Email Marketing Strategy for 2020
Email marketing campaigns are still as valuable as they have ever been. Even with all the most recent developments in pay per click advertising, email marketing has its place. A good quality, precise, email list is almost priceless in today’s world. This article explains everything you need to know to build your email marketing strategy for 2020.
Email marketing is one of the best marketing tools at your disposal. The reason being is that it is a direct point of contact between you and a potential customer. This is especially good because there is a high chance that your email list is solely built up of highly relevant customers. Either they signed up to your mailing list or you purchased their details for use. This means that there is a high success chance for each email sent, much higher than any pay per click advertising.
Your strategy will be pretty similar no matter the purpose of your campaign. Whether you are attempting to promote a new product/service, or simply trying to raise brand awareness/loyalty, some things always remain the same. You need to build a high-quality email list, draft a highly interesting email, and calculate your cost and ROI.
How to Build an Email List
Building an email list does not have to be hard, it doesn’t even have to cost you much at all. The best email list is filled with potential or existing customers as they are most likely to buy your product. It is approximately 20x more expensive to sign new customers than retain an existing one, in most cases. The best way to build this list is to push brand interaction with your existing customers. You should be seeking out customer’s email addresses as often as you can, with every booking, purchase, or brand interaction.
This is why having a contact form on your website is such a win-win. It makes it easy for your customers to get in touch, and when they do you have their address. If you aren’t afraid of being pushier, having an opt-in form on your websites landing page as the only form of payment to view your content is a great way to build your list organically. This works best when your site contains not just your products but high-quality content that may wish to read.
If you are looking to build an even larger list, Google Adsense advertisements can be a great way of pushing people to the site, and thus gaining their email address. The reason this works so well is you can advertise directly to your client demographic and save money. A smaller, precise, campaign is better than a huge vague one.
So much of whether you will be successful or not is dependent on the content of your email. Don’t try to save money by writing it yourself, hire a professional marketer or content writer. This can be a lot to stomach early on, but you will make it back and then some with a great campaign instead of a mediocre one.
Good emails become great emails through three primary components:
Short title: Having a short, 10-14 word (MAX) title is important. It is short enough that people will actually read, not just skim or delete, and long enough to make it clear what you are doing. For example: “Coupon for 25% off all cupcakes from Daisy’s bakery in February” 10 words, it is clear what the email is about, what the customer will gain, who is selling, and when.
Body text: The purpose of your email should be very apparent by the title, but you need to elaborate on it. The body of your email should be no more than 100 words, and potentially an image. You don’t want to overload them with information, people do not want to be reading an essay they didn’t ask for. What they do want, is more elaboration on your offer in a concise way. When, where, and why they should act on it.
Call to action: Lastly, and most importantly, you will need a call to action. You need to provide a gentle nudge to cause your potential customer to act on your message. Without that, the campaign is a waste of time (and money).
The Potential Return on Investment
Email marketing is the best value for money campaign you can run. The reason being is that it is cheap, the most likely customers to respond are those who happily gave you their contact details. Meaning you got them for free, and that the total cost is the wages of the writer + time to send the email.
In other words, not a lot at all. Calculating your ROI is hard the first time, you are more likely to be able to calculate the second campaign using the results of the first one as a measuring stick. However, if you use Google Analytics to track what sales come in through the links in an email, you can extrapolate outwards.
The ROI on an email campaign is usually very high, it can even be as high as $44 earnt for every $1 spent. A huge 4400% return on your investment. But a successful campaign is usually around 2000%. So long as your return on investment is a positive %, it can be classed as a success but you should always strive for more. Here is a guide on calculating your email marketing ROI. Keep tweaking it, making small wording changes, experimenting with images, or just generally testing the water for new ways to increase that return. No campaign is perfect, always strive to be better.
If you keep in mind the information here for your email marketing strategy for 2020, you should do just fine. Creating the best email for your mailing list can take a bit of trial and error. Because the definition of success is getting your customers to buy, the best email is always the one that drives the most traffic. Always tailor your email to what the customers want to see, not what you think they want to see. Again, this will take tweaking and a bit of trial and error. The customer is always right, after all.