The difference between a failed campaign and a highly performant one is: the unique characteristics of email marketing.
It’s been a long ride with email marketing, yet it hasn’t lost its luster. Although it has evolved over the years, some factors haven’t changed. For instance, the elements of a successful email remain strategy, great content, and the right subscriber list.
With people connected more than ever to the internet, email is one of the most effective ways to communicate with a broad audience.
Email marketing has maintained its validity despite new online marketing channels. And the reason is simple: it enables businesses to keep in touch with their target markets.
Therefore email marketing makes it easy to fortify customers’ relationships with your brand.
Furthermore, it also allows enterprises to track customer engagement and grow their business simultaneously.
Email marketing is cost-effective and provides powerful insights into consumer behavior. Such vital metrics can be used to drive sales and build stronger relationships with customers.
As a direct marketing channel, emails are easy to share. Therefore, they are ideal for promoting special offers or launching new products.
Email marketing is a must-have today, allowing businesses to stay competitive in this digital age.
Characteristics Of Email marketing
We’ve listed the simple features of an email marketing campaign below.
Can your subscribers trust you to provide relevant emails? Messages should be tailored according to the needs of each recipient. Hence, customers should receive relevant and credible emails based on their interests or preferences.
Each customer has a unique need, preference, and taste. So, a generic email won’t cut it. Personalizing each message fosters customer trust in your brand.
Trust is a vital lever in marketing. Once you win your prospect’s trust over, conversion is imminent.
So, address recipients by name whenever possible and customize your email content to resonate with them.
Target customers more accurately by segmenting your mailing lists into various categories. The segments could be determined by age, preferences, gender, etc.
4. Quality Content
People gravitate toward value. Hence, your content must also offer value.
It should also contain engaging and exciting content that encourages readers to act.
You can give your email a facelift by linking interesting articles, videos, podcasts or including images.
Is your content appropriate for the customer’s journey? Here’s what we mean. A new subscriber should get a welcome mail– not a nurturing email.
Another essential factor is the time you launch your campaigns.
Make sure your emails arrive at the right time when customers are most likely to open and respond to them. For instance, morning emails delivered between 9 am-12 noon are high performers.
6. Calls-to-Action (CTA’s)
First, your call to action should be compelling enough. And we suggest you use a button as opposed to a link.
That said, an email CTA should be evident from the first few lines. It helps you ensure your prospect doesn’t struggle to understand the purpose of your email in the first few seconds.
CTAs allow you to direct customers toward specific pages or take immediate action from within the email. So, be deliberate with it.
Chances are that your recipient will open your email on a mobile device.
Do them a favor; optimize your emails for mobile devices and keep them concise. That way, your messages are readable without any stress.
Your email strategy should indicate a frequency. Make sure it’s reasonable to avoid becoming a nuisance.
Carefully consider how often you send emails so as not to overwhelm subscribers or become too repetitive.
Setting up automated emails allows you to send personalized messages and manage your campaigns without so much as a flick of a finger.
Moreover, prospects can trigger automated emails depending on their actions. This feature facilitates personalized emails. And it works better when your subscriber’s list is segmented.
10. Testing & Analysis
Taking advantage of A/B testing and tracking tools help optimize your emails. Email testing equips you with knowledge of what works best with your target audiences.
Every business aims to create high ROI and increase customer loyalty.
To get started with email marketing, you need to have certain basics in place. Top-performing emails have some characteristics in common. And they are right in this post.
Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.