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What Is Email Marketing?
Email marketing is one of the most effective marketing channels and if used correctly, you can increase brand awareness, engagement with your customers, grow your audience, build a loyalty line and scale your ROI with ease. Email marketing helps you in softer sales by keeping your audience engaged and informed of your new products and services.
In this article, we'll talk about how email marketing - and how to send promotional emails, abandoned cart emails, order confirmation emails, and welcome emails - can help you grow your business, and we'll give you some pointers on how to do it the right way with an effective email marketing campaign.
How To Do Email Marketing The Right Way
Personalize Your Content
Using email marketing, personalize your campaigns and create targeted content. And when you create targeted content that is valuable to your audience, it gets opened more, and the chances of a conversion increase.
Personalization can be as simple as including the first name of a subscriber in the email. Emails with the recipient's first name in the subject line get a higher clickthrough rate than the emails that don’t have the name addressed.
To create personalized emails, use the segmentation feature in email marketing tools to send the right emails to the right people. For example, you might want to send order confirmation emails to people who made a purchase and abandoned cart emails to people who abandoned their carts.
You can segment your audience based on their geography, age, profession, interests, online behavior, and many more.
Collect Feedbacks and Surveys
It’s very important to understand where your brand stands in customer experience. So, send out customer satisfaction surveys to get your customers’ feedback.
This is one of the most effective methods for calculating your Net Promoter Score (NPS). This score can help you determine the percentage of customers who are brand ambassadors versus those who don’t like your brand. Make can use this information to come up with strategies to improve your customer experience.
Choose The Right ESP
This plays a vital role in reducing your investment in marketing efforts and also improving ROI. There are a lot of Email Service Providers in the market but you need to find the right one that will suit your business. Look for email marketing tools that are cost-effective, and have 24x7 support, a varied collection of email templates that cover all of the customer journeys, email templates that are responsive, drag and drop editor, have email automation, lists, segmentation, and a pop-up builder.
Even if one of these is missing, it is not worth your time or money.
Allow People to Sign Up to Your List
To send email campaigns, you need a list of contacts. An email list is a group of subscribers that has given permission to send them emails. You need different strategies to get people to opt-in to receive your emails to grow your list.
Don't be beaten if you only have a few names on your email list. All you need to do is nurture the existing list and things will fall into place automatically.
Here are a couple of ways to build your list:
- Use lead magnets like ebooks, templates, infographics, whitepapers, webinars, and courses.
- Create an attractive opt-in form,
- Make sure you follow the double opt-in method.
- Create Pop-ups that speak to the audience.
Set Up Email Automation
Email automation is the future of email marketing. It makes your job easier by allowing you to schedule your emails beforehand based on segmentation. Email automation is smart enough to know whether your emails were opened or whether they took a desirable action. It gets triggered when an action is taken by the customers.
It can automatically send order confirmation emails to someone who just made a purchase or send a welcome email series to a new customer or it can consistently send post-purchase emails to nurture them to allow them to come back into the customer lifecycle.
Use Email Templates
Email marketing templates by ESPs like BayEngage, are an excellent resource for running your email marketing campaigns. It is okay even if you are not a designer or a developer, email templates will save you a lot of time because they let you avoid the hassle of design, coding, and UX definition in email creation.
In addition, make sure you choose email templates that are effective when making your selection. They should have a drag and drop editor which will let you customize the email template however you want; they should be responsive to any device: smartphones, PC or tablets; and they should have a varied collection, so you don’t have to make use of the same template repeatedly.
These are some of the ways you can use email marketing the right way to gain more brand awareness and improve your marketing efforts. And don’t just stop with this, email marketing is like an ocean. The more you learn the better your email marketing campaigns will become!
Author Bio:
Ajitha Victor is a Content Marketer at the TargetBay Marketing team. She loves creating content and inbound marketing. She loves reading and creating writing whenever she gets time and she never misses a chance to have a good conversation with someone over a cup of chai!
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