If you’re in business, chances are you send emails on a regular basis.  And if you want to be successful and have your emails work for you, then you need an email marketing strategy.

Are you having a hard time justifying your investment into your email efforts?  Do you think your email marketing could be performing better?  Do too many of your emails end up in the spam folder instead of the inbox?  Do your conversion numbers lack excitement?  Then you probably need a better email marketing strategy.

No matter your status, whether you’re already emailing your customers or not, chances are that your strategy can be improved.  Let’s jump in and discuss the handful of core elements every email marketing strategy should include.

Why an Effective Email Marketing Strategy is Important

email marketing statsAccording to a study by Oberlo, 269-billion emails were sent and received every day during 2017.  That number is expected to jump to 333-billion by 2022.

With that kind of competition fighting to catch the attention of consumers, you want to ensure you have a strong strategy.

If you don’t have an email strategy, then you’re missing out on several benefits such as:

  • Proving you with topics and information that your customers will find engaging
  • Helping you build a relationship with your customers
  • Ensuring your email sender reputation clean and your company isn’t on email blacklist status

 

Elements of Email Marketing Strategy

All successful email marketing strategies include a few key elements.  Here are the nine core elements you want to include in your strategy:

  1.  Opt-in Confirmation – By now we all know this is an important step in the email marketing process; however, too many people skip over this step.  You should never buy an email list and never send emails to anyone who has not opted-in or double-opted in.  Doing so could cause your emails to go directly to the spam folder or impact your email sender reputation.
  2. inbox deliveryDesigned to be Mobile-Friendly – More and more people are becoming reliant on their smartphones.  In fact, studies show that almost half of email open rates are now coming from mobile devices.  To make sure you are able to engage with your consumers, make all of your marketing emails mobile-friendly:
    • Limit the amount of text you include and try and incorporate more images for easier engagement.
    • Put your most important information above the fold to ensure it will be seen.
    • Isolate your calls-to-action by surrounding them whites space.  This will make them easier to click and increase your odds of engagement.
  3. Content Calendar – You should stay connected to your email audience, but not overdo it.  I mean, no one wants to come off as spamming or needy, right?  Create a content calendar that clearly identifies the times and dates you plan on sending emails.  If you have multiple departments using the same email lists, make sure everyone’s emails are on the calendar so you can get the full picture.  Make sure you space things out but also email on a regular, consistent basis.
  4. Focused Objectives – Each time you send an email, it should have a specific object it’s trying to achieve.  For example, you could ask them to read a blog or newsletter, check out a new promotion or product, attend an event, or even donate to a charitable cause.  Whatever your reason, don’t saturate your email with too many calls-to-action and keep your content focused and on point.
  5. Email List Management – One of the most important elements of a successful email marketing strategy is your email list management process.  To keep from sending to old emails, receiving bounces, or being reported for spamming, you should perform an email list audit monthly or quarterly.  Additionally, break your overall email pool into small, targeted email lists.  This will allow you to target your message based on the demographics or behavior of a specific group (like loyal shoppers, customers you haven’t heard from in a while, new customers, etc.).  The more targeted the message, the more effective the email campaign.
  6. Personalization – When it comes to your customers, you’re trying to build a relationship.  And we all know it’s easier to build a relationship with actual humans and not cold, robot-like sounding emails.  Make your emails warm and personable through informal language, fun images, and by using the person’s first name.
  7. Value Add – Every email you send to your target audience should be able to answer the ‘what’s in it for me?’ question.  You want to clearly explain what you’re offering and why they want it….what’s in it for them.  If they don’t feel it’s meeting a need they have, then they are likely not to engage with your email.
  8. Sharable Content – Make sure your content is easily shareable.  Add email and social share buttons to all emails and encourage customers to share with their friends and family.  Your customers are some of your best brand advocates so you want them to be able to easily share with their network (a.k.a. potential customers).
  9. Email Testing – Before you send any marketing emails, you should ensure that all grammar and spelling mistakes are fixed and that all links work.  Additional, it’s a great idea to run them through an email deliverability tool.  These tools will let you know the likelihood of you landing in the inbox, alert you to anything that could cause you to get flagged as spam, and will allow you to see how your emails render on a variety of ISPs.

How to Know if Email Marketing Strategy is Working

The best way to know if your email marketing strategy is working is to measure it and review your performance metrics weekly, if not daily.  You’ll be able to get a clear assessment of how things are going by monitoring metrics such as open-rate, click-through rate, share rate, and your unsubscribe rate.

Using tools such as Google Analytics and MailMonitor’s Inbox Deliverability Tools, you’ll be able to manage your emails from inception to send, clearly measuring performance along the way.

Curious about how the MailMonitor tools can improve your overall email marketing strategy?  Contact us now for a demo and we’ll show you how landing in the inbox every time is possible!

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