Email marketing can be an effective way to drive business, but you must invest time into a strategy.
Reportedly, 83 percent of marketers consider email their primary lead generation channel. Digital online marketing can be a cost-effective way to reach new prospects and stay in touch with existing customers. Its popularity as a marketing tactic demands you understand how to optimize your email campaigns to cut through the clutter.
Here are some essential marketing tips to keep in mind when designing your next email marketing campaign.
The day of delivery matters
The “best time” to send emails depends on your unique product/service, customer base, and content. Still, marketers can use some general best practices to optimize when their campaigns arrive in inboxes. Based on the email provider’s analysis of billions of email campaigns, emails sent on Thursdays generally receive the highest amount of opens, followed closely by those sent on a Tuesday. Besides campaigns promoting a hobby and recreational content, its data indicates that weekends are the least ideal time to send an email marketing campaign.
Time your email campaigns carefully
The type of content your campaign promotes dictates the time of day it arrives in your inbox, too. To summarize the data from different sources, it suggests:
- An email with recreational content gets a better-than-average response when delivered on the weekend, as do some email marketing campaigns promoting retail and hobby-related content.
- Hobby-related content email marketing responses are optimized when messages are delivered between 6 a.m. and 8 a.m.; retail-related email content is most impactful when it arrives in inboxes between 8 a.m. and 9 a.m. Both data points suggest that B2C content may most likely be read when it’s in the recipient’s inbox before the traditional work day begins.
- Government and nonprofit email marketing efforts tend to perform best when sent on weekdays between 8 a.m. and 11 a.m.
Spend time crafting the perfect subject line
Your email’s subject line acts as the headline that will entice a prospect to open your email or cause them to delete it. Some experts recommend subject lines that lead with actionable language (using words such as “save,” “learn,” “take,” and “see”). Try eliminating nouns and pronouns; your subject line should be concise but impactful. Tell recipients precisely what your email can offer them and why they’ll benefit from it.
Segment your mailing lists
Personalized content is key to a successful marketing campaign. It may begin with communicating that you know the person’s name. Furthermore, it demands that you consistently send relevant content and offers that match their interests. Your email copy should address these points and focus on second-person language (yours) that puts the customer front and center throughout the campaign.
While it takes time and strategy to segment and manage a targeted email marketing list, it’s worth the investment. According to one study, most respondents said most of their email marketing campaigns are intended to drive revenue or customer engagement and that segmented and targeted email campaigns generate nearly 60 percent of their marketing-related revenue.
Test your email campaigns before you send them
According to Litmus.com, more than half of all messages are opened on a mobile device. Ensure that emails can be opened and read as clearly on a mobile device as a traditional computer screen. Test the appearance and functionality of your emails in various email clients to ensure that they look as you intend (before you hit send).
Litmus reports that while Apple iPhone, Gmail, Apple iPad, Android, and Apple Mail are the most popular email clients, Outlook remains very popular.
Email marketing can be an effective way to drive business. Still, you must invest time into a strategy aimed at the right people with the right messages at the right time. That’s where email sequences come in handy. A well-thought-out drip campaign can quickly turn into a well-oiled selling machine that can turn prospects into loyal customers.
To take your email marketing to the next level, you have to be committed to building an email sequence that’s fully automated and ready to convert.
Each email sequence should be tailored to each product or proposition, based on the lead magnet that made them sign up for your email list in the first place.
Here are three examples of sending a series of emails, aka drip email campaigns.
Your Welcome Email Sequence
Your welcome sequence is probably your most significant missed opportunity for creating income with email marketing. Just sending once a “welcome” email is a missed chance to promote what you offer, and you are significantly missing out.
Your welcome sequence can be straightforward:
- Follow up with new subscribers.
- Show them how you can be of service.
- Pitch your offer.
The chances are that they found you because they have a problem. They’re already looking for help, and they found you. They trusted you enough to give you their email address and are waiting for your next proactive steps.
If you offer a product that’s a solution to their problem, there’s no reason you can’t share it with them in your welcome sequence. Not doing so might be strange, and the potential customer might quickly look elsewhere for help.
How do you sell to someone who’s just become a subscriber to your email list? Won’t they get annoyed and unsubscribe?
Of course, there will always be some people who want something for free and will unsubscribe by the next chance. But if you provide real value, most people will stick around.
And don’t worry, we’ll not hard-sell them in the first email. Conversion is a process, and your welcome sequence helps step by step.
Hence you must create the next steps after your first contact:
- Follow up with more content that demonstrates your value.
- Share your best tips — the stuff they can’t find easily on Google.
- Present yourself as an expert they can trust by showing you understand them and their problems.
- Then introduce your offer and frame it as the solution.
The next phase is to help them through the decision process. This phase involves tackling objections, answering FAQs, or sharing a guarantee that makes it easier for them to give your offer a try. Consider why someone might not buy and use your emails to address those head-ons.
End the sequence with a sales-focused text with a clear call to action.
When you set up your welcome sequence, every new subscriber knows what you do. If they don’t buy now, they might eventually need what you offer, and you’ll be the person they think of first.
Promote Affiliate Offers
Another way to create income with email is by promoting affiliate offers to your mailing list.
You can do this with a dedicated email drip campaign to promote an affiliate product your audience will love. Essentially, you’re creating a mini-marketing funnel focused on one affiliate offer.
Here’s what it might look like:
- Write a blog post related to the offer
- Create content upgrades to build a list of interested leads
- Follow up with an email sequence focused on the affiliate offer
You’re segmenting your list by having people opt-in for a content upgrade to get the sequence. Segmenting your subscribers is the key to keeping your list happy. You don’t want to mix up and potentially annoy people with an affiliate offer that’s irrelevant to them.
Because the content is so specific, highly segmented sequences often have higher open rates. In this sense, less is more.
Once set up, all you have to do is promote your blog post and content upgrades. That will get the right people into the sales funnel, and the emails will do the rest.
Think about the products or services you recommend that would be an excellent fit for your audience. This email sequence works best when the offers of the affiliate match your market.
Email marketing list giveaways
Another way to create passive income with digital marketing is a free email course, boot camp, or challenge. You make a valuable free resource for your audience and monetize it with affiliate offers or paid upgrades. (Or both!)
Promote affiliate products during your course to make it profitable. The goal is to give lots of value, teach people how to do something, and recommend the tools they need to succeed.
It’s essential to create a course that’s worth paying for but offer it free of charge. In most cases, people want to pay you back by using your recommended resources when you give away so much valuable content. That’s the principle of reciprocity in action, and give before you get more in return. As a side note, that’s why so many people invest their free time into open-source projects.
Of course, you can consistently offer a paid upgrade as part of your email course. When someone signs up for free, the subscriber will get the content every day for the length of the challenge.
As you already created the content, it’s an easy upgrade to put together. You can include additional bonus content not available in the free course to make the offer irresistible.
Setting up these email sequences can be a lot of work initially. Planning the marketing strategy, scheduling them out, and writing the messages takes time.
However, the time investment is well worth it. The results are so rewarding. Once you set your email sequences, they’re ready to work for you, and all you have to do is promote your mailing list and newsletter.