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  • Writer's pictureMoshi Moshi Media

The Ultimate Guide To Email Marketing Strategy

Business Optimization is a significant aspect of a successful business. The time and money you are putting in should be fully optimized. In case of marketing, your business cannot afford to ignore a tool as valuable as email marketing. Half knowledge is worse than ignorance, so one must go through the email marketing strategy before practicing it.


With the growing competition amongst brands, email marketing has elevated as a game-changer. With the generational shift, it has become more relevant in the growth of your venture. According to Campaign Monitor, statistics of purchases made by Gen Z from direct email are:


  • 28.5% made 2-5 purchases

  • 27.9% made 1-2 purchases

  • 5.9% made 6-10 purchases

  • 1% made 11+ purchases


To capture the audience of today, you have to go out of your way as a brand and invest more on Online mediums. Email Marketing is the basic and the most essential strategy to take over the market.


What is Email Marketing?

Email marketing means sending a merchandising email to the potential or current users in order to make them aware about the brand, products and discounts the brand is providing.


Email Marketing has a list of advantages to offer:


Email Marketing is an online door to door marketing.


Email Marketing gives your brand a chance to reach your potential or current consumers directly. It’s cost-efficient in terms of what it provides you with, i.e., the ability to influence the users instantly.


Through Email Marketing, you are only one notification away from your consumers. In addition to relatively low operational costs, email marketing also provides an attractive return on investment (ROI).


According to one report from DBS Data, businesses can expect an average return of $38 for every $1 they spend on email marketing.


Email Marketing increases traffic on your website.

Email Marketing increases the traffic on your websites. You can link to a relevant website content within your email body or craft a compelling CTA that lets readers head back to your website & take a specific action.


If you want your CTA to stand out, you can add colors or change the font of your CTA button so that it is noticeable to the user.


Your customers check their emails daily.

According to Forbes, The average person checks their email about 15 times per day, So we can clearly say, you have 15 opportunities in a day to engage your target audience with your brand. This means that email marketing businesses benefit by connecting to their audience on a regular basis.


Email Marketing can help become more reliable.

When consumers associate with brands, they put their trust in them. One survey showed that 81% of consumers said that they should be able to trust the brand in order to buy from them (Edelman, 2019).


Email gives you a prospect to build trust with the customer. Email Marketing adds personalization, which strengthens the relationship of your brand and its target audience. Some brands launch monthly email newsletters to deliver authentic content to their readers.


By providing regular and credible information to the readers, it builds a bridge of trust between the brand and the consumer.


Email Marketing allows for real-time communication.

Unlike traditional marketing mediums, email marketing allows you to have real-time communication with your audience. This makes it a perfect medium to communicate. This also allows you to increase the participation of consumers in an on-going event involving your brand.


Types of Email Marketing

There are three types of Email Marketing :


Email Newsletter

The email newsletter is an email that can be used to send promotional messages, important account information, product updates and more.


It includes:

  • Content Length

  • Types of Information

  • Placement of images and texts

  • Design

  • CTA (Call to Action)


Transactional Emails

Email receipts, invoices, billing statements, order confirmations are examples of transactional emails. They are triggered by user behavior.


Behavioral Emails

Behavioral emails are targeted messages, based on a user’s behavior.


Here’s a list of 10 types of behavioral emails you can automate:


  • Welcome/Onboarding

  • Browse abandonment

  • Recommendations

  • Product review requests

  • Replenishment/re-orders

  • Password renewal/reminders

  • Free Trial expiry

  • Cross-selling

  • Purchase anniversary renewals

  • Re-engagement


A Guide To Email Marketing Strategy

The Internet has revolutionized brand marketing. Today, people are more attentive and inclined towards the information that appears on their gadgets than traditional media. Email Marketing has escalated as one of the most visionary sections of this evolution.


How to do it like a pro?


We came up with 5Cs of Email Marketing Strategy that will help you create a successful email marketing campaign for your brand.


Content

As it has been said, “Content is king”, this remains the most essential part of email marketing. Here are the things to be kept in mind while drafting your email.


Subject: Subject should be catchy and should be able to create curiosity and interest in the mind of the reader. The subject should always be relevant to the copy of the email. If it’s misleading or unrelated to the copy then your email might end up in the spam.


Short and crisp: This tactic will keep your reader attentive and interested in the copy. The email copy should be to the point and should speak its message precisely.


Personalized Emails: Emails should be personalized by adding receiver’s name and online behavioral traits (eg. The XYZ item is in the cart and you offer them some discount on that item). It creates a trustworthy relationship between the consumer and the brand.


Don't spam: Spamming is the main cause of unsuccessful results in email marketing. Don’t forget to follow the below mentioned precautions to avoid being the part of the blacklisted senders:


  • Don’t send irrelevant information to your audience.

  • Pay attention to technicalities.

  • Proofread your copy

  • Use the authentic user name

  • Choose your ESP (Email Service Provider) wisely

  • Try not to use spam trigger words


Consistency

Email Marketing is the cheapest as well as the most reliable way of promoting your brand. Including consistency along with a smart email marketing strategy can do wonders for your business growth without burning a hole in your pocket.


Consistent email marketing not just builds a relationship between you and your consumer but also it helps you to develop confidence in your brand in the consumer’s mind. However, with consistency, you also have to ensure that the email you send contains informative text, otherwise, they will end up ineffective.


Communication

“The most important thing in the process of communication is listening”


Communication is the most effective part of Email Marketing. Communication means the exchange of information between two individuals. However, in email marketing, communication is more than that. It’s about creating a trustworthy relationship with a consumer.


To create trust, communication should always be a two-way process. So your email should have a feedback column that allows the consumer to provide some insight that can help you gain an understanding for your product and services and the improvement needed.


It should also have an option for your consumer to interact easily with you at any given point. Having a platform to give their piece of advice, suggestion or even complain will give them an impression of how valuable their thoughts are to the brand.


Once the consumer realizes that you are acknowledging their viewpoints, the whole game changes and business volume automatically shoots up.


Credibility

Credible content should be the star of the show. The content must be authentic and reliable to build a positive reputation for your brand. Needless to say, Plagiarism is a complete NO.


Deceptive content directly results in a decrease in sales and raises your chances of getting blacklisted. Thus, see to it that your email content is verified and proofread before you circulate it to your consumers.


Creativity

“Indulgence of creativity in your content can change the vision of your message.”


Boring or repetitive content can create a negative impression on the mind of the readers. But adding a twist of creativity in your content can change the boring one into a thought-provoking one. Here are some tips to add flavor to your email copy before you hit the send button:


  • Think out of the box for a better outcome

  • Add words and images or videos for better understanding

  • Always add a pinch of uniqueness in your original content


These were the 5Cs of Email Marketing that can help you achieve the expected result of an email marketing campaign. Aid from an advertising agency in performing the 5Cs can level up your campaign.


Rules:

Rules that help you not end up in the spam box of your target audience..


  1. Permission to email the people on the list.

  2. Don't use misleading headers and information.

  3. Identify your email as an Advertisement.

  4. Include your Address.

  5. Include a way to opt-out of receiving future emails from you.

  6. Honour opt-out request immediately.

  7. Go Through GDRP and CAN-SPAM ACT.


With all of this in the mind, email marketing is a tool that has the power to escalate your brand. For the many reasons listed above, email marketing is by far the most influential medium to grab attention, engage, and connect with an audience to drive sales and revenue for your business. While everyone can be an expert in the field of marketing, you can hire an advertising agency to help you with a better understanding and implementation of Email Marketing.

















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