Email marketing strategy for businesses

 

Despite the decline in interest in e-mail as one of the digital marketing channels that can make an important difference in the marketing strategy as a whole, and this is in favor of social media platforms and search engines, e-mail is still an important communication channel that can add excellent value to the marketing efforts being made. In different projects if e-mail marketing is invested in the right ways, according to a clear strategy based on specific goals.

Why should you use email marketing?

If we want to answer this question in the simplest possible way, the answer will most likely be because email is not a social networking platform like the one we know. Here, Facebook algorithms do not manipulate the access level of the post until you are forced to pay money to deliver your posts to users, nor Google algorithms to select what is appropriate and show it.

What distinguishes email marketing is that once you build your mailing list, you will be able to communicate with the audience directly, your messages will reach their devices immediately without the intervention of third parties as is the case with social media platforms, you will need lower costs to publish marketing messages, in addition to that your mailing list will contain People who are actually interested in your product or service and who have already provided you with their mailing addresses. This is known as Permission Marketing.

It is the principle that marketing expert Seth Godin referred to in a book of the same title that was published in 1999 and has had a wide resonance in the field of marketing since that time until today. A summary of what came in Godin’s book is that brands should direct their marketing messages to people who have already granted Permission for the brand to communicate with them or market its product to them, when users provide their email.

So here we will learn about four ways to help you improve your email marketing strategy, or to build one that enhances your communication with your audience and customers.

4 ways to improve your email marketing strategy

1 . Timing

The timing of sending emails depends on your audience, the field in which your brand is active, and the nature of the marketing messages in your campaign, that is, it depends on your own experience. This means that some experiments, attempts, data collection and analysis are required in order to be able to reach an appropriate timing strategy.

And here, of course, the more data you have about subscribers to your mailing list, the more efficient and better options you will be able to target them with your marketing messages.

The above image is from the Sender.net platform that specializes in mail marketing and building mailing lists. The image shows, according to the data collected by the platform, the days of the week that see a higher rate of reading messages than other days.

The following image shows the rate of reading throughout the day and the times when users view emails more often than other times.

It is also important when pursuing good timing not to flood your audience with unnecessary messages, and always remember that you most likely got your users' email addresses as a result of making a presentation, and therefore they are not prepared to hear much from you so often.

In statistics by Marketing Shapra, which specializes in marketing studies, it showed that 61% of individuals said that they would prefer to receive one promotional offer during the month through their mail, and only 16% said that they do not mind receiving marketing messages on a daily or almost daily basis.

So the next time you set your strategy, take seriously the timing and amount of messages you send to your audience. Look at the data of previous campaigns and learn the best times to send your messages, and how much you should send between each period.

Also read: How to write a professional email professionally?

2. Personalized customization

Personalization can be as simple as adding the username to the title of the mail message, or more personalized and targeted, such as having the content of the message directed to a specific individual or group of users.

Statistics show that an e-mail message that contains the username in the title is 26% more likely to be opened by the user than messages that do not mention the username directly.

Therefore, personalization is an important means that increases the efficiency of email marketing campaigns because it makes messages more personalized and targeted to the audience, and more appropriate to their needs and interests.

Of course, good customization of mailing lists requires that you have sufficient data about users, and the more data you have, the better you will be able to use this technique.

Starting from personalization in the title of the message, to personalization in the content, and then the offers that can be presented, all of this will make your e-marketing strategy more effective.

When a user orders a product from your online store, and then cancels the order at a later time, this is an excellent opportunity to target this person with an email telling him that there is an offer on the same product that he decided to buy at a later time and then canceled the order.

Fortunately, mailing list management platforms provide a lot of ease in dealing with these lists, regardless of their size. Platforms such as Mailchimp and others enable us to automate and schedule mailings in the way we want to ensure a highly efficient marketing and implementation strategy.

3. Drip Marketing

It is a series of pre-scheduled emails according to a chronological sequence, sent sequentially and automatically to each user who subscribes to the mailing list, so this technology is also known as Automated Email.

What distinguishes this technique is the ability to move

The user follows sequential steps from the first moment he gets to know your brand, all the way to the goal you want, whether it is buying a product, service, or otherwise.

Suppose you provide a guide in the form of a booklet on your website and ask visitors to provide you with their email so that they can download the guide. Once the visitor provides his email address, he will receive a message with a link to download the guide attached.

But it is unreasonable for the process to stop here. You certainly authored the guide based on a goal that you want to achieve from behind it. Suppose you want to sell an educational course, then you start establishing a relationship with the user via e-mail, to send another message after several days containing more Details on the topic discussed in the booklet.

After another short period, the user receives a message from you telling him that he can learn more about the subject through the educational course that you offer, and then you send another message in which you offer an offer or a discount on registration in your course, given that the user is interested in this topic.

To do so, and through this thread of messages, you established a relationship with the user from the first moment they got to know you or your product, and moved it from one stage to another, and at each of these stages you provided what strengthens this relationship and makes it more valuable for your product or service, up to the stage The last stage that the customer passes through is the purchase stage.

In this technology, you are not required to be behind your screen and write a series of mail messages for each user who adds his address to your list. Users who are added to your list.

4. Segmentation

Segmenting and dividing your audience and users according to different factors such as interests, needs, age, gender and how closely they relate to your brand is part of any marketing strategy and not just in email marketing.

Realizing that subscribers to your mailing list are not one category and that they have different needs, desires and interests, makes you more able to think in groups and categories, and thus you can target the groups most relevant to your brand and from whom you guarantee that you will achieve revenue from them.

Otherwise, treating and targeting them with marketing messages as one category will affect the efficiency of your marketing strategy, and may even lead to counterproductive results and make them feel that your services or products are not suitable for them, and therefore they search for an alternative.

Also, thanks to personalization, you can target groups that are most relevant to your brand with their own content that enhances their loyalty to your services, and target groups that are less interested with targeted content that motivates them for more interest and follow-up.

So the next time you develop an email marketing strategy for your services, keep in mind that good segmentation of your subscriber lists based on sufficient data about each category of them will increase the efficiency of the strategy and the effectiveness of your marketing campaigns at a significant rate.

This is according to a study by Campaign Monitor, which specializes in digital marketing, as it showed that email campaigns that are more personalized and based on segmentation of subscriber lists have a higher return-in-value rate of 760%, and messages within these campaigns are 26% more likely to be read than messages that not be well customized.

These were four of the most important methods that can help you build an e-mail marketing strategy more efficiently and effectively, enhance your ways of communicating with your audience, and ensure that you find distinctive and appropriate content for subscribers to your mailing list and thus achieve the goals you seek.