If you are working on growing your business and revenue, you would need to invest in sales and online marketing in various ways. Starting from using PPC as a solution to drive traffic on your website, running email marketing campaigns, using influencer marketing to promote your products, and working on SEO to get organic traffic. Business owners across the niche need to do a trial and error to identify which channel works the best for their business.
Email marketing has been around for quite a while, it hasn’t become obsolete for many cases. For the B2B marketing and sales, around 60% consumers agree that email is their favorite channel to get promotional updates from the businesses they deal with or follow. Email is an effective way to drive customer acquisition compared to other marketing channels.
Why is email marketing important?
Here is why your business should invest in email marketing for effective results:
- Cost-effectiveness: compared to the majority of the marketing channels, email marketing provides better ROI.
- Flexibility: you can design and use various types of content including text, videos, GIFs, personalized images with email marketing.
- Scalability: if you target the right audience, you will be able to reach a large number of prospects that will convert to your paying users.
- Permission-based: your subscribers will be able to select if they want to receive information and promotions from your end or not.
- Measurable: you can measure the success of your marketing campaigns with the help of advanced trackers in it.
- Real-time: with automated triggers, you can set following sequences in your campaigns to make them effective.
Pro-tips to maximize your business impact on your customers
Plan your campaign in advance
Email marketing campaigns can give amazing results if you have planned and executed them well. You need to start working on your audience first. Work on audience segmentation and enhance your lead list before starting running your email marketing campaigns.
Figure out the niche of your audience, their interests, and make a list of triggers you will use to gain the maximum engagement with them.
Use the right email formats
There are various email formats a business can use to engage with their audience. For various niches of businesses to business needs (ie B2B or B2C or B2B2C), a business can decide which email format will work the best for their needs.
For professional end users, text emails are preferred, for e-commerce businesses, emails with product images, reviews and GIFs would work wonders. So, once you have finalized your audience, select your email format as well.
Run experiments in your campaigns
Regardless of the business niche you are in, you can always make sure to run experiments in your email campaigns. Majority of the email marketing and sales engagement platforms provide A/B testing for the campaigns you want to execute. Try different variations for your user segments and check which subject line, body, and CTA works for you.
Get better at your content
Copy writing matters the most for any sales and marketing emails. If your text is compelling and engaging enough, then and only then your users will show their interest in having a word with you. Make sure you provide ample value and authentic information in your emails, so that converting becomes easy for you.
Get better at technicality
Email marketing campaigns are not about writing and working on great text and converting subject lines. It is also about making sure that your email should reach your prospect’s inbox at any cost. Work with your technical team and set up your MX records, SPF records, and more before running your email marketing campaigns.
Work on warming up and setting up authority for your domain and email address. This will help you to avoid SPAM and the Promotional folder.
Keep your email list up to date
If your campaign starts receiving a higher bounce rate suddenly, your domain authority and email ID authenticity will get lower ratings from the ISP. Thus, make sure to eliminate all the prospects who have moved to different levels of the deal to keep the personalization and messaging up to date.
Also, once your campaign start receiving spam complaints or a lot of bounce happens, update your prospects’ list again.
Use personalization services
There are a number of ways you can add personalization to your emails. Starting from using the user's first name and company name in the email to using third-party services that will help you to put custom images and GIFs in the emails you will send. With webhooks or native integrations, you will be able to use these options of such tools and gain better results for your email outreach campaigns.
As a business owner or marketer, make sure to implement your email marketing campaigns that bring engagement and land in your prospect’s inbox.
While you can use various marketing channels to engage your users, combining them with the effectiveness of email marketing would do wonders for your brand.