With 4 billion worldwide email users, this channel is a great way to reach interested people and build long-term brand awareness. But creating an effective email marketing strategy is integral to connecting with your audience and turning those recipients into active customers.
Not sure how to take advantage of the many benefits of email marketing? You’ve come to the right place.
In this article, we’ll outline what you need to know about email marketing, including what it is, its many benefits, and tips for creating an email marketing strategy for your fintech or tech brand.
Email marketing is a powerful marketing tool combining digital and direct marketing.
Brands can build a contact list of email addresses and send personalised communications that market services, advertise offers, and drive traffic to their website. You might also send a monthly email newsletter with an overview of news, business updates, and recent blog posts.
Email marketing can help you build brand awareness and earn conversions while keeping your audience engaged and updated about your business.
When done properly, there are many benefits to email marketing. It helps you connect with the right people to build relationships. Your email marketing strategy can help you earn sales, increase website traffic, and direct people to your other marketing channels.
Rather than curating an audience online, you can send these communications directly to your email list, which increases the chance of the right people seeing them. Email is also an excellent method for disseminating or spreading out other content you’ve produced for your brand.
Email marketing helps you maintain the relevance of your band and secure or nurture leads. The direct and personalised content of emails can increase the response rate of your marketing and help you earn conversions that benefit your business.
Knowing how to do email marketing can help you turn these communications into results. But when you’re aware of a few key tactics, you can make the most of this strategy.
According to a HubSpot survey, marketers say the most effective email marketing strategies include subscriber segmentation (78%), message personalisation (72%), and email automation campaigns (71%).
So, let’s break this down a bit to offer a few quick email marketing tips:
To enhance your marketing campaigns, consider breaking up your contact lists into different types of recipients. For example, you might want to use the sales funnel as a guide, breaking contacts up based on how close they are to making a sale.
Along the same lines, when building your contacts, try to curate lists of people who want to hear from your business and could benefit from your communications. You might incentivise people to sign up, but avoid accidentally pressuring or tricking people into signing up.
Additionally, you might track the engagement of people on your list to develop ways to boost interactivity. Then, you could reduce communications with people who don’t show interest.
An effective email marketing campaign requires regular communication with your audience while building a list of relevant people who wish to hear from you. With that said, it’s important to avoid over-communicating with your audience to the point where they feel harassed.
So how often should you connect with your audience via email? 33% of marketers send weekly emails, 26% multiple times per month. This frequency helps your brand maintain relevance while not overwhelming people and retaining an element of surprise.
On top of deciding how often you want to send emails, it’s essential to know when it is best to send these correspondents. According to Campaign Monitor, the highest open rates are Friday (19%), and Saturdays are the lowest (17%). Taking these numbers into account can help you build a strategy that works.
Research shows that people respond well to unique and personalised communication. In fact, 99% of marketers believe that personalised emails advance customer relationships.
If people feel like you’re contacting them directly and value their time, they’ll be more likely to respond and think more highly of your brand.
So, try referring to your contacts by name and write articles highly specialised to the segmented recipient groups. Also, try to focus on adding value to your emails, so the content is worth reading.
Automated tools can help you build a productive email marketing campaign and reach more people in less time. With email marketing tools like Mail Chimp or HubSpot, you can create engaging content and send it out to your list at once. Plus, incorporate automated tools that help you schedule and personalise emails quickly.
With the tips and benefits of email marketing in mind, you can put together a marketing strategy that works for your brand. To make it easy, we’ve outlined the process into five quick steps.
Before sending emails, think of a few clear goals you’d like to achieve with this marketing method. For example, you might want to convert leads into paying customers or increase brand awareness by promoting your blog with a newsletter.
Whatever your plan, make sure you have metrics to track the success of your goals. For example, you can measure the:
Next, start collecting or compiling a list of contacts. Ensure these people consent to being contacted by your brand.
How might you gain your audience's email addresses? Consider adding a subscription list to your social media pages, including a pop-up on your website, or offering a slight discount for people who sign up.
Creating a content strategy for your email correspondence will help you come up with strong email topics, develop campaigns, and map out when to send them.
Developing a spreadsheet will help you outline your monthly email plan, audience, and dates.
Once you have the topics in mind, you can start to write your emails and add branded visual elements to make them look professional and memorable. Try to use engaging and exciting language and include subject lines and previews that earn opens and clicks.
When writing, consider things like:
Also, include a Call to Action or CTA with each email. To do this, decide what action you want the reader to take and include a catchy phrase that encourages this behaviour. Then link to the action so people can access it easily.
Once you’ve written your emails, proofread and edit them to avoid grammar and spelling mistakes.
To get your emails out there, create a schedule. Doing so will help you avoid over-sending communications or choosing times that don’t resonate well with your audience. It can also help you establish consistency.
For example, you might choose to send a monthly newsletter on the last Friday of each month and send update or promotional emails no more than once a week.
With these five steps, you’ll have a working strategy to boost your marketing and grow your brand.
.svg){kind=small}
