Email Marketing Strategy
Email marketing strategy is an effective way to find new clients, prospects, and audience members. This is an integral step in the acquisition-conversion-retention pipeline. This pipeline, which outlines the steps towards maximizing your goals, is considered the foundation of digital marketing. Here, email campaigns can play an integral role in each of the steps. Through the course of this article, you’ll navigate through everything you need to know about tailoring an email marketing strategy using our email data.
Subject lines that draw users
On landing pages, your copy or tagline is the central attraction of the page and is often the first thing that users are intended to see. In email marketing, the subject plays a similar role. This is because you are capturing the user’s attention in a fast, quick way. Psychology and research show that human attention spans have dwindled in the digital age. Therefore, a short but effective tagline is required to engage the user. Even with the most critical emails in the world, if no one opens them, your audience will never get a chance to know.
For these reasons, an effective email marketing strategy will have to attract users within the subject line. So, try to avoid sounding too much like an ad. Use your analytical data and statistics to create email campaigns accordingly.
Additionally, try to be as clear and concise as possible and define precisely what you’re offering to the client. Give them a valid reason to open your email and avoid getting put in the spam folder. Finally, think of it like this. There is no reason for a user to open your email. Especially when their email lists inbox is full of spam. Therefore, your subject line is your chance to convince them that your email is worthy enough to be read. Approach it with this very premise to design a successful email marketing campaign.
Knowing your audience
In an email marketing strategy, affiliates will have to segregate users based on analytical data. Then, they will have to craft email campaigns according to each subject group. At this juncture, knowing your audience plays a critical role. Each campaign will have to capture all of the aspects that have shown success within each email segment. For this, affiliates will have to learn how to maximize data generated by analytical tools. As well as use that information to tailor engaging email campaigns.
The Science of Email Marketing Strategy
Affiliates that rely on email marketing will have to understand the introductory psychology of their users.
Studies show that, in the digital age, the average human attention span has become significantly shorter. Therefore it takes many more touchpoints for your readers to take action. As a result, crafting an email marketing campaign will need to work in tandem with this principle. Short, snappy, easy-to-digest and attention-grabbing copy, subject lines and content work wonders. If you choose to create a newsletter or provide information, consider using short paragraphs and infographics. This is to make things easier for your audience.
There should also be a logical flow in the campaign. Adding a call to action at the very beginning, for instance, can be very jarring for the user. Instead, logically build your emails from the subject line to the conclusion, inserting a call to action at the end. Do some research on user psychology to grasp these concepts., this will help you develop a compelling email campaign.
Be as personable as possible.
When they open their inbox, no one likes to be greeted by many automated emails that sound like chatbots. To make an effective campaign, try and be as personable as possible through email. Always use first-person pronouns like ‘you’ and ‘we’ (or ‘me’) and never refer to the clients in the third person. An email should be a sincere effort to reach out, educate the client on what you have to offer, and build a connection with them. Try to include a personal touch, such as a signature or a private video at the end. Approaching email marketing in a personable way doesn’t have to be complicated. Try to represent yourself in the exact manner in which you want your clients to perceive you and your brand as if you’re speaking with a friend.
Call to Action in your email marketing strategy.
A call to action is essentially the conclusion of your email and is a mechanism through which affiliates can suggest a course of action for the user to take. Once you’ve presented your message and highlighted the benefits you offer your audience, a simple button that redirects to your webpage or social media handle should be added. It should work in conjunction with other parts of your webpage and must be optimized to do that. This is of paramount importance. For example, if the rest of your email promises users a ton of educational content, your call to action button should redirect to a page where they can see that. A simple call to action button helps users navigate your page intuitively. It will also encourage engagement and exploration once they land on your page.
Split testing and market research
Split testing, or A/B testing, is a method by which marketers simultaneously test two (or more) different campaigns to see which one generates better results. Affiliates should consider doing this and be proactive with the results. As with other aspects of digital marketing, email campaigns will be based on analytics and data. Use the data to try different approaches and see which generates better results. Then, you can push the more successful campaign out to more audience members. To see if it continues to deliver better results. Or maybe see it requires more tweaking, allowing you to improve your message continually.
Also, consider doing some market research and check out successful email campaigns from other influencers, content creators, brands, and successful affiliates. This will give you a much better idea of what works. In some cases, even a template for you to follow. Finally, use a whitelisted email provider such as Send In Blue.
Follow these ideas and integrate them into your email marketing strategy to build a compelling one. Remember the subject line, short paragraphs and easy-to-digest content. A clear call to action and a logical flow to the email are essential aspects. Be as personable as possible and stick to these tips to develop an effective email marketing strategy that works for your audience.