5 Tips For Building A Solid Email Marketing Strategy
To start, you need to decide on the purpose of your email. Each email should fall under one of these five stages:
- indoctrinate, where you tell them about you
- engage, where you convince them to buy
- ascend, where you get them to buy more
- segment, where you find out what they will buy next
- reengage, where you make them come back.
These stages are co-dependent. When your email is done right, you can be sure that your customers will move from one stage to the next. You have to make each stage’s purpose apparent in every email.
AT STAGE 1, SHOW THEM WHAT MAKES YOU STAND OUT AND WHAT THEY CAN EXPECT FROM YOU. SHOW THEM WHAT TO DO NEXT.
AT STAGE 2, MAKE AN OFFER. GIVE THEM SOMETHING VALUABLE.
AT STAGE 3, ENTICE THEM WITH MORE OFFERS THAT THEY WON’T BE ABLE TO RESIST. HELP THEM MAKE THE DECISION TO BUY…
AT STAGE 4, SHOW THEM WHAT THEY MISSED FROM THE PREVIOUS TWO STAGES. GET THEM TO BUY IF THEY HAVEN’T.
FINALLY, AT STAGE 5, BRING THEM BACK TO THE ENGAGEMENT STAGE. MAKE A TIME-LIMITED OFFER THEY WILL BE TEMPTED TO TAKE ADVANTAGE OF.
Using these five types of emails in your campaign will give you a leverage over your competitors. Building a solid strategy that prioritizes each of these stages will not only give you conversions. They will also turn your audience into returning customers.
WRITE EMAILS THAT LEAD TO CONVERSIONS
After understanding the five stages of email campaigns, you have to craft messages that are in line with the purpose of each stage. Emails have three main elements: the subject line, the body copy, and the landing page. Each of them has a unique role in getting traffic and conversions for your business.
The subject line is what will encourage your customers to open your email to begin with. You can either use a blind subject line to pique their interest, or use a direct subject line to show them what’s in store. You can personalize these subject lines to address each customer in your database by their first name. This will allow your email to stand out and lead to a higher open rate.
The body copy is what you will use to get your consumers to click on your offers or products. To do this, you can also choose between blind or direct copy. Typically, since this is the email itself, both are used. Throw in the links that you want them to open based on your purpose.
Your reasons for writing the copy throughout the email will change, depending on what you want your customers to click. It’s good to mix these up when writing so that you’ll see which works and which earns the highest click-through rates.
Lastly, the landing page is what you will use to get your customers to sell your opt-in or your product. Technically, the landing page is no longer part of the email. It has a unique job of its own. This is where conversion happens, so the copy should flow harmoniously from your subject line and body copy to your landing page copy.
You should maintain the message that your subject line and body copy carry. If you applied a direct, benefit-driven subject line and body copy, your landing page should do the same. If you choose to use curiosity-driven content, carry it over to your landing page as well.
EMPLOY TRIGGERS TO PERSUADE CUSTOMERS
You need to make sure your emails get the clicks. How do you do that? You get your customers to respond by using psychological triggers. These will influence them subconsciously and will help them do what you want them to do, which is to click on your links.
You can persuade your customers by pressing their gain buttons. To use this, you have to show your customer what kind of benefit they will attain when they click on your link. You can also encourage them by using logic. Present practical information, facts, statistics, and opinions that will help them justify their purchase or subscription.
Another way to persuade your customers is to create urgency by using scarcity as a trigger. Increase your click-through rates by giving them the sense that your offer is time-limited and that they must take advantage of it as soon as possible. Fear is another trigger that you can use, but you have to be careful about crafting a good message. With the right motivations and promises, you can get clicks through this mechanism.
MAKE IT MOBILE-OPTIMIZED
Did you know that 70% of emails are opened on smartphones? You have to make sure your emails are responsive on mobile. Otherwise, you run the risk of losing customers and profit. Email marketing platforms will allow you to see how your campaigns will look like on mobile, so take advantage of it.
Consider the length of your email. Long text will definitely not translate well on mobile. You have to keep your body copy clear and concise. Focus on the benefits you offer and craft your message around it. Keeping your emails brief can be challenging, but it will keep your customers’ attention for a longer period. You can also get higher open rates in future emails.
Make sure that your links can be easily seen and clicked as well. Some emails can have very small text that readers have a hard time clicking on the call-to-action button. Allow your customers to follow through and give you higher click-through rates by making links visible and accessible.
Lastly, ensure that your images are sorted out. This can be the easiest way for your campaign to go awry. Check that your images are uploaded in the right dimensions. Make sure they load properly. Format them accordingly so that the text won’t get jumbled up or scattered around it.
SPLIT TEST YOUR CAMPAIGNS
There’s no better way to find out what works for your customers than split testing. If you’re not familiar with it, it’s about time to start. Split testing is when you segment your audience and send them different versions of your email campaign. This is how you find out which is the best performing email for your audience.
To do this, you should only change one element at a time. This will become the variable that will determine the cause of your campaign’s high or low performance. Choose any variable, depending on what you want to troubleshoot. Test subject lines, headlines, and even offers. Use these insights to craft the best emails for your campaigns.