Any marketer who has used it will vouch for it. And there’s a simple explanation for that: email marketing is effective. Email is not only a trustworthy channel for engaging with clients, but it’s also one of the finest in terms of ROI at $44 for every $1 spent. So, what makes email so effective in achieving your business objectives? Relationships-is are the answer.
Drip email campaigns are a type of automated email marketing strategy that sends several emails to a subscriber over an amount of time. These emails are sent out at specified intervals and are prompted by a client activity.
The primary goal of drip email is to deliver subscribers with the specific information they want at the precise time they require it. The nicest aspect is that everyone gets the same sequence regardless of joining your email list (or a particular segment).
Your company’s lifeblood is drip campaigns. Without these campaigns, you won’t be able to:
- Recognise the stages of the buyer’s journey. This approach will assist you in determining where your consumer is, what they need to do, and how to get them there.
- Establish solid customer ties.
- Efficiently nurture leads.
- Easily onboard new consumers.
In such cases, marketers would prefer to implement a drip-email campaign. Email is the only marketing channel that allows you to develop real (and lucrative) connections with your consumers. Here are a few features of email marketing that successfully adapt messages to target audiences.
Identification & Activity
Although identity and activity are two distinct traits, they might be characterised as being the same in the realm of marketing. Personalisation is crucial for maintaining subscribers, as is knowing that what your target audience does makes up a large part of who they are. Starbucks, for one, used picture personalisation to bring the retail experience into the email.
Time
Marketers should tailor the time their emails are being sent to arrive in subscribers’ inboxes whenever they are most likely to be involved and reply. They might also make their email send times consistently across time zones, such that the email reaches just before lunch.
Location
From area to zip code, location is a critical part of messaging. Geo-location may be used to customize and segment emails. On a far more localised level, Geo-fences or beacons allow advertisers to communicate with customers who have been in the close vicinity of one of your company’s sites.
Value
Each email you send must be strong enough to withstand the “So what?” scrutiny. If you’re not acquainted with the “So what?” test, it’s when you ask yourself why people ought to be interested in your email. What value are you offering, or what do you expect your audience to gain if they read it? If you can’t adequately address these questions, it is likely time to start over.
The fundamental purpose of emails should be to provide value to customers, but that doesn’t imply you have to be too salesy and promotional to waste your readers’ time. Exclusive information, early access, and tips and guidance may be included in your emails. Prioritising value will result in long-term increases in engagement metrics.
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Shareability
By utilising your customers’ power in their networks, promoting sharing in the form of an email forward and a social networking mention may naturally enhance the reach of your email campaign and brand recognition. The most straightforward and most efficient approach is to inform subscribers that they can send the email to their relatives and friends. Create a referral marketing programme to reward readers who suggest others to your business. Including social buttons has become a must-have feature to allow subscribers to easily follow the company on the social media sites that are important to them.
Good deliverability
You can do several things to improve email deliverability, but the essential step is to ensure that your content passes spam filter purity checks. Avoid spammy terms in your email subject lines, such as “free” and “act now,” to avoid your emails being immediately tossed into your readers’ spam boxes.
On the other hand, capitalisation and punctuation should be handled with care. Inbox providers are wary of everything that appears to be spam, but as long as the material is genuine and respectful to your readers, you will be Ok.
Follow-up investigation
Your work doesn’t start until you push submit. To continue improvement, review email campaigns after these emails have been sent. Make a comparison of your efforts to other initiatives and benchmarks to understand better what works and what doesn’t for your customers. By examining these email marketing KPIs, you’ll see where the most room for development exists and make the best use of your email marketing campaign.
