A successful email marketing strategy is more than tactics. So let’s provide you five strategies, including real-life examples of Amazon, HubSpot, and President Barack Obama
With three unique email marketing case studies, we let you in behind-the-scenes and share how we can use email marketing to achieve a 94% open rate and a 30% click-through rate.
More than 280 billion emails are sent daily.
This figure is expected to reach 333 billion daily emails by the end of 2021.
Email marketing strategies have changed over the years.
What worked five years ago now no longer works.
But it’s still a pivotal player in any email marketing strategy.
In reality, for the extremely most reliable online marketers’ email marketing is their go-to marketing channel.
Why do you suggest?
Because it returns in the results and gives the best marketing ROI:
Email marketing beats all online marketing strategies, including SEO, PPC, and content marketing!
Email marketing strategy is a necessary part of any marketing strategy. Email is the most cost-effective method to advertise your products, communicate with your clients, and reach your business goals.
On average, for every $1 you pay on email marketing, you can assume a return of $51 (up from $39 last year)!
Not wrong, correct?
Here, we will assign the best email marketing strategies you can utilize to obtain extraordinary email marketing results.
Five strategies for better email marketing campaigns
When you follow these email marketing strategies, an email will become your most important channel too!
Let’s get started.
Personalize your messages
When we say personalized email marketing, we don’t mean that you send an individual email to every single subscriber. Personalization means that you use customer data to create a personalized message.
A great example of a company that does personalization well is Amazon.
All of Amazon’s emails are personalized.
It’s not “Dear valued customer,” but “Dear Steven.”
It’s not, “You might like these… (randomly generated)”, but “You might like these (based on my purchase history).”
To Amazon, email marketing is not just another marketing channel. It’s key to the overall customer experience.
Jeff Bezos, Amazon’s CEO, is an email mastermind. Jeff Bezos understands the value of emails, and he is known for reading through customer complaints. It’s also why more than 35% of all product sales come from recommendations (both via email and on-screen).
And it’s not just Amazon that has seen these kinds of results through personalization.
A study by Experian found that personalized emails deliver 6x higher transaction rates!
Let’s break this down into numbers we can all understand:
The most recent research found that email marketing generates $0.08 in revenue per email.
That may not sound like much.
But if you send an email campaign to 500,000 subscribers, you can expect $40,000 in revenue.
That’s a lot of additional revenue!
But, if you use personalization in your emails, you can expect a lot more!
According to brand new research,
Personalization can generate $20 in ROI for every $1 invested.
How’s that for a revenue opportunity?
The best part is this:
70% of brands do not use personalization within their email marketing strategy.
It is meaning that by customizing your emails, you stand out against the game.
The most straightforward form of customization is to address the reader by name. Most email service providers (ESP) offer this within their available features, and this way alone will increase your campaign performance.
For example, email subject lines personalized with a recipient’s first name can boost open rates by 16% higher.
Considering that subscribers open 47% of all emails because of the subject line alone, that’s a sure-fire way to get more eyeballs on your email.
Outside of using the customer’s name, here are a few more tips to help you get started with personalization:
- Ask for the right information upfront: Great personalization starts way before you hit the ‘send’ button. It all starts with your sign up form. Without data such as name, company, and location, you will be very limited with your personalized communication. Remember to only ask for the information you need, rather than the information you want. It is one of the behaviors that GDPR has affected advertising departments.
- Use a correct reply-to email address: When you use email@example.com, it continuously takes the messaging’s authenticity. You need your readers to engage and respond to your campaigns. Use a real reply address will increase credibility and appear more personal.
- Use your genuine email signature: Just like using an actual reply-to email address, you want to use accurate contact information within the email. The best way to do that is to include your contact details in the email signature. Allowing your readers to contact you or connect with you online is a great way to be personal and build relationships with them.
Segment your subscribers
According to email marketers, segmentation is second on the top initiatives list this year.
Do you know why it is so high?
It’s because when you segment your database, your email campaigns become much more targeted to your audience.
Let’s take a look at an example:
You’re hosting a networking event for small business owners located within a 20-mile radius.
How can you expect to get the best turnout for your event?
The answer is segmentation.
The best way to get small business owners to turn up to your event would be to create a segment of people who list themselves as a small business owner that lives within 20 miles of your event and then send them an invite by email. The segmentation part is simple and can quickly be done by marketers through CRM software.
Compare this to sending one email to your entire database, with subscribers spread across the country (or continent).
How annoying is it to receive an email that invites you to an event located on another side of the world?
It isn’t delightful!
Before you start segmenting your database, let’s take a look at how valuable it can be.
A study by HubSpot found that all email marketing KPIs perform better when you segment your email list.
If you segment your lists, you get better open rates, revenue, leads, transactions, and more customers.
Another benefit is that segmentation goes hand in hand with GDPR and email marketing.
But does it work?
Here’s an example from our email marketing campaigns:
We recently sent out two email marketing campaigns. Both campaigns had the same subject line and the same content.
The first campaign was sent to our non-segmented email list, while marketers sent the second to our segmented list (segmented by interest).
The first non-segmented email earned an impressive 42 % open rate and a 4.5% click-through rate.
However, the segmented email campaign earned a 94% open rate and a 38% click-through rate!
I’d say it’s pretty valuable, wouldn’t you?
And that’s why so many marketers’ are segmenting their emails.
Case study: 9 out of 10 emails, marketers’ do not segment their database.
Segment by industry:
Do you offer services and products to businesses or consumers? Knowing the industry of your subscribers is a great way to segment your email campaigns. For example, a company that sells car parts would engage at a much higher rate if they receive email campaigns on car products than a business that sells software.
Segment by company size:
Also known as account-based marketing, segmenting email campaigns by company size or annual revenue is a great way to increase response rates. A small business that employs five people is not ready for the year’s most important industry conference. In contrast, a company that hires 750 peoples might be a more suitable fit.
Segment by sales period:
First stage buyers will not be ready for an aggressive sales pitch or one-to-one demo, but they will be more responsive to receive an industry research white paper. On the other end of the cycle, consumers ready to buy will respond well to product webinars or free trial offers.
Send mobile-friendly emails
In 2012, 27% of subscribers opened all marketing emails via mobile.
By 2014, that number increased up to 42%.
Now, it’s as massive as 61%!
When you send an email to a subscriber who reads their emails on their mobile device, but the email is not optimized for that device, what do you think they do with it?
Mostly, they will unsubscribe or delete it.
So why is it that almost half of all emails are still not mobile friendly?
Worse still, our email marketing research found that 20% of email campaigns are not optimized for mobile.
Of course, when mobile email campaigns are optimized, they will undoubtedly generate more revenue!
Revenue per email on mobile devices is 4X higher than desktop.
And 55% of smartphone users have made at least one purchase after receiving a mobile promotional email.
Furthermore, a study by Flexmail found that 36% of B2B companies that have optimized their email campaigns for mobile devices saw an overall improvement in their email performance.
So, how do you optimize your campaigns for mobile devices?
- Implement responsive email design (RED): Creating a responsive email design means that the user experience is optimized regardless of the device or screen they use. Most email service providers (ESP) offer this solution within their email functionality.
- Keep the subject line and pre-header short: The subject line is crucial. Keep it short, so the reader knows what the email topic. And the pre-header text (also known as snippet text), don’t let it go to waste by using “To view this email in your browser…”. Instead, summarize the email or include a call to action (i.e., Use “FREESHIP” to get free shipping).
- Make the CTA big and obvious: Mobile devices vary in size. While a text link may work on a tablet or larger screen, you might be alienating your readers who have a smaller screen (or more giant hands!).
President Barack Obama raised an additional $2 million in donations by split testing his email subject line.
But it’s not only subject lines you can test through email marketing.
From address: The name that appears in this field has a significant impact on whether or not it’s a reader who opened your email.
The sender’s name is the main reason why people open your email. Test your from the address by sending your campaigns from a person’s name, person + company, or CEO.
- Plain text vs. HTML:
Like the largest marketers’, I’m sure you are previously sending a plain text version of your email. But, have you considered testing an email campaign that is in plain text only? When you add a part of customization, plain text emails seem to be written for subscribers.
- Long vs. short messages:
You can have your emails short and fresh or create long detailed emails. Long-form messages can include more detailed copy, whereas more straightforward emails will directly send the reader to a targeted landing page. The best way to see what works best? Test it.
(Not sure how to design your email campaigns? We’ve collected 19 of the best B2B email marketing examples from the world’s leading SaaS companies.)
Automate email campaigns when possible
Trigger-based emails are automated emails sent based on the subscribers’ behavior. The most common forms of trigger emails are ‘welcome’ emails, ‘thank you’ emails, and ‘transactional’ emails, such as order confirmation emails and email receipts.
The data behind trigger emails shows us that trigger emails perform much better than traditional email.
- Open rates for trigger emails are as high as 49% (95% higher than traditional email open rates)
- The average click-through rate (CTR) for trigger emails is more than double the rate compared to conventional email click-through rates
- The best converting websites globally, sites that convert as much as 40% of their traffic, use trigger emails.
And not only that, Forrester’s research found that trigger-based email marketing campaigns can generate 4x more revenue and 18x greater profits!
Email marketing still delivers excellent results.
However, it has grown.
Immediately, you need to send targeted messages. Emails that are personalized and optimized for various devices.
You also require to Test new items. Trends are changing rapidly, and what worked 12 months ago may not work today. Stay free for testing. Also, when you realize what works, find approaches to automate it with triggered emails.
If you implement these new changes in your email marketing strategy, your customers will be more responsive, your campaign performance will improve, and your business will continue to grow.
What do you think makes a modern email marketing strategy successful?
Let me know by leaving a quick comment below.