Email marketing is still one of the most strong prospecting and lead nurturing tools available to this date. However, is your email marketing reliant on a smart strategy?
In this article, we take a look at the ways you can be smarter with how you go about your email marketing. From segmentation to automation, we’ve got you covered!
Make Use of Automation
One of the most significant benefits of technology is that it allows you to do repetitive tasks with extreme ease and precision. And, automation of marketing emails is essential in your overall marketing strategy.
Email marketing automation helps primarily in scheduling.
You’ll be able to send your client a specific email depending on where they are in your sales pipeline. Furthermore, you can create different versions of these campaigns for various client profiles (or segments). You can virtually run as many campaigns as you want automatically!
If you need to personalize an email, you can automate that, too. Set your email to use a contact detail in place of a tag.
For example, Dear <First Name>.
Email automation is not just about using popular apps like MailChimp; it’s about taking your marketing strategy and scaling it. You don’t have to expend a large number of resources and effort.
Also, there’s a lot of other Mailchimp alternatives out there.
Segment Your Lists
Whether you have a giant list of prospects or if you’ve just started building them out, one thing that you have to do is to segment your list correctly.
This is because you can’t create tailored campaigns for every single one of your prospects, nor can you have one drive for everyone.
Segmentation allows you to be able to utilize different marketing campaigns for each segment that you have.
There are a couple of general types of segmentation, and these include:
●Sales Cycle Segmentation – creating different lists depending on where they are in your sales cycle. For example, a separate directory for previous clients.
●Industry Segmentation – creating differentiated campaigns dependent on what the
prospect’s industry is.
●ABM (Account-based marketing) – extremely useful in B2B marketing strategies – is
one of the best ways to segment your leads. This is done by analyzing your entire market and picking out specific accounts that you want to target. Instead of concentrating on showing everyone your message, you pick which accounts you want to show your message.
Personalize, then Personalize Some More
Don’t we all hate generalized emails?
People like feeling special, and it’s something that you have to take into account when you do email marketing. Sending personalized emails doesn’t mean that you address each contact with a custom message. It means using the information you already have and make it more personal with them.
For example, by merely adding the customer’s first name after the salutation, you’ve already started the first steps towards personalization. People are more likely to open custom email forms like this than general ones that say, “Dear Customer.”
Your leads are looking for that relational factor when they handle correspondence.
You can take it a step further if you have correctly segmented your list. You can provide selected email lists, content or emails personalized for their segment. For instance, if they live in a particular city, you can further customize by stating that you’re doing something in that city. In doing this you have a higher percentage to gain more interest in your emails.
Leverage Your Content and Test
Don’t just fill your email with text, but leverage the emails with graphics and information that is relevant and adds value to the potential customer’s life. Think about getting up in the morning and checking your emails; you tend to ignore the ones that don’t provide value to you, over interesting ones.
Speaking off checking emails, a lot of people now use their smartphone to check their mail.
You need to be able to craft emails that look great on a mobile device as well.
Apart from leveraging content in your emails, you have to check what works and what doesn’t. An effective marketing strategy is the ability to check for feedback. You can count how many people hit a landing page designed for a particular email campaign. If the campaign wasn’t working then switch it out with one that brings in traffic.
Email will continue to be one of the most powerful marketing tools available in the market. However, there are many ways you can be more efficient and effective with how you leverage it! Keep these tips in mind!