5 useful email marketing tips

Content marketing and social marketing are great means to nurture potential customers through sales channels but they also have limitations. There is no guarantee that potential customers will discover content published on these channels. Having one way to increase the likelihood of creating content for potential customers to use is email marketing. By adding modern email marketing strategies to your existing leads, you can deliver relevant content and personal contact information directly to the channels that guide them following in a positive way.

Target using account-based marketing methods

Modern email marketing uses targeted and personalized communications to win over rather than chasing recipients. Current email marketing best practices are less like social media marketing and account-based marketing. To engage, emails need to meet the specific needs of each potential customer.

To meet specific needs instead of sending it to a wide network with an email, potential customers must be divided into relevant groups. A good starting point is customer segmentation based on each stage of the buying journey. This is very simple if you have a list of contacts that have downloaded content. Provides email contacts designed to help them gather the information they need to move down the channel or make decisions.

Optimize email for mobile devices

If email skips mobile optimization, you'll probably lose a large audience. People are more likely to look at email on mobile devices: 68% of emails are opened on mobile devices, compared to just 32% on desktop computers. A good email template is a natural place to start with mobile optimization, but the way content is structured is also important:

●      Use short and concise paragraphs that are broken down for easy reading on mobile phones.

●      Always lead the most important information. If you will get them, you have to get them right away.

●      Include your call to action near the beginning of the letter.

●      Make sure the buttons and links are large enough to easily touch a mobile phone.

Interact with a Campaign based on Trigger

Activated email marketing campaigns automatically send contact information based on specific actions (or inaction). For example, campaign based on launcher can:

●      Send a welcome email.

●      Send thank you emails.

●      Send a reminder or special discount code.

However, activation-based campaigns really shine in nurturing potential customers with the acceptance of a marketing automation platform. With marketing automation, you can set up an activation email chain based on the set action. In essence, the platform guides guide you through the chain-based nurturing process you designed to reduce effort first, use the data to distribute related emails, and break down contacts into a list with automatic way.

Personalize Communications

Private emails are more likely to be opened and provide a higher click through rate. But personalization is strong for more than just driving sales. This is an effective means of building relationships. Mentioning potential customers by their name is a good start, but there are ways to personalize one step further:

●      Use birthday information to send contact messages on their birthdays.

●      Send a promotional thank you on the anniversary of the day they become a subscriber or create an account.

●      Send emails from personal accounts instead of brand accounts to make the conversation more intimate than sales oriented.

To personalize your email, you need more than one email address, but asking too much information up front can prevent potential customers from signing up or completing the form. Instead, consider using an enabled campaign to collect additional information. If you send a welcome email, use it to collect information about why users sign up.

Customize dynamic content

Deploy personalization to the next level with dynamic content. It is also known as "smart" content currently.  Dynamic email displays different content for each recipient based on collected data. There are many uses for dynamic content:

●      Specific parts of the email template may use dynamic code to display relevant ads using sales or brand interaction data.

●      Dynamic content may contain specific parts of an email based on when it was opened, allowing the use of a countdown timer, or inserting an existing blog or social network post.

●      Emails viewed on mobile devices can be personalized by location, and app download links can point to the appropriate store using operating system data.

The first step in building up dynamic email is to determine what information is important. If the list has been segmented by location in the buyer's journey, that data can be used to automatically insert content into templates that serve the recipient's current needs. Using age and gender data can also be useful to connect real contacts with buyers to guide dynamic content decision making.