Sending personalized emails to your targeted audience isn’t enough anymore.
People don’t want only to be greeted with their names or for the email to include the name of the company they work for.
What recipients want is tailored emails, from the subject line down to the actual content of the email. They want value.
Fitting Email Into the Bigger Picture
It is important to take the time to understand how email marketing fits into your overall marketing strategy. How can it help you achieve your marketing goals? Most emails are a small part of a bigger picture, in the sense that they can work together with your other marketing tools to increase your conversions, boost engagement, or generate leads.
Using email marketing as a standalone, isolated marketing strategy that isn’t aligned to your overall business goals and that doesn’t integrate with your other marketing efforts will yield poor results in our age of content overload and short attention spans.
Know What You Want to Achieve Through Email Marketing
Consider carefully your goals. Then come up with realistic objectives based on available data. Existing email marketing data, including click-through rates, conversion rates, and email list growth rate, can be especially useful, as they are often more accurate metrics than simple open rates.
Acting on this data, you can define very clear email marketing objectives that work together with your overall marketing goals to bring you better results faster. For example, your email goals can look like this:
- Increase online sales via the email newsletter by 33% over the next year
- Increase list size by 10% in the next 3 months
Craft your emails, including the subject line, greeting, content, links, and images to promote these objectives. A/B testing can be particularly helpful to ensure you are optimizing your efforts.
Using metrics like conversion rates and email list growth rate, you can then effectively track the performance of ever email you send.
It isn't enough to just check the box of sending out marketing emails as part of your marketing plan. If you hit send just to send, you will lose subscribers and relevance in the marketplace - your correspondence will be considered junk. Take the time to think and plot out the emails you send so that they engage your audience and help you reach your business goals.