“93% of B2B marketers use email to distribute content”
True, isn’t it? There are numerous digital communication channels that evolved in the present digital transformation era and email continues to be one of the most compelling and preferred channels to reach out to the audience. It is arguably the most sought and proven marketing channel.
A few years ago, some experts predicted falsely that email marketing would die, it never happened, it continues to be an attractive and effective tool in engaging audiences. It’s performance and multipurpose services fascinate marketers at the same time it’s challenging as well to keep up with the pace and change in the dynamics of its performance parameters.
Here are a few things that every email marketer need to keep doing consistently.
The process of grouping email contacts per your need and other demography should be an ongoing process. In other words, purification of your contacts database to well defined targeted audiences and underlying subcategories will need to be an on-going process. The personas of the audience in the subcategories pave the way to fine-tune targeting, focus the right ad content, subsequently should increase your email marketing engagement. This is the way out to devise new engagement opportunities.
Deeply segmented subcategories will enable you to better connect with newer audience members than your earlier campaign attempts. You could end up sending quality emails and be rewarded with better engagement and sales results. This is simply known as the ROI based efficient persona profile development for your subgroups. It is important to sync what you offer in your email campaign to the right group. The idea is to keep up with new developments on both sides and this guarantees to maintain customer connections and generate sales.
Key Performance Indicators
KPIs for email marketers is a must, sans measurement, you are in the dark and never going to be seeing the light. The KPIs should always be monitored closely with modern tools and assessed periodically. Tracking down the KPIs deep and upticking its performance is the ultimate way out for the betterment of sales. Benchmarking the sales goals and keep working on alternatives to further scale your KPIs performance.
Automate your campaigns
Smart email marketing with a personal touch is the way to go. There are quite a few tools that allow you to automate campaigns smartly as a situation demands. Say, for example, you have a few users who signed up to use your product but stayed away for whatever reason. These users will need to be tracked down and reminded to use the product. In this course of reminder, your emails should sound personal giving them all the attention but is really cumbersome to draft and send emails individually. Here is where smart email platforms come into play the time-saving aspect. An omnichannel communication platform like Redtie simply allows you to filter users per your condition and mass email them by addressing them personally.
It lets marketers like you to smartly schedule campaigns, to make sure the email is delivered to the right audience at the right point of time. Wouldn’t you love to have a tool that simply helps you in better open or click-through rate?
Review your campaign processes with Redtie to develop quality email campaigns to suit your current needs and apply the changes in procedures, utilization or technical resources, this can lead to significant operational, sales and ROI improvements.
Don’t ignore From Opt-outs
Opt-outs is just another way to learn and re-evaluate your campaigns. You can always request in a humble way with just 2 or 3 data fields that why they opted out. It is truly a great way to understand what is wrong and how to correct it on your future campaigns. Be sure your email content touches all verticals such as knowledge base, personal attention, and offers(if any) to stay well connected with your email audience.
Stay updated and be relevant
Almost every business is continually changing. Develop and share content specifically relevant to your audience aligned with current events, new developments and your products/services. Use them to make the connection between the industry, the customer and your company; position your offerings as timely solutions to their needs.
Trending topic examples can be aligned to numerous industry sectors (retail, real estate, health-care, etc.,). As these industries evolve; wide and narrow audience segments value timely updates enabling your company to be recognized as a front runner with answers to their challenges triggered by industry change.
Change Up Your Approach
A good email marketing strategy does not always include just offers or other promotional stuff. Knowledge-based content will need to be floated to your targeted audience which would lead to an indirect “sales pitch”. The content can demonstrate any knowledge base in a particular area; it is important to establish trust and credibility with what you share.
Review your recent email campaigns with a particular segment; if they are all “pitch-focused” and doesn’t return with good signs, then it’s a good indicator that you need to change up content to more effectively engage them. Choosing a knowledge sharing approach to change things up is a good consideration. Personalize your messages as much as possible to show attention and audience engagement.
Mobile-friendly campaigns are part of a successful email marketing strategy these days with almost everyone being mobile and tech-savvy. Your email Content should be easily viewed/scrolled, quickly understood with CTAs towards audience interaction is a must. Let your email templates be of quality design and mobile friendly. Stay relevant with content so that the audience responds favorably which increases direct sales, lead generation, and other revenue-positive engagement opportunities.
Security / Privacy
All email marketing initiatives need to consider security and privacy. Be certain security updates in your systems and applications are up-to-date and installed as soon as possible when they become available. Take maximum precautions to ensure your audience and your organization are as protected as possible. Likewise, always be cognizant and fully compliant with any privacy standards which apply. Security and privacy issues are at the forefront of our Internet society and their significance is highly magnified in all business sectors.
These action steps are only the beginning. Connect them with your present and future email marketing initiatives to build drive engagement, speed up sales, and a better ROI. A super effective email marketing will not only strengthen your position but also will provide more encouragement for your trusted audience to stay with you and away from your competitors.
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