Email marketing helps small business and large enterprises generate brand awareness, educate prospects and customers, and increase sales and client retention. Most of us know this but putting it into practice hasn’t always been easy for many marketers.
To make sure your campaigns help you reach your goals, here are the 3 pillars that must be included to support your email strategy:
Let’s take a closer look at all three.
Segmentation – This is more than just breaking up your email database by their similarities (Read more about segmentation here.) It’s about recognizing who your sending to (the Buyer Persona) and where they are in the buying process (the Buyer’s Journey.) When you segment out a database, you want to send the perfect piece of content (case study, guide, coupon/discount, newsletter, new product introduction, etc.) to the optimal person when they need it most. Which is a roundabout way of making sure you’re sending the right message, to the right person, at the right time. You need to tailor your message to your contacts so that it’s engaging and relevant and make it as helpful and… human as possible.
Personalization – Many people get confused when they read about personlizing email. This is much more than sending an email with the contact’s first name in the greeting or subject line. Although that is part of it – you can and should put their name in the email to help get your emails opened and read. But you can also create dynamic content within your emails based on interactions you’ve had with your contacts, on previous purchases they’ve made, on products or services they’ve shown interest in and much more. You can also set up emails to go out automatically when they reach a new point in that Buyer’s Journey. Or if they reach a milestone (a certain number on a lead score, a repeat purchase, or even a birthday.) Even a landing page can be personalized based on their lifecycle stage (if they’re a prospect, they see one message but if they’re a customer, they see a different one.) According to Liveclicker, 55% of consumers have stated that they like email messages that contain relevant products and offers. So personalize your email campaigns when and where you can.
Analysis – Finally, you need data-driven analysis of your email campaigns to see how effective they are. This is more than just looking at open and click-through rates. Again, those metrics are part of your analysis, but they are not everything. You do want to examine your the total number of emails that were sent, how many were actually delivered, opened, and clicked on. This helps you look at how effective your message was and whether it resonated. But it’s also important to continually look at your email channel as a whole. How much traffic has your email campaigns delivered? How many conversions (form-fills, downloads, sales, customer service complaints, etc.)? How much is your list decaying or growing? How many are opening your emails on a desktop versus their mobile phone? When it comes to analysis, you must also look at the return on investment (ROI) of your email marketing campaigns. Are you generating a quality return for the money spent? Are you generating new customers? Are you getting repeat business? Are you keeping customer engaged. These are important metrics to consider when it comes to how much time, energy and money you should be putting into email marketing. Knowing about what’s working well and what’s not will also help you adjust and make improvements to even further optimize all your metrics. You can’t manage what you don’t measure.
These 3 key factors must be considered every time you plan out and execute a marketing campaign – Are you sending the right people the right message? Are you personalizing the content for them? And is it working? When the first 2 steps are followed, you’ll see the results in the final step. According to Hubspot, 77% of email marketing ROI comes from segmented, targeted and triggered campaigns.