8 Email Marketing Strategies you Should be Using
Think email marketing is an outdated form of marketing? Think again.
Email marketing provides the highest ROI per marketing dollar (think $36 per $1 spent!) and has seen a surge in engagement over the last 18 months.
3 reasons for the increased interest and engagement in email marketing:
Distrust of social media
Covid/Stay at home lifestyle
The increase of streamlined e-commerce capabilities (think about the Klayvvio/Shopify phenomenon)
And with third party cookies heading towards extinction, a solid email marketing strategy is more important than ever.
The good news? You probably already have access to a solid email marketing tool.
What email marketing application is the best?
I almost exclusively recommend using the system you already have. It is rarely worth the time or money to run multiple systems.
Almost every popular CRM and CMS options offers users an email marketing module that offers robust segmentation and automation tools, at little to no extra cost.
It blows MY MIND that marketers are not advantage of these systems!
Why add email marketing to your marketing strategy?
Email marketing is a DIRECT line to your audience. And think about it, most people NEVER change emails.
I recently posted about this topic on Instagram and received a comment that said, “I never understand why brands ghost their own customers….”
That is a very valid point. If a lead has provided their email, they expect to hear from you.
Here are 8 ways to use that email address.
8 Email Tactics You Should Be Using
Here are eight tactics for email marketing that can be easily built and automated in most modern CRM or email applications.
Welcome Email
An effective welcome email increases engagement by 33% — and can generate 320% more revenue than regular emails.
The most important aspect of a Welcome email is promptness. Studies show open rates of Welcome emails is typically much higher than other marketing emails, but the open rates drop dramatically after 24 hours. Use the welcome email to explain what the new contact should expect, recommend your best content and encourage them to follow your brand on social media.
Onboarding Emails
Memberships, subscriptions and application installations all benefit from the use of an onboarding email, which sends a series of emails to guide the user through acceptance of the associated program. This sequence should feature highly effective subject lines that entice the user to open the email, and act upon the guidance within. An effective onboarding email sequence is the first opportunity to delight a new customer.
Dedicated/Stand Alone Emails
A dedicated email focuses on one event, offer, product launch, or re-stock. They can also be used to share new content. These sales-focused emails drive conversions and sales. These blasts also tend to have lower open and conversion rates. If you have the capability to segment and test, this would be where you want to do it. For best results, stay focused on ONE offer and corresponding CTA’s.
Newsletter
The email newsletter is the foundational piece of an email marketing strategy. There are many valuable insights to be gained from these emails. First, it is an opportunity to nurture the relationship between the brand and the client. Second, monitoring clicks and actions of newsletters drives your data collection and segmentation efforts.
Nurturing Email
This email sequence is commonly associated with the buyer’s journey; primarily in the consideration and decision stage. The ultimate goal is to create a series of emails, based on the initial action or interest of the user, that guides them through the sales cycle.
Transactional Email
A transactional email can be sent upon most actions of the user. This is frequently set up as a delivery email, which can an include a coupon, offer, or downloadable content piece. Marketers will enjoy higher open rates in these emails since the user is actively awaiting the email AND is often the second step of a minor transaction between the brand and the user.
Re-Engagement Emails
If you’ve lost the attention of a user, don’t despair. It is important to move non-responsive users off your list, but before you do, try a re-engagement email. This is an important email tool! It is universally acknowledged that it is far less expensive to retain a customer, than gain a new one. Consider a series of “last chance” email offers before removing a non-responsive email address.
Abandoned Cart
I can’t say enough about the importance of an abandoned cart email. According to Klayvio, businesses with average order values of $100 to $500 can recover 4% to 5% of their abandoned carts on average.
While email may not be the newest or flashiest digital marketing tool around, it remains the most reliable. With the exponential growth in e-commerce, it is also the most profitable.
And, many of the emails above can be designed and automated, with little ongoing work for the marketing team. There is nothing better than sitting back and watching online sales grow from an automated email campaign.
If you need assistance with campaign strategy, set up and execution, please consider reaching out to me for a consultation.