A Guide to Email Marketing

Mar 15, 2022

When it comes to using email marketing, the numbers don’t lie. For every $1 a business spends on email marketing, they’ll get back $38 in revenue. What other marketing strategies do you know of with that kind of ROI? Think about these stats , too:

  • There are 3.9 billion daily email users.
  • Mobile opens account for 46% of all email opens.
  • 35% of business professionals check email on a mobile device.
  • 73% of millennials prefer communications from businesses to come via email.
  • Marketers who used segmented campaigns saw a 760% increase in revenue.
  • 35% of marketers send their customers 3-5 emails per week.

With the right approach, it’s easy to get started leveraging email as a valuable marketing tool.

Flesh Out Your Goals

Your email marketing campaigns shouldn’t be an experiment. Create campaigns with tangible goals in mind, just like you would with other areas of your strategies, and ask these questions. Do you want to grow your customer base and convert readers to buyers? Are you sending out reminders to online shoppers who abandoned their shopping carts on your eCommerce site? Does your business have new product announcements? Think about the answers to these questions as the foundation for the content you create and your campaign’s success benchmarks.

Upgrade Your Tech Tools

There’s no shortage of tech tools these days that will help you send out emails, but not all of them are ubiquitous or right for your business. Some are much more robust than others and offer a full suite of features that help craft your content and track your analytics. Look for email software with pre-made templates, automation settings, and integration with your website and other marketing software currently being used. However, remember that these tools aren’t hands-off, and you still need to be hands-on with the process unless you choose to outsource some (or all) of these steps.

Create Buyer Personas

Unless you genuinely know the audience you’re sending emails to, you may as well not send emails at all. Start by taking a deep dive into the different layers and groups and segment them into groups, creating avatars of buyer personas to help. Think about their shopping behavior, where they are in their purchase journey, and the overall objective of your campaign. Then use that information to personalize your message. This will help your email messages hit the target and get closer to your overall campaign goals.

Don’t Miss Out On Mobile

As mentioned before, nearly half of all emails are opened on mobile devices instead of computers. When creating and designing your email marketing campaigns, don’t overlook this staggering fact. Many of the tech tools will automatically optimize emails for being opened on smartphones and mobile devices. Still, it’s a bright idea to send a test email to your own device before you send out campaigns to customers. The last thing you want is for all of your hard work to go to waste because they can’t see your content or click on the links you’re sharing.

Add Some Visual Appeal

The aesthetic and design of your email are just as important as factors like segmentation and mobile optimization. Ensure that your branding is clear and consistent, you include information about how to contact your business, your fonts are large and easy to read, and you’re using graphic design basics in the layout. Better yet, include GIFs and videos, both media types that have been proven to garner engagement. Find ways to grab and hold readers’ attention from the first moment they open your emails. 

Track the Analytics

How will you know that your efforts are paying off if you’re not tracking the numbers?  Look for metrics like open rates, conversions, unsubscribes, or responses to understand what’s working and what’s not. From there, pull out individual elements like subject lines or offers within the emails and tweak them accordingly. Also, make a list of which emails were undeliverable; you’ll want to reconcile these email addresses with your lists to ensure that your valuable customers aren’t inadvertently missing out on receiving your emails.

There are indeed several factors to consider when it comes to creating successful email marketing campaigns. Still, ultimately it’s a highly lucrative content marketing strategy that all businesses should be using. We can help you learn how to leverage the power of emails. If you’d like to talk about the role that email marketing could play in filling your sales funnel, we’d be delighted to have that conversation. Contact us today and request a consultation for your business!

The post A Guide to Email Marketing appeared first on Cole Dalton.

Forecasting the Next Ten Years of Marketing

10 Apr, 2024
Marketing is gearing up for significant changes as we enter the new decade. With new technologies, shifts in buyer behavior, and changes in consumption culture, the way businesses reach out to customers will look very different in the coming years. While we can't say what marketing will look like in 10 years, we can examine emerging trends and strategies to forecast its future. Here are some predictions experts are suggesting could take shape moving forward. Increasing Personalized Advertising Personalized marketing should undergo even more profound transformations in the coming decade, leveraging advanced technologies such as artificial intelligence and data analytics to forge deeper customer connections. With the ability to glean insights from vast amounts of data, companies will craft highly tailored ads and messages that resonate with individual preferences and behaviors, fostering stronger brand-consumer relationships. From dynamic content customization to predictive marketing algorithms, the era of hyper-personalization will redefine how businesses engage with their target audiences on a one-to-one level. Advanced Device Communication The proliferation of voice-enabled devices and virtual assistants heralds a new era in consumer engagement, requiring marketers to adapt their strategies to communicate effectively through these mediums. As voice technology continues to gain traction, companies must anticipate the rise of voice commerce and tailor their approaches to accommodate this emerging trend. By leveraging conversational AI and natural language processing, brands can deliver seamless, personalized experiences that resonate with consumers, whether shopping, seeking information, or interacting with digital assistants. Wider Use of Virtual Reality Virtual reality (VR) is poised to become a ubiquitous tool in the marketer's arsenal, offering immersive experiences that transcend traditional advertising methods. With VR, brands can transport consumers into captivating virtual environments where they can interact with products and services unprecedentedly, fostering deeper engagement and brand loyalty. As VR technology becomes more accessible and sophisticated, expect to see a proliferation of immersive marketing campaigns that leverage the power of virtual experiences to captivate audiences and drive conversions.

The Power of Storytelling

12 Mar, 2024
Marketing tends to focus on analytics and systems, but we sometimes forget about one powerful tool that has existed since the beginning: storytelling. From our ancestors telling ancient myths to be passed down for the generations to come to modern-day brand narratives, stories have held the power to inspire and connect in all different ways. Today, consumers face a constant bombardment of advertisements and catered content; using the power of storytelling in marketing campaigns has become critical for businesses, especially smaller firms aiming to create meaningful connections with their target clients. Why Storytelling is an Effective Strategy When a brand uses storytelling to convey its message, it connects with the audience emotionally. By telling a compelling story, marketers can create a memorable experience for consumers, making them more likely to remember and engage with the brand. Additionally, storytelling allows marketers to communicate the brand's values and personality more authentically. Instead of bombarding consumers with sales pitches, storytelling enables brands to share their stories and build trust with their audience, increasing brand loyalty and customer engagement. The Emotional Resonance of Stories At the heart of storytelling lies its ability to bring out emotions and create profound connections on a human level. Unlike traditional marketing messages focusing solely on product features or sales pitches, stories can engage the audience's imagination, stir empathy, and spark genuine interest. By weaving narratives that resonate with their target audience's hopes, dreams, and challenges, small marketing firms can create a powerful emotional bond that transcends transactional relationships. Building Brand Identity and Authenticity Storytelling is a potent tool for small businesses to authentically define and express their brand identity. Through compelling narratives that reflect their values, mission, and vision, small firms can differentiate themselves from competitors and carve out a distinct identity in the minds of consumers. Whether recounting the founder's journey, highlighting customer success stories, or showcasing the company's commitment to social responsibility, storytelling allows small businesses to humanize their brand and foster customer trust and loyalty.

A Guide to Employee-Generated Content

13 Feb, 2024
In a world of "influencer marketing" and brand deals, companies can easily overspend their marketing budgets and get caught up in the frenzy. An influencer may feature your product or brand only for their videos to perform poorly. At best, you lose out on the money spent sending the product to the influencer and whatever you spent on hiring them. At worst, your business gets a bad reputation online, and customers don't take your brand seriously. Consider that influencer marketing is just the "shiny new toy" in marketing. In that case, companies should continue to produce consistent, cost-effective outcome. One source for this? Your Employees. Employee-generated content refers to any videos, pictures, or copy that employees publicly post about their position and the company. Find out the benefits of employee-generated content (EGC), what this content can look like, and how to implement EGC into your overall strategy. What Does Employee-Generated Content Look Like? The beauty of employee-generated content is that it can take many forms. Any content your employees make that involves details about their role, the company itself, or the relationships they've developed with coworkers or customers/clients can be EGC. A simple, straightforward EGC piece can be an employee spotlight for new hires or veteran employees. You can choose to craft employee spotlights as infographics with a picture of the employee along with some fun facts about them, write a long-form piece from an interview with the employee speaking about their time at the company, or even long or short-form videos with the employee speaking on their experiences. While these methods may require the help of a graphic designer, copywriter, or videographer, the idea is that the employees generate the content by speaking about their experiences and introducing themselves. Other ideas for EGC pieces might be "day in the life" videos following a specific employee throughout their day, reflections employees have from conferences or professional development opportunities, employment milestones or recognitions, or even just pictures employees take with each other or showing what happened that day. There are limitless options and iterations for employee-generated content, and the key is to find out what works well for your business and why.
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