Tuesday, 4 July 2017

5 Solutions to Maximize the Value of Your Email Marketing

Social media platforms and search engines can release a single algorithm update or change that can completely eliminate the value of your digital marketing strategy. We’ve seen this happen, most notably with Google and Facebook.


Email, on the other hand, is different. Email marketing allows you to engage with your audience on your terms. Once you have captured someone’s email address, you can open up a direct line of communication with that individual. Because of this, email subscribers are your most valuable followers.

1. Focus on collecting the right subscribers

If you focus on building subscribers rather than building the right subscribers, you may resort to quick growth strategies like offering monetary giveaways or free products with mass appeal. Although these activities can sometimes work with consumer products, they are certainly a frivolous endeavor for B2B brands. When you offer something with broad appeal for free, you’ll end up with participants who aren’t actually interested in your product.
The Digital Marketing Institute does this by offering free resources, How to Become a Social Selling Success Using LinkedIn. This free downloadable content provides value to people who may be interested in our courses – ensuring that our email list is built around those who will benefit from a relationship with us. Meanwhile, those without an interest in digital marketing won’t waste their time by subscribing!

Make your email signup forms easily accessible, offer the right signup incentives, and provide valuable content on your blog. These are the activities that will increase the speed at which you develop relevant subscribers who are more likely to convert.

2. Segment your subscribers

How do you segment your subscribers? By using a CRM tool like Hubspot that will allow you to track where subscribers came from, what campaigns they’ve interacted with, and how they’ve interacted on your website.

This activity ensures that people receive deals and offers that will actually be of interest to them, making them more likely to make a purchase, and less likely to unsubscribe.

3. View email as a long-term relationship tool

If your emails focus exclusively on spamming subscribers in an effort to get them to buy, you’ll quickly lose followers and reduce the ROI of your email campaigns.

Instead, recognize email for what it is - a tool to help develop long-term relationships with followers.

To do this, start by making the emails personal. Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. When you use people’s names and any other information that you’ve collected from them, you’ll be able to make the content resonate more. After all, we all like being called by our names.

Next, focus on providing incredibly useful content. Offer advice and content that can entertain, inspire, and educate your audience. As readers learn to expect value from their interactions with you, they’ll pay more attention to the emails they receive from you.

4. Track analytics to improve open and click-through rates

To maximize reader interactions, A/B test as much as possible to evaluate which titles, formats, and topics seem to appeal most to your readers – then focus on doing more of what works.

When one campaign receives a particularly high engagement rate, evaluate its different elements and try integrating aspects into your next campaign to see what seems to attract the most engagement. Every time you find an element that does well, expand upon it to try and make your campaigns even better. Over time, your data-driven approach to email marketing will result in an incredibly efficient and profitable email marketing strategy.

An excellent example of the effective use of analytics is the online shopping behemoth, Amazon. Amazon constantly tracks what titles, CTAs, and products deliver the highest conversion rates. The next time you visit Amazon, pay attention to the follow up emails you receive – everything from when you receive them, to what they show, has been analyzed down to the letter!

5. Make the Call-to-Action obvious

The final step to a high-converting email campaign is a CTA that is very clear, succinct and transparent. After engaging with a recipient through a well-crafted subject line and email, it’s time to guide them to the next step in the sales process. Do this with a CTA that includes text, images, and links.
Now that most email marketing tools allow for transactional content within the email, don’t hesitate to sell directly to them. In fact, transactional emails have 8x more opens and clicks than any other type of email, and can generate 6x more revenue.
Finally, use A/B testing and data analysis to determine the effectiveness of your CTAs. Track the click-through rate and sales delivered through your emails to evaluate what works and what needs improvement. As you discover the most effective strategies over time, you can further develop these to help grow your following and improve your bottom-line.

Many of the most popular bloggers who offer educational courses and eBooks have mastered the art of adding a clear CTA to the end of every email. After guiding you through the many benefits and perks of purchasing their program, they end with temporary discounts or limited spaces to create an incentivizing sense of urgency. These large buttons and appealing discounts make it very easy for the reader to know what their next step should be.

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