Email Marketing Guide & Strategies

We all know the immense advantages of using emails for communicating with people. Emails have been around for a long time and are one of the most professional sources of communication.

No wonder there are several modern tools available in modern times like messaging platforms and social media, but nothing could surpass the advantages and professional approach of an email. This is the reality. Even today, almost 4,000,000,000 people make use of email on a regular basis. It is simply half of the total global population.

So, when you hear people saying that email is no more a choice, it is far from the truth. Millions of businesses handle operations using emails, making it one of the most common communication platforms and marketing tools. Keeping that in mind, emails are becoming increasingly popular for marketers. If you have email marketing skills for external and internal communication, it is probably the best thing that you have.

So, if you want to improve your marketing approach, it is better to start with email marketing. Remember that it is not only professional, but also it has improved reach as more people use email regularly. So today, we will find out in detail about email marketing and other crucial information.

What do you mean by email marketing?

Email marketing is the procedure of targeting potential clients or customers by using emails. There are several ways of email marketing, and companies use the process to achieve different marketing objectives. Emails are a popular and proven tool to improve conversion and revenue.

With a proper email marketing procedure, you will be able to capture the proper attention of your potential customers and generate leads. The reality is that email marketing is a marketing tool used by 64% of small businesses in recent times. Most companies use email marketing concepts for their newsletter and send regular updates to their loyal customers. It seems to be the best way to keep customers engaged and coming back to them.

What are the different forms of email marketing?

Email marketing has many ways to perform, and no single type will mandatorily work for business. Every business will require its own strategy, but they have to make sure that they choose the right email type for their customers. Following are some of the classifications of emails.

Welcome emails: 

If you have a B2B business or e-commerce store, you will always have to make sure that you welcome your customers in a way that they feel happy to join you.

In a research study, it is studied that 86% of customers are likely to continue with the brand, which welcomes and helps them to know the brand. So, it is transparent that welcome emails can be an effective way to improve your service quality and ensure that your customers feel cared for and welcomed.

Many companies choose to send personalized emails that will help users in their onboarding process. In comparison, there are other companies that will provide information about several benefits of selecting the brand or their service and products. You can choose to create your own welcome email with the best-customized approach to ensure that your customer feels glad to be a part of your journey.

Newsletters:

If your motive is to connect with the potential audience without being overly promotional, nothing can be better than a newsletter.

Choosing an email newsletter is perfect for keeping subscribers updated about recent news and development about the company. Similarly, when you send a newsletter, you should ensure that it adds value to your subscriber. As a result, 81% of businesses have to say that a newsletter is one of the most common types of email marketing that they choose.

Additionally, a newsletter is a fantastic way of redirecting subscribers and potential customers to your website. It improves your sales in a non-promotional tone.

Lead nurturing emails: 

The most common challenge faced by sales teams worldwide is staying connected with their leads and guiding them through the pipeline. However, when the process is done more effectively, it can improve your lead and sales.

Even when this can be really challenging, managers and marketers need to explore a range of designs, forms and formats of content for email marketing campaigns.

Re-engagement emails:

When you find your customer base or subscribers getting increasingly inactive, it is time that you focus on creating compelling re-engagement emails.

These emails will allow you to find goodwill and improve relationships with your customer even when there has been a negative impact. For E-commerce businesses, engagement emails can be a great way to attract customers who have left the website.

These re-engagement emails are generally structured in feedback formats to seek actionable insights from the customers.

Is email marketing still effective in 2022?

After the huge change brought to the world in 2022, where the world started working and communicating in a different manner, email marketing could acquire more prominence. 59% of marketers have to say that emails are a fantastic channel to improve revenue. In fact, 89% of B2B marketers use email newsletters as the most dominant content marketing format.

Brands are able to improve engagement by using email, which is proven. It is studied that 3.9 X more impressions that brands get from social media are through email marketing. Another research generated that 28.5% of revenue comes directly through email.

There is no doubt about the fact that email marketing is an ideal marketing strategy to improve sales and nurture leads. First, however, you have to make sure that you create a fantastic approach to enhance the effectiveness of email marketing that can reach the goals.

What is the importance of email marketing?

The advantages of email marketing can be mentioned in several ways. It is no denial a great tool that is used for targeting a range of marketing goals. The goals might be the same for different kinds of businesses but will be achieved in different ways. However, some of the most crucial advantages of email marketing include the following.

• It helps to engage with real-time customers.
• You can stay in touch with your customer base throughout.
• It helps to send reminders and updates to your customers.
• You can keep your customers informed about offers, services, and products.
• It allows you to implement your customized targeted messages.

Email marketing has unfathomable potential but only when you can unlock the strategy that will work for your business. A strategy that is created based on your business requirement will be highly effective in your endeavor.

How to create a good email marketing strategy?

Now that you have acquired knowledge about the role and importance of email marketing for businesses, you might be willing to create one. However, as we have already discussed, it is all in the strategy; you have to make a proper email marketing strategy. It is a process to target emails in a manner that aligns with your marketing goals. To be very precise, you must create the email marketing strategy in a way that can be beneficial and successful for your business.

However, you must know there is no single way to design a proper email marketing strategy. Depending on your budget, goals and business, you have to create an email marketing strategy in a proper manner that helps for specific periods or events.

Creating email marketing is entirely dependent on the business. However, you have to make sure that your email marketing strategy consists of these few steps.

• You must create email marketing goals that differ from pre-defined marketing goals.
• Make sure that you are defining the targeted audience.
• Decide on the content format that you will use.
• Ensure that the goals are aligned according to the content type you are sending to the targeted customers.
• You can make use of technology for automation if necessary.

These are the most common steps businesses from different industries and sizes must follow to enjoy the benefits of email marketing. With proper email marketing in place, it becomes easier for companies to find audiences that receive the email.

How can you create a great email list?

For most marketing managers, sending marketing emails is definitely not a challenging aspect of the email marketing strategy. In fact, the biggest challenge that they face is finding the correct audience to target and then creating an email list. However, when you have a good high-quality email list that you choose to send with tailored offers, you can make the most out of it.

Keeping that in mind, the following are some proven techniques for building goal-oriented email lists. 

Create a compelling and high-quality lead magnet

The traffic you wish to acquire by using SEO efforts will be in vain if there is no lead magnet placed for conversion. Lead magnets are always considered a crucial magnetic tool followed by marketers for decades. However, like always, these will only work when you implement them correctly.

The lead magnet is about providing targeted customers something in return for registration or email address. There are many websites that have accomplished this by offering access to some materials on websites, offering free guides, and in some cases, some websites even providing e-books. The trick is to design effective lead magnets that help users to share email addresses.

You have to find out what the audience can get from your expertise and then provide helpful freebies in return. Then, it will automatically trigger your customers and make a powerful lead magnet.

Optimize the opt-in forms

The biggest mistake that businesses will make while creating email lists is an improper mechanism of opt-in forms. Only experienced and successful email marketers understand the value of these forms and how they can be effective when they are optimized and presented correctly.

You must know that popping up opt-in forms at random times and pages is not a great choice. On the contrary, it is also essential that you make the optimal form visible. One of the best ways to integrate is to create the signup form in the navigation. You can hire an experienced SEO agency to acquire ideas about it.

Create squeeze pages

An email list that has a range of ways to get user share email addresses is not completed without adding squeeze pages. These are the landing pages designed to get users to share their email addresses. Nevertheless, it is a proven technique that helps you to grow your email list.

The ideal squeeze page contains different offers which will be irresistible for your users. It must be in black and white so that it helps your users to understand that you are providing a crucial resource in return for their email addresses.

If you wish, you can easily create these pages on your own, or there are several plug-ins or specialized tools to create squeeze pages. Unfortunately, many companies use pop-up squeeze pages, which can really annoy readers, which is why splash pages are considered more effective.

Place content upgrades strategically

By far, content upgrades are considered the breakthrough tools for growing your email list. Just like any other tool, there are a lot of advantages of content upgrade when you use it effectively. These are the lead magnets that are included in content resources or blog posts.

This can be in different formats or PDF versions that can help users download and read later. You have to make sure that it is valuable for readers. It can also be in podcasts or checklists, which compel customers to take action.

You have to make sure that you choose to place content upgrades at a point where your readers will definitely need to choose. Do not offer it too late or too soon, as your readers might skip it.

Website page optimization for email signups

Many optimize web pages to improve the email signup count. It might sound really simple, but it is one of the most common parts where websites go wrong. This is the reason why businesses must ensure that the web pages include business goals with them and are designed in a way to accomplish them.

For example, home pages must be used in a way to establish authority and credibility. When you do this, asking for email signup becomes easier. The same goes for the blog section. When you have a slide-in form or a pop-up at the right time, it can improve the number of email signups.

Create enticing incentives for signing up

It is the same as placing high-end lead magnets or content upgrades. It is a great way to improve your email list when you have to offer them some fantastic incentive that they cannot find anywhere else. Email signups will become much easier when you have a good incentive based on your potential visitors. So, you need to initially understand what your readers are looking for and then choose incentives they would not be able to ignore.

In some of the most common cases, it is witnessed in the e-commerce industry. Here the brands mainly offer cashback or discounts in return for their emails. This will help businesses re-target customers if their bounce rate goes higher.

Create giveaways and competitions

Another most effective way to improve your email list is by having giveaways and competition for your customers. Let’s be very open; hosting competitions or giveaways might cost you a little bit, but it is way lesser than paid marketing.

Not only are giveaways a great way to improve your chances of building the email list, but they also can promote your product. When you have products as a sample version to give away, you will find your websites getting more visitors, and it is becoming easier to get their email addresses.

In a similar way, competition is also another most effective way that users are eager. So, depending on your website and what your customers are looking for, you can choose to create the competition. 

Make use of surveys and quizzes

If you are a company or agency that needs a lot of reports and data, nothing can be better than conducting surveys. Apart from this, surveys are also a great way of adding value. When you choose to create surveys based on your website and content, not only will it be easier for you to collect email addresses, but also you can get valuable data that you can use for your business tactics.

What is the best practice for creating email content? 

Now that you have got some details about the type of email and how to create a high-quality email list, it is time to improve the conversion rate by choosing the best practice. Remember that you have to follow the right way to achieve the target. So following are some of the most valuable things you need to consider while creating your email campaign.

• A good subject line: You must know the subject lines at the first impression for emails. So this is a crucial part that you need to focus on and make it detailed, communicative and impactful that gives your users the idea and compels them to open the email.

• Content relevance: This is the crucial precautionary task you must carry out while you draft email content. Make sure you research correctly and then tell your content based on your requirements. Make sure that you don’t share irrelevant emails, as it will make them worthless and decrease the open rate.

• Quality content: You always have to focus on creating quality content and then integrating it into your email. Make sure you edit and proofread the content until it meets the business standards. You can add videos and images to embellish your content and make it impactful to your targeted users.

• Test content: Now that you have done everything correctly, it is time to send emails. However, before you send them, it is better that you send them to yourself to have a look at how it appears. It will also help you to make edits if required and ensure that your users get the best version of your brand.

Create Your Email Marketing Strategy Today 

While there are a lot of other things that you might need to pay attention to, like choosing the right font, using layouts and designs and personalizing as much as it is possible for you, email marketing is something that will thoroughly help you in your marketing journey. You always need to require thinking from your customer’s perspective in order to create emails. It will help you to understand the kind of emails that will be valuable for your users.

While email marketing can be really advantageous, it also takes a lot of knowledge to create the best email marketing strategy. If you are new, it might become hard for you to create one, so it is better to choose professionals for email marketing. Making use of the best email marketing tools will ensure reaching a larger audience and helping you in your marketing journey.

Email Marketing FAQs