Three Steps to an Effective Email Marketing Strategy
Are you trying to achieve a measurable return on your email marketing investment? Don't you need to grow and retain your email subscribers and remain compliant with the ever-changing email regulations?
Yes. And that is why email marketing is complex.
We could rely on an effective email marketing strategy to overcome these common challenges. No matter the size of your company, you need to have a clearly defined process in place to reach your goals. Experts agree that to build an effective email marketing strategy and have your emails noticed, you have to adhere to these three pillars:
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Segmentation
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Power of personalisation
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Impact of data-driven analysis
Segmentation is seemingly simple but essential. Segmentation helps to send the right message to the right person at the right time. According to research, 77% of the ROI of email marketing campaigns comes from segmented, targeted and triggered campaigns. Bringing content and context helps write the most outstanding email campaigns.
Segmentation of Buyer Persona and Buyers Journey is critical. Buyer Persona is the 'Fictional Character Map' you create for subscribers based on their interests and behaviours. Awareness (of a product or service), Consideration (of buying or subscribing), and Decision (purchasing or committing) are the three stages of Buyers Journey. We could mark who the targeted person is and the person's position in the user journey through such profiling. Such positioning is vital for conversion.
The customer expects personalisations in all marketing activities. It is no longer an option. It is about creating individualised and contextualised messaging to create a personalised experience which is called Behavioural Email. A behavioural email is an automated email sent to recipients based on their actions and behaviour. These emails are triggered after a user interacts with a business on social media, the company's website, email, and other channels. Spotify and Zomato have mastered the game of Behavioural mail by sending contextual messaging based on user interaction.
Analysis helps one move together with the ever-changing world. It works by giving the customers what they need in continuing the conversation. We can perform the analysis through:
- Track the metrics that matter like open rate, bounce rate, CTR etc.
- Understanding what metrics indicate (moving or slowing)
- Optimise and implement using the insights from the data.
Email marketing is complex! Adhering to these three pillars helps build an effective email marketing strategy and make it simple to achieve a measurable return on your email marketing investment.
