This article will take you through 6 effective tips to excel your email marketing efforts, including:
Frequency
Content
Platform recommendations
Get personal
Automation
Database building
Tip 1: Frequency
Mastering the art of frequency for email marketing is something many can perfect. Whilst there’s no universal truth indicating which frequency is best. It fully depends on your brand, your chosen audience, and your email marketing strategy.
It’s easy to assume sending more emails means you’ll have more opportunities to engage your audience and create sales.
While staying in touch with customers is an important part of your digital marketing efforts, nobody likes a company that’s constantly flooding their inbox.
A study from Campaign Monitor using 2 billion emails reveals that companies with the highest open rates sent around 5 campaigns every month.
Tip 2: Content
Think about yourself as a subscriber, would you like to read countless emails promoting products? The simple answer is no.
We recommend segmenting your content to be 80% informative, educational and inspirational, then 20% sales related.
80% of your content should be:
How to facts
Industry Education
Meet the team
Client testimonials
User-generated content
20% of your content should be:
Discovery call promotion
New product/service feature
Sales promotions
Product trials
Tip 3: Platform Recommendations
Yes, there are many different CRMs to choose from, so let’s debunk some of the main ones.
Beginner email marketing
Platform: MailChimp
Product and service businesses
All industries
Free or paid: Free and paid options are available
Advanced email marketing
Platform: HubSpot
Product and service businesses
All industries
Free or paid: Paid
E-Commerce email marketing
Platform: Drip
Product businesses
E-commerce businesses
Free of paid: Free and paid options are available
Tip 4: Get Personal
Personalisation is one of the most important elements for mastering email marketing. Most marketers believe personalisation is simply adding your user's name in the email subject, however, it is so much more than that, including:
Being relevant
Sending timely emails
Anticipating your subscriber needs
List segmentation
To enhance the personalisation of your email campaigns, we recommend constructing a strategy for collecting relevant data from your subscribers, such as:
Specific product/s and/or service/s of interest
Past purchases
Pain points
Interests
Tip 5: Automation is a must!
Automation is a crucial step for scaling. It helps you to:
Increase conversion rates
Improve efficiency
Allow ease of scale
Tip 6: Database building
Once you have set up your email marketing fundamentals, it’s time to think about how to scale your database. We recommend creating a database-building strategy each quarter with key ways for you to build up the subscribers in the database.
Some strategies for database building include:
Complimentary educational video library access
Complimentary discovery call or workshop
10 step checklist (PDF)
Naomi Johnston
E: naomi@njconsulting.com.au
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