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Brands utilize a variety of marketing techniques to promote their products, campaigns, companies, and announcements. The goal of marketing for businesses is to attract their target audience, raise brand recognition, and increase the number of consumers through delivering information about certain topics. Telemarketing, Google Adwords studies, SEO studies, social media advertisements, SMS marketing, and e-mail marketing are some of the most common types of marketing employed by firms and professional Advertising Agency. Email marketing strategy is a sort of marketing in which firms use e-mails to deliver messages with content including product and campaign promotion, celebrations, and information.

What is Email Marketing?

What is Email Marketing?

What is Email Marketing?

Targeting customers via email to enhance sales and customer loyalty, establish brand loyalty, attract new customers, promote products or services, or communicate critical information is what email marketing entails. As you may imagine, order confirmations and e-mails that explicitly answer consumer inquiries are not included in this definition.

The two most significant advantages of email marketing are cost and ease. Email marketing is an easy, affordable, and successful technique to advertise and grow sales when compared to other marketing strategies.

Businesses may use email marketing to see which clients on their mailing list read the email and which emails resulted in sales. Furthermore, email marketing allows you to develop long-term relationships with your clients and prospects.

It might contain customer newsletters, sales campaigns, and special offers. To convert potential consumers into purchasers, it might be provided in a predetermined order. It might be designed to encourage readers to click on a link. It can also be delivered automatically in response to certain activities, such as leaving items in a shopping cart. It also enables customized product suggestions based on the tastes, purchasing history, and location of a client. In the event of a natural catastrophe or a corporate controversy, marketing emails are also utilized to send out a broad statement on behalf of the firm.

Most marketers consider email marketing to be the finest marketing channel, and it is an essential opportunity that businesses of all sizes can easily include in their marketing campaigns.

It converts potential consumers more effectively than social media and is more likely to be viewed than social media postings. When you share anything on social media, it doesn’t mean that everyone who wants to see it will see it. Email marketing, unlike social media, is not affected by algorithm changes, and emails have a considerably longer shelf life than social media posts.

It is more cost-effective than other marketing tactics such as SEO, PPC, and affiliate marketing because of its cheap cost, and it offers a very high return on investment. It may be sent to a huge number of buyers on a vast scale. Responding to market needs or consumer opinion is simple and rapid. It enables you to provide highly targeted information using personalization technology.

Why is it essential to have an email marketing strategy?

Why is it essential to have an email marketing strategy?

Why is it essential to have an email marketing strategy?

Email marketing strategy is a new generation marketing technique in which electronic mail is utilized as a direct marketing tool to send marketing messages to a specific target. E-mail marketing, which grew in popularity as a result of Web 2.0, is now more strategic, quantifiable, creative, optimized, and interaction-oriented than ever before. Furthermore, email marketing is a type of digital marketing. Brands usually favor e-mail marketing in digital marketing research, and it offers several advantages. To make the most of these advantages, it is a good option to manage the process together with the advertising agency.

  1. A business plan

If a marketer has an email marketing strategy in place, they may plan out their email advertising technique ahead of time. As a consequence, other corporate stakeholders will be aware of what they need to do at any given time, ensuring that an email campaign is launched in sync.

A corporation may plan when to send time-based promotions or non-promotional emails using an email marketing strategy. Time-based promotions are emails that contain time-sensitive messages that compel readers to take action, such as buying a discounted product, signing up for a new class, or making an appointment. Marketers could consider creating a three-part marketing email series for these campaigns, consisting of an announcement, a reminder, and a final opportunity.

Emails that aren’t promotional are less timely and sales-oriented. They are mostly used to build relationships with clients and provide value to them. Non-promotional emails, in a contrast to promotional emails, which tend to increase sales, allow marketers to establish the interests of their readers, which aids in mailing list segmentation. As a result, companies can send more targeted communications to prospects and customers, helping to nurture and enhance their connections.

  1. Gauge your results

The email marketing strategy outlines a company’s whole set of goals. To provide a sense of direction when initiating an email campaign, a company must first define marketing goals. Apart from that, email marketing strategies enable businesses to evaluate the effectiveness of their email campaigns.

  1. Pick the best tactics

In this sense, tactics relate to the techniques and tips that a marketer does to push their plan and, as a result, accomplish the desired results. ‘Start a cart abandonment program to reduce the number of lost purchases,’ for example, maybe a method.

How to Create an Email Marketing Strategy?

E-mail marketing is a digital marketing channel that is simple to utilize and allows you to simply contact your target audience. It’s a two-way communication system that lets you communicate with both current and future customers. To improve your consumers’ loyalty to your business, brand, or corporation, you may send e-newsletters, birthday wishes, or discount coupons. As a result, understanding how to establish an email marketing strategy is essential.

  1. Set email marketing goals

The following functions are served by marketing emails:

  • boost consumer engagement
  • increase loyalty
  • raise ROI
  • maintaining client relationships

As a result, marketers must produce emails that are aligned with any of these or other intended outcomes.

  1. Pick the necessary email marketing tools

The second step in creating an email marketing strategy is to choose the correct tools. An email service provider (ESP) with an automation tool, among other capabilities, is required for a marketer. Marketers utilize email marketing tools to develop, send, test, optimize, and report on their campaigns. An email service provider or ESP is one of the most prevalent email marketing platforms. Campaign Monitor allows organizations to design attractive emails, automate journeys, and send tailored messages to their consumers, all while improving their relationship with them.

  1. Determine the target audience

Determine the target audience

Determine the target audience

Getting subscribers is the first step in launching an email marketing campaign. It’s important to keep in mind that you’ll need people’s consent to utilize their addresses. Purchasing an email list is unethical, and most email marketing firms adhere to a stringent permission-based approach. You must also follow any relevant rules, such as the CAN-SPAM Act in the United States, the General Data Protection Regulation (GDPR) in the European Union, and the Canadian Anti-Spam Act (CASL).

With that in mind, the most effective approach to getting subscribers is to employ strategies that encourage individuals to join up on their own own. One approach to accomplish this is to give away something valuable in return for an email address.

The marketer must grow their email subscriber base. To accomplish so, you must first determine who your company’s target audience is. For example, if a company sells baby clothing, its target market is mostly made up of expectant women. As a result, traditional methods of obtaining this demographic’s email addresses make sense.

  1. Identify the appropriate list building tactics

dentify the appropriate list building tactics

dentify the appropriate list building tactics

Subscriptions are a wonderful approach to growing your mailing list. You may use e-mail marketing tools to add subscription forms to your website and acquire high-quality subscribers who are eager to hear from your business. Subscription forms can be included in high-traffic areas of your website.

  1. Divide your mailing list into segments

Divide your mailing list into segments

Divide your mailing list into segments

Segmenting is a useful technique for sending highly targeted email marketing. Marketers may segment their email lists depending on factors such as geography, gender, occupation, age, and activity. As a result, you can rest assured that you’re sending relevant and personalized communications to customers.

  1. Identify the types of emails to send

Marketers send a wide range of various types of emails. The type of email you send depends on the goal of your campaign. Send a welcome email to a person who has recently joined your mailing list, for example. This is an excellent opportunity to discuss the advantages of working with you. Send an abandoned cart email to customers who have added things to their shopping cart but have not purchased them. Learn more about the many sorts of email campaigns.

  1. Create a schedule for sending emails

Determine the optimum time to send promotional emails to guarantee that subscribers read them. As a result, it’s crucial to experiment and figure out when subscribers are most engaged. Consider sending your emails at different times of the day. There is no black-and-white answer to when is the best time to send an email; your audience’s age, geography, and employment all influence how frequently they open emails. You can figure out what hours are optimal for your business by doing A/B testing and using the results to build future ads.

  1. Format the email content

Promotional email messages must be correctly presented for email marketing to be successful. Marketers should select formats, typefaces, and text sizes that are appropriate for the sort of email they are sending. With SendPulse, you can build stunning email templates that are personalized to match your brand using a drag-and-drop editor.

You should keep a few essential ideas in mind while generating any form of content, whether it’s an automated message, a newsletter, or an update on a new product. To begin, keep in mind that your objective is to be a welcome visitor in your subscribers’ inboxes. Create intelligent emails that provide actual value to your audience instead of being spammy or bothersome.

You may achieve this by giving your members benefits or information they’ll enjoy, such as practical suggestions, unique content, or seasonal promo coupons.

The mail should be intriguing in and of itself. By communicating one-on-one with your audience, you may establish a relationship with them (for example, by calling them by name and writing in the second person). Fill your content with personality and, where applicable, humor.

  1. Optimize your emails

You should optimize the analytics of your emails after you’ve written and sent them to keep improving your campaigns. Your email marketing provider should already have these KPIs. The following are the most significant analyses to follow:

  • Delivery rate: The number of emails delivered is shown as a percentage. If some emails aren’t being delivered, you may be sending them to invalid addresses. A delivery rate of 95% or greater is considered excellent. Clear your subscriber list and erase invalid addresses if your rate is reduced.
  • Bounce rate: This indicator, unlike the delivery rate, indicates how many of your emails were not delivered. You risk hurting your sender’s reputation if your emails have a high bounce rate. Your IP address may be screened and banned as a result of this. Keep your email list clean regularly to keep your bounce rate low, enhance interaction, and avoid the spam bin.
  • Opening rate: The proportion of subscribers that open your email is known as the open rate, and it tells you if your messages are being read. Consider how you might enhance your email content, better target your customers, and generate more compelling themes if your open rate is poor.
  • Click rate: The number of individuals who click on the links in your emails is known as the click-through rate. It’s also a good approach to figure out which links garner the most attention. If your click-through rate is low, you’ll need a more sophisticated targeting approach and more effective calls to action.
  • Spam complaints: If your emails have been tagged as spam, this will show up here. Make sure you have a genuine list of subscribers who have chosen to receive your content to avoid this. To maintain a good sender reputation and evade the spam filter, you should also maintain high open and low bounce rates.

You may learn what works for your email marketing strategy and what needs to be improved based on this data. Then apply what you’ve learned to enhance your email marketing plan, engage your subscribers, and boost your conversion rate.

  1. A/B testing

A/B testing is a technique for comparing two versions of a website or app to see which performs better. A/B testing is simply an experiment in which consumers have presented two or more versions of a website at random and statistical analysis is used to discover which variation works better for a certain conversion objective.

Marketers may use A/B testing to see which version of their email performs better by changing various components of the email, such as subject lines (the most common choice), graphics, CTAs, headlines, offers, and so on.

  1. Monitor email performance reports

Monitor email performance reports

Monitor email performance reports

The final stage in building an email marketing plan is to adjust your email marketing strategy depending on the reports and feedback you’ve obtained. E-mail marketing tools offer a collection of metrics that may be used to determine the efficacy of email campaigns. Track email open rates unsubscribe rates, click-through rates, email delivery, bounces, and spam complaints, among other things.

Techniques to Improve your Email Marketing Strategy for eCommerce

Just like in other marketing management, it is important to have a certain email marketing strategy and timing for mail marketing. It’s critical to reach a specified number of people on the list, provide frequent content at the right times, and use the right tactics. If you are creating an email marketing strategy for e-commerce, you can improve it by considering:

  1. Provide an incentive in exchange for an email address

Provide an incentive in exchange for an email address

Provide an incentive in exchange for an email address

This email marketing strategy is referred to as a lead magnet. You may greatly boost the number of subscribers and make a lead’s initial purchase less unpleasant by using this tool. Give your website visitors a deal they can’t refuse. Keep in mind that it should be beneficial to your potential clientele. You may provide consumers with free delivery or a voucher for a discount on their first purchase. Create fear of missing out and limit the time of your offer to speed up your leads’ decision-making process.

  1. Segment subscribers right from the subscription form

Segment subscribers right from the subscription form

Segment subscribers right from the subscription form

In the world of eCommerce, segmentation is a requirement. Clothing for men, women, and children may be available at your business. Your email open rate and user engagement will drop if you send emails to guys marketing children’s clothing or women’s clothing. You may deliver tailored and relevant campaigns to each person on your email list using segmentation. To acquire the information you need, fill in some extra fields. You can inquire about a user’s gender or the kinds of items they’re interested in.

This info will be added as a variable to your email list once subscribers complete your form. Then you can choose whether to send your email campaign to a specific variable or a mailing list section. As a consequence, each member will receive the offers that they want.

  1. Send a welcome email

You should treat users who become members of our website the same way you treat visitors to your home or office. In other words, before sending sales or marketing e-mails, a welcome e-mail should be issued to the individual who is a member of our site. A welcome email is your opportunity to create a good first impression on potential customers. To properly educate your audience, you can send a single email or a series of three emails.

A welcome email series may help you accomplish a lot of things. Set a pleasant tone of communication with your brand, inform subscribers of the advantages of doing business with you, discuss top-rated products, or make a special offer.

  1. Segment clients based on their behavior

Segment clients based on their behavior

Segment clients based on their behavior

You should segment your audience based on their distinct interests, attributes, and behaviors after you have an email marketing service and subscribers. This email marketing strategy, known as segmentation, allows you to deliver more precise communications to your target market, ensuring that your emails precisely address their desires and requirements. Here are several other ways to categorize your subscribers:

  • Demography: Age, gender, and economic level are all factors that provide information about a person’s wants and interests.
  • Geographical region: Knowing which nation or area your audience is from allows you to personalize your content to their specific interests, languages, and cultures.
  • Website behavior: Information about users’ activities with your website (such as which pages they visit and which goods they look at) reveals their preferences and aids in the development of a targeted plan.
  • Purchase history: Knowing the specifics of your customers’ transactions allows you to better target one-time and repeat consumers, as well as provide various messages to those with varied interests.
  • Amount spent: The number of money clients have previously spent on your site provides you a sense of how much they’re willing or able to spend in total, as well as what kinds of things they can buy.
  • Position in the marketing funnel: Whether a user is a new subscriber or has an abandoned shopping cart, you can use this information to send them emails that encourage them to make a purchase.
  • Personal interests: You may better understand your customers’ specific preferences by collecting personal interests-related information by allowing users to establish profiles on your website or store their favorite things.

Even if you opt to send bulk email blasts to the audience, attempt to make your communications as focused as possible. Sending various email campaigns amongst these categories may help you develop more relevant, relatable, and convincing content.

  1. Upsell and cross-sell

Upsell and cross-sell

Upsell and cross-sell

You may boost client retention, loyalty, and sales by using these marketing methods. Both strategies entail selling more than a consumer wants. Marketers utilize cross-selling to persuade customers to purchase more items in addition to their original order. Brands, for example, frequently bundle a smartphone with a cover or earbuds. This campaign is always to the point because these goods are used together.

  1. Send milestone emails

Send milestone emails

Send milestone emails

Milestone emails aid in the development of long-term client connections. This email generally denotes a certain point in the client lifecycle. It may be a client’s birthday or anniversary, for example. Because of their individualized nature, these initiatives enjoy high open rates and click-through rates. To send a milestone email, you’ll need to gather information like clients’ birthdays, subscription dates, first purchases, and other key milestones.

  1. Run re-engagement campaigns

Run re-engagement campaigns

Run re-engagement campaigns

To keep your email list in good shape, this is a must-do chore. Your subscribers may lose interest in your brand, decide they no longer want your services, or just forget about you. But don’t delete them from your email list just yet. A re-engagement campaign can help you regain their trust.

Find out why your readers aren’t engaging with your brand with this email. You may give a form with numerous explanations for visitors to pick from once they click the unsubscribe link. If you’re not ready to give up, provide them an incentive and remind them of the advantages of becoming a member of your community. It might be a limited-time offer or a discount.

  1. Reward loyal customers

Reward loyal customers

Reward loyal customers

You may have persuaded your clients to subscribe by providing some form of value in the first place, whether it’s a free downloaded guide or a promo code. After that initial offer, keep adding value. Actionable recommendations, special content, and holiday or birthday notes will keep your clients satisfied. As a consequence, you’ll be able to generate engagement and brand loyalty.

You could contact with a Advertising Agency to create the most professional email marketing strategy!

Gülce Genç

Muğla Sıtkı Koçman Üniversitesi Halkla İlişkiler ve Tanıtım ön lisans ve Anadolu Üniversitesi Reklamcılık bölümü lisans mezunu. 2021 yılından beri Cremicro Growth Hacking Ajansı'nda Büyüme Yöneticisi olarak çalışmaktadır. Google Ads ve Google Analytics sertifikaları bulunmaktadır.