Email marketing is one of the most powerful tools for driving conversions, with an ROI of $36 for every $1 spent. This guide reviews developing an email marketing strategy that resonates and converts.
Email marketing is one of the most powerful tools for driving conversions in a world of multiplying marketing channels. With an ROI of $36 for every $1 spent, according to the Litmus State of Email Survey, crafting a comprehensive email strategy can push your marketing communications through the clutter for a direct response from your customers. Here's how to develop an email marketing strategy that resonates with your audience and converts.
DEFINE YOUR GOALS AND AUDIENCE
Before crafting email campaigns, setting clear, measurable goals is critical. Are you trying to increase sales, nurture leads, or build brand loyalty? Each objective will require a different approach. Start by identifying key performance indicators (KPIs) such as open rates, clickthrough rates, and conversion rates to track success.
Defining your audience is also essential. Segmentation is vital. Segment your email lists by behavior, purchase history, demographics, or stage in the customer journey. According to a study by Mailchimp that researched 11,000 email campaigns to 9 million recipients, segmented campaigns saw a 14.3% higher open rate and a 101% higher clickthrough rate than non-segmented ones.
CRAFT ENGAGING CONTENT AND COMPELLING COPY
Once you know your audience and goals, it's time to craft emails that speak directly to them. Focus on creating personalized, relevant content. Personalization matters—according to a Campaign Monitor report, emails with personalized subject lines are 26% more likely to be opened.
But it's not just about personalization; your content should provide value. Value drives action, whether offering a solution to a common problem, providing an exclusive discount, or sharing helpful resources.
Be clear, concise, and compelling with your subject lines and copy. With 50% of people buying from marketing emails at least once per month, according to G2 research, it's imperative to always focus on solving your audience's pain points and delivering on your promises.
LEVERAGE AUTOMATION
Email marketing automation allows you to nurture leads, engage customers, and drive conversions with less effort. Automated workflows can send personalized emails based on a user's behavior, ensuring timely and relevant communication. According to an Epsilon Email Trends & Benchmark Report that aggregated data from over 19 billion emails sent across ten different industries, consumers open automated trigger emails at a higher rate because they're delivered based on specific actions a customer has taken with your brand, which means they are highly relevant. Businesses that use automated trigger emails have an average 65.7% higher open rate and more than double the clickthrough rate than non-automated messages.
AUTOMATION EXAMPLES
OPTIMIZE FOR MOBILE
Did you know 41.6% of people open their emails on a mobile device? That rate is according to data aggregated by Litmus Analytics that analyzed over one billion email opens. This behavior means mobile optimization isn't just a nice to have–it's essential. Ensure your emails are responsive and that images, buttons, and text display well on smaller screens. Use concise, compelling copy that gets the message across quickly, as mobile users are often on the go.
A/B TEST YOUR CAMPAIGNS
Never assume that one email format will work for everyone. A/B testing is your connection to finding what resonates best with your audience. Test subject lines, email length, layout, images, CTAs, and even send times to optimize your campaigns over time.
The more email A/B testing you do, the greater the benefits. For example, the Litmus State of Email Survey found that brands that never A/B test their broadcast and segmented emails generate an email marketing ROI of 35:1. In contrast, brands that always include an A/B test in their emails generate an ROI of 48:1.
Regularly testing and iterating will give you valuable insights into your audience's preferences and create a more significant return on investment.
ANALYZE PERFORMANCE METRICS
Data-driven insights are the cornerstone of a successful email marketing strategy. Analyzing key performance metrics helps you understand what resonates with your audience, what doesn't, and where you can improve for better engagement and higher conversions. Here are some critical email marketing metrics to track and why they matter.
The open rate measures the percentage of recipients who open your email, which reflects how compelling your subject line is. A higher open rate indicates that your subject lines pique interest and your audience is engaged. On the other hand, low open rates may signal that your subject lines may not be resonating with your target audience or require personalization.
CTR tracks how many recipients clicked on a link within your email, providing insight into how well your content aligns with your audience's needs. A substantial CTR means your email body and CTAs (call-to-actions) are compelling. Analyzing which links get the most clicks can guide future content and design strategies.
Conversion rate refers to the percentage of users who completed a desired action, like making a purchase or signing up for a service, after clicking an email link. This rate is among the most important metrics because it directly ties your email efforts to business results. By segmenting your audience and personalizing your content, you can boost your conversion rate significantly.
While an unsubscribe rate may seem negative, it's also an essential indicator of email list health. If your unsubscribe rate is unusually high, it could mean your content isn't relevant to your subscribers, or you're emailing too frequently. Regularly auditing this metric can help you adjust your frequency or improve targeting, ensuring your list remains engaged. Additionally, offer your subscribers options for the types of emails they want to receive and the frequency of communications to provide a better experience.
The bounce rate (the percentage of undeliverable emails) is critical. A high bounce rate can harm your sender reputation and result in emails landing in spam folders. Regularly cleaning your email list of inactive or incorrect email addresses will help reduce this rate.
WHY THESE METRICS MATTER
Comparing these metrics against various emails will provide insights into the most effective content for engaging your audiences and driving targeted conversions. Use these insights to tweak your strategy and optimize future campaigns.
For example, if a subject line consistently achieves higher open rates, apply that tone or theme to future emails. Similarly, analyze which CTAs drive the most conversions and replicate that strategy to improve performance. Continually optimizing your campaigns based on data ensures that your emails evolve with your audience's preferences, keeping engagement and conversion rates high.
PRO TIP: Regular A/B testing of subject lines, content, CTAs, and timing can provide valuable insights to refine your email strategy further.
CHOOSE THE RIGHT EMAIL MARKETING PLATFORM
Various email marketing platforms are available to fit different company sizes and needs. Here are some of the most popular ones.
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Constant Contact
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HubSpot
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Klaviyo
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Mailchimp
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Pardot (Salesforce)
FOR SMALL BUSINESSES
Constant Contact is best for small businesses prioritizing ease of use and event marketing tools.
FOR MEDIUM TO LARGE BUSINESSES
HubSpot is a more comprehensive platform for medium to large businesses that integrates email with CRM, automation, and sales tools.
FOR E-COMMERCE BUSINESSES
Klaviyo is perfect for e-commerce brands, offering powerful integrations with online stores like Shopify and Magento.
FOR SMALL BUSINESS THAT NEED AUTOMATION
Mailchimp is ideal for small businesses and startups, offering a user-friendly interface with automation features.
FOR LARGE ENTERPRISE AND B2B BUSINESSES
Pardot by Salesforce (now called Marketing Cloud Account Engagement) is designed for large enterprises and B2B companies with complex sales cycles and advanced CRM needs.
Choosing the right email platform helps you implement and execute your strategy more effectively, whether you need basic email functionality or advanced automation and CRM integration.
VENTI DIGITAL IS HERE TO HELP
An effective email marketing strategy is built on understanding your audience, delivering personalized and engaging content, leveraging automation, and constantly analyzing your performance. By implementing these tactics, your business can maximize engagement, increase conversions, and build lasting relationships with your audience.
At Venti Digital, we combine data-driven strategies with vibrant creativity to help businesses build email marketing campaigns that truly convert. Get in touch today to explore how we can elevate your email marketing efforts and deliver real results for your business.
