Developing an Email Marketing Strategy

Developing an Email Marketing Strategy

Email Marketing – Strategies for Success

Considering the very first email was sent in 1971, it’s remarkable that email marketing has not only endured but continues to thrive as a powerful marketing strategy. In fact, the future of email marketing looks rosy, with 77% of marketers noting a rise in email engagement. If you’re thinking about developing an email marketing strategy, then read on to find out how to get started.

What Makes Email Marketing a Winner?

Email’s versatility is why marketers love it. Despite being considered “old school,” email easily adapts to the latest technology like personalisation and automation. Here’s why email is great for your marketing efforts:

  • Strengthening Brand Identity. Emails provide a unique opportunity to deliver branded content directly into your customers’ inbox (with their permission). This helps reinforce your online identity and keeps your brand top-of-mind.
  • Developing Leads. Through a series of targeted and personalised emails, you can establish a relationship with potential customers and build trust. This nurturing process significantly enhances the likelihood of conversion and ultimately leads to more purchases.
  • High ROI. Email marketing is projected to generate over 10 billion in revenue by the end of 2023, making it one of the top three most successful digital marketing channels. Its cost-effectiveness and ability to drive conversions contribute to its impressive return on investment.

Developing an Email Marketing Strategy That’s Effective

Great campaigns start with strategies, and strategies start with a plan. Step one of planning is to determine your goal. Don’t worry about the detail at this stage; it could be that you want to increase sales across the board, or that you want to grow subscriptions to your newsletter. Once you’ve got your goal, there’s a series of questions you’ll need to ask to fill in the detail:

Developing an Email Marketing Strategy That’s Effective
  1. What figures do we need to put on the goal to make it clear? (eg.30% increase in sales or 60% growth in subscriptions)
  2. How will we track our progress, what metrics will we use to measure success?
  3. What tactics should we use to achieve our goal?
  4. When will we begin the campaign, and when will it end?

Creating Your Emails

There are many different types of emails and it’s important to be clear about the kind of email that’s right for your campaign.

  • Newsletter Emails. These are often used to highlight new products or services. They may also include a blog, article, or message from the team.
  • Lead Nurturing Emails. A series of emails to a group that’s interested in a specific product or service. The goal is to build their interest, offer relevant information, and nurture users towards a purchase.
  • Promotional Emails. Sent to a large group, these are designed to keep your brand in mind, and alert the list to new products or promotions coming up.
  • Welcome Emails. The aim of this type of email is to encourage new customers to find out more about your brand and your product range. They often include the offer of a trial or bonus.

Testing Your Emails

Developing an email marketing strategy requires attention to detail throughout the entire process. Brands want to provide their target audience with the best possible experience, be it using a product or opening an email. Testing each email included in the campaign significantly increases the likelihood of achieving the ultimate goal. Here are some key considerations for effective testing:

  1. Device Compatibility. Open the email on various devices to ensure a seamless experience. Given the prevalence of mobile users, prioritise optimising the email for mobile devices to avoid any compromises in user experience.
  2. Formatting and Display. Scrutinise every aspect of the email to ensure flawless formatting and display across different email clients. This ensures that the email’s visual appeal and readability remain consistent for all recipients.
  3. Enhancing Engagement. Review subject lines, calls-to-action, and content to identify any potential improvements that can enhance engagement rates. Fine-tuning these elements can make a significant difference in capturing recipients’ attention and driving desired actions.

Personalise Your Emails

Personalising email campaigns is a proven tactic to boost open and click-through rates, leading to measurable improvements in ROI and revenue. Deloitte Digital found that simply including a customer’s name in an email marketing could potentially boost open rates by 5.2%. Taking further action could achieve anything between an 11% and 55% increase.

The key lies in relevance—personalised emails engage subscribers, addressing them by name and presenting offers tailored to their interests. By avoiding generic messaging and delivering targeted content, personalised campaigns develop a relationship with recipients and drive tangible results.

Try Out Different Timings

When it comes to email campaigns, timing plays a crucial role in maximising engagement. Understanding that customers read emails at different times and for various reasons underscores the importance of delivering your email when they are most likely to read it. To achieve this, put yourself in your customer’s shoes and consider their email habits. Do they check their inbox first thing in the morning or unwind with emails in the evening? This knowledge influences your email send time.

You Need Permission to Send People Emails

Before 2018, it was usual for businesses to purchase email lists as a marketing tactic. However, with the enforcement of the GDPR (General Data Protection Regulation) in May 2018, the focus shifted towards safeguarding the rights and privacy of online users.

Seeking permission before sending marketing emails is now considered best practice. Developing an email marketing strategy includes using pop-ups that invite individuals to subscribe to newsletters or receive personalised promotions. By initiating the relationship in good faith through permission-based marketing, the chances of achieving favourable results are significantly enhanced. It establishes a foundation of trust and ensures that recipients willingly engage with your email content.

Measuring Your Campaign Results

Developing an email marketing strategy includes ongoing reporting, based on agreed metrics. The most common key metrics to track are open rates, click-through rates, and conversion rates.

  • Open rates indicate the number of recipients who opened your email, providing insights into the effectiveness of your subject line and sender name.
  • Click-through rates measure the percentage of recipients who clicked on links within your email, indicating engagement levels.
  • Conversion rates track the number of recipients who completed a desired action, such as making a purchase or signing up for a newsletter.

Analysing these metrics enables you to optimise future campaigns, personalise content, segment audiences, and improve overall email marketing performance.

Need Help Developing An Email Marketing Strategy?

Incorporating email into your marketing strategy can be a smart move for businesses. If you’re looking to outsource your email campaign creation and management, consider partnering with a reputable digital agency like Outsource Your Marketing. Our team consists of experienced email specialists who have collaborated with businesses across various industries.

We align our planning with your business goals, develop compelling campaign collateral, closely monitor campaign performance, and deliver comprehensive reports. By entrusting your email campaigns to us, you can focus on other aspects of your business while ensuring professional and effective email marketing.

Take the first step towards developing an email marketing strategy by contacting us today! Call Outsource Your Marketing on 01234 900203


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