As a digital marketing agency in London, we have seen firsthand the power of email marketing in growing a business. It is a cost-effective way to reach a large audience, build relationships with potential customers as well as nurture that with the existing ones. So, if you are not already utilizing email marketing, now is the time to start.

Some of the major benefits of email marketing

Email marketing is a powerful way to connect with your customers and prospects. It provides low-cost distribution. With email marketing, you can send messages to a wide range of recipients at a minimal cost.

Emails campaigns allow you to target your messages based on the audience’s interests and behaviors. You can reach people who have shown interest in certain topics or companies, for example, or who have previously visited your website or purchased from you.

Further, email is a great way to keep customer communication active and relevant over time by sending periodic updates about new products or services that are available only when they are needed most — such as seasonal specials or coupons.

Lastly, email marketing provides instant access to information, such as important news stories or policy updates, which the users may have missed while browsing your website or social media channels.

Since email campaigns are so useful in marketing activities, we have used our years of experience with email marketing to list down some easy ways to grow your business using emails.

Build your list

The success of your email marketing campaign depends on the quality of your email list. So, the first and the most indispensable step in email marketing is to build your list of subscribers. There are a few ways to do this:

• Offer an incentive: Provide a discount, free ebook, or other valuable content in exchange for a visitor’s email address.
• Add a sign-up form to your website: Make it easy for visitors to subscribe to your email list by adding a sign-up form to your website.
• Use social media: Promote your email list on your social media channels and encourage followers to sign up.

Remember that it is important to have permission from your subscribers before sending them emails. This means they should have opted-in to receive your emails and have the option to unsubscribe at any time.

Segment your list

Not all subscribers are created equal. Once you have a quality email list, segment it based on customer preferences, demographics, and behavior. This will allow you to send targeted emails that are more relevant to your customers.

For example, you could segment your list by:

• Location: You could target your segment with promotions or events specific to a particular region.
• Interests: You can send content related to a subscriber’s interests or previous interactions with your brand.
• Purchase history: You can set up targeted offers based on a subscriber’s past purchase behavior and purchase history.

Segmentation can lead to higher open and click-through rates, as subscribers are more likely to engage with content that’s relevant to them. The more thoroughly you segregate your subscribers, the better the email experience you can offer to them.

Personalize your emails

Personalization is key to the success of your email marketing campaign. For instance, you should always use a subscriber’s name or other personal details in the subject line and email body to create a sense of connection. You can also personalize the email content based on customer preferences and behavior to show the customers that you are aware of their needs.

Offer value in your emails

Your subscribers have opted-in to receive your emails because they believe you have something valuable to offer. Make sure you deliver on that promise by providing content that’s relevant and helpful. Here are some ideas:

• Educational content: Share blog posts, whitepapers, or other resources that provide valuable information related to your industry.
• Promotions: Offer exclusive discounts or early access to new products.
• Newsletters: Share updates about your business, industry news, and other relevant information.

Remember, the content of your emails should provide value to your subscribers, such as useful news updates, exclusive discounts, or early access to new products. It should not just be a sales pitch. This is the only way to keep your customers engaged and more likely to open future emails.

Use an attention-grabbing subject line

The subject line is the first thing your customers see, and it can determine whether they open your email or not. Your subject line should tell the customer everything they need to know to be interested in opening your email.

When crafting subject lines that get noticed, you must make sure you:

• Keep it short and sweet: Most email automation software cut off subject lines after 50 characters, so make sure your message is not only clear but also concise.
• Use action-oriented language: Verbs help create a sense of urgency and encourage subscribers to take action. Starting your subject lines with an action-oriented word will tell the reader what the email expects them to do.

Remember that the subject line is just a teaser. Therefore, be honest and make sure that the content in your email’s body matches the promise of your subject line.

Test and optimize your emails

Testing is crucial for the success of any marketing campaign. It is no different for email marketing.

Test different email subject lines, content, and calls to action to see what works best. If you aren’t already doing it, you should consider using analytics and automation tools to get real-time data on your email marketing campaigns, measure their success, and optimize your strategy for better performance.

In addition, more than 60% of all emails are opened on mobile devices, so it is important to make sure your emails are optimized for mobile. Optimizing for mobile ensures that your emails are accessible to all subscribers, regardless of the device they are using.

Remember to keep your emails simple. Use a single-column layout and avoid using font types or sizes and images that may not render properly on different screens.

Also, use a responsive design to make sure your email design adapts to different screen sizes and looks good on all of them.

Measure and analyze your campaigns

Finally, it is important to measure and analyze the success of your email marketing campaigns. Track the open rate i.e. the percentage of subscribers who opened your email as well as the click-through rate i.e. the percentage of subscribers who clicked on a link in the email.

Monitor which segment of your audience responds to what type of content and then restructure your future email marketing strategy based on your findings.

Emails are personal. Your audience knows you and trusts you when they give their email address. In fact, people are more likely to click on emails from companies they know and trust than ones from unfamiliar companies. All of this and more is what makes email campaigns an indispensable part of digital marketing.