In the modern digital marketing world, businesses must communicate directly and effectively with their audience. Probably the most powerful tool is email marketing. We at DigitalCraft Media firmly believe this: a well-structured email marketing strategy holds huge potential for increasing engagement, driving conversions, and building brand loyalty over the long term.
Here is how you build a robust email marketing strategy that generates results.
1. Define Your Goals and KPIs
First, you need to establish what you want to achieve through your email marketing. Do you want to drive more website traffic? Are you trying to sell some new product or service? Or nurture prospects into actual customers? The more carefully one can define a certain aim of goals, the easier it would be to align strategy to meet those goals.
Common KPIs to track:
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Open rates
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Click-through rates (CTR)
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Conversion rates
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Bounce rates
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List growth rate
Understanding these metrics helps to understand the success of your email campaigns and optimize future efforts.
2. Build and Segment Your Mailing List
A targeted and engaged list is the only way to succeed. You need to start building your list organically by adding sign-up forms on your website, landing pages, and social media. Encourage subscriptions with something of value in exchange for their contact information, such as free resources, exclusive promotions, and discount codes.
Once you have the list, segment it, based on demographics, purchase behaviour, and stages of the customer journey. This will enable you to create content that speaks more directly to certain segments and helps drive more engagement.
3. Create Relevant and Engaging Content
Now that your list is segmented, focus on crafting email content that adds value. Every email you send should be either educative, entertaining, or solving a problem for your audience. Following are some key tips in creating striking email content: Personalize your subject lines. Emails with personalized subject lines are more likely to open. Focus on benefits, not features. Explain how your products or services can make life better for the recipient.
Include clear calls-to-action. A well-placed, persuasive call-to-action will nudge readers toward the next step, whether it be a trip to your website or a purchase.
Pro tip: Adding dynamic content such as personalized offers and product recommendations amplifies the user experience and can increase engagement rates upwards of 30%.
4. Leverage Automation for Efficient Campaigns
These are e-mail automation tools such as Mailchimp, HubSpot, or ActiveCampaign that help your business send timely and relevant messages automatically. These include automated workflows for welcome e-mails that introduce your brand to new subscribers, abandoned cart reminders that encourage customers to finish their purchase, and post-purchase follow-ups that reinforce relationships with customers after a sale. Also, by automating this kind of repetitive task, you will be able to free up more time for other, more strategic activities while maintaining consistent communication with your audience.
5. Optimize for Mobile Devices
With more than 58% of emails opened on mobile devices, it pays to optimize your emails for mobile. A poorly optimized email opens the potential for lower engagement and increased unsubscribe rates. To optimize for mobile, use responsive design and shorten your subject lines. The layout of your email should adjust according to any screen size. Under 50 characters allows for the best appearance on small screens.
Make Your Content Concise: Communicate one or two key messages per email. Whatever the case may be, you cannot overload the mobile readers.
6. A/B Test Your Campaigns
Even when your email marketing is working well, there’s still room for improvement. You can run A/B tests on which works best with your audience. These could include:
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Subject lines
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Send times
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Content layout