Tips to Create Successful Email Marketing Campaigns in 2019

Posted by Sudha on January 16th, 2019

Email marketing has been a staple of marketing in general, with a widespread appeal across industries, no matter the scale. Unbelievably enough, experts in 1989, predicted that email would get replaced by other technologies soon, as the idea of a paperless world seemed absurd.

If only those experts knew what we know now.

Not only has email stood the test of time, but email marketing remains at an all time high, thanks to its convenience and permeability. However, expertise in the field remains condensed to a few, with the rest scrambling to effectively perform email marketing. Just look at the sheer number of emails that get sent and opened by customers. The total open rate (average) across industries, according to a study, remains at 15.75%. This level of disparity brings into question whether email campaign strategies in place are working & if they need an overhaul?

To help companies design more effective email campaigns that improves open-rate, resonates with the reader and converts them into buyers, here are useful tips for successful email marketing:

Automation Is the Name of The Game

Instead of wasting hours, automate everything that can be automated within your emails. You will be able to maximize your efforts, by using automation within email campaigns, and you don’t have to forgo personalization to do this either. Plenty of email marketing software allow users to automate their emails so they’re delivered to customers at precisely the right time, either through pre-determination of a date or time, or, by establishing an action which, when performed by customers, will automatically cause an email to be sent.

A study highlighted how click-through rates were reportedly 152% higher and open rates were 70.5% higher for automated mails, when compared to standard marketing messages.

There are plenty of email marketing software in India that you can use to bulk email customers as well. This will help you in reducing redundancy in your marketing efforts. If you want a more integrated solution, you can opt for a CRM with email marketing features.

Personalise Your Customer’s Experience

Your company might possess email contacts in the lakhs but sending the same email to everyone will not prove beneficial. Today’s customer is looking for a more personalised experience- one where a company appears to speak to them personally and address their specific need, and not the need of millions. Personalised content is important to them as it helps in making your email stand out from the hundreds of emails already cluttering a mailbox.

Studies indicate that nearly 30% customers are looking for personalisation even though, only 7% of companies list personalisation as a content priority.

You can be one of the few to provide a truly personalised email experience to your customer.

Use the accumulated data you have, to design emails that are personalised to individuals. Personalization works only when you create the right message for the right customer.

Decide the kind of personalization you know will work best and look at ways that you can gather the necessary information.

Nurture Your Existing Audience Growing your email list might be your biggest priority, but engaging your audience is where your focus should also be. After all, engaging an existing customer is much more cost-effective than it is to acquire a new one.

Prioritise on nurturing your existing leads and offer them the best experience possible by connecting on a personal level. This includes ensuring that your emails are optimized for mobile devices. People want to be connected on the go, so make sure that your emails are easy to load and understand in just a glance. Else, they might go straight to spam.

Avoid becoming stale and predictable on emails, as that diffuses audience interest rapidly. Strategize and change the content you send to your leads. Send newsletters with helpful information, product promotional mails, trivia questions etc, to keep them engaged.

Instead of looking at email as a space to sell something, look at it as a way to communicate ideas and learn from your customers. Then, every email you ever send becomes an opportunity to know your customers and help you maximize your results quickly.