Email marketing is not only cost-effective, but it also enables you to personalize messages and communicate directly with your target audience, which makes it a powerful tool for any business that wants to build a loyal customer base. What's more, thanks to its low capital requirements and customer segmentation, businesses can spend less time and effort on their marketing messages yet reap high rewards. In fact, statistics show that for every $1 that marketers invest in their email campaigns, they enjoy a return on income of around $40!
But here is the thing - this ROI is not a guarantee. If anything, many businesses launch email marketing campaigns that deliver subpar results, with some resulting in losses in the long run. So, how can you ensure that your campaigns will actually result in profits? It all comes down to starting your campaign on the right footing using proven approaches.
That's where we at Marketers Knowledge Hub come into the picture. We teach you everything there is to know about email marketing campaigns, giving you the tools you need to create high-performing campaigns that not only save you money but also boost your business profits and customer retention rates.
Email Marketing Campaigns 101 - The Ultimate Guide
A common mistake that marketers make is assuming that email marketing campaigns come down to writing an email and sharing it with their mailing list. But the truth is that it requires much more than that.
Statistics show that the average person receives at least 100 emails in a day. Naturally, most people want to keep their mailboxes clean, which often requires sifting through the emails and deciding what is worth reading, what goes in the trash, and what is worth a second look. As such, by launching an email campaign without proper planning, you could be investing hours of work into something that people will not even read. So, how do we help you avoid such an outcome? We teach you the following:
Building Quality Email Lists
In previous years, some marketers have chosen to use shortcuts by buying email lists. While this works to some extent, such efforts often fall flat on their face. For one, people can always opt out of such lists. Secondly, such lists may not reflect your target audience which means you will miss the mark with each campaign. Most importantly, some of the addresses in such lists may not even work.
What is the alternative? - Building and maintaining a high-quality mailing list. While this takes time, it is the best way to create a list of people who actually want what you are selling, which makes it easier to nurture and convert leads with each email you share. We show you the techniques you can use to encourage people to opt into your emails and how to ensure that your content offers value so that people do not opt out after receiving a few of your emails.
Creating Appealing Emails
What prompts email recipients to open an email and pay attention to it while they barely read the rest of their mail? It is all in the presentation. Think of your emails as ads that showcase what you stand for as a brand. The more engaging and valuable the content is, the more people stop to pay attention, which is why you must focus on the following:
- The subject line. Your header can either make people pay attention or lose them in the first few seconds. But not all attention is good. There is a very thin line between overly promotional messaging and a catchy headline - if you cross it, most of your emails can end up as spam, trash, or unopened.
- The layout. Emails are no longer expected to be bland with default fonts and colours. Recipients want excitement - the whole show, from the images to videos to quotes to case studies. While you do not want to overwhelm them with information, you have to give them something to keep them hooked till the end.
Our guides walk you through how you can perfect these aspects so that your calls to action can be more effective. After all, before anyone can click on any link you have provided, they have to know what they stand to gain and need to feel excited about the prospects of getting it.
Segmenting Audiences and Personalizing Emails
Even if you have one product, it will serve the different needs of your target audience. It's important to acknowledge that your audience varies in their demographics, interests, and pain points, which is why segmentation is important. In addition, people do not want impersonal communication. They want emails that address them by name and hone into their personal attributes rather than bundling them in with other people who may not be facing similar struggles. Our in-depth guides will show you how to achieve this.
Setting a Schedule
There are two ways you can go wrong with email marketing. The first is when you send so many emails that people barely have time to go through the first one before you send another. The second is when you send such few emails that people often go long periods without hearing from you, which creates a disconnect between you - think of that acquaintance you run into every few months. You have to think about where to start the conversation because it has been too long. Of course, there is also the issue with timing, such that you may be sending emails to people in the dead of the night, which can impact your open rate.
Our email marketing experts walk you through these and other ways in which your actions can result in souring an otherwise great campaign. By mastering how to set a schedule and sticking to it (consistency is key), you can pave the way for the building of lasting relationships with your target audience.
Automating Your Emails
Marketers who have been in the game for a while will tell you about a time when they had to pen each email to each recipient. It was either that or sending impersonal emails to each person by bundling everyone into one email and hitting send to all. The options were few and far between.
But now, marketers can automate everything from personalizing the messages to scheduling them. All you need to do is create the email, choose the target audience, and leave the rest to the automation tool. Our resource guides walk you through how to choose the right automation tool, how to use it correctly, and how to determine what requires automation and what is best handled manually.
Measuring Your Performance
How can you tell if your campaign is working? What's more, how can you assess what's doing well and what is hampering your success? Email performance metrics are exactly what every marketer needs. These gauge your performance at each level, enabling you to know where you struck gold and when you struck out. For example, a low email open rate implies that your subject line is not grabbing people's attention. By fixing this, you can set the same campaign in motion and get better results.
We show you how each metric works, what you need to pay attention to, and how to determine what solutions can work for each problem. Eventually, you can discover patterns that are unique to your audience and can rely on these insights to launch successful campaigns in the long run.
Attracting and Retaining Customers
Anyone will tell you that it costs less to keep a customer happy than to attract a new one. As such, in your quest to build a loyal customer base, you must pay attention to how happy your existing customers are. Along this line, we focus on nurturing leads, perfecting the buyer's journey, inspiring loyalty through personalized campaigns, gathering customer feedback, responding to customer complaints, encouraging user-generated content, and emphasizing the concept of community.
With these and more guides crafted by our email marketing experts, Marketers Knowledge Hub delivers all the insights you need to create and launch successful email marketing campaigns.