.
Even with email, your brand identity has the power to win or lose potential customers. So make sure what people “see” in your email is consistent with your brand identity and is optimized to encourage readers to take the desired action.
5. Always “go mobile”
Always make sure your emails are mobile-friendly. Why? Because according to reports, around 47% of people use a mobile application when checking their email. That’s about half the potential market— and 81% of these half prefer to open emails using their smartphones.
You don’t want to lose this number of people because your emails weren’t optimized for mobile users. So always make sure that your campaigns— your email marketing campaigns— are good for mobile-phone users.
6. Prioritize customer retention
Customer retention is one of the most important business goals now. With the environment nowadays, it’s easy for customers to check what your competition is offering and switch loyalty to them. To avoid this, always keep customer retention in mind when establishing sales goals.
In email marketing, customer retention can be done by sending emails that are designed to impact customers’ lives and provide valuable information through personalization. Some retention strategies include providing incentives to customers that stay and continue to make purchases.
Prioritizing customer retention can reward you massively. According to studies, loyal customers can comprise as much as 80% of your sales.
Additionally, it’s easier and it also costs less to make customers stay than acquire new ones.
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