Email marketing never goes out of fashion, and there’s a good reason why that is so. For one thing, it’s the cheapest means of advertising with the capacity of reaching millions of potential customers.
Still, there’s more than meets the eye here. Randomly sending generic offers won’t get any business far, but you already know that, don’t you?
There are many things to keep in mind when devising a successful email marketing campaign, many of which have been widely discussed, so let’s move on to some less-known tips.
1. SEO Matters!
Search engine optimization (SEO) is the single most important factor determining the success of any marketing campaign, email marketing included. If your webpage isn’t optimized or responsive and you’re sending out links to user-unfriendly pages, you’ll keep losing potential customers in droves.
Optimized web pages increase inbound traffic by 65.72% compared to paid ads (3.82%), measured in clicks.
Even if you’re a novice, you can still make use of a couple of powerful tools to help you reach your milestones. Some examples include Google Search Console, Google Analytics, Ahrefs and SERanking.
In addition, make certain that all the emails you send (and the content on your web page) are literate. Again, there are certain tools that can help you with this mission, notably:
- Feedly – a RSS feed showing industry-relevant topics
- HubSpot’s Website Grader – a tool that boosts optimization and grades content
- CoShedule – a tool that analyses blog post headlines and titles and provides feedback
Lastly, make a responsive web page. Here are some stats to help you out:
- 53% of email messages are accessed on mobile devices
- 23% of people who open emails on mobile phones will them again at least once
- 75% of Gmail users check incoming messages on mobile devices
- 70% of mobile phone users re-read their messages at least once
- One-third of all CTRs occurs on mobile devices
- The majority of subscriptions are performed on mobile devices
2. Keep Up With What’s Trending
There’s that thing about virulence that keeps people coming back for more. It is crucial to keep up with the trends as this is the only proven way to keep a business competitive in the long run.
Never miss out on a trending story and always tweak your email marketing campaign to include the latest trends. Here are some email examples to boost your inspiration.
3. Introduce Lifecycle Campaigns
Here’s a new term for you: lifecycle marketing. Its goal is to reach out to prospective customers and turn them into repeat customers.
Lifecycle campaigns include certain stages. You can use them as a template, if you wish, to ensure the best performance. Customer lifecycles are as follows:
- Awareness: prospective customers learn about your brand, products and/or services
- Engagement: prospective customers start interacting with you
- Conversion: prospective customers buy their first product from the store
- Fulfillment: prospective customers get informed about their order status, receive the order, and are asked about their user experience
- Loyalty: the more positive conversion prospective customers have, the higher the chances of them becoming repeat customers
Email marketing is perfect for all these stages as it allows businesses to communicate with their (prospective) customers directly.
4. Post New Content on a Regular Basis
Blogging is one of the greatest (and easiest) ways to increase the visibility of your website and, making sure that many people come across it. Publish blog posts on a regular basis, which depends on the following factors:
- The size of your business
- The frequency of relevant updates in the field
- The frequency of updates
One post per week may suffice for a small business, but large businesses need to post more frequently (which they usually do, because they employ entire teams to increase their brand’s visibility instead of one to two enthusiasts).
Lastly, cross-promote your offer, new blog posts, and any other update you can think of. Not only will this strategy help you reach larger audiences, but it will also boost your email marketing campaigns in the long run.
The simplest of things that commonly get forgotten is that customers rarely look elsewhere for their next purchase when they are happy with your offer. That’s why you should remind them that your business is still around and still as stellar as always!
Email marketing is simply the first thing all businesses turn to when they want to boost customer loyalty and increase their RoI. It’s affordable, moderately easy to brainstorm, and offers the opportunity to attract customers from any corner of the world.
Of course, that isn’t to say that you can (or should) send just any kind of irrelevant message. Nope!
Stick to lifecycle marketing, blog away, and do optimize your responsive webpage. In that way, you’ll establish a solid foundation that will help your business grow faster and more successfully.