How to Establish An Effective Email Marketing Strategy

The value your email marketing strategy provides is what makes you different from everyone else. It all starts with a goal that you want to achieve. Maybe you have accumulated data that says your open rates are low, want to improve your relationship with your customers, or increase your website’s email conversion rate. The bottom line is you need to provide value to your customers in your emails to get any results. Your goal should focus on what moves you need to make.

How To Build Your Email List

Create subscription forms on your website to better understand your visitors to segment subscribers and organically create various email subscriber lists. Start building an email list on a platform like MailPoet that features list building tools. Not all the subscribers on your mailing lists will have the same needs, so creating campaigns that target a specific audience is essential. Having a target audience will help you make a focused email marketing goal for your subscriber’s buyer’s journey. Creating email campaign lists is another vital to further target your plan on what types of emails to use on your audience. Dividing your emails into segments helps you choose what kind of email you send to subscribers. The subject line and email content have to provide value to the customer. Remember that you need to add your branding to your emails that make you different from everyone. Before sending out emails, test out how your content would look on a mobile device. Most people check their emails by phone, so the details like the email design, headline, paragraph structure, and types of content matter. MailPoet offers many template tools to create better-personalized emails to create relevant content that matters to the customer.  

The Value of A/B Testing Email Campaigns

When your emails are ready to send, start A/B testing the campaign ideas you gained from your target audience. Experiment with different versions of the email to see which one gets higher open rates. Split test two variations of the email’s subject lines and email contents with the same call to action. MailPoet has useful analytics testing tools to help you build awareness of your customer’s email behavior. Consistently monitor your leads’ behavior daily and keep in mind the customer lifecycle. After gathering more ideas about the customer, you can create time schedules for your email marketing campaigns. The time frame your email gets sent is what keeps it away from the spam filter. With the increasing feedback data you gain from your MailPoet account, you can start creating automated emails. Depending on what part of the buyer’s journey your customers are, automation will help you meet the customer’s needs. It sends out a series of emails to customers at a suitable time-of-day to read. Customer loyalty starts with you knowing when they want to read your emails. The more you know your audience, the better open rates you get. Successful email marketing campaigns work on the relationship they have with their customers. Now you gained a buyer persona from all the feedback and have ideas to improve.

Optimizing Your Email Marketing Strategy

Consistently look for ways to optimize your email marketing strategy to get better results. The quality of your email has to retain the attention spans of the recipients. With time your brand will lose customer retention for countless reasons and potentially increase the unsubscription rate. Make the paragraphs in your emails single column for simplicity, so people on their mobile phones don’t have a hard time reading your mobile email. Mobile optimization is just as important as websites, if not more. Act on making changes according to the in-depth information you have for individual customers’ history to create personalized emails. Continue split testing revised emails on updated segmented campaigns. Your loyal customers will know any new meaningful personalization feature you add to your emails. Start re-engagement campaigns to reach out to inactive subscribers or follow-up on your unsubscribers. When the customer hits the unsubscribe button, you can send them a  form that asks why they are leaving. An unsubscribe form can help you figure out what part of your website brand needs improvement. When trying to reach inactive customers, you can send them limited-time offers or follow-up email recommendations to items from your page they might like. There are countless ways to optimize your campaign, but it all depends on the relationship you have with your customers, and the data insight you have to create unique ways to reach them. An effective email marketing campaign strategy is one that is continuously looking for ways to provide value. Understanding where to provide value should be your starting point.

If you need help in establishing an effective email marketing strategy, reach out to Prime Marketing Experts by contacting us or calling us at 617-651-1457