What is email Marketing strategy?

Email marketing strategy can be defined as the number of procedure that are identified and followed by marketer to achieve it desired marketing goal. It gives your business a direct channel to communicate with customers for brand promotion. Your business can atleast earn $40 for every $1 spend on the email marketing. Your weak email marketing strategy does not yield you any return of investment (ROI). You need a well-planned, goal oriented and easy-to-follow email marketing strategy to gain success in your business. In this article, I will be explaining you, what is Email marketing strategy and its importance to strengthen your business.

What is E-mail Marketing?

Before starting talking about the E-mail marketing strategy, let’s get familiar with its basic definition.

E-mail stands for electronic mails and marketing means selling or promoting your services and products. So, in most simple term E-mail marketing stands for marketing or selling your product and services through emails. E-marketing is used for commercial purpose. It might have personalized content, strictly inclusive of customer’s preferences or can be generic content which can be shared to everyone.

The main prospect of E-mail marketing is to grow the business by using textual content, secrets of sales and exclusive information. Increasing sales through emails is the ultimate goal of E-mail marketing.

Importance of Email marketing strategy

These are the significant reason behind the importance of E-mail marketing strategy:-

1.A solidbusiness strategy

With a solid email marketing strategy, a marketer can layout their advertising process in advance. The business stakeholders becomes aware about the plans they need to perform on the given time thus, maintaining synchronicity while implementing email campaign. A company can send time based promotional or non-promotional emails in a systematic manner with the help of email strategy.

Time based promotional emails can be defined as the emails which contain time sensitive messages that prompt recipients to take action. Non-promotional emails are sales driven and less time consuming. They provide good value to customers and establish the relationship. Promotional emails boost sales and non-promotional emails determine the preference of the subscribers. It will help in mailing list segmentation.

2.Measuring your results

Email marketing strategies help you to analyze all the business goal you tend to achieve. A company need some marketing objective beforehand that provide them a correct path in implementing an email campaign. With email marketing strategies, a marketer can easily evaluate the effectiveness of their email marketing campaign.

3.Select the best tactics

Tactics can be defined as the tricks and tips a marketer uses that help in achieving their business goals with the correct email marketing strategies. Example of such tactic would be “cutting down on the number of sales to start a cart-abandonment program”.

Steps to create Email marketing strategy

These are following essential steps a marketer should follow to have a successful email marketing strategy:-

1.Prioritizes these email marketing goals

• Maintaining relationship with the customers
• Try to increase your customers engagement
• Try to maximize your ROI
• Raise your loyalty

2.Select the necessary email marketing tools

Finding the right email marketing tool should be first priority of a marketer. An email service provider (ESP) with automations tool and other features is needed by a marketer. There are numerous email marketing tools available such as Sendinblue, mailchimp, drip etc. You can use those to boost your email marketing campaign.

3.Determine your target audience

A marketer must build their email subscriber list. For this you need to identify your target audience. For example, if your business sells women fashion items like cloths and jewelry. Your target audience should be the female demographic around the age of 15- 35 years.

4.Build an appropriate list of tactics

Building mailing list from subscriber list is the most preferable way. You can collect quality subscribers by adding subscriptions forms to your website. You can fix these subscriptions forms on the high traffic page of your website.

5.Dividing mailing list into segments

Segmenting is effective method to send highly targeted email campaigns. You can segment your mailing list according to the location, gender, age, and occupation etc., of your subscribers and delivered customized emails that appeals to your customers.

6.Types of email to send

A marketer should always note what kind or type of emails should be send during the email marketing campaign. The email style should be depend on the type of the email marketing campaign launched. For example, for the newly joined user in your email list, send them a welcome email or if customer added some shopping items in their cart but didn’t buy them send them an email regarding to the abandoned cart to bolster your sales.

7.Scheduling for sending emails

Maintain a schedule for sending emails. It is necessary for marketers to determine and experiment the time when their subscribers are most engaged. For this A/B testing is considered useful.

8.Formatting your email content

For achieving success in the email marketing, promotional emails should be perfectly presented. Choose different kind of fonts, text sizes, formats or pre-designed templates to make your promotional emails more attractive and engaging to your audience.

9.Email optimization

According to the study by Adestra, 83.8% people open emails in their mobile devices. So, it concludes that your email content should be easily optimizable on the mobile devices. You can follow this tips make your email content more mobile friendly.

• Email width limited to 600px
• Use single column templates
• Use short subject lines and small images
• Avoid menu bars
• Use large fonts
• Write unique CTAs

10.Perform spilt testing

A marketer can use A/B testing to determine the best copy of email that can be used on the different aspects of their emails i.e., subjects lines, offers, CTAs etc.

11.Inspect your email performance report

The last step of building an email marketing strategy is to make a report on the feedback you gathered by your customers. It will help you track the bounce rate, CTR, spams, complaints etc. of your email marketing campaign for better results.

Tips to improve your email marketing strategy

These are following techniques and practices that help you to strengthen your email marketing strategy:-

1.Give incentive for email address exchange

With the tool called lead magnet, a marketer can increase the number of subscriptions significantly and make lead from first purchase less hectic.  Give your clients incentive and make sure it is valuable for them. You can also provide them special discount of offers or free shipping on their first order.

2.Segment your subscriber from the subscription form

Segmenting is an important part of eCommerce. Segmentation helps you to send relevant and targeted emails campaigns to the each and every user of your email list according to their preference.

3.Sending a welcome email

A sending email is a good way to set a positive first impressions on your potential clients. With the welcome email you can communicate with client in a friendly manner and tell about your brand and its benefits and the special offers provided by your company.

4.Cross-cell and Up-sell

These marketing techniques helps you to build customer retention, sales increment and loyalty. Cross-sell encourages the customers to buy complimentary products along with order. Upselling promotes more expensive and upgraded products along the customer’s initial purchase.

5.Sending milestones emails

These milestone emails help you to maintain a good customer’s relationship. These emails indicates certain stages of customer lifecycle. It can be either be their birthday or anniversary. These emails campaign have good CTR and open rates because of its personalized nature. For sending milestone emails you need to collect your customer’s data like their first purchase, birthday, date of subscription etc. You can use this data to congratulate your clients on their specific events and offer them unique offers from your brand.

6.Do re-engagement email campaigns

Running re-engagement email campaigns is an effective tactic for keeping your email list healthy. You can win the interest of the customers back who lost interest in your company by the re-engagement campaign. Use these emails to find the subscribers who aren’t interacting with your brand. Provide them special offers, discount and incentive to win them back.

7.Rewarding the loyal customers

These loyal customers’ help you in building your brand by bringing you money and give good reviews about your brand, so rewarding these loyal customers is must be a top priority. You can create special quality hub for these loyal clients and provide them points on their each purchase and special offers and discount.

Conclusion

An effective Email marketing strategy is must needed for achieving your business goals in less time. So if you are marketer, with good email marketing strategy and confidence you can easily succeed in the couple of months. E-mails Marketing strategy help you to get a more personalized opinion of your consumer base choices and preference. In return of this information, you will generate a quite good revenue for your business. I hope this article, provides you a clear overview about email marketing strategy, its importance and tip to improve it.

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