Although Facebook started gaining popularity in 2009 and marketers saw the potential in social media marketing, still email is believed to be the passport to the digital medium and cost effective mode for digital marketers to foster and maintain healthy business relationship with their existing customers and to gain new customers. According to the joint survey carried out in June 2016 by Demand Metric and Direct Marketing Association, email marketing campaigns still brings 122% ROI.
Furthermore, email marketing is also a useful tool which can be used for customer attainment as well as retention with rate of 81% and 80% and about 57% of corporations’ says that email marketing campaigns provides outstanding ROI.
Here, we are discussing 7 important elements required for creating fruitful email marketing campaigns.
1. Start Email Marketing Campaign with an Objective
The base of human psychology is incentive-based actions. “What benefit will I get?” is the question always asked by a potential client who is keen to distribute his/her email id with you and “How this email marketing campaign will prove to be fruitful for my brand?” should be the question every marketer should ask while setting up and launching email marketing campaigns.
On the basis of what your brand offers (product and services), you need to clearly find out the intention of sending emails to your prospects. Deciding the goal also aids in the lead generation techniques.
2. Preparing the Email Lifecycle
When you get email addresses from your prospects, they become your leads. Post that, a series of newsletters should be sent to make them better aware about your brand and to make a purchase. So, you need to plan out series of emails in view of that. The series of emails can be classified in four parts: Personalized welcome emails, emails for brand awareness, Sales / Promotional Emails, Transactional & Behavioral emails.
3. Using subject lines, Preview Text, email copy and CTAs
Other than the FROM name in your email (which is very important to be recognizable) the only thing that can help your emails get opened is the subject line and pre-header text. Stating your email’s purpose right at the subject line helps increase the open rates.
Once your email is opened, the top 100px (above the fold) is the most important area of your email. Your email copy needs to be strong enough to convey the message in the top fold itself. Though debatable, an actionable CTA also can improve the click-through rates of email. Moreover, a CTA should complete the following sentence.
I wish to ______.
4. Giving a personality to your emails
As said earlier, no prospect wants to be treated like an unknown name pulled out from a mailing directory. Around 55% of the individuals disclosed that they unsubscribe to emails with unrelated content. The better option would be to engage in a conversation with the subscribers rather than sending our emails in bulk. Initially, provide them with some useful insights, updates and informative content without sounding like a promotional pitch.
5. Matching Landing Pages
Landing page is a page where your subscribers land after clicking any of your display banner, social media ads, newsletters etc. The solo idea of a landing page is to detain visitor information in substitute for the enticement that brought the visitor to this page. To make the conversion flawless, it is essential for your landing page to speak the similar thing that was expressed in your email campaign.
6. Measure Metrics
The 3 most significant metrics that are used in measuring success of your email marketing campaign are – open rate, CTR (Click Through Rate), and number of unsubscribers.
15% of digital marketers surveyed states that most of the companies still does not review email opens and clicks on regular basis and only 23% say, they incorporate a tracker in their newsletters to track number of open ups and clicks.
Some information can be checked from the below metrics:
7. Putting the metrics to use: Cart Abandonment
Once you have metrics of your prior email campaigns in your hands, it is the right time to bring back the abandoners which can be done with the help of Cart abandonment. It is a tool which is used by email marketers in e-Commerce industry and Email notifications about abandoned carts have over 40% open rate as surveyed by eMarketer, 2015.