Your email marketing strategy is a critical component of your overall digital marketing efforts. Here are a few ways to bulletproof your email marketing efforts so they yield you results.
Modern marketing is a highly dynamic field. Back in the day we only had a few tools to choose from.
What’s more, the methods available to use those tools were equally limited. But today we can use modern technology to reach customers in ways people of the past could only dream of.
However, it’s often easier to find powerful tools than it is to properly leverage them to our advantage.
But we’ll distill some of the most effective strategies for email marketing into a surefire roadmap to success.
#1. Find an Automated Email Marketing System With the Right Fit for Your Needs
Automated email marketing tools get top ranking in these tips for a good reason. These tools have completely revolutionized the face of modern marketing.
Email marketing is nearly synonymous with automated email marketing tools.
Most types of internet based marketing have automation tools of one type or another. But automated email marketing is one of the most mature, and thus most advanced, examples of the technology.
This also translates into a nearly overwhelming number of options to choose from.
It’s absolutely essential that you go through the available programs to find an automated email marketing solution which fits your needs.
This isn’t always an easy task given how many programs are on the market.
But any extra time spent narrowing down your options should be considered as a solid investment in your company’s future.
The exact specifics of which program is right for you will, of course, vary by individual. You should make a point of not just looking at the platform’s features.
But take some time to find out how those features are implemented. You want to find an email platform which seems intuitive and designed around your own personal preferences.
#2. Get the Most Out of Your Automations
Even some people currently using automated email marketing might wonder why they’re hyped up as the be all and end all of a modern campaign.
It’s quite common for people to only wind up using a small portion of the program’s true potential.
And we often see this with automations. If you’re using an automated email marketing system then you absolutely need to take some time to learn about its automation system.
You’ll ideally want to cultivate a feeling of immersiveness for your contacts. Think about how physical stores have been able to stay relevant in modern times.
People often go with physical rather than online services because it provides them with a feeling that they’ve connected with someone. In reality, a store clerk isn’t forging strong emotional bonds with customers.
But that small transaction is enough to trigger the emotional response most people have during social situations.
We can use automations to cultivate that same feeling. One of the main points is to stay as responsive as we can to a contact’s actions.
In a physical store the staff reacts to any action taken by a customer. We can do the same with email automations.
You should think about any actions someone might take after receiving an email. What happens if they go to a landing page?
Will the system notice if they follow the email to add items to a cart but never make a purchase?
What if someone always follows links in an email? Or conversely, will the system notice if someone never interacts with the email?
We can use automations for all of these situations. And by doing so we’ll trigger the same social instincts seen among customers at physical stores.
On a superficial level automation might seem like a cold and utilitarian solution. But when properly leveraged automation should instead provide a feeling of real human interaction.
#3. Keep Your Branding On-Point
Modern email marketing can help us roll campaigns out faster than ever before.
They provide us with a number of templates and scripts which we can easily meld together into a full product.
However, if we’re not careful this can become something of a mixed blessing. It’s very easy to let these separate components take on more importance than our own products or company.
We can prevent this by taking some time to create a unified brand in our email campaigns.
Templates are a good example of how a powerful tool can be mishandled. A template is something that we can build our own product upon.
As the name suggests, it’s best used as a template for full designs. But many people will instead use a template in almost the exact state provided by their automation program.
Doing so means the finished product lacks any of the company’s distinctive traits or style. The recipient will look at the result as if it were just one out of thousands of other pitches they’ve seen.
To really capture people’s attention you need to, once again, appeal to their humanity. People often joke about the personhood of a company.
But there’s some truth to the idea that we need to infuse our brand with personality. The brand should essentially be the face that readers attach to a message.
We can apply this to templates by asking ourselves if a random person would associate the end result with us.
If the answer is no then we need to find ways to change the design’s presentation.
The easiest way to make a template our own is to simply add an eye catching logo. Along with that we can try to work other elements associated with our brand into the presentation.
For example, we can work with our company colors or their compliments to subconsciously remind people of our brand.
You should also try to infuse your text with information that’s inseparable from your brand. In general, it’s important to cultivate a unified voice for your company which exists throughout all of your advertising.
But make sure you bring up your company and what differentiates you from the competition within the email’s text.
There are two important reasons for this. The first is that it adds a further layer of association and personality to your message. And we’ll touch on the second reason in our next tip.
#4. Don’t Use Images as a Crutch
We’ve already touched on how a logo can instantly add a lot of personality to your work. It should come as no surprise that most of us are tempted to use considerably more images as time goes by.
After all, there’s a lot of truth to the idea that a picture is worth a thousand words. And we see print advertisements filled with a wealth of images.
Why shouldn’t our email marketing emulate print media and use more images?
The main problem is that we can’t be sure if readers will ever see those images. Many email clients turn images from unknown contacts off by default.
What’s more, we can’t assume that someone’s hardware is even capable of properly rendering our work. Almost everyone has access to email these days.
But not everyone is accessing their email on the latest and greatest machines. It’s estimated that roughly 17% of the US is still using something other than smartphones.
All of this means that email should be accessible to people who might not see the images within it.
This is also why we need to make sure our branding is done through text and not just by displaying a logo.
#5. Get the Most Out of A/B Testing
Automated email marketing systems usually restrict A/B testing to their middle and higher payment tiers.
This often gives people the impression that A/B testing is a nice luxury but not really an essential part of the industry.
It’s a natural impression, but also undeniably false. A/B testing is one of the most important tools provided by email automation.
A/B testing works by randomizing recipients of two different items. This will usually consist of two different pitches for the same campaign.
By looking at the results we’re able to see which would be the most effective on a full rollout.
Many companies even provide us with the ability to fine tune the testing to different demographics based on collected data.
This could show, for example, that people in one age group respond better to certain ideas than those outside it.
There are some other ways to use A/B testing though. Most people forget that they can test out visual elements as easily as textual ones.
People usually use different text with the same graphic design in their A/B testing. But why not try out the opposite as well?
Use two different visual designs with the same text to find out if it has a demonstrable difference in your overall conversion rate.
We can even test out different fonts to see if that might make a difference.
#6. Go Big or Go Home
When we talk about fonts it’s usually in the context of different styles. We can cultivate different personalities and tones by choosing particular fonts.
But people often forget to consider font size. Many of us get in the habit of using a 12-pt font at school and simply carry it forward into the professional world.
However, it’s generally a better idea to use a larger font size for advertising. It’s important to remember that different people are going to read our email in a variety of ways.
Some people are going to be using very small devices where 12-pt fonts can be difficult to make out.
And of course we also have to factor in environmental issues like screen glare. Some of our recipients will even suffer from eye problems.
A larger font means that we can expand the range of our email campaigns.
On top of this we should also aim for larger interactive components. Think about how hard it is to click buttons on some webforms when you’re on your phone.
This is typically due to the fact that the designers didn’t take touch screens into account. Don’t make that same mistake with your own work.
Simply upsizing your buttons can often drastically improve your campaign’s effectiveness.
#7. Start Simple and Grow Into the New Options
Automated email marketing programs usually come with a vast array of features. There’s so many that it’s usually tempting to mix them all together right from the start.
However, it’s a better idea to slowly master these functions at a slower and more calculated pace. The program’s functions are best thought of as tools.
And like all tools they’re generally difficult to master. We touched on how A/B testing can be used for graphic design as well as text.
And this is just one example of using a function to its full potential.
So What’s Next?
Are you serious about your email marketing strategy? Be sure to check out this program if you want to boost the ROI of your email marketing efforts.