Email Marketing Strategies That Take Campaigns To The Next Level.

email marketing strategies

Check yourself before you wreck yourself

Our previous blog showed you how you might be messing your campaigns up. In this one, you get to see the strategies you should implement in order to rectify those errors.

This time, it’s personal

A good 70% of the world’s brands don’t even make the effort to personalize their emails. That means there’s scope for you to distinguish yourself. Personalized subject lines can improve open rates by up to 50%. There are over 280 billion emails being sent on a daily basis, that’s more than 40 per day for every single person on the planet. This opportunity to stand out from the crowd wouldn’t be one you’d want to pass on.

The current generations are among the loneliest generations ever. With populations rising steadily, instead of feeling better connected, we’re feeling even more distant. No one wants to feel like just another entry in a list. We want things designed for us, crafted with care, keeping us in mind.

Emails with content curated according to the interests of the reader in question have a substantially higher chance of generating clicks. Content relevant to the readers’ interest makes them more comfortable and inclined towards reading your emails.

It would be a good practice to get your readers to pick topics of interest while signing up for your email list. Then you could streamline your process by picking certain pieces of content for each topic and sending those to all the people who selected those topics.

Makin’ it Mobile!

35% of all business professionals read their emails on mobile devices. People want to check their emails on the go. We don’t really want to dedicate time to answering our emails, a lot of us just look at it as a task we can complete while traveling.

We know that almost 62% percent of all email opens occur on mobile devices. It doesn’t make sense then, that practically half the emails sent are not optimized for mobile.

Here’re a few tips to make sure that yours fall in the half that is optimized-

Button up

Stop including your CTAs in text. Text links are a bit harder to click, especially on tiny screens. Utilize buttons for your CTAs. These stand out and are easier to click on.

Be a detective

With device detection, emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.

Keep it compressed

Imagine this, you’ve taken the effort to create an ultra-high quality image. You’re thinking about all the value your audience will get out of it. 

And then, POOF…its gone! Your beautiful image isn’t being displayed to your readers because it’s not mobile optimized. Use a lower file size as well as a smaller image size to make sure that it’s displayed.

Ain’t got a choice

Using a lot of CTAs sounds like a pretty good idea, doesn’t it? After all, the more chances they have to take action, the greater is the likelihood of them actually taking action, right? WRONG. In fact, too many CTAs can make your readers feel like not taking any action at all. 

1 or 2 great CTAs are much better than a million mediocre ones. Any more and you’ll just make your readers experience the paradox of choice.

And you will be heard 

Your audience wants to know that you’re open to listening to what they have to say. Using a ‘noreply’ email address essentially says 1 thing to your readers, ‘I don’t care about what you have to say’.

Your emails should serve as a tool for building relationships with your readers. After all, better relations equal greater trust. And you’d only want to do business with someone that you trust.

Send your emails from an address that they can reply to.

An even better idea would be to send them from the address of someone high up in the organizational hierarchy. Your readers would appreciate this as they’d feel like there’s a more personal relationship between them and your organization.

Divide and conquer

If you know that it’s a bad idea to put all your eggs in one basket, why would you put all your leads into the same basket?

Segmentation is key when it comes to email marketing. With segmented lists, you don’t have to go with a general, ‘one size fits all’ approach to your email content. You can choose content relevant to the segmented list, which leads to them being more interested in your content.

If your content is relevant to your leads, they might actually look forward to receiving emails from you. 

Coming back to the point made while discussing personalization, you can segment your audience with ease by asking them to choose topics of interest while signing up for the email lists. Another viable option would be to consider demographics and psychographics while conducting your exercise in segmentation.

Testing…1,2,3

How often do you switch up your copy, designs, subject lines…your email content in general? Regularly? Sometimes? Never?

Well, if you’re like most email marketers, you fall under either the second or third category. And if you do come in the first category, the next question is, ‘Are you measuring the results of each variation?’.

Good email marketers change up their content every once in a while. Great ones do so often, and they measure the results. For former US President Barack Obama, doing so was the difference between getting $403,603 and $2,673,278 in donations for his presidential campaign. That’s more than $2.2 million extra from just changing up his content and measuring the results across small samples, which let his team estimate which variation would work best. 

Lead me on

What’s the one thing you need to run an email marketing campaign? Leads. But where do you get them?

One option is to buy an email list off a shady website, and hope that at least a few of these would be interested in what you have to say to them. But now you realize that at least another 17 marketers are using the exact same list. A day later, it dawns upon you that you run the risk of getting into some serious legal trouble because you have no idea whether those people even consented to being on that list.

Why would you want to deal with that mess? A better idea would be to get people to sign up to your email list. But let’s face it, that takes too much time and effort. And you need to find leads fast. Here’s your best bet, use a service like LeadMi that crawls the internet to find you the kind of leads that actually have a good chance of working for you.

You’ve used Google to crawl the internet to find you the most relevant search results. LeadMi is essentially the equivalent of Google in the world of lead generation.

email marketing strategies infographic

FAQs


Why is an email marketing strategy important?


Emails can give you a return of up to $51 for every dollar spent. But with nearly 300 billion emails being sent on a daily basis, your emails need to stand out from all the fluff. A good email strategy can help you get the most out of your email marketing efforts.


How do I optimize my emails for mobile?


Utilize buttons that stand out and are easier to click on for your CTAs. Use a lower file size as well as a smaller image size to make sure that it’s displayed. Facilitate device detection, so that your emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.

Should I use a single email list or divide it?

Using a single email list does not allow you to send the readers content that is relevant to them personally. Segmentation is of utmost importance as it lets you divide your audience and send them content that they are genuinely interested in.

Email Marketing Mistakes that are killing your campaigns

Email Marketing mistakes are the last thing you want in your campaigns. Salvage your email campaigns by learning to identify these mistakes.

 7 Deadly Sins of Email Marketing

Email Marketing can be your most valuable outbound marketing tool. With a well-crafted strategy, you could make $51 for every dollar you invest in email marketing. But with over 280 billion emails being sent on a daily basis, you have to compete for your prospect’s attention. And with competition so high, to error would be practically equivalent to sin.

But be rest assured, we have your back. Here are the 7 worst email marketing mistakes. Learn how to avoid them.

Same old, same old

You’ve been at email marketing for a while now. You should be evolving. If you’re continuously using the same email messages and content, without ever switching it up, you’re missing out.

Change your emails up every once in a while. Conduct A/B tests to see which material works best for you. But don’t stop yet. This has to be a continuous process. The ones that refuse to evolve die out.

Email marketing played a very important role in former President Barack Obama’s 2012 campaign. They made a large number of variations to the subject lines of the emails and sent them to sample audiences. On the basis of the results, they could calculate the amount of donations that they could expect to receive when the used specific subject lines. The difference between the lowest-performing subject line and the best one was an amount of $2 million. Testing makes a difference.

Nothing personal

You can’t expect to catch your prospect’s attention if you never even mention their names in your email. It is estimated that 70% of brands don’t bother to personalize their emails. Make sure you don’t fall among their ranks. Rise above the crowd.

Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.

Nobody wants to feel like another face in the crowd. We all want something made especially for us. We crave personalization.

This goes beyond merely including your prospect’s name. A lot of brands send their prospects offers and news that they have no interest in. Make sure your content is personalized too. Failing to do so could cause frustrated viewers to flag your emails as spam.

Mobile what?

By July 2019, 61.9% of all email opens took place on mobile devices. It does come as a surprise though, that half of all the emails sent are not optimized for mobile. 

emails opened on mobile

In March 2017, practically 4 million adults in the UK did not utilize a desktop or laptop to access the internet. Parents, women and younger audiences were considered more likely to be mobile-only. 3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.

Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.

Mixing it up

The greatest military leaders, throughout history, have always tried going for a divide and conquer approach. It’s a well-established technique. It works.

Take a cue from these leaders. There’s no point trying to target everyone at the same time, with the same approach. Segmentation is key. You have to divide your email list based on a few factors. Demographics and psychographics come into play here. When you curate your email content based on these factors, your audience responds better.

About 89% of email marketers do not even bother segmenting their database. No wonder most of them end up with their campaigns getting marked as spam. A segmented database allows for content that the readers are actually interested in. This would make them feel more open towards reading your emails and could be helpful in getting them to convert into paying customers.

Choices…too many choices

Ever receive an email with what felt like 50 million CTAs? Let’s be honest, you didn’t even act on a single one of them. Way too many calls to action can very easily transform into one big call to not take action. What you were experiencing is a phenomenon that psychologist Barry Schwartz calls, the ‘Paradox of Choice’.

Schwartz says that the generally accepted notion of more choices leading to greater welfare is a blatant lie beyond a certain point. Having a dozen different CTAs sprinkled throughout your email is essentially overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect.

This email marketing mistake can paralyze your readers. It’s such a huge turn off that many of your readers would avoid opening your emails in the first place.

paradox of choices

More talking, No listening

Have you ever been in a conversation and felt like the other person is not talking to you, but AT YOU? That’s what your readers are going through when you reach out to them from an email address that they cannot reply to.

Those ‘noreply’ email addresses are hurting your email campaigns in more ways than you can think of.

Firstly, it straight off the bat ruins your chances of developing a relationship with your reader. No relationships = Lower Conversions. Bad idea, wouldn’t you think?

Secondly, it just sounds like you don’t care about what they have to say. If you don’t care about what they have to say, why should they care about what you have to say? 

Thirdly, it’s just rude. It sounds like you’re telling them to talk to your hand. Don’t do it!

Can’t buy me leads

Let’s be honest. Buying an email list can be a very tempting idea. It does away with the hassle of having to individually find leads and reach out to them. But it also does away with all your chances of making conversions.

Email lists that you buy off the internet are incredibly unreliable; A. There’s a very good chance that the people those lists have absolutely no interest in the product/service that you’re trying to market; B. There are a dozen marketers using the exact same list, and C. It’s quite likely that the people on that list have not even consented to being on that list. That’s something that can get you in serious legal trouble.

A great alternative to that would be to generate your own leads (that actually have a chance of converting) with a marketing automation tool like Leadmi. It makes it really easy to generate leads that are a good fit for your product or service. All you have to do is define a buyer persona, set your match score and you’re good to go!

Rectifying these mistakes

If you’ve found yourself making any of these mistakes, you’d probably want to correct them. You’d want to make them right. Our next blog will walk you through the strategies you need to put into place in order to rectify these mistakes. Stay tuned.


What are the worst email marketing mistakes?


Using the same content repeatedly, not personalizing your content, sending too many CTAs, forgetting to segment your audience and optimize your emails for mobile, using a ‘noreply’ email address and buying email lists are some of the worst email marketing mistakes you can make.


Why is it important to personalize your emails?


You can’t expect to catch your prospect’s attention if you never even mention their names in your email. Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.

Should I avoid using too many CTAs in my emails?


Having a dozen different CTAs sprinkled throughout your email is overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect and can paralyze your readers.


Why should my emails be mobile friendly?


 61.9% of all email opens took place on mobile devices by July 2019.
3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.
Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.