Key takeaways
- Email marketing remains the most cost‑effective channel when you provide clear value and build trust with your audience.
- Treat list members as community members, not just “subscribers,” to foster meaningful connections.
- Design emails to be readable on mobile and desktop, plain text emails are more likely to pass spam filters than HTML.
- Personalize beyond the recipient’s name using marketing automation to increase relevance.
- Drip campaigns that send messages related to recipients’ interests are highly impactful for nurturing leads.
- Write regularly to improve your writing and your relationship with the audience.
- Consistent practice, testing and evaluation are essential, one email won’t be enough to see results.
Introduction
If you still think that email marketing is obsolete, then you have either been living under a rock, or you have no idea where to start when it comes to successful digital marketing.Email marketing is beyond a doubt the most cost-effective form of marketing with the greatest return on investment. The reason that so many people think email marketing is not a powerful medium is because it is notoriously difficult to deliver compelling content to subscribers.This is because there is no secret formula to email campaigns. The perfect email requires a combination of audience awareness and an honest effort to provide them with something of value.However, there are many tips, tricks and advice that can help you nurture your prospects through great email marketing.
Straight To The Source
In order to learn how to be successful with your email campaigns, you need to turn to the people who know how to do it best.Pawan Kumar from Business2Community did just that.“We asked the brightest minds in marketing for their exclusive and actionable tips to make email marketing remarkable,” said Kumar.Here is what they had to say.
Advice From The Experts
“Stop using the word “subscriber” immediately and substitute “subscriber” for “community member” to build meaningful connections with them,” says Ryan Robinson, Content Marketing Consultant.“The content you provide = value and benefits your reader. If your audience finds your emails valuable, you’ll build trust and trust drives revenue,” says Jesper Isaksson, CEO and Founder of Me and You Marketing.“Design the email so it is clear to read on mobile devices as well as desktops and most likely to pass spam filters (so plain text works better than HTML),” says Mark Sean Elliot, Director and DM Strategist at Sparks4Growth Ltd.“Use clever marketing automation software to personalize your emails far beyond that of simply including the recipient’s name,” says Sam Hurley, Digital Marketing Influencer at OPTIM-EYEZ.“Write regularly and as frequently as you can. It’ll improve your writing and your relationship with your audience,” says Ian Brodie, Marketing Thought Leader.“Drip campaign is the most impactful email marketing strategy. Send emails related to their interests,” says James Scherer, Content Editor at Wishpond.“Make sure you balance content with selling. All content and no selling – you’ve got no sales. All sales and no content – you’ve got no sales,” says John McIntyre, CEO and Founder of ReEngager.
So What Does It All Mean?
There is so much advice on email marketing that it can be difficult to sift through it all to figure out what it means. However, the ultimate lessen to learn is that to create compelling email campaigns requires consistent practice, testing, and, evaluation. If you want to nurture your audience, generate more leads, and eventually boost your revenue, you cannot expect it to happen after sending out one email.Email marketing is about building trust and engaging your subscribers by providing them with something that they find valuable. In order to achieve this, it takes time and constant effort.Think about the emails that you receive. Which ones do you open? Which ones do you find interesting? Which ones do you respond to?Answering these questions will help you create better email content. Don’t fall into the trap of thinking that your subscribers are just customers. They are people too, just like you.
FAQ
An effective campaign combines audience awareness with an honest effort to provide something of value. Valuable emails build trust and trust drives revenue. Success requires consistent practice, testing and evaluation, you can’t expect results after sending a single email.
Use language that reflects relationship, for example substitute the word “subscriber” with “community member” to build more meaningful connections.
Design emails so they’re clear to read on both mobile devices and desktops. To improve chances of passing spam filters, plain text emails tend to work better than HTML.
Use marketing automation to personalize emails far beyond simply inserting the recipient’s name, tailor messages to individual interests and behaviours where possible.
Write regularly and as frequently as you can, frequent practice improves your writing and strengthens your relationship with the audience.
A drip campaign is a sequence of emails sent over time, it’s described as the most impactful email strategy for nurturing prospects. Send drip emails that relate to recipients’ interests to move them through the funnel.
Balance content with selling. All content and no selling produces no sales and all sales and no content also produces no sales, aim for a mix that provides value while supporting conversion.
Continuous testing and evaluation are required. Consider which emails you open, which you find interesting and which you respond to, use those answers to inform better content and iterate over time. Consistency is key.
