With many digital outlets readily available to communicate with your ideal audience, it might sometimes become overwhelming to decide which of these to utilize. Throughout the last few years, email marketing has become a top choice for many businesses, especially those selling consumer goods.
Email marketing helps boost conversions and revenue by providing subscribers with relevant info about products, any events, or discounts, and essentially builds a sense of community. According to HubSpot, there are over 4B email users worldwide, making it a grand outlet to build momentum, and as of 2020 generating $36 for every dollar spent.
Keep reading to learn more about why you should consider email marketing for your marketing strategy.
Why you SHOULD use email marketing
Not only does creating email campaigns help you send your company information to many people all at once, but it comes with other added benefits.
- Helps gather other consumer information. When you get a new subscriber, they can provide other info such as their name and phone number, for you to use in other types of marketing (Always having them opt-in, of course).
- It helps you build connections with users actually interested in learning more.
- Serves as a way to promote other types of content such as blogs, announcements, etc.
- Increases brand awareness! By being consistent with emails, you’ll always be top-of-mind.
- Nurture your leads/community by giving them content that helps them reach goals or get information they’re seeking for.
Building Your Audience
Here comes the tricky part, you want to build an email list composed of emails that will interact with your content and result in sales or interactions. Some of the top ways to build an email list are:
- Signup form on your website: The most common one, involves a popup or tab that has a signup form as soon as someone comes into your website. You can so do so by providing some sort of discount or incentive to collect emails.
- Social Media: If you have a large social presence, share your email form on social to gather new emails.
- Ad Campaign: Come up with an engaging digital ad campaign to share on Google or Social Media! You can make this a giveaway, or provide an incentive that prompts users to sign up to your newsletter.
- Paper Form: Create a signup sheet, take it to your store or an event you’re hosting, and give them space to add all of their information.
Focus on Design
At the end of the day, visuals become very important when it comes to emails. You want your content to be simple and convey all relevant information, but also look visually appealing and spark interest from the receiver. Some tips to consider include:
- Include pictures or images related to the message you’re sending out.
- Make your CTA clear, in bigger letters than the rest.
- Bullet points are your best friend! Write in short paragraphs or phrases, always emphasizing the keywords you want to convey.
- Make your emails mobile-friendly. Campaign Monitor shares that more than 70% of emails are opened on mobile apps.
By being hosted on specific platforms, you’ll be able to access result information to help improve and make changes to your current strategy. Some of the metrics you should measure include:
- Open Rate: how many people open the email once it has reached their inbox.
- Deliverability: Helps measure the rate at which your email gets to your subscribers.
- Click-through rate (CTR): One of the most important ones is CTR, which signals buttons (CTAs) your subscribers click on. These clicks are the ones that will help you identify what your audience cared about and wanted to learn more about.
- Unsubscribes: Users who opt out of your email list once your email has reached their inbox. You will be losing them as part of your community.