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Revamp your email marketing strategy: The ultimate guide to getting it right

Tracy Steffensen

Stop wasting your efforts on email marketing without a strategy. Learn how to set strategic goals and measure results for maximum impact!

If you’re engaging in email marketing simply because you feel like you should, and haven’t defined any specific goals, it’s time to take a step back. Without a well-crafted strategy in place, your efforts will be in vain. Identifying your objectives and establishing methods to track your progress towards achieving them is important. Neglecting to do so will leave you without direction and make it difficult to learn from your results. Ultimately, you’ll miss out on opportunities and waste valuable resources.

Don’t underestimate the power of email marketing: unleash your business’s potential and dominate your market

Marketing experts agree that email marketing is a highly effective strategy for connecting brands and businesses with potential prospects and customers, and eventually drive sales. A new report by Cheetah Digital revealed email outperforms paid social and display advertising by 228% in Australia and 120% higher than consumers globally.

The study found that consumers have lost trust in online advertising specifically those they see on social media platforms and are reluctant to share their personal information with these platforms. However, the majority of the consumers surveyed expressed trust in email as a marketing channel and were willing to provide their personal information in return for personalised marketing.

It’s not surprising that the report confirms the effectiveness of email marketing. When someone joins your email list, it’s a clear sign that they’re interested in your business, products and services. Therefore, it’s crucial to make the most of this opportunity by planning your email campaigns carefully. Take advantage of this direct communication channel to build relationships with your subscribers and showcase your unique value proposition every chance you get.

Unleash your email marketing strategy with these expert tips

  • Set email marketing goals. Businesses typically set four key goals: increasing customer engagement, raising loyalty, maximising ROI and maintaining relationships with existing customers or clients. Each goal requires specific tactics.
  • Select the right email marketing tools. Using the correct email marketing tools can simplify your tasks and enhance the effectiveness of your efforts. Look for a trusted email marketing service that offers automation, is straightforward to use and fits your budget.
  • Determine your target audience. When creating your email subscriber list, it’s essential to identify your target audience. Understanding who you’re trying to reach will determine which email addresses you need to collect.
  • Tweak your list-building tactics. There are several ways to grow your email list, such as adding a subscription or sign-up form to your website’s high-traffic sections. You can also collect email addresses during your next pop-up event, promote your email newsletter on your social media accounts and even include it in your email signature.
  • Divide your mailing list into segments. If you intend to personalise your email messages, segmenting your email list is imperative. Segmentation is a highly effective tactic that enables you to send targeted email campaigns to specific groups of subscribers instead of sending a generic email to everyone on your list.
  • Identify the types of emails to send. The style and content of your emails should align with the specific goal of each campaign. For instance, you can send a welcome email to new subscribers, an abandoned cart email to those who added items to their cart but didn’t complete the purchase and value-added content or exclusive promotions to existing customers or clients.
  • Create a schedule for sending emails. Consistency is crucial in email marketing. Choose a specific day each week or month to send your emails and ensure that you maintain the same schedule for each audience segment. Consistent effort conveys your commitment to your subscribers and helps build trust. Pay attention to your subscribers’ responses to determine the optimal time for sending emails. Use A/B testing to compare and contrast different approaches, which can be highly useful for identifying the most effective strategies.
  • Format the email content. Messages in promotional emails should be flawless. Think about your branding, your goals and your target audience when choosing your formats, fonts, and text sizes. Most email marketing providers have free templates. But if you want to stand out in your target audience’s inbox, have a professional design your campaigns.
  • Optimise your emails. To improve your email campaigns, reviewing your past email sends and identifying what worked successfully is beneficial. Analyse elements such as the optimal length of subject lines, appropriate email width, if single or double columns work best, the right size for images, and the most effective CTA placement. Analysing the outcomes of your previous email campaigns, both the successful ones and the unsuccessful ones, can provide valuable insights that can be used to improve the effectiveness of your future campaigns.
  • Conduct split testing. Use testing to determine which copy works best by swapping out different aspects of the email, such as subject lines, images, CTAs, headlines, and offers.
  • Monitor email performance reports. Many businesses and brands overlook the importance of learning from their campaigns. Analysing all the data you’ve collected can help you make informed adjustments to your strategy going forward. It’s essential to continuously learn and adapt to optimise.

To maximise the effectiveness of your email marketing, it’s crucial to plan every email campaign. Implementing a successful email marketing campaign requires research, learning and ongoing optimisation. Even if you lack the necessary marketing resources, you can still achieve your goals by engaging a marketing agency.  This way, you can focus on managing the most critical aspects of your business while leaving email marketing to the experts.

Book a call with our team here, and let’s put you on the map.

Also read: 8 Marketing Tactics That will Make Your Brand Top of Mind

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