Email marketing is an effective digital strategy that involves sending personalized, targeted emails directly to customers and prospects in order to promote products, services, events or cultivate relationships. As people are exposed to interruptions and pitches every day, making your emails stand out is crucial if they are going to reach their audience effectively. Great writing skills are certainly required; but also remembering what works in terms of communicating with audiences can make all the difference in reaching potential leads and customers effectively.
To do that, it’s crucial that you understand who your buyer personas are. By having an accurate idea of the people you’re communicating with, it becomes much easier to craft relevant and useful messages for them – ultimately leading to engagement and conversions. For instance, if your personas include job seekers seeking resume tips and interview preparation advice would provide much value; or for existing loyal customers offering an incentive such as free items or discounts off future purchases would likely do the trick!
Personalize your email even further by including their name in the “From” field. This shows them that your company cares about building a relationship with them rather than simply emailing a list of names in an attempt to generate sales.
Segmenting your email list is another effective way of making sure that the messages sent out by your organization are relevant and engaging for their target audience. Use data from your CRM system to divide up the list by product category, location, sales funnel position or engagement level before tailoring messages specifically tailored for each group to increase chances of conversion.
Email marketing offers many advantages over other channels for measuring results and monitoring return on investment (ROI). Email is also safe as you have full control over your data compared to platforms such as social media where changes may happen without notice and without your input.
Due to rising smartphone usage and shortening human attention spans, it has never been more essential to put effort into producing engaging emails that drive engagement with your target audience. Be sure your campaigns meet key performance indicators that matter to you most while staying up-to-date with their expectations by tracking which metrics matter to them the most. With a bit of research and trial and error you could soon have yourself an email success story! Check out our article on best practices for email marketing to get started today.
