Well executed email marketing generates $42 for every $1 spent, which is an incredible 4,200% ROI.
Having one of the highest return on investment for small businesses, email marketing is a highly effective digital marketing tool that has been used for years by marketers.
You may think focusing your time and money on social media, traditional methods and SEO are enough, however having an email marketing campaign running alongside gives you an edge to allow for a stream of new leads to roll on in.
If you are looking to grow your business whilst increasing customer retention, you should get on board with one of the most powerful techniques used by as many as 80% of marketers.
5 Elements That Cannot Go A Miss In Email Marketing
Gather A High-Quality Email List
By high-quality, we mean goal-orientated, relevant recipients who will WANT to open your emails.
This needs to be your chosen target audience, who will benefit from what you are offering and be engaged when receiving your email.
Both online and offline, people are bombarded with products and services that they may have not expressed an interest in. This is why it’s so important to build a list of contacts that have opted in, or are genuinely going to benefit from what you are offering.
Having trouble creating your email list? Here are a few tips of how you can gather this data:
- Website pop-ups
- Opt-in options on payment
- CTAs on content
- Creating landing pages
Whilst generating this list, you also need to follow GDPR guidelines. This means general data protection regulation: you need to collect information that is freely given, specific and clearly used for affirmative action. Tools like MailChimp enable you to stay compliant and safe when connecting with contacts.
Include Personalisation
70% of millennials are frustrated with brands sending irrelevant emails.
Including personalisation in your email can make a huge difference to your open and response rates. People feel much more inclined to engage with an email where drops of personalisation are used.
This may be the recipient’s name mentioned, the business, or a simple congratulations on an achievement if used in B2B marketing.
As a general rule of thumb, if you can send the exact same email to more than a few people, it needs to be whittled down.
Having a main piece of copy to include for your specific goal can be used, however, having an opening line or the ability to alter specific areas will give a much more personal feel. Thanks to marketing tools and automation platforms, this can be done quickly and efficiently.
Craft Emotive & Powerful Subject Lines
When it comes to crafting the perfect email, you need punchy subject lines with psychology used for the highest chance of success.
With the use of social proof and statistics from previous clients, you can entice the recipient through the fear of missing out on your product or services.
Along with carefully thought-out copywriting, there must be a clear CTA included that makes it easy for the reader to take action. This needs to be obvious, relevant, and bold to create a seamless journey for your audience to achieve your chosen goal.
Deliver Timely Follow-Up Emails
Recipients are often interested, yet may simply be busy at the time of reading or forget to respond in an instance.
This is why follow-up emails are so important. The simple quick nudge on your part can often spark a response in people that could later turn into a sale.
Always send your follow up using the thread already used so that they are reminded of your previous contact. This shows your interest, gives them access to information regarding you easily and allows them to make an accurate response.
To simply put it, sending more follow-up emails can triple your reply rate.
Tailor Campaigns To Segmented Lists & Split Test
Creating segmented contact lists means that you can tailor your emails to specific audiences. This is key for both personalisation and ensuring you are whittling down your audiences to provide the most relevant information.
Having smaller groups to email also allows you to track each campaign more accurately, and conduct split testing. This is where you evaluate two campaigns to find which is the most effective to impact future strategies.
Deliver High Performing Email Marketing Campaigns With Audeo
Are you ready to supercharge your email marketing with our agency? One of our clients, Veritas Noble, has benefited from over £500,000 new business; generating 35 leads p/m with +356% website traffic. If you are looking for similar results, get in touch with our team today on hello@weareaudeo.com.
