Email marketing is a powerful tool to generate leads, nurture them into customers and boost your revenue. In fact, Nielsen’s Annual Marketing 2023 Report shares that 50% of businesses consider email a very effective or extremely effective marketing channel.
That said, managing your email campaigns requires significant planning and strategy. And by spending the time and effort doing so, you can exceed your business goals.
With that in mind, we’ll cover seven email marketing tips to help you manage your email campaigns effectively, boost engagement, and drive results.
Why Do You Need an Email Marketing Strategy?
The return on investment (ROI) of a well-thought-out email marketing strategy is pretty high. In fact, it offers a higher ROI than any other marketing method, bringing back around 3,800%, or $38 for every dollar you invest.
On top of that, the Litmus State of Email Report shows that email marketing is the most effective marketing channel.
A good email strategy will help you not only gain new customers but also retain the existing ones. As a result, you’ll be able to boost your engagement rate and, ultimately, your sales and revenue.
Effective email marketing campaign strategies involve:
- Identifying your target audience;
- Creating valuable content;
- Segmenting your email lists;
- Measuring the right metrics for success.
7 Email Marketing Strategies To Manage Your Email Campaigns
Now, let’s look at seven strategies to help you manage your email marketing campaigns and grow your business.
1. Automate Your Email Marketing Campaigns
Automating your email campaigns will help you schedule and send messages to relevant customers at scale and on autopilot.
To automate your email marketing campaigns, you need an email service provider. Invesp shares that using marketing automation software helped 80% of users generate more leads and 77% boost their conversions.
Email automation tools will help you create automated triggered emails, which are effective since people are more likely to read and respond to messages they receive after taking action.
Some of the best email service providers you can use to automate your email marketing campaigns include:
- Sender — An affordable email marketing platform that helps you create and automate successful email and SMS campaigns.
- HubSpot — A marketing automation platform with a customer relationship management (CRM) system that powers its email tools with accurate data.
- GetResponse — An email marketing tool that offers a simple platform to automate communication and grow your subscriber list.
- ConvertKit — An email app that provides all the features creators need to grow their brands.
- ActiveCampaign — An email marketing software that lets you craft effective newsletters that resonate with your subscribers.
- Klaviyo — An email marketing app that provides email and SMS templates to send personalized messages and turn prospects into long-term customers. But for service providers that also offer SMS marketing like this, ensuring TCPA compliance is crucial.
Some triggered emails you can send using these email automation platforms include:
- Welcome emails;
- Abandoned cart emails;
- Winback emails;
- Regular newsletters;
- Reengagement emails;
- Transactional emails;
- Appreciation emails
Here’s an example of a welcome email from Spotify that’s triggered once a user signs up for their services:
Image source: Spotify
2. Segment Your Subscribers and Personalize Your Emails
Another effective email marketing strategy is segmenting your subscribers and personalizing your emails.
When planning your email marketing campaigns, focus on your recipients. Which of their pain points are you addressing? What should they know so they can buy your products?
The answers will let you segment your customers and craft personalized content for them.
For instance, you can use signup forms to ask for appropriate details on your landing page and tag prospects in relevant segments.
Targeting these groups with personalized content tailored to their preferences will let you earn their trust and boost your conversion chances.
Here’s an example of a highly-personalized email from Spotify:
Image source: Spotify
The email gives a detailed summary of the user’s activity throughout the year. As a result, the personalized experience boosts customer engagement and encourages the user to continue using the Spotify app.
3. Create High-Quality Content for Your Customers
Providing valuable content to your subscribers consistently will cause them to become loyal customers. According to a 2023 Semrush report, 44% of companies succeeded in their content marketing efforts by improving their content’s value and quality.
When done well, content marketing can help you guide prospects through the customer journey and maximize sales.
Some examples of how you can provide valuable content to recipients include:
- Adding top-quality product images to your emails;
- Making video tutorials to show users how your products work;
- Sending regular newsletters that address customers’ pain points.
Here’s an example from On Running, a sportswear company, that uses high-quality images to showcase its products and entice customers to make a purchase:
Image source: On Running
4. Optimize Your Emails To Be Mobile-Friendly
According to Pew Research Center, 76% of U.S. customers buy products online using their mobile phones. That’s more than three-quarters of your customers using smartphones to purchase products from your website.
This shows how important it is to design mobile-optimized emails to give customers the best user experience.
With that in mind, here are some tips to help you make your emails look good on mobile:
- Switch to a single-column layout, which accommodates smaller screens and increases legibility;
- Make your CTA buttons touch-friendly so customers can easily click on the CTA they’re interested in;
- Use preheader text to offer more context and attract readers to open your email;
- Create short and scannable pieces of content to make it easy for subscribers to understand your copy and take the desired action.
You can also use premade templates that email marketing software like Sender provides to create responsive emails. The tool converts your emails into mobile-optimized content automatically.
You can also view the desktop and mobile versions before sending the email to your recipients:
Image source: Sender
5. Monitor the Right Email Marketing Metrics
Monitoring your email marketing performance is the best way to understand your target audience, build upon strategies that work, and eliminate what doesn’t.
You can use email marketing platforms to track the rate at which recipients receive, open, and click your emails. The platforms summarize the data in reports to show you how your campaigns perform over time so you can improve them.
Some metrics you can monitor to make your email campaigns perform better include:
- Open rate — Number of emails subscribers open divided by the number of emails sent.
- Click-through rate — Percentage of subscribers who click on one or more links in your emails.
- Conversion rate — Percentage of customers who click on a link in your email and complete a desired action, such as purchasing a product or filling out a survey form.
- Bounce rate — Percentage of total emails sent that couldn’t be delivered to the recipient’s inbox successfully.
- Unsubscribe rate — Number of recipients that unsubscribe from your email list after opening your email.
It’s important to note that Apple’s Privacy Policy allows recipients to choose whether you can track their email behavior. This may skew your open rates, so it’s best to use the other email marketing metrics to determine your campaign performance.
6. A/B Test Your Email Marketing Campaigns
A/B testing means sending one version of your email to a segment of your customers and another version to a second segment of the same audience.
The email version that gets the most opens, clicks, or conversions will let you know what your customers want so you can apply the outcome to future email campaigns.
For example, you can change your call-to-action button from “Download now” to “Get this free guide” and test whether it would increase the number of downloads.
On top of CTA, other elements you can test include:
- From name;
- Email subject lines;
- Preheader;
- Email copy;
- Email design;
- Email frequency;
Regularly A/B testing various elements of your emails will help you focus your efforts on campaigns that drive engagement and revenue.
7. Clean Your Email Lists Regularly
Email list cleaning is the process of removing inactive subscribers from your list. This leaves you with a smaller email list but, at the same time, a more engaged subscriber base.
A small email list of engaged customers — people who actively interact with your brand and content — is much more valuable than a massive list of subscribers who never open your emails.
To sum it up, cleaning your email list will help you:
- Decrease spam complaints;
- Improve email deliverability;
- Improve your open and click-through rates;
- Limit the number of people unsubscribing from your emails.
Key Takeaways
A well-thought-out email campaign strategy will help you drive results you can translate into increased sales and revenue.
To summarize, you can manage your email marketing campaigns and boost engagement by:
- Automating your email campaigns;
- Segmenting your email subscribers and personalizing your emails;
- Creating high-quality content for your customers;
- Optimizing your emails to be mobile-friendly;
- Monitoring the right email marketing metrics;
- A/B testing your email campaigns;
- Cleaning your email lists regularly.
Like any other marketing aspect, planning and managing your email campaigns is essential if you want to achieve the best results. And the strategies above will help you do so.
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