email marketing

Marketers have more tools than ever before. From websites to social media platforms to paid ads, many marketers deploy a full arsenal to help them support their campaigns. Still, many marketers and their organizations are missing the mark by forgetting one critical component of their marketing strategy.

Email marketing is one of the purest, most true inbound marketing tools you can incorporate into your digital marketing strategy. As a lead-nurturing tactic, there is no better way to keep potential customers engaged and involved with your brand at any moment in the day. Coupled with a low-cost per conversion and simple automation, email marketing may be one of most efficient tactics to include in your inbound marketing strategy.

With just the click of a button for pennies per piece, marketers can open up communication channels with thousands of potential customers all thanks to automated email marketing. So how can you take advantage? Follow along as we explore all the ins and outs of email marketing’s role in your inbound marketing strategy.

It’s Not About Building Awareness

Customers are taking control over the purchasing process. More so now than ever before, customers are informing themselves before they make a purchase through product reviews, blog posts, eBooks, and newsletters that are available all across the web. What does this mean for you?

Well, if you are deploying the other core components of an inbound marketing campaign, it’s likely that potential customers are already aware of who you are and what your brand stands for. Instead of wasting your marketing budget on email lists, put more emphasis on encouraging your visitors to opt-in to email communications. Data shows that purchased or rented email lists are ineffective are raising awareness and building ROI.

Good email addresses aren’t for sale. Purchasing a pre-made list will just be a waste of resources and can even hurt your reputation. Use compelling landing page copy, easy to fill out forms and give your potential customers some incentive if you want to watch your opt-in email list grow with emails from readers who are actually interested in what you have to say.

Email is Far From Dead

Many people have made a reasonable argument that days of email are behind us. They couldn’t be further from the truth. Consumers still enjoy receiving emails, and 91 percent of consumers check their email at least once a day. By the end of the year, it’s predicted that there will be 4.6 billion email accounts, making your potential audience bigger than ever before.

However, as many as 84 percent of all emails are marked as spam or are instantly deleted. Customers nowadays are more cautious with their clicks, and new marketing techniques and strategies pop up nearly every day. If you want your email marketing campaign to be effective, you need to know how to evolve your emails to keep pace with new customer demand and make a difference in your click-through rates.

Crafting an Effective Email Marketing Campaign

email campaign report
Email marketing remains one of the highest revenue driving marketing strategies. So how do you start capturing your potential customer’s interest and nurturing them along the way toward conversion? Here are just some ideas to help get you started creating emails that engage like no other.

1. Use your own content to capture emails

The first and hardest step for companies looking to expand their email marketing efforts is capturing the actual email addresses. We mentioned early on that buying lists isn’t worth your time or money, so how else are you supposed to grow your email lists and subscribers?

It’s actually quite simple. If you are creating remarkable content across your site that showcases your knowledge and provides value to the customer, including a clear call-to-action in your blog posts to sign up for future news and updates may work wonders for your organization.

Another possible way to capture new email leads is to offer new, premium pieces of content that visitors enter their email address in order to download. Your readers will love the extra value and benefits they get from these free tools and resources, and you’ll soon start to see your business’ email database grow.

2. Appeal to their interest



Whenever you find yourself working with email, one of the keys to getting your customers to click through is to build a relationship with your subscribers.

Most people receive over 100 emails per day, and even if you are lucky enough to have your emails opened, you have 3 to 4 seconds to appeal to your audience. While there are many factors that influence email open rates, the primary one that is within your control is the subject title. Rather than make the title about your business, products or services, focus on showcasing the benefit or value in the email subject line.

Eliminating bad titles that show no benefit to the reader will attract their attention, and replacing these bad titles with the promise of an exciting story or offer only builds your brand’s reputation in the eyes of your customers. Don’t forget the importance of design, snippet text and email images as well!

3. Make them feel at home

Welcome emails are nothing new, but if you really want to be effective with your emails, it may be time to rethink the way you welcome new subscribers and contacts.

According to a case study conducted by the marketing statisticians at MarketingSherpa, spreading your welcome emails out may actually increase engagement with your brand. Using this more gradual approach to introducing their contacts to the brand, the company studied was able to increase their click through rate by a staggering 450 percent!

Sending three ‘welcome’ emails improves long-term engagement without overwhelming new customers with one massive welcome email. Take some time crafting each email with content tailored to your customer’s needs, showcasing your brand’s core values to provide readers with a real sense of who you are and how they can benefit through your goods or services. As always, make sure to focus on providing value first and promoting your products second.

4. Make it mobile

The mobile revolution has come, and it’s here to stay. It’s not only imperative that you make your website mobile friendly, but the emails you send must follow suit as well.

Over the past three years, mobile email open rates have grown 180 percent and some reports show that 66 percent of all email in the United States is opened on a mobile device. That being said, making sure your emails are optimized for the mobile web is absolutely important if you want to maximize your ROI.

Use a design that is responsive or mobile friendly, pay attention to the length of your content, make sure your images and design layout are optimized and make sure to test your emails to ensure they meet the needs of the mobile customer. Don’t make the mistake of failing to optimize any landing pages connected to your emails either.

5. Automate to make your life easier

Not everyone has the time to send thousands of emails to your growing subscription list. Luckily, email automation makes it easy to connect with customers without having to dedicate your time and resources to the process.

Including intelligence driven automations to your email marketing efforts and you’ll wonder why you spent all your time nurturing leads manually when email automation can be even more effective. Using marketing automation software, your organization can easily set up email workflows based on certain information and parameters to help you segment your contacts and reach your goals.

By sending targeted messages based on the interests, behaviors and actions of your contacts, you ensure that your emails are personalized for every individual email address on your list based on their stage in your sales funnel.

Email marketing yields an average of 4300 percent return on investment. Don’t miss out on a golden opportunity to open your business up to new customers and increase conversions by turning to the digital marketing experts at Eyeflow. Our inbound marketing strategies deliver results for your brand, extending your reach across the web to build your ROI through content, SEO, social, email and much more. Don’t let your business get left behind, and contact Eyeflow today for all of your digital marketing needs.

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Cory is the Director of Content Development at Eyeflow. He graduated with a degree in Multimedia from Point Park University, where he held focus in print writing and online content. When not at work, Cory spends his time conquering Pittsburgh's hills on his bike, tackling DIY projects and crafting creative recipes.

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