Email marketing is one of the most effective ways to connect with leads, nurture relationships, and drive traffic and conversions for your business. But how exactly can you unleash the full potential of email to supercharge your overall inbound marketing strategy? Read on to find out!
Craft Killer Email Marketing Campaigns That Captivate and Convert
There’s an art to creating email campaigns that engage your audience and get results. Follow these best practices to send emails that get opened, read, and generate clicks:
- Keep subject lines short, clear, and compelling. Craft irresistible subject lines that grab attention and speak to what’s inside.
- Highlight benefits in preheaders. Preview text gives readers a reason to open and read your full email.
- Speak to their needs. Understand your audience’s challenges, interests, and motivations to send relevant information.
- Use a clear call-to-action (CTA). Every email should guide readers to take action with buttons, links, and compelling CTAs.
- Make it scannable. Break up text with headers, bullets, images, and white space for easy skimming.
- Test and optimize. A/B test subject lines, content, design, timing and more to continually improve performance.
Following email best practices will ensure your messages inspire action! Check out How to Write Email Subject Lines That Will Increase Your Open Rate By 203% by Niel Patel
Harness the Power of Email Marketing to Attract More Leads
Email is one of the most affordable and effective lead generation channels. Use these tips to turn cold contacts into warm leads:
- Offer lead magnets. Ebooks, whitepapers, templates, and other free downloads give leads something valuable in exchange for their contact info.
- Send targeted messages. Segment your lists so you can send content that speaks to specific interests and needs.
- Nurture with a series. Follow up with a pre-written sequence of emails that builds the relationship over time.
- Promote in other channels. Encourage visitors to sign up on your website, in ads, and on social media.
- Partner with others. Join forces with complementary brands to promote lead magnets to each other’s audiences.
When done right, email converts strangers into ready-to-buy customers!
Amplify Reach with Social Media and Email Marketing Working Together
Using social media and email together creates a powerful marketing mix. A few ways to integrate the two:
- Turn social followers into subscribers. Make it easy for social visitors to join your email list with signup forms and links.
- Promote emails on social. Share teasers, behind-the-scenes looks, and other content on social to drum up interest in your emails.
- Repurpose email content. Turn popular emails into social posts by breaking into shorter segments, quotes, and images.
- Direct to social from emails. Put social follow links and share buttons in your emails so readers can connect.
- Target campaigns. Use social ads to get emails in front of lookalike audiences.
Aligning social and email boosts your reach across multiple channels.
Automate Emails to Save Time and Scale Your Efforts
Email marketing automation is magic. Here are some key ways it can accelerate your efforts:
- Welcome new subscribers. Send an immediate welcome email when someone joins your list.
- Create workflows. Set up sequences with follow-up emails that send automatically at set times.
- Segment and personalize. Craft targeted messages to groups based on behavior, demographics, and more.
- Trigger based on actions. Send context-specific emails when someone downloads an offer, clicks a link, or meets other criteria.
- Integrate with CRM. Sync email contacts and history with your existing CRM and sales processes.
Set it and forget it! Automation handles the busywork so you can focus on other marketing priorities. Check out this article here How to Create Email Marketing Automation Workflows by Constant Contact
Track Performance Data to Take Your Email Marketing Game to the Next Level
Analytics empower you to learn exactly what’s working so you can double down on your top performing emails. Metrics to monitor include:
- Open rate. See which subject lines and sender names get your emails opened most.
- Click rate. Discover which CTAs, offers, and content drive the most clicks.
- Conversion rate. Find out which emails generate the most sales, leads, and other desired actions.
- Unsubscribe rate. Identify problems with content or messaging that cause people to opt-out.
- Engagement by segment. Understand which customer groups respond best to different approaches.
Let data guide your decision making to skyrocket the ROI of your email efforts.
Win Hearts and Minds with Personalized Email Experiences
Generic “batch and blast” emails are quick to get ignored. Personalization makes subscribers feel special and pays off hugely. Ways to personalize include:
- Name segmentation. Break up larger lists into smaller groups with shared interests.
- Dynamic content. Pull in personalized details like the recipient’s name and location.
- Triggered messages. Send emails based on past purchases, interests, and behaviors.
- Visual personalization. Tailor images, offers, and design elements to different groups.
- Localized messaging. Provide location-specific information, offers, and recommendations.
Personalized email says “I see you” and delivers content that’s a perfect fit.
Build Your Email List Strategically to Reach the Right Audiences
The quality of your email list is just as important as the quantity. Use smart strategies to grow and manage it:
- Incentivize opt-ins. Offer lead magnets in exchange for signups. Make opting in easy across your website, ads, events, etc.
- Confirm double opt-in. Require subscribers to confirm via email to ensure valid, engaged contacts.
- Segment strategically. Divide into groups based on demographics, interests, past purchases, and more.
- Clean regularly. Unsubscribe inactive contacts and block spam traps and role-based emails.
- Refresh content. Ask subscribers to update preferences occasionally to keep your segmentation sharp.
An accurately targeted, engaged email list gives your messages the best chance to connect.
Tap Email to Expand Brand Awareness and Visibility
Email isn’t just for hard selling – it’s also a powerful brand marketing channel. Try these brand building approaches:
- Share your story. Spotlight your mission, values, team, and what makes you special.
- Give insider scoops. Send subscribers exclusives like product launches, sales, and company news.
- Educate and entertain. Provide useful tips, how-to’s, and fun content beyond the sales pitch.
- Use co-branding. Partner with complementary brands on content to expand reach.
- Go behind the scenes. Send engaging photos, videos, and quotes showcasing company culture.
Email that provides value beyond transactions cultivates loyal brand fans.
Ride the Wave of Email Marketing Trends to New Heights
Stay ahead of the curve on the latest email techniques and tech to maximize results:
- Mobile optimization. Ensure emails look great on smaller screens with responsive templates.
- Behavioral targeting. Track activity to deliver hyper-personalized content.
- Interactive content. Include surveys, assessments, calculators, and data personalization.
- Conversational UI. Mimic chatbots with personalized, interactive messages.
- Live streaming. Incorporate live video into email for a high-engagement boost.
Lean into what’s new and next in email to take your program to the cutting edge.
Pump Up Your Inbound Strategy with Email Marketing
Inject energy into your inbound efforts with savvy email campaigns. Follow best practices for high engagement, automate for efficiency, personalize messages, build strategic lists, and track data. With email as an essential piece of your marketing mix, you’ll drive leads and sales like never before!