Building a Top-Notch Email Marketing Strategy

Katie Guckel

Katie Guckel About The Author

Dec 8, 2021 10:03:20 AM

Building a Top-Notch Email Marketing Strategy

Email marketing remains one of the strongest ways to engage new audiences and stay top of mind with recurring customers. Small businesses, especially, can benefit from email marketing strategies because they're budget-friendly and provide a high return on investment. Make your business's email marketing campaigns a bigger hit with your audiences by following these eight tips. 

Learn how to spend your digital dollars wisely!

1. Determine Who You Want to Reach

Screen Shot 2021-09-07 at 1.52.45 PMFirst, it's important to send emails with a purpose. That starts by refining your recipient lists. Create a broad list of subscribers that have engaged with your brand or your online content. This can include blog subscribers, past customers, people who joined your list to receive a coupon, and more. If you want to grow your email list, provide coupons, free offers, and downloadable content in exchange for a visitor's email address.

2. Segment Your Email List for Best Results

However, that generalized list is too broad; if you send every email to every person on that list, you're going to see a lot of your audience unsubscribe because the content isn't relevant. So break down your aggregated email contact list into groups based on the types of products they're interested in, why they subscribed, and how hot of a lead they are in your CRM. 

You can also build segmented audiences for all of your marketing efforts. Different audience segments have various demographic details, entry points into your sales funnel, general interests, and other key separators. When you break your audience down into more specific groups, you can ensure they only get engaging and relevant emails. Not only will they have a higher opinion of your brand because you aren't spamming them, but they are also more likely to make purchases when promos and content prompt them through the sales funnel.

3. Personalization Is Key

Make your emails even more specific by going beyond market segmentation. Use intros that use the recipient's name. Reference products you know they've browsed at or offer deals that have gotten their attention before. The more you can tailor the email to the recipients by providing value through information, experiences, or discounts, the better the experience is for the shopper.

4. Use the "Above-The-Fold" Method

Even if you follow all these tips and create personalized, valuable content aimed directly at the recipient's interests, that's still no guarantee they'll read through the entire email. Many people only read content that is "above the fold" — that is, content visible on their screen without them having to scroll down.   

Screen Shot 2021-08-23 at 12.53.13 PMThe term originally came from newspapers, which put their most exciting headlines above the fold line that folded the paper in half. This translates accurately to digital media, as readers are unlikely to scroll through an article, an email, or even a feed unless something gets their attention. 

So make sure readers can easily determine your core message at a glance. Best practices include: 

  • Put headlines and key details (like dates and discount amounts) at the top of the email. 
  • Create short, scannable sentences and bullet points 
  • Choose one CTA message for your entire email 
  • Mention that CTA frequently throughout the email, including near the top

5. Optimize Your Emails

Your readers live in a mobile-first world. As you're arranging your content above the fold, keep in mind that many of your shoppers will be accessing the email on their phones. The dimensions are different, and the screen is much smaller, so account for this with responsive formatting, shorter text blurbs, and simple images. It's also a good practice to keep graphical emails between 500 and 650 pixels. Ultimately, you want your emails to be engaging and straight to the point on any screen size.

6. Email Interested Recipients Only

Earlier, we discussed the importance of market segmentation, but this strategy is so important it's worth repeating. If you send emails to recipients that don't fit their needs, they will not respond favorably and may even unsubscribe. Even worse, too many unopened emails can make smart inboxes incorrectly categorize all of your emails as spam. Improve your open rates and protect your email subscriber list by carefully trimming down how many emails you're sending to people (and ensuring the content is exciting and relevant). 

Pro Tip: 

If a subscriber hasn't opened any of your emails in three months, remove them from your list. This can help declutter your contact list and give you better insight into actual leads and customers.

7. Review and Reassess Your Strategy

Screen Shot 2021-09-07 at 1.52.40 PMAlways A/B test your emails to see what small changes can result in significant improvements. You can try different subject lines, graphics, CTAs, and more by sending separate emails to the same market segment.  

Testing different variations will give insight into the best messaging tactics, resulting in: 

  • High open rates 
  • Higher click-through rates (CTR) 
  • More sales or action 

8. Work With a Media Partner to Improve Your Email Campaigns

Managing all of these different steps while also running your business is a challenge. Email marketing to-dos can easily fall by the wayside and leave you with under-performing email marketing campaigns. Work with a media partner like Gray Massachusetts for personalized support, insights into your market, and engaging email marketing practices

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