Email marketing is an indispensable marketing method and channel in the world of digital marketing, although it requires more effort and experience than other channels. In this article, we discuss with you why email marketing is important, and how you can create effective email campaigns that will enable you to achieve impressive success and a great return on investment
The Importance of Email Marketing - Numbers and Statistics
With so many marketing channels that you can use to promote your company, you may have a hard time deciding which channels to focus on, and which ones to ignore. The numbers prove that email marketing is an important channel, and it should always be given priority, as:
There are more than 3.7 billion email users in the world today, and the projected number of users by 2021 is 4.1 billion.
59% of marketers see email as the biggest source of return on investment.
Email Marketing brings in $44 per dollar spent.
89% of marketers see email as their primary channel for getting leads.
Before you start email marketing
After deciding to create an email marketing strategy, and before actually starting to send out email campaigns; You need to understand that the purpose of email marketing is to create and nurture secure relationships.
You will likely achieve other goals incrementally such as increasing customer engagement and return on investment. After setting the main goal of email marketing, here are several tips to boost your chances of success.
5 Tips for a Successful Email Marketing Campaign
1. Start with a clear plan
There is no right or wrong formula for an email marketing plan as long as it answers the following questions:
Why do I send emails?
Who is the target audience?
What value can I offer subscribers?
What are the goals of email marketing?
Once these questions are answered, it's time to work on the buyer's journey. Think of this as setting a path for marathon runners; Ensure that the road is clear of obstacles and that the signs point in the correct direction. And you need to be aware of the journey your customers are taking from the moment they are a visitor until they actually complete the purchase.
2. Divide the audience into groups
When setting up your email subscription form, think about what information you will need in the long run. Your name and email address are basic and traditional information, but collecting additional demographic information will help you segment your audience into groups by age, gender, location, or any other variable.
Rather than sending the same generic email to your entire mailing list every time, it allows you to segment the audience into customizing content and sending messages that fit the category you're communicating with; This can lead to increased engagement and possibly double the open rates of your emails.
Once you segment your list into groups based on purchase history, interest, or other variables, it's time to create personalized content for the people in each group. The important thing here is to follow the behavior of these subscribers, and then try to communicate with them with messages that draw their attention and motivate them to interact.
One great way to personalize is to include dynamic content in your message. This shows your audience that you understand and care about them, and will add a “surprising” factor to them that makes them happy. Marketing Sherpa research shows that mailing open rates increased by 41% when using a custom mailing address, such as including the subscriber's name in the address.
4. Automation and moving forward
Having developed an effective email marketing plan, divided your audience list into groups, and created personalized content that incentivizes engagement. It's time to make use of all the tools and tactics available and use them extensively to reach more audiences. At this point, automation is what you need.
By scheduling emails to subscribers at each stage of their buying journey (which you're supposed to have already defined in step one), you'll be able to ensure that your content is relevant and meets the needs of your customers. In addition, automated emails can increase the open rate by 70.5%.
5. Measuring success
You have reached the last step, and the best way to continue improving and refining your email marketing skills is to look at the data and reports to understand which practices and steps have worked, and which have not; Based on this data, you improve and develop.
Monitor your marketing metrics constantly, and try to retarget subscribers who don't engage to ensure long-term success of your email marketing. As 77% of the ROI comes from this type of campaign.