Maybe you’re new to email marketing, or maybe you simply haven’t paid much mind to it before.
We get it: Very few people work as solely as an email marketer. Most likely, it’s just a single part of your day-to-day responsibilities, so it's easy for email to become a box you check off your to-do list. But if you aren't using email marketing to its full advantage, you could be seriously missing out.
#2? Using a search engine. And if you think about it, that’s not an absurd statistic. We're all living in our inboxes. In fact, the average office worker receives around 30 emails an hour.
It’s a sound investment for marketers. While the number may swing up or down, the average ROI for email is consistently more than double that of other digital channels.
It’s not just the frequency with which it converts; the actual value of the impressions that you’re making is 17% higher. Take a moment to let that sink in. 3X higher conversion rates, 17% higher value of conversions.
But even though it’s inarguably effective, you can’t just send any old email and expect to see great results. To fully take advantage of email as a marketing channel, you need to be intentional about your strategy.
That said, here are three table stakes in the email game that you should implement right away.
1. List growth
Your email marketing can only be successful when you're sending to an interested, engaged, permission-based list of subscribers
. That means slapping a random “Sign up for our newsletter” form on a seldom-used page on your website is not a sustainable option. You have to be more strategic than that when it comes to attracting new subscribers.
Don’t rely on just one list growth tool. Meet people wherever they are. Provide simple opportunities to sign up at every point of contact and strike when the iron is hot – aka, when someone is already engaged with your brand.
Example: Thistle Farms and Text-to-Join. Thistle Farms is an Emma customer
, and their founder and team members often speak at in-person events. Hoping to grow their email list, we recently helped them launch a text-to-join program so that it’s really easy for people to subscribe. All you do is text LOVEHEALS to 444999, and you’re automatically signed up. It's a huge time-saver and a very easy way to for them to gather email addresses from an already engaged audience.
Once you’ve captured new subscribers, how do you create a great first impression and convince them to stick around? An automated welcome email!
is the key to making the most of your resources and content. It helps you save time, repurpose content, and deliver some impressive results. And since emails trigger based on subscriber activity, they’ll be the most relevant and timely messages you can possibly send.
Plus, they get great results: Welcome emails specifically get 4X the open rates and 5X the clickthrough rates of business-as-usual mailings. This is the highest performing email you could ever send, so don’t miss this critical opportunity to build customer loyalty.
Keep iterating. When it comes to automation, it’s important to not just set it and forget it. Make sure you are always looking at results and finding ways to refine.
Ask people what they want. Add a section that asks folks to choose what they want to hear about and select their preferences for send cadence. That's letting them do the segmentation for you. Speaking of...
Once you've gathered subscribers and welcomed them to your list, you NEED to be segmenting whenever possible, even if it's just by how they signed up or their engagement with that first welcome email.
The best email marketing relies on relevant, personalized messaging, and segmentation is what will get you there. Some key things to segment by...
• How they signed up
• Engagement (highly engaged, inactive, etc.)
• Purchase history
• Birthdays and Anniversaries
• By any action, really. If you have the data, use it!
Remember: Relevant emails drive 18X more revenue. List segmentation helps you guarantee you’re sending the right messaging to the right folks, and small tweaks can make a huge difference.
Do you have all these things down? Learn how to gather more data and get smarter with every send in our webinar, "Taking Out The Guesswork: Emma's Top Testing Tips."
About the Author
McKenzie Gregory is a content writer on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.
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