Email marketing is one of the oldest forms of digital marketing. Business owners and marketers have used email as a way to reach their customers and increase their leads since the days of dial-up.
There's a good reason many of the top companies use this strategy to build customer loyalty, encourage more engagement, and drive consumers through their sales funnel. Email marketing has an unbelievable 4,400% return on investment, making it both cost-effective and efficient for businesses of all sizes.
Today we are going to look at five email marketing tips you need to know if you're starting up a career as a remote marketer. Our tips will help get you to get started and avoid some of the common pitfalls people make when they enter this industry.
Send a welcome email
When a user signs up for your email list for a lead magnet, or to buy something from your online store, they expect a welcome email. Your brand is fresh in the consumer's minds, sending that first email will result in more click-throughs and engagement. Lead magnets are pieces of content or promotions that encourage users to sign up for your email list. You can include your magnet within the welcome email, just make sure to make a note in the subject line.
Catching consumers while they are interested in your brand is the first step to turning an email lead into a customer. These people expect you to be there in the moment and communicate with them the second they click the subscribe button. There are plenty of ways to optimize your welcome email based on your industry, but we are going to talk about a couple of things all welcome messages have in common.
First, make sure your email is warm, friendly, and gives your brand voice a chance to shine. You want new subscribers to get to know your voice because this helps encourage commitment to your brand. They should feel like they are talking to an old friend.
It's also worth noting that all good welcome emails set expectations. We mentioned earlier that your email should include your lead magnet if that's how they found your profile. However, it's crucial that you let users know what to expect next. Let them know what kind of emails you'll send, give them a sample of your blog content, and let them know about any future giveaways or promotions.
Segment your leads
Personalizing your emails is one of the best ways to send unique content to each of your subscribers. You're likely familiar with this tactic if you've ever used Amazon for shopping. If you're a frequent shopper, you'll occasionally get emails thanking you for your purchase, along with some nifty recommendations that go with the items you've already purchased. Amazon uses this marketing strategy on its website too, but it's just as effective when implemented through email.
Use the information obtained and offered to create lead segments that describe the various groups of people that visit your website. For example, a gardening website might segment their lists based on users who want to receive emails about fruits and vegetables, with another list for folks interested in content about flowers.
Segmenting your emails and including personalized content can improve your open rate by 100%. It’s also worth considering that adding a touch of personalization to your email subject line can result in an additional 50% more opens.
It takes time to build an segment your lists when you start out, but it's one marketing trick that will yield significant results.
Optimize for mobile users
If you're not optimizing your emails for mobile users, you're missing out on a huge opportunity to engage with your subscribers. Believe it or not, 49% of all emails are opened on mobile devices. Despite those numbers, there are still business owners and marketers who don't optimize their emails for mobile users.
Think of it this way: failing to make your messages mobile-friendly could result in nearly 50% of people not receiving or reading your email. The truth is, this will affect your open rate, sales, and website traffic.
The most important thing you need to remember is that a clean and simple design is always preferred to a cluttered mess. Avoid using too many images and walls of text. An easy to follow format with minimal pictures and advertisements will ensure that customers site down and read your message.
At the bottom of your emails, don't use a link. Instead, use a call-to-action button that encourages users to click to find out more about an offer, feature, or update. CTA buttons tend to look clean and organized on both mobile and desktop devices.
Don't buy email lists
Never buy an email list if you're a marketer. We’ve all seen the tempting offers telling you that it's possible to add 100,000 people to your list overnight. Don’t do it.
Buying email lists is ethically wrong, and it will not help you grow your business. In many cases, the people on these lists were put their unknowingly, which means that when you send them a message, they will instantly see your email as spam. If enough people mark your messages as spam, less of your actual subscribers will get your emails to their inbox. What makes matters worse is that you're betraying their trust by obtaining their address from an outside source.
Even if they were interested in something you were offering, they wouldn't go through with it because you didn’t obtain their address and trust the right way.
Another problem with buying lists is you have no idea how many other people bought the same list. Let's be honest, the people selling these addresses likely sell the same list to hundreds of people. You could write the best email drip campaign in the world, but it won't mean anything if you’re sending it to people who didn’t ask to join your email list.
Analyze your results
Finally, it's essential that you frequently analyze your email marketing analytics. You can learn a lot about your target audience, what kind of content encourages engagement, and how to better connect with potential customers. Look at your various email campaigns and see which ones perform well. If you understand what people want to see, you can craft future campaigns that offer similar content and value.
Your campaigns that underperform can also prove beneficial. Try split testing your campaigns to see if you can improve your open rate and engagement. Make small changes to your email copy, call to action place, and subject lines to see if you can turn a poorly converting campaign into a winner.
The more time you spend analyzing your results on specific campaigns and your strategy as a whole, the better chance you have at succeeding in the world of email marketing.