How to Approach Email Marketing In 2021
For every $1 you spend on email marketing, you can expect $42 in return. This makes it the most effective digital marketing channel today.
But the question is: how can you approach email marketing for maximum return on your investment without coming off as spam?
This is exactly what we are going to learn in today’s guide. We’ll go through advanced methods to approach email marketing in 2021.
So without further delay, let’s get started!
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How to Approach Email Marketing in 2021?
If someone is just starting out in email marketing, it’s really hard to figure out the right path. With the wrong approach, you can be treated as spam. So to avoid any confusion, follow this step-by-step guide.
Define Your Goals For Email Marketing in 2021
Defining your goals is the first step of any marketing channel let alone email marketing. However, as emails are more personalized, you should ask yourself these types of questions.
- Do we want more sales?
- Is our goal to build trust by sharing our new content?
- Do we want more product signups?
- Do we want more people to attend our events?
To put it into perspective, let’s take two completely different examples.
The goal of Buzzfeed’s email marketing is to drive more traffic because their business model revolves around getting more visitors.
While UNICEF is a charity organization, their email marketing is based around educating the subscribers about their new projects and persuading them to donate.
So it gets down to having clear goals.
Build Your Email List
So you have defined your goals but to actually start sending the emails, you need to have an email list. Building an email list is a tough job and requires a separate article. However, we’ll share the best practices:
- The no. 1 rule of building your email list is to get the recipient’s permission to send them emails. Never buy an email list. It might be tempting, but you will be violating the law directly or indirectly if you buy an email list.
- Offer incentives. People like free things. It’s just a fact. Offer them free ebooks, guides, or secret insights if they sign up.
- Remind them to sign up using simple headers, sliders, and post endings.
Choose an Email Service Provider
If you’re just starting out in email marketing, you might be thinking of doing everything on your own. However, as your email list grows, it becomes difficult to handle different tedious tasks related to emails. That’s where email marketing services come in handy.
Consider the following things when choosing an email service provider.
- The interface should be user-friendly and have a drag and drop feature.
- Sending bulk emails should not be a hassle.
- Managing your contact list and tracking your performance should be easy.
Build Your Campaigns
There are many types of email campaigns including newsletters, event invitations, product launch, etc. Which type you choose really depends on your goals established in step 1.
After choosing which email campaign to send, it’s time to actually build them. Follow these guidelines to make the best out of your email campaigns.
- Keep your emails engaging and informative. People have different reading habits on the web so your writing should be to-the-point and avoid bulk of texts. Use Invert Pyramid Model where the most important information comes on the top of the email.
- Use lots of visuals. It’s a fact that visuals have way more memory retention than words. So use images, infographics, and data charts in your emails for better engagement.
- Be more personalized. You should build your campaigns not for a crowd, but for a single human being. Segmenting your list based on demographics, locations, past activity, etc. helps in this regard.
- Optimize for mobile and make them easy to convert. 41% of emails are opened on mobile devices so make sure that your emails are optimized for all devices.
Track and Improve Your Results
You can track your campaign results using these two tools. 1. Your email marketing tool. 2. Your website analytics tool.
Your email marketing tool will give you more insights into your email campaigns. There are plenty of metrics related to email campaigns. However, we find these 3 metrics to be very important:
- Open rates. How many people open your emails is a great indicator that those people think you as a worthy brand. One way to improve open rates is to use different subject lines for the same email and check which one works best.
- CTR is short for click through rates. If you have low CTR, it means that your email didn’t provide the value that the reader was expecting. You can improve your CTR by making your content more readable and including visual call-to-action.
- Unsubscribing rates. If a large number of people are unsubscribing from your email list, you need to review your entire email campaign.
Prevent Your Emails from Going to Spam
You spend a lot of energy and time on running an email campaign, but what if your emails go to the spam folder? Here’s how you can prevent that from happening.
- Always get permission to send emails using an op-tin form. Your op-tin form should clearly mention that they are subscribing to your newsletter.
- Only send the relevant content, and avoid using overly used marketing words like order now, free, guarantee, etc.
- Include an unsubscribe button in your emails in case someone wants to opt-out.
- Choose a reputable email service provider.
The Final Verdict
The advanced methods discussed in today’s guide serve as a blueprint for someone who’s just starting out in email marketing. These methods will help you gain a great return on your investment and prevent from being treated as spam.
Let’s conclude today’s article with a big question.
Are you an advocate of email marketing?
Or do you like another marketing channel like social media?
Be sure to let us know in the comments!