Email marketing has proved to be one of the most profitable CRM channels in this cutting-edge digital marketing world. ROI from emails can range from $28 to $44 on every $1 of investment made. No other CRM channel has the ability to provide such good returns, not even social media.
Well as quoted by Uncle Ben in the famous superhero movie Spiderman “Remember, with great power comes great responsibility”, it is the same in email marketing also.
It is not easy to get such good returns by just emailing. You need a good email strategy to get you those magic numbers.
What is an email strategy?
An email strategy is a set of guidelines and techniques that an email marketer follows to achieve a certain goal.
It is difficult to understand in the beginning, but once you are done with one or two email campaigns it becomes really easy.
Steps to building an email marketing strategy
Follow these steps to build your own email strategy and get to those magic numbers:
Choose the right tool
Content is important. But getting the right email marketing tool for your brand is more important.
Get an email service provider who allows you a whole lot of features for your email campaigns. Try WowSender, for your email campaigns. It helps you with advanced features such as automation and has fantastic artificial intelligence to help reduce your workload. You will also get subject line suggestions along with a fantastic template builder.
You will need all the features mentioned because a poor-quality email usually doesn’t do well. All these features will help you bring the best out of your email campaigns.
Your entire email strategy will depend on your target audience. Every campaign is different for a different audience.
To find out who your target audience is, look into your competitor’s traffic, your existing customer base. Ask yourself a simple question, “Who will benefit from your product?”
The answer is your customer audience.
Determine common demographic information such as age, gender, occupation, income, education, etc.
Build your list of subscribers
You need a strong list of subscribers to send emails to. It takes time to build one. But once it is built conversion becomes easy.
You can try the following for building your subscribers
- With relevant content ask your readers to subscribe to your email list.
- Offer something like a discount in exchange for their email address.
- Keep a form on your website.
Now since you have a list of subscribers you will find your emails difficult to personalize.
For this, you can always segment your email list based on common characteristics these emailers have in common.
Suppose your target audience is male in the age group of the ’30s to ’40s then you can have two segmented lists. One list in their thirties and the other in their forties.
Finding the right content
Now you have a fair idea about who your audience is and what they prefer. It is time to decide on the content for your email.
Remember, if your content is not useful subscribers will not read them. SO you must give them to read something which is something of value to them.
Content can be about your newest product, ongoing offers, weekly/monthly newsletters, etc.
Finding the right KPI
It is important to see how well your emails are performing. This can be done by looking at the right KPI’s.
KPI or Key Performance Indicator is a parameter that is in a quantifiable format for your understanding. You will find more information about it here.
Email marketing with the right strategy can work wonders for you. Give it a try. We promise, if done correctly you will not regret it.