How does mail marketing increase sales? By engagement! Nowadays, marketers usually try to achieve it in many ways, including social media, content marketing, and PPC. Many of them underestimate the power of email marketing. They believe it is not relevant anymore as it seems no one opens emails anymore.
Nevertheless, it is not correct. The latest stats show that the average open rate of an email is around 20%. It means that there are successful campaigns and unsuccessful ones. The good campaigns are to bring revenues; the bad ones are just to go into the digital void.
In this regard, if you have not gotten good results, then you should reconsider your email strategy. Just keep in mind that it is far from being the most expensive marketing method. Forbes underlines that email marketing has the highest ROI among marketing channels. So, one can let themselves another try.
How to do it right, then? Develop a strategy, set goals, make tests, reach an excellent open rate and click rates. Sounds easy. However, it is not. Details matter here, playing a crucial part in any sales email campaign.
Making Engaging Campaigns: Contacts, Emails, Tests
Improving sales by email marketing requires a relevant plan, contact list, and content. They can affect the open and response rate and, thus, engagement.
The email marketing strategy examples of companies prove that the preparation, structure, and experiments are vital for success. Under this, if you want your sales to rise, then be ready to increase your contact list, think of emails’ content and leave yourself room for lots of experiments.
Let’s consider each step of the sales email campaign in details:
Making a list of verified contacts
Sales depend on the prospects and the leads. In this regard, one should have a specific list of contacts that are actually real. Nowadays, many people tend to value their privacy and can give fake contacts or one-time emails. It may not be your case if you use opt-in techniques to get customer’s emails. However, it is always a good idea to make sure your contacts are valid and find new ones if they are not.
Interestingly, there are several email tools for the management and grouping of contacts. One of such facilitators is an email finder (one can look at this one https://getprospect.com/email-finder). For a business owner, it can extract email from Linkedin, verify the contacts and do email search by domain. Significantly, such tools can contribute to your segmentation and get along with other email software.
As soon you have your email list, obtained from the opt-ins, surveys, promotions or databases of cold emails, you switch to the head of your email.
Working on the subject line
Imagine you have your contacts verified. Now you should design a template. Each of them has a subject line. It is the first thing a person pays attention to. Thus, it should be appealing and pleasing and give a hint on what the letter is about. People say not to judge a book by a cover. However, the subject line is a cover of your email, and it can impact the email open. As it is the first thing people see in their inbox, add the recipient’s name or a catchy proposal. Look, “Jorge, is marketing efficiency what you are looking for?” can be one of them if you are offering some marketing tools.
Designing an intro: Room for personalization
How to write an email that will trigger more engagement? Begin with the introduction and add some personal details of the recipient. That’s where you hook your reader into getting acquainted with the offer you are to present.
Think of what the reader wants, what they can expect from you. In this regard, do research beforehand and identify who can be interested in your product or service. Is it a person you are writing to, or you would need to ask for a referral? Importantly, your email should be relevant. Thus, present the value of your product but don’t be intrusive.
Notably, if it is a cold email for 2B2, be sure to start with a small talk and then explain how you get the email. For instance, you may say that you found the firm online and mention why you are writing it. Be sure to mention the position, name and firm of the company. It can add to the personalization. Lastly, cold emails are about engaging and preparing your prospect. So, don’t be pushy and focus on clarity.
Segmenting your audience
When producing promotional emails, segmenting your audience can benefit your sales in the end. How? Your audience may have different age, income, job, and a goal of applying your product or service. Thus, try to divide your audience and have a separate bulk of emails for each group.
There are some common ways to divide your audience into groups. One can define a certain standard or principle or concept behind this. In particular, the email list can be grouped by engagement (open or click rates), age, purchasing ability, past interactions and clicking behavior. For example, if there is a specific group for those who engage a lot, one can notify them of upcoming sales.
Accordingly, you are likely to increase sales if you provide them with timely offers. At the same time, finding a group with no interest can save you from extra efforts. Still, you may decide to give them more insights or helpful content.
What email bulk did better? A/B testing
Testing is necessary for identifying the best variation of emails for an effective campaign leading to sales. Let’s consider an email campaign for checking specific rates of email opening sales want to know.
In this regard, the team would have several templates of the letters with different subject lines. Or vice versa, a team needs to segment the audience regarding the engagement.
As a result, they would have one batch of emails but two lists of contacts. The opening rates would help to identify which contacts are ready for promotional emails. These tests help to segment the audience and show the efficiency of templates or subject lines.
Increasing sales with email marketing need a solid strategy, a plan that will engage with your clients. It doesn’t matter if you are opening sales or trying to change engagement rate, think on how to write an email.
The particular guide covers specific points that impact the sales email campaign and can bring you success. Before you contact your prospects via email, consider working on your list, content, and segmentation.