Email Marketing Is Not Dead, It Has Been Redefined
Email marketing is, and remains, one of the most popular and effective marketing tools, in spite of the recent rise in the popularity of social media. For this reason, creating an email marketing campaign is a smart move you should make if you wish to generate clients’ interest and increase sales for your business.
Emails are some of the most accessible marketing tools. They are easy to create and send. However, this doesn’t necessarily translate to email marketing being simple. This here is one mistake many marketers fail to understand.
Successful email marketing campaigns go beyond simply creating an email account, drafting out emails, and sending them. To create and launch an effective email campaign, you must be conversant with the tools, tricks, and processes required, or else you will simply be wasting your time and money on a campaign that will fail to produce results.
According to Mr. Jacoby Mondy, the CEO of Digital Brandz and Koolest Nerd, whether you’re trying to increase the performance of your existing emails or launching your first email campaign, here are two (2) practices you should know of that are common to all of today’s most effective email marketers:
- They strive to create a large audience
- They study the market
CREATING A LARGE AUDIENCE
Your prospective clients are part of those that sign-up for your mails. Getting people to sign-up for your mail is an important aspect of email marketing. Many marketers do not pay attention to this aspect of email marketing.
As an email marketer, you must strive to generate dozens upon dozens of new email addresses for your list. These email addresses should be an organized list filled with your target audience – who are prospective clients. To build these numbers you must try to figure out ways in which you can get people to sign up for your emails
Fortunately, there are a variety of creative ways to encourage people to sign up for emails, which many of today’s top email marketers do to build the greatest possible list. Here are three proven methods used by highly successful email marketers in getting people to subscribe to their emails:
- Offer something in return
- Offer to automatically send updates
- Create a Sense of Urgency
Offer something in return
People, including you, will not involve themselves with things they will not have direct benefit from. Assuming you are surfing the net and are suddenly presented with a page asking you to fill in your email address, will you just give it away? Most definitely not! But, if there is something you stand to gain, you might contemplate filling in your details if it is worth it. The same goes for the people you are asking for their email addresses with which you wish to generate your mail list with.
You’re automatically generating an incentive for them to share their email address by providing an evident benefit they’ll gain if they share this information.
Benefits may be in the form of a special offer, a freebie, or a customized discount code. These are proven to be very effective.
Everyone in today’s world wants something for nothing. And, because simply providing an email address is perceived as doing absolutely nothing in your customer’s eyes (even if it’s a critical piece of information for you to receive!), they’ll feel like they’ve struck gold after they take advantage of what you’ve offered in exchange for their email address.
Offer to automatically send updates
Offering to send automatic updates and news about your products/services in exchange for an email address is a highly effective approach to creating a focused list, especially to individuals who frequently visit your website.
People will typically visit your site to not only make purchases but also to see whether there have been any modifications or new items since their last visit.
It takes time and effort to accomplish this. So, if you offer to send this information immediately by email instead of requiring the user to spend time looking for it, it’s likely to be a major incentive for people to readily provide you with their addresses.
Create a sense of urgency
Creating urgency for your offers is a guaranteed way of increasing your number of email sign-ups. You can do this by making use of a countdown timer. A countdown timer will alert readers of the exact amount of time they have to submit their emails in exchange for whatever offer you have for them. This will encourage them to put down their email address immediately instead of coming back later.
STUDYING THE MARKET
One very vital ingredient in marketing (whether be the kind of marketing) is having an in-depth understanding of the market. This entails knowing what the market i.e., your target customers, wants, and also knowing how to meet these desires.
When conducting email campaigns, it is important to have proof of traction that will provide you with information concerning the responses of your target customers regarding how your emails are being responded to. This would help you find out whether or not your method is working.
A proper study of your target customers’ behavior can be achieved by checking the rate at which you are losing subscribers (if that is the case) and also by conducting a qualitative assessment of your competitors.
Check the rate at which you are losing subscribers
One way through which you can accurately study your audience’s behavior towards email campaigns is to keep track of your ‘numbers’. If their response to your emails is to unsubscribe then you’re getting something wrong.
One of the important ‘numbers’ to put your eyes on as an email marketer, is your unsubscribe rate. This gives you ‘raw numbers of how many people have opted out of receiving emails from you. It also gives you an insight into what is and what is not working.
Some people must indeed have unsubscribed for personal reasons which may not be related to your email practices. Regardless, it is important to check for the specific reason why people are opting out, to know whether or not it is your email practices that are making them pull out.
Take a look at the emails you’ve been sending over the last several weeks if your unsubscribe rate has been exceptionally high. Do they have a lot of words in them? Are you providing different advantages to your target audience? Have you emailed something that could offend or insult someone unintentionally?
Quantify the success or failure of your marketing campaign by analyzing the content of your emails. You can adjust the content of your emails based on your unsubscribe rate and other data like open rate, spam rate, and conversion rate.
Qualitative assess your competitors
There is every possibility that your email list isn’t only getting emails from you; they’re also getting a lot of emails from your competitors.
As a result of this, in addition to analyzing your audience’s behavior, it’s critical to understand what your competitors are up to. Make sure your email content is superior to what they’re sending. That’s all there is to it.
Increase the value you provide to your readers by making your emails more aesthetically appealing. To make your campaigns as successful as possible, you need to stand out from the crowd, and the only way to do so is to tailor your plan to beat the competition
That’s all there is to it. You may start employing these two very effective email strategies to duplicate the success of top email marketers!
Get to know more about Jacoby Mondy through his Instagram handle (@digitalbrandz).
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