How to formulate the best email marketing strategy in 2020 ?
We are in the era of DIY marketers. Many of the small and medium scale business owners are trying to learn digital marketing to apply to their business. Email marketing is the most effective of all channels, the ROI is 40 times more than social media and having an email marketing strategy is key to success.
The options of learning and improving digital marketing skills are huge – be it a blog post, marketing course, youtube videos and so many. The DIY marketers are presented with an enormous amount of options, and most often it confuses them. They are confused with what to choose and which ways to follow ?
So, coming to our topic of how to formulate a best email marketing strategy, how does a small business owner do it ?
I’m not going to discuss the best strategies that you can follow and get results. That may work sometimes, but not effective for everyone. But i would take you through a journey, to figure the best email marketing strategy that is apt for your business.
Step 1: Figure out what you want to achieve with email marketing?
To start with email marketing strategy, as any of the marketing activities, it all starts with what you want to achieve with it ?
Here is a list to help you figure out
- Increase your brand recognition
- Increase sales
- Build relationship with existing customers or potential customers
- Drive visits to website or content
- Increase brand loyalty
Successful businesses use email marketing for lead nurturing. The leads might be generated through websites, social media ads or physical events. The marketers giveaway valuable information in exchange for email addresses. It is also used to keep the loyal customers satisfied and it provides a great opportunity for cross selling.
Step 2: Identify your target audience
You are running a business to solve a problem. You have a solution that solves someone’s pain points. Identify those “someone”. Build an Ideal profile (or persona) of your customer.
This process helps identify potential customers, their pain points and helps make your sales pitches more concrete. This also helps you improve your product range, develop new products and the benefits are endless.
Step 3: Build an email list
Now you are thinking….where do I get the list of emails from ? Should I buy them ?
No, don’t buy an email list. They destroy your sender reputation. Your email list should consists of people who are interested, or at-least they hear about your business once. You can easily build a great email list.
Here are the ways to do it
- Set up a subscribe button on your website. The potential leads will be happy to drop their email address through your website, in exchange for relevant content or an irresistible offer that solves their problem.
- Leverage social media – Push the relevant content ads to the people matching your buyer persona on social media.
- Collect email addresses from webinars and events.
Step 4: Segment your email lists
When you have got a good list of email addresses containing people who might be interested in your products, solutions or services. Now you need to segment them. These segmentations should be carried based on parameters.
For example, you have many products and everyone is not interested in the same product. So, you segment them based on their interest in specific products.
If you are utilising a marketing funnel, segment them based on different stages (awareness, interest, consideration etc.).
You can also segment them based on user engagement and behaviour. If someone is interacting with your content more than others, etc.
Step 5: Create personalised emailing campaigns
Based on your segmentation, create emailing campaigns, with a personal touch. It includes catchy subject lines, with personalised content and interactive design. The tone and timing of the mails should be perfect. Along with these, below are important things to keep in mind.
The subject line decides whether the user opens it or not. Keep it short and avoid spammy words like “Free”, “you’ve won”.
The personalised content is at the core of email marketing strategy. Content should be tuned according to the brand.
Prominent call to actions should be added according to emails, to prompt users to take appropriate action.
Step 6: Test the emailing campaigns
With all the assets ready for an emailing campaign, testing is an important factor for effective success.
These tests include technical compatibility of emails in different devices (email compatibility in different mobile applications, different browsers e.t.c), A/B testing and interactivity of emails.
When we discuss different emailing optimisation strategies, A/B testing helps formulate those. Run the emailing campaigns with different templates, fonts, slight modification in messages and timings of the email. Compare them based on their performance and decide on the best strategy.
Experimentation should be done on a regular basis, until you decide on optimum emailing optimisation strategy.
Many emailing automation softwares provide fluid templates, font support and email scheduling options (When you schedule an email with all the assets, email is sent at the time, irrespective of your activity). Use them to create a great customer experience.
Step 7: Make sure they are compliant to local laws
With GDPR coming into effect, several data collecting and processing practices are restricted. The laws are getting stricter in every corner of the world, respecting the digital user’s privacy. Make sure your emailing campaigns are compliant to the laws, that are enforced in your serving vicinity.
Including an unsubscribe button, keeping unchecked an automatically checked subscription box, collecting only relevant data about users are few such practices.
You could follow the above steps and formulate an effective email marketing strategy, that is apt for your business. Getting a deep understanding of target audience is crucial for your success. With the execution of campaigns, you will get a lot of important data about your audience. Analysing these data not only feed insights about your audience, but also help you better optimise your campaigns and update your strategy accordingly.
If you have any questions, please comment below.