Video marketing, webinars, paid ads, and social media appear to be the rage nowadays, but email marketing has not yet lost its shine.
The global email marketing market was worth in 2020. By 2027, it is expected to increase to $17.9 billion.
In addition, for every $1 spent, email marketing earns you $36. With that kind of ROI, can you really afford to ignore email for your business?
Email marketing is still one of the most cost-effective ways to promote your products and services, share marketing messages with your target audience, and meet your business goals.
More than 306 billion emails are sent and received each day to provide value and build relationships. Hence, your email strategy has to stand out from the crowd to drive better results.
Let’s take a look at 8 tips for cost-effective email marketing to help you get the best possible results from your campaigns.
Personalization increases conversion in emails. You can personalize emails using information gleaned from your customers when they interact with you.
The revealed some interesting statistics:
Commonly, emails are personalized by changing the text in the email subject line or the primary content block. Most ESPs (email service providers) allow you to address the receiver by name.
You can gather data for personalization from various sources:
Apart from basic information like names, marketers are also using several behavioral attributes to personalize emails:
You should remove inactive subscribers from active mailing lists to get the most out of personalization. Or you can try to re-engage them with an enticing offer and attractive email copy based on the type of content they engaged with previously.
This also ensures that you adhere to General Data Protection Regulation (GDPR) regulations and spam laws.
Hyperise is an effective email marketing campaign personalization tool that enables you to add dynamic images to each email, such as profile pictures from your socials.
A few other ways in which you can personalize your emails are:
Technically, your email signature is a block of text that your ESP will automatically insert in every email.
A professional email signature accomplishes several objectives:
You can use an maker to create professional, on-brand, and mobile-friendly signatures without the need to have an extensive background in design or development.
These tools have ready-made templates that you can customize with your brand elements, such as color palette, logo, fonts, and images. In addition, they have advanced features like social media integration, custom CTA buttons, Zoom call integration, and call scheduling widgets.
Segmenting your email list according to subscriber actions or demographics allows you to send targeted emails. Marketers found that 55% of all email marketing revenue came from segmented email campaigns.
Use your CRM software to split your email list into more targeted groups.
A few ways in which you can segment your subscriber database are:
You can set up rules and conditions on an automated email platform to send targeted emails.
Email marketing campaigns can be used for a variety of purposes, such as welcoming new customers, sharing promotional offers, updating people about new feature releases, and so on. But everybody may not want to receive all these types of emails.
Segmented email campaigns allow you to send specific emails to your interested or most engaged subscribers only.
Mobile-friendly email is the second-most used tactic to improve a company’s email marketing efforts.
And it’s clear why: mobile accounted for approximately half of the web traffic worldwide between 2015 and 2021.
are being read on a mobile device, so it makes sense to optimize your emails for a mobile environment. If your emails fail to load properly on a mobile device, you’re looking at tons of lost revenue.
The average revenue per mobile click is $0.40, much higher than the average revenue per desktop click ($0.19).
How do you optimize your emails for mobile viewing?
A/B testing helps you determine what works best for your subscribers.
Companies that include A/B testing frequently as part of their email marketing program generated an 82% increase in ROI as compared to those that didn’t.
You can test subject lines, layouts, body copy, images, CTA buttons, and so on.
Some other things you can test:
Email elements that are most likely to be tested are subject line, CTAs, and send time/send day.
Apart from improving marketing performance, continuous email testing prevents the following:
Triggered emails are sent automatically after a user performs a certain action, such as signing up, completing a purchase, or abandoning a cart.
Triggered emails and autoresponder (welcome) emails have open rates of 38.03% and 26.47% respectively. It’s much higher than traditional email open rates (16.97%) because triggered emails are more relevant, immediate, and in the context of the action taken by the user.
The most common triggered emails are order confirmation emails, email receipts, and autoresponder (welcome and thank you) emails.
A few types of triggered emails you can send are:
Litmus found that companies using dynamic content in their email marketing generated a 100% increase in revenue as compared to those who didn’t or who rarely did.
Dynamic content is a form of personalization where the content of your email changes based on the reader’s location, gender, buying behavior, or behavior on your website.
You send the same email template to each subscriber but the images, CTAs, and offers are altered based on specific criteria.
Other examples of dynamic content include live feeds from your socials or a countdown to an offer.
Companies that use third-party email analytics tools to measure the performance of their email marketing strategy generate than those that don’t.
Commonly used tools are Google Analytics, Adobe Analytics, and Litmus Email Analytics.
Popular metrics used to measure the success of an email campaign are:
These metrics give you an idea of what content to feature in your emails and how to effectively target them.
You must use some effective email marketing tools to optimize your processes and improve your email ROI.
Email service providers (ESP):
They offer bulk email services or email marketing services.
When you design your emails, you can choose to code your own HTML template and import into your ESP.
For greater impact, keep your design straightforward and place the most important information on top. Subscribers who scan emails will get the main message immediately.
Deliverability tester tools:
They test the ability of your ESP to place your emails successfully in the subscriber’s inbox.
Even the COVID-19 pandemic could not dampen the effectiveness of email marketing. Four out of five marketers would rather drop social media than email marketing.
Email is effective because it’s customizable, requires consent, is measurable, and generates a high ROI.
Most people spend a considerable amount of time in their inboxes each day, so email is the best way to reach them immediately.
You’d certainly be missing out if you ignored this tried-and-tested marketing channel.