The average person easily receives dozens of emails each day, so if you want your emails to stand out among the rest, your email marketing strategy needs to be unique.
Emails can help you promote your business, advertise new products or services, and offer insights into your industry. In fact, email marketing generates $44 ROI for every $1 spent. I’ve compiled five of the best email strategies to help you grow your business.
Segment Your Email List
As your business grows, you’ll start getting different types of customers. You can organize your growing email list in different ways. You could segment your email list into certain customer demographics, or organize it based on your primary customer profile, secondary customer profile, and so on.
When you segment your email blast list, you’re better able to segment emails based on purchasing habits, steady customers, new customers, etc. You’ll also likely experience a 14% increase in open rates.
Each of these customer groups might have different needs from your business, but when you’re able to categorize your customers, you stand a better chance of them reading your emails and following your call to action as they will know that the emails you send will be relevant to them.
There are a few different ways you can segment your email list depending on what your marketing goals are. Furthermore, you can classify your customers both by their demographic profile and by their purchasing history. By classifying your customers by their personal characteristics, you can provide them with information or offers that appeal to them.
You can also segment your customers based on how much they interact with your brand, such as:
- Purchasing history
- New subscribers
- Loyal customers who typically open and read your emails
- Customers who haven’t opened your emails or purchased from you recently.
Although segmentation can be a little time consuming, using the right email tools can streamline the process. And when you’re better able to give customers content that they actually want, you’ll establish your brand as authentic and trustworthy. In fact, 39% of businesses that segmented their email list have an increased open rate, greater customer acquisition, and higher customer retention.
Implement a Drip Campaign
Once you’ve segmented your email list into different categories, you can start a drip campaign for each type of customer. Drip campaigns are scheduled marketing emails that are sent automatically by your email client after a customer hits a particular trigger. These campaigns start with a prospecting email, then create leads, and finally generate repeat customers, using the sales funnel. You may end up with a 98% conversion rate for qualified leads as a result of running a drip campaign.
Triggers for drip campaigns can take a few forms. One may be a request for a demonstration, while another may be a new subscriber. Other triggers may be a resource download or the recipient clicking on a link in the email body. Once the trigger is recorded by your email client, a follow-up message is sent.
If you pair your drip campaign with your marketing strategy, there are a few benefits you’ll see, such as the ability to:
You can also set up triggers in response to passive customer behavior, like not opening your last emails, not using your service for a while, or when they have downloaded a product but not the tutorial or other related resources. This depends on your business model, but if you’re concerned with customer retention, this can help gently nudge people back toward your company.
- Give your customers valuable insights about your industry
- Speed up the processing of leads through the sales funnel
- Offer engaging content and customer interaction
- Create actionable warm leads for your sales team
- Reward loyal customers with special deals or inside information
- Re-engage customers who haven’t interacted with your business recently.
Make Your Welcome Email Matter
When you welcome someone to your email subscriber list, it’s important to make the welcome email matter. Personalize it with their name, and make sure that you walk the new subscriber through what your business provides. You may even consider including a new-subscriber special, thanking them for engaging with you.
The welcome email is a clue to new subscribers of what they can expect from your business. If the email is relevant and engaging and offers them insights into your business, then they’re more likely to open future emails from your business. However, if your welcome email is bland and boring, you can bet that customers will quickly unsubscribe.
Personalize Your Emails
Make sure to address your customers by their name, and personalize the content of your emails. When you’ve segmented your email list into demographics, you can also include personal touches that fit your customer profile. In addition, 59% of respondents say marketing emails influence their purchase decisions.
You can also send out timely emails, such as Christmas cards, holiday specials, and even a special coupon on your customer’s birthday. Taking the time to consider how you can develop relationships with your customers may take some innovative thinking, but it’s worth it. More and more, customers desire brands that they can relate to.
Make Your Emails Interactive
When your emails are engaging and interactive, you’ll begin building relationships with your customers. Each stage of your email marketing campaign should be engaging and should help educate your customers.
You may choose to have a short quiz to help guide your customers to products you offer that are best suited to their needs. This type of engaging content also helps you educate your customers about what you offer and creates an air of authority for you. When a customer is in the awareness/engagement stage of the buying journey, your interactive emails can help push them toward the consideration and buying stages.
If a customer has valuable interaction from your emails, they’re more likely to buy. Plus, they may be willing to share some of their personal data with you, allowing you to segment them and further personalize emails that guide them to a purchase.
You may also wish to include a video or link to a video that demonstrates your products or gives insights into the benefits of your services. In fact, landing pages that have videos have 80% more conversions than landing pages without videos.
Your email list can be a powerful marketing tool for your business. Using the strategies described above, and taking inspiration from these, can help grow your business and make sure your emails are opened, not sent to the spam folder.