Notesale: Turn your study into money

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Email

Marketing
Why use email marketing?
In the era of social media, you may be inclined to ignore email
marketing, considering it fruitless
...

Litmus reports that every dollar spent on email marketing provides an
average return on investment of $36
...

Email marketing’s importance has increased further due to the
pandemic and continues to grow as the delta variant went rampant in
2021
...



Easy to measure: You can easily collect data on your campaigns and
use that data to optimize your marketing strategy
...




Personalization: Emails enable you to personalize content according
to the target customer and double your click-through rates
...




Build loyalty: You can share unique resources and helpful tips about
your niche to nurture your relationship with your new subscribers
and loyal customers
...


How to start email marketing
1
...


Get to know your audience

3
...


Build your email list

5
...


Optimize your emails

7
...


Set your email marketing goals
Crafting an effective strategy starts with defining the desired outcome of
your efforts
...

For example, you might be starting email marketing to:


Drive product purchases



Build brand awareness



Nurture leads



Upsell products



Convert repeat customers

An email you design to get recipients to purchase a product for the first
time will look different from the one you send to upsell a recent
customer
...


Get to know your audience

Screenshot

Email marketing is most effective as a targeted marketing strategy
...
Tile’s email targets
millennial parents with younger school-aged children who lose items
frequently
...

To start, you’ll first need to understand your audience by creating buyer
personas
...
It should be relatively
broad, as you want to work with limited buyer personas for easier
management
...

You can do this through:


Email opt-in forms



Building your subscriber list



Segmenting subscribers

Through this, you will understand their motivations behind choosing your
product and their specific buyer journey
...
A service like Constant Contact can make
it easy to manage this burden and start email marketing
...




ConvertKit: Offers landing pages and forms to engage your audience
...




Mailchimp: Offers a free plan with powerful tools for small business
owners
...




Drip: Enables small e-commerce businesses
...


Build your email list
Whether you have 15 or 1,500 contacts on your email list, you can
always benefit from a list-building strategy in place to acquire more
...

While there are many ways to grow your email list, one of the popular
ways to build your list is by offering a free valuable incentive called
a lead magnet
...


Screenshot

Search Engine Journal’s email newsletter signup page is a great example
you can follow when starting
...


Choose an email marketing strategy
One of the essential parts of learning how to start email marketing is
understanding the kind of email you need to send to your email
subscriber’s inboxes
...
It will then decide the types of emails you will be
sending
...

The average effective marketing email is just 125 words
...

You can use your buyer personas to optimize your emails
...

By segmenting your email marketing lists, you can connect with your
audience by sending emails that resonate with their interests and desires
...

Essential metrics you should monitor are



Open rate: The number of people opening your email



Clickthrough rate (CTR): The number of people clicking a link in
your email



Unsubscribes: The number of people unsubscribing from your email

Using these three metrics, you can know if an email strategy works as
desired or needs changing
...

For example, use an A/B test to see which changes net you a higher
open rate and low unsubscribe rate
...
Instead, you can experiment with your content and track metrics
over time to determine what tactics work for you
...
Each
audience is unique, and what works for someone else might not work for
you
...


A/B testing (also known as spilt testing) lets you send two versions of an
email and figure out which performs best
...
)
To do the test, split your audience into two groups
...
Then, you wait and see
which version generated the most engagement
...

When A/B testing, you should only test one element, such as the subject
line or header image
...

Including A/B testing in your planning empowers you to tailor your
strategy over time
...

In addition to tracking each A/B test, you should follow the performance
of all of your emails so you can view long-term trends too
...


Delivery rate/bounce rate

2
...


Click-through rate

4
...


Unsubscribe rate

6
...


Revenue per email

Combined, these metrics help you determine the success of your
strategy
...

Let’s say you have high open rates but low click-through rates
...

Likewise, a high bounce rate indicates an issue with email deliverability
...

In general, you should see an increase in delivery, open, and clickthrough rates, as well as email ROI and revenue per email
...


Email marketing planning: Develop a
content strategy

Now that you know how to grow and segment your audience, it’s time
to move on to the fun part: content and design
...

So, let’s see how content strategy affects email marketing planning
...
Each email type serves its purpose and requires
different types of content
...
Email newsletters are one-off communications sent to
your entire list or a list segment
...
Newsletters are excellent for
increasing brand awareness, engagement, and driving revenue
...
A transactional email is a one-time communication
related to a customer transaction, such as email receipts,
confirmation sign-ups, and password resets
...




Behavioral
...
Behavioral emails include welcome
sequences, abandoned cart emails, re-engagement sequences, and
product recommendations
...
However, behavioral emails can be a single message or a
drip campaign
...
For example,
a welcome drip campaign might include four emails sent over one week
...


Email Marketing Content Calendar
A complete email marketing strategy uses a combination of all three
types of emails we described above
...

Your email newsletters, however, should be planned and scheduled using
a content calendar
...

Furthermore, a content calendar helps prevent you from spamming your
subscribers since you can carefully plan out the frequency of your
communications
...
Over time, you can experiment and figure out what
cadence works best for your audience and your team
...
It’s better to send fewer
high-quality emails than several subpar newsletters
...
Not
only does email marketing provide the best return on investment, but
it’s also the preferred method of communication for most customers
...
For example, you need compelling sign-up forms and an easy
checkout process
...

Launching an email marketing campaign begins with a thorough
understanding of your audience and your goals
...

A professional domain and address build on that by improving your open
rate and click-through rate
...




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