5 Ways To Boost Your Email Marketing

One of the key pillars of digital marketing is email marketing. Email marketing can be simply be defined as the act of sending marketing messages to prospective and/or retained customers via email.

The beauty of this kind of marketing is that it can be integrated with any kind of digital marketing you choose. It is relatively inexpensive, there is a greater chance that your customers will see it, and it is perfectly suited for any business. There are some best practices to imbibe when considering Email Marketing.

1. Use An Email Marketing Tool

We often see businesses that send emails directly from their email clients or webmail, however this does not allow them to track open rates or see how many people clicked on links within the email.

A lot of email clients or webmail services also have restrictions in terms of how many emails you can send. Email Marketing Tools like MailChimp, SendGrid, GetResponse, Marketo etc are great for managing your mailing list, sending emails and tracking engagement.

2. Define Your Target Audience:

By now, you should be used to the term “targeted audience”, but just in case it’s new to you — here is the definition:

Your target audience refers to the specific group of consumers who are most likely to want and buy your products or services, and therefore, the group of people who you should be targeting with your marketing campaigns. Your Target audience may be defined by age, gender, income, location, interests or a myriad of other factors.

Your target audience is at the core of every part of your digital experience. Especially with email marketing, you want to make sure that your audience is clearly defined and that you are sending emails to the right people — the people who will appreciate your content and engage or take action when receiving your emails.

3. Segment your Mailing List

In order to make sure that your readers are receiving relevant information, you need to segment your mailing list into smaller groups — this is called segmentation. Segmentation allows you target customers according to their preferences, purchase history, enquiries, events that they have attended etc. and send them personalised emails that address the specific needs they may have at the time.

4. Include a Call to Action (CTA)

Now it is time to craft your email. Writing email content requires deep research — offer value and be customer centred, while keeping a friendly and sensitive tone, it helps build trust.

Create a call-to-action (CTA) within or at the end of each email that asks the reader to take an action. Often CTA’s are linked to web pages you want them to visit. CTA’s can also be used to link to a Google form for data collection or to a social media page for increased engagement (likes, comment, or share).

5. Set your Sending Frequency

Consistency is key. Find a pace that works for you and stick with it. At some point, it will register in their minds that you always reach out to them at this time on this day.

Whatever you decide to do. Make sure you are always consistent with your frequency and ensure that the time you have chosen works for the recipient. You can review open times in the analytics your email marketing tools give you and adjust the timing accordingly if need be.

Email marketing can be time-consuming when setting it up at first, but when you understand your way around it, you will find out that it can be automated and you can also measure your performance and growth. You’ll know what’s working and what needs to be tweaked for better performance.

Have you embarked on your email marketing journey? Tell me how it’s going!

Don’t forget to leave a comment or ask questions, my team at Futuresoft and I will be here to answer your questions.