It’s estimated that the average person checks their email at least 15 times per day*. This means that email is a pretty integral part of our lives, and it’s a powerful tool for communicating with your audience and growing your business. However, this also means that every email you send is going to have a lot of competition in your audience’s inbox, so you have to make sure you’re getting the best results possible from your email marketing strategy.
Get the Best Results from Your Emails
Any good digital marketing strategy needs to include a plan for email. This plan needs to include what you will send, when you will send it, and who will receive it. Below, we share some tips to help you get the most from the emails you send.
Send Email the Right Way
Because we all receive so many emails each day (even holidays), we’ve become pretty adept at spotting emails that are spam or just pointless. To avoid having your emails end up in a user’s spam or trash, you need to make sure you are sending email the right way. Check out this blog post to make sure your emails include an intriguing subject line, are sent from a valid return address, and contain graphics that show up on any email provider.
It’s not enough to send an email that follows the rules. Your email also needs to be valuable and purposeful for your audience. If your email doesn’t have a set purpose (to share a discount or offer, to upsell a targeted group, or to encourage followers to download a relevant ebook or content offer), then there is no reason to send it to your audience.
Send the Right Email to the Right Contacts
When you create and publish an email, it’s tempting to send it to every single person in your contact database. But that tactic couldn’t be more counter-productive to your digital marketing strategy.
Email is a great tool for helping prospects make a decision about your business, provided you send the right kind of content to people at the right stage of their decision-making process. For example, a lead that has just subscribed to your blog is not ready to receive a comprehensive guide comparing your business to your competitors. But, a prospect who has subscribed to your blog for a while, has visited your pricing page, and has expressed interest in a meeting is very ready to receive that kind of high-level decision making content.
A/B Test Your Emails
Without a doubt, the best thing you can do to ensure you get the best results from your email marketing is to test and test some more. Experiment with different subject lines, different CTAs, or different graphics. This A/B testing allows you to see what is most effective in your email creation and distribution.
Any effective digital marketing strategy must include a plan for email creation and distribution. Without it, you are missing out on a channel of communication that allows for more personal contact than any other.
Learn more about creating an intentional marketing strategy that helps you generate leads and turn them into customers. Download our ebook, Beyond the Basics: Advanced Inbound Marketing Tactics, below!