Ten Winning Email Marketing Strategies

Even with the advent of social media platforms, email still produces the highest ROI of all other online marketing efforts, according to Adestra’s 2014 Email Marketing Industry Census. As email marketers have grown savvier about the end user’s likes and dislikes, email continues to evolve from an ineffective, spam-plagued dead end to a viable lead generating marketing tool.

The trick to successful email marketing, of course, is to create an effective strategy that doesn’t remain static. Instead, modify it as new tools emerge and new insights are gained. Here are ten current winning email marketing strategies.

1) Ask Permission/Double Opt-In

Anyone who strives to present his business as being legitimate will not send unsolicited email, even if he feels that he’s obtained his email list through ethical means. In addition to only sending email to people who have signed up with you, consider using double opt-in. The double opt-in feature helps ensure the integrity of your email list by requiring the subscriber to confirm he intended to sign up in the first place.

2) Twitter Lead Generation Cards

So, a successful email marketing campaign begins with building a valid list of subscribers. But, what are some strategies you can use to build your list quickly without being too invasive? The first rule of engagement related to increasing your number of email subscribers is to simplify the process as much as possible for them. For example, social media behemoth, Twitter, released its Lead Generation Cards in 2013.

Available to twitter advertisers, the Lead Generation Cards offer a one-click sign up to receive emails from your business. The option is embedded in the tweets you send to your followers, creating a seamless sign up process for potential leads without taking them through the hassle of having to enter any information.

3) Add Subscribers through Your Homepage

Aside from using features on other sites, such as Twitter, to build your subscription list, add a call to action to your own website’s homepage. A clearly defined CTO that gives your site visitors a reason to sign up (special offers or a snapshot of your expertise), and includes a simple sign up form, is all you need.

4) Add It to Your By-line

Another way to make signing up for your business emails easier is by adding the email invitation to your business by-line. Not only will this work on your own website or blog page, but, even if your articles or blogs are posted on other sites, potential leads will still see the by-line and be prompted to sign up.

5) Utilise Registration Forms and Checkout

When a client or customer logs onto your website and either registers for a service or purchases a product, include an option on the checkout screen that asks if they would like to receive your newsletter. Better yet, be specific, and invite your customers and visitors to sign up to receive “valuable coupons” or “time saving tips”. This method works because the customer is already engaging with your business, and it’s a way to keep them interested in the long term.

6) Give Them Something Useful

Now that your list of subscribers is growing, it’s time to work on keeping them interested in your product or service. The first rule of keeping your subscriber’s attention is to focus on ensuring that every email you send has purpose and value.

Whether it’s a BOGOF or other discount, or a helpful article that offers advice or a link related to your industry, it is critical that your subscribers only receive valuable content. Email subscribers are fickle, and will unsubscribe if they feel your emails are cluttering their inboxes. Continue to provide them with valuable offers and information, and you won’t have to worry about your emails being treated like spam.

7) Personalise Your Approach

Businesses don’t have the resources to individually write each email. So, ask your subscribers what they’re looking for through surveys, and then track and analyse their viewing and purchasing behaviours. Use that information to send interest-related emails in batches, instead of sending the same email to all of your subscribers. Not only will the analytics provide you with the information you need to take a more targeted approach with your emails, but your subscribers will receive emails that are of interest to them. Oh, and don’t forget to add one final bit of personalisation by setting up each email so it greets the recipient by name.

8) Win Back Inactive Subscribers

Research suggests that win-back programs can be effective in reigniting the interest of dormant subscribers, so for those subscribers who have been inactive for up to 90 days, using a win-back program could turn the tide. However, don’t delay too long to decide between actively seeking engagement and removing email addresses from your subscriber lists. Spam filters are notorious for delivering emails to spam when the sender has a high number of inactive accounts, and that will have an adverse effect on conversion and response rates.

9) Remind Them Who You Are

Since people often sign up for an email list, and then forget about it altogether, include a snippet of information about your company with each email. It doesn’t have to be more than a couple of sentences, but make sure that your subscribers are aware of your business and the services you provide. This strategy is particularly useful for subscribers who have been inactive for 30-60 days.

10) Optimise for Mobile

Finally, according to the Pew Research Internet Project, approximately 52% of people access email using their cell phones. So, don’t miss out on more than half of your potential leads. Just as you’ve built your business website with an eye toward responsive design, it’s critical that you do the same with your email marketing. Make sure that when your subscribers open your email using their cell phones that they aren’t met with a confusing, poorly laid out mess. If the email display isn’t optimised for their mobile devices, they’re apt to delete it rather than read it.

Ensure that your email marketing efforts pay off by considering your subscribers in your strategy. By following the tips listed here and doing it right the first time, you will avoid alienating subscribers and your email marketing will yield substantial results.