Even though Email Marketing has been a tool in the online marketing landscape for many years and has since lost popularity on social media platforms, it is still an effective way to increase your number of customers and transform your current customers, in fans of the brand.
The Importance of Email Marketing for Your Business
If you’re wondering why you should apply an Email Marketing strategy to your business, you should know that this tool has the highest ROI (Return on Investment) – according to Optinmonster, the ROI is around 4400% – this means that every 1 Euro invested in email marketing will bring you 44 Euro. You decide if it is profitable for you or not:
Building the Email List
The first step is to build a database with email addresses of potential customers or people interested in the business and the products/services you offer. But before that, you need to understand that people subscribe to a company’s emails to get value – whether it’s special offers and promotions for subscribers, find out what’s new in a topic they’re interested in, or learn something new.
If you start from scratch, it may seem impossible to gather enough people in the database, but we have prepared some strategies that you can use. Let’s begin!
Add Call to Action on the Siteif you have a blog post that is highly appreciated by your readers or maybe a page on the site that offers added value to visitors, why not attract these people to subscribe to your newsletter ?! Finally, add a CTA (Call to Action) such as “Download a free guide/tool/course” and send it to the subscription form. If you do not have this type of content or the necessary resources at the moment, you can also, use the classic CTA “Subscribe to our emails”, but most likely you will have a lower subscription rate.
Displays a Subscription Pop-Up
Maybe you think that pop-ups are those annoying ads that annoy you when you enter a site and you can’t get rid of on any page. Well, it doesn’t have to be that way. You have several options to display a pop-up that is relevant to your site visitors:
- Pop-up at a certain time after a user browses a page on your site
- Pop-up when the user scrolls to a certain percentage of the page
- Pop-up when the user intends to close the page window
- Pop-up when revisiting the site
Describe the Value You Bring
People do not want to subscribe to a series of spam or poor quality emails, so be sure to include in the subscription page the reasons why they should subscribe and how you can add value to them. Can I download a document with useful content or receive access to exclusive offers? Mention this as often as you can.
Promote Your Newsletter on Social Media
Surely you have more fans on Facebook or Instagram than subscribers to your email list, so why not use these connections to build your database? Include in post information about the content of the emails you sent and the value they brought, adding at the end a link to the subscription form.
Add a Subscription Link to Your Email Signature
We talk to a lot of people on email every day, but did you think that many of them can be targeted to your target audience? Give them the option to discover more information about your company through a Call to Action newsletter subscription.
Add a Subscription Link on the “About Us” Page
The company information page is one of the most accessible on any business website – people want to know who they will be collaborating with, they want to know the brand story, the market experience, and you can encourage them to find out more by subscribing to newsletter.
Displays a Scroll Box
As in the case of pop-ups that appear after a certain percentage of the page has been read, when the visitor is clearly interested in the content he reads, a scroll box tool is a subtle way to increase the number of subscribers to the newsletter.
What Data to Request When Subscribing?
In addition to their email address, you will also need basic information such as first and last name (separate fields so you can customize your emails later). If you have a B2B business , you will also want to know the name of the company where the new subscriber works, what is the industry in which it operates and what position it occupies. However, if your business is B2C, depending on the niche in which you operate, it may be useful for you to know in which city you live, sex (found discreetly by presenting the options for addressing the lady/gentleman) or if she has children.
For example, if you have an e-commerce clothing store, such a segmentation will help you send women-only clothes such as dresses, tops, skirts, maybe even children’s clothes, and you can only send men shirts, suits and other items of interest for them.
Regardless of the data you request in the subscription form, it must contain at the end a checkbox through which the user can explicitly agree that he wants to subscribe to your communications by email. This point is extremely important, being one of the resolutions provided by the GDPR (General Data Protection Regulation) – as its name suggests, it is a policy of personal data protection on the Internet, adopted by all European states since May 2018.
” Now that you have an email marketing list building strategy and a well-optimized subscription form, you need to plan for the content of future newsletters – and if you still don’t have enough ideas on what you could write, we’ll help you with some interesting topic suggestions. , as well as a list of items that must be checked by any marketing email you send.”
Newsletter Topic Ideas
- The most popular or recent blog posts
- New products launched
- New case studies
- Exclusive promotions and offers
- Industry news
- Tips about the services/products offered
- News about your team (promotions, anniversaries in the company)
- Introducing a team member
- Testimonials received from customers
- Interviews with the company’s founders
- Frequently Asked Questions (FAQ)
- Upcoming events
What Should an Email Contain?
The newsletters you send should be a reflection of your brand, respect the design lines, colors, and fonts used in other communications, thus maintaining a unified brand image. In addition to the above, a newsletter should also meet the following conditions to get the best results:
The subject of an email is the one that largely determines the success of a campaign, because it directly influences its opening rate.
So, a newsletter headline should be short and to the point, preferably less than 50 characters and necessarily arouse the interest of the target audience – often this translates into value for the reader, whether it’s a discount, or useful information, for them.
Services such as Gmail, Outlook or iphone Mail App also shows the first lines of an email, in addition to the subject, thus providing a preview of the content even before the email is opened. Thus, you will also want to provide a short description of your email campaign that will help attract interest and a higher opening rate.
You know what they say, a picture is worth a thousand words. For this reason, images should not be missing from any email sent. Use modern, high-quality photos, but optimized in size so as not to increase the loading time of the newsletter. You can use a tool like TinyPng to reduce the size of images.
Adds hyperlinks to images, whether they are to certain categories of products/services, or blog articles. People love to click on images, and your ultimate goal is to bring people to the site where they can convert.
If you are at the beginning of the road and do not have enough images of your own, you can download free and very good quality images from Unsplash.
Call To Action
Each email should contain at least one CTA – you want your subscribers to take action at the end of your message, right? The most used are the end buttons with prompts such as “Order Now” or “Download”, but it is not necessary to use a button, but you can place CTAs inside the text and get a high rate of interaction.
Some CTA Ideas
- Sign up
- Try for free
- Find out more
- Join us
- Follow us on social media
- Attend the event
Social Media Buttons
Encourage your subscribers to connect with your news and on social media, where you should have a professional and constant presence, which will provide them with more frequent updates on your business.
Don’t forget to add your contact details in the footer – an email address and a phone number where you can be contacted, as well as the physical address of your store or registered office.
Your subscribers must have the option to unsubscribe from your communications in any email received from you. Add an unsubscribe link to the footer, and if you want to know why add a short survey – the feedback will help you grow.
How do You Determine the Frequency of Emails?
We all know from our own experience, the frequency of emails is a sensitive topic – if you do it too often, you will annoy subscribers and cause them to unsubscribe, and if you do it too rarely they may lose interest or may be disappointed that they do not. I receive updates from you that I was waiting for. But how do you know which is the right frequency for your subscriber list? The answer is one you probably expect: you will have to test!
Start by establishing a hypothesis to test through this test – let’s say you expect the opening rate to increase by 10% if you increase the number of emails from 1 / week to 3 / week. Or maybe you have a high unsubscribe rate and then you can aim to decrease the number of emails sent in a month to decrease the number of unsubscriptions. Of course, you can make several hypotheses to test.
The next step is to write down the performance of the last 5 emails sent – make a table with the key indicators, such as the opening rate, the click-through rate, and the number of unsubscriptions.
It’s time to create test emails, the content being the same as usual (promotions, various products, updates regarding the last period, or changes that have occurred before, etc.). Once you have created them, schedule them according to the frequency set in the hypothesis. If you have reduced the frequency to one email per week, make sure you always send them on the same day and at a similar time.
After you send 5 test emails, measure the results again, and check if the assumptions made at the beginning came true. If the results are significantly better, adopt the new referral frequency.
For those at the beginning of the road with the implementation of email marketing, a good starting point would be 1 email/week in case of selling products and 1 email/month in case of promoting services. After a few emails sent you can start testing and depending on the results you make the necessary adjustments.
Email AutomationEmail automation is not as complicated as it sounds, we promise! It refers to the use of predefined rules for the automatic sending of messages – usually these rules are given by specific actions of your audience: when subscribing to the newsletter, when adding products to the cart or when abandoning a cart.
Many businesses neglect this type of automated email, triggered by a person subscribing to the company’s newsletter: Welcome Email.
Think of this welcome message as your chance to make a good first impression of yourself in front of a new subscriber. If you haven’t set a welcome email yet, it’s time to do it – it’s not complicated at all and will help you set the tone for these communications and expectations for the next newsletters. According to Hubspot, these welcome emails have an opening rate of 50%.
When to Send a Welcome Email?
Necessarily in the first 24 hours after the subscription, but ideally in the first hour, because in this interval you are still present in the minds of users.
What Should Does a Welcome Email Contain?
Many times the subscription to a newsletter is done in exchange for something – whether it’s a discount voucher, free delivery for the first order or an ebook or free course. Therefore, this first contact with the new subscriber must necessarily keep this promise.
Second, a welcome email needs to clarify how often a subscriber will receive emails from you – whether it’s daily, weekly, monthly. Don’t forget to customize the subject and content of the email, which will help build a long-term relationship with potential customers.
If your business offers a service, you can talk about the benefits of using it or you can offer tips on how to get the most out of your service.
If, on the other hand, you sell products, tell the new subscriber a little about your business and experience, about the qualities/products most appreciated by your customers. Don’t forget to mention what you should expect to see in the future: promotional campaigns, tips on using products, discount codes, etc.
Even if it is a welcome email, in the end, it must also contain a way to unsubscribe.
2. Abandoned Cart
70% of people who shop online abandon their shopping cart for one reason or another, according to MailChimp. Among the most common reasons for abandoning an e-commerce business is the high cost of delivery, the need to create an account for placing the order or concerns about site security. Automated abandoned cart emails can help you recover a seemingly lost transaction. For example, you can send an email when one of the products added to the cart has a lower price or you can even offer a discount voucher to boost sales.
Also, you can recommend products similar to those added by them in the cart, to increase the value of the shopping cart.
When to Send an Abandoned Email Cart?
Emailing services usually have default options for this. For example, in MailChimp you can choose to send this automated email 1, 6, or 24 hours after a visitor abandons their shopping cart. You will need to test and see which option works best for your audience – in this specific case you will need to compare the opening rate of emails, clicks to resume shopping and the number of completed transactions.
Monitor the Performance of Sent EmailsThe performance of a newsletter is also a feedback from readers – if the topic and / or content was better, this will certainly be seen in numbers. On the other hand, if the indicators are weak, it means that there is room for improvement. Here are some pointers to follow:
- Opening Rate – how many percents of those who received your email opened it
- Click Through Rate – how many percents of those who opened your email clicked on at least one item
- Number of Unsubscribes – how many people unsubscribed from your newsletters
- Bounce Rate – how many percents of your subscriber list did not receive your email due to various reasons (lack of email space, non-existent address, you were marked as spam, etc.)