Email marketing is nothing new. It’s certainly not as flashy as social media, as trendy as a TikTok video, as sophisticated as SEO. And yet, it remains one of the most effective options for communicating with consumers in a direct and targeted way, sending a carefully crafted message directly to a specific demographic of users.
We’ve said time and again that email marketing can be an effective addition to any digital marketing plan, but only when it’s leveraged strategically. Generic emails no longer suffice. Instead, we recommend investing the time and effort needed to ensure your email strategy delivers optimal results.
10 Ways to Refine Your Email Marketing Strategy
Here are a few ideas to keep in mind as you experiment with different email options.
1) Support your value proposition with real facts and figures.
In an effort to be brief, many marketers omit crucial supporting details from their emails. A few well-chosen numbers and statistics not only grab attention, but also make your offer feel much more trustworthy. For example, if you’re marketing a web design service that increases leads by 500 percent, that’s definitely something to include in some of your emails.
2) Be consistent.
It may take some trial and error to find the email rhythm that works best for your business, but if possible, aim for a fairly predictable email cadence: Maybe two emails per month, on the first and third Fridays (just as an example). Consistency can create a subliminal effect of stability, helping your emails to feel like a relief from the chaos and noise of other marketing channels.
3) Use your customers’ language.
Review not only your search metrics but also transcripts from customer service calls or online customer support chats. Find the specific words and phrases your customers use to identify their needs and pain points. Ensure that your messaging isn’t overly technical, but instead presents language your customers will relate to.
4) Think in terms of the sales funnel.
Every email should provide value to the reader, but that value will depend heavily on where the reader falls in the sales funnel. Make sure you’re working to support your sales team by segmenting your emails according to where customers are in their journey, providing them with either education, persuasion, or post-purchase support, as needed.
5) Try different CTAs.
Your emails should always include strong, specific calls to action. The nature of that CTA may vary according to the content and purpose of the email, the nature of your audience, and more. Experiment with different invitations: To call the company, to start an online chat, to schedule an appointment, to visit a particular landing page, etc.
6) Create a uniform design.
We typically recommend using some kind of an email template to verify that each message looks neat, on-brand, and uniform with the other messages you’re sending. Colors, fonts, and CTA placement can all convey a sense of consistency to your readers.
7) Remember to optimize for mobile.
A responsive, mobile-friendly email platform is essential, but also remember to keep your subject lines relatively brief. The body of your content should be succinct, but it also needs to be structured in a way that makes it easy to read from a handheld device. Employ short paragraphs, plenty of white space, headings, subheadings, and bullet points.
8) Experiment with dynamic elements.
Even while maintaining a uniform, consistent, and mobile-optimized design, you can still play around with dynamic content that breaks up your static test. This can be as simple as including a quick video greeting from a different employee each month or embedding an audience survey question at the end of every message.
9) Take a multi-channel approach.
Remember that email marketing isn’t meant to happen in a vacuum. It’s one part of your broader marketing strategy and should work in conjunction with your other channels. Make sure your emails promote blog and video content, and that your other channels occasionally call attention to the email subscriber list.
10) Regularly review and revise.
Last but not least, be diligent about reviewing your email marketing data, assessing not just open rates but also the extent to which email helps you boost traffic, increase blog shares, or achieve other goals. Remember that your email marketing strategy isn’t meant to be static. Keep an eye on the data points that might move you toward helpful improvements or enhancements.
Choose enCOMPASS As Your Email Marketing Partner
At enCOMPASS Agency, we believe in the power of a good, strategic email marketing initiative. And we’d love to help you develop and execute one on behalf of your brand. Our team has the knowledge and the technology needed to provide truly state-of-the-art email marketing campaigns. Reach out to the enCOMPASS team whenever you’d like to talk further.
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