Yelena Petic
December 1, 2021

7 Email Marketing Secrets For Successful Email Campaigns

‘99% of consumers check their email every day.’

A successful business will always integrate email marketing into their strategy, it is the most uncomplicated and effective way of getting your message across online. It may seem to be out of date, but email marketing that has been done efficiently can be especially effective in attracting and keeping your target customers.

Some business owners may still hold on to the thought that email marketing is ancient and out of touch with today's markets, contrary to that belief, email marketing is now more relevant than ever before. On an average scale, people today check their inbox about 88 times  in a single day. This means, without a doubt email is still to this day a tried and true form of marketing.

Every business wants the customer's email address to be able to interact with them directly, and your business should do their best to make sure that your email will be one of the special ones that the receiver actually opens. With all the competition, it is more and more difficult to make a real impact. To appeal more to your customers and use email to your advantage, you need an efficient email marketing campaign. 

Here are 6 secrets to help you make your email marketing campaign more effective to both existing and future target customers:

1. Give Them a Enticing Preview Message

For obvious security reasons, many people do not open up their emails immediately, especially when they are coming from a source that they are not familiar with. Most people use the preview pane of their email provider to check what the email is all about. 

Take that into consideration and include the most relevant information in that excerpt that will be visible in the preview pane. In order to entice the potential customer to actually open your email, you should use eye-catching phrases that get the customer excited and interested in your email.

Here some examples that you can use to entice your audience:
  • Do not make an attempt to sell products or services once the potential customer has opened the email. Showcase your goods and services in a fun and engaging way, you may want to have a promo available in the preview email as well. 
  • Use unexpected subject lines like ‘DO WE HAVE YOUR ATTENTION NOW’ or ‘ARE WE BORING’ to shake up the usual and boring emails most people tend to receive.
  • Share  your best content from the very beginning of your email marketing campaign. You should be giving them the best content from the start, this way you will have their undivided attention.
‘59% of respondents say marketing emails influence their purchase decisions.’ -Hubspot 

2.VIP Outreach Emails

People absolutely love to be told that they are special. If you reach out to your customer and actually tell them that they are  the best customers, you will automatically connect with them. You are directly letting someone know that they are valued and appreciated, this connects with your customer on a personal level. This will make your business seem more human and approachable.

Take this to another level and offer them special deals because they are a VIP customer. Make sure this special deal is not available to the public, this will keep it exclusive just for those special VIP people. Most importantly, they will be much more likely to pay attention than if you just sent them an email about a sale.

This strategy requires that you track your customer analytics, this really is something you should be doing regardless. Letting customers know that you value their business can have a significant payoff. 

‘53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact.’ – DemandGen

3. MailLift

If you haven’t heard of MailLift before, you need to catch up in your reading. MailLift is an API targeted at direct mail marketing; it permits business owners to integrate their customer service software, or CRM, into their messaging system. For example, it can be used to craft a message and then have it transcribed into a letter written by hand and sent out to customers. 

MailLift adheres to a brilliant concept. The tactic used is meant to get both emails and direct mails opened by customers. As a business, you should be willing to welcome both positive and negative feedback. It will help you improve your email marketing strategy. 

‘Over 75% of email revenue is generated by triggered special offer campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue.’ – DMA

4. Say Bye Bye to Cart Emails

Shopify  apps make it easy to identify and contact customers who have initiated a purchase but then abandoned their carts before finishing the transaction. As a marketer, abandoned cart emails can be a very effective way to reconnect with those customers and remind them of why they were interested in buying from your business in the first place.

Abandoned cart emails are an especially effective opportunity to lean on the brand voice. This kind of marketing messaging represents your last chance to capture potential customers before they are gone and never to be found.

These emails should really expose the essence of your brand because if you can get the recipient to feel a connection with your business, they will be much more likely to come back and complete the full purchase.

‘61% of consumers prefer to be contacted by brands through email.’ –Adobe

5. Provide Respectable Quality Content

Email marketing is all about expectations, and it is up to you to set up these great expectations. If your call to action is strong and your follow-up is consistent, you will have a successful email marketing campaign.

Do not promise to send one email per week and then send them on the daily, then you are just setting yourself up for failure because of the overkill. On the flip side if someone is expecting daily updates about a product or service and you do not deliver, then your customer will be just as ticked off in that case too.

‘Respect your potential customer’s’s like the holy grail of marketing’ 

Now the content in your email is without a doubt key to keeping people engaged. Regardless of what product or service you are selling, it is important to keep the tempo of your email original and genuine. 

Remember no matter what promotion, sale or special offer you provide will mean nothing if the message in the email is weak and meaningless. Show off your business’s products and services in its best light possible.

‘59% of marketers say email is their biggest source of ROI’ - Emma

6.Try Market Segmentation.

Unlike with advertising, in which you have no real control over who sees it, email marketing nails its target every time. This is why it is the perfect medium for marketing segmentation. You are able to customize your message to your target audience. 

One common way to do this is by age group. Millennials react positively to campaigns that contain infographics, Gen X and baby boomers tend to click on action buttons to read more about a certain topic.

You can segment emails based on time zones, this will be pleasing for your international customers. You can have a special ‘Hello good morning’ message set up just for them.

Other segmentation criteria could include geographic location, age, education level, job function, industry, customer persona and interactions with past campaigns.

Here are some ideas to collect data for your segments:
  • Subscriber quizzes: Quizzes are a great interactive lead generation tool. They are also an easy way for your subscribers to identify what they are most interested in, so you can easily tailor what you send to them based on their interests. 
  • Behavioral segmentation: When you first meet someone you find interesting, you take the time to get to know more about them. Behavioral segmentation works in much the same way, but in a way that is scalable and valuable for your business. First, you identify the behaviors you want to pay attention to. For most online businesses, this will include new leads, cart abandoners and inactive subscribers. To do this effectively, you will need to integrate your email marketing service with your website or e-commerce platform. Then, you will need to create automated nurture sequences that target the identified behaviors. 
  • Opt-in surveys: Do you want to know what your email subscribers are passionate or curious about? Just ask them. When you offer an opt-in gift, it's easy to add a short survey that allows the subscriber to tell you a little more about themselves. 
‘77% of ROI comes from segmented, targeted, and triggered campaigns’.DMA

7. Include a call to action.

With all this focus on getting the customer's attention, it's easy to forget the initial intention of the email. Are you reminding them that they have an item in their cart? Alerting them of a sale? Promoting new products or services?

A savvy subject line may improve your open rate, but to increase engagement, you have to increase your click-through rate, or the percentage of subscribers following email links to your webpage. This is where you will need a call to action.

A call to action can be as easy as a simple direct request. Placing concise calls to action may read as 'Click here to download your free guide’.

‘Including a call to action button instead of a text link can increase conversion rates by as much as 28%’ – Campaign Monitor
Here are a few email marketing statistics that you should not ignore:
  • A message is 5x more likely to be seen in an email rather than Facebook. -Radicati
  • 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. -MarketingSherpa
  • 93% of B2B marketers use email to distribute content. -Content Marketing Institute
  • 59% of marketers say email is their biggest source of ROI.
  • 73% of millennials prefer communications from businesses to come via email.
  • 40% of B2B marketers say email newsletters are most critical to their content marketing success. -Content Marketing Institute

As a business owner you must put the needs of your customers first. Whatever you do plan in your next email marketing campaign, make sure to do it with the customer in mind. Do they like to see from your business? Prove to them that you can grab their attention with direct mail, and do it with finesse. Do not fall into the old habits of other businesses. Choose a business model and stick to its principles and yours. Commitment and dedication will eventually make you stand above the competition.

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