A successful email marketing strategy is essential for any business looking to increase sales and reach a wider audience. But creating an effective email campaign can be tricky – it’s important to get the tone and content right, or you’ll risk annoying your customers or ending up in their spam folder. Your email marketing efforts are more likely to produce lacklustre results without an effective strategy.
However, it can be challenging to stand out in a crowded inbox and achieve desired results. Here at Nika Consulting Group Ltd, Auckland’s top digital marketing agency, we have tips for improving your email marketing strategy.
What is an email marketing strategy?
Email marketing is a strategic way used by top marketing agencies to reach out to current and potential customers through email. It can be used to build relationships, increase brand awareness, and create sales opportunities. There are several different ways to use email marketing, but the most common is to send out regular newsletters or updates about your company or products. You can also use email marketing to run campaigns, such as contests or discounts, or to promote new products or services.
Why is email marketing strategy important?
Email marketing is sending commercial messages, typically to a group of people, using email. It is a digital marketing technique that uses email messages to promote products or services to a customer base. Email marketing can be used to build loyalty, trust, and relationships with customers and promote brand awareness. Email marketing aims to nurture leads and customers through the different stages of their buying process, from awareness and interest to purchase and post-purchase loyalty.
According to a study by eMarketer, email is still the most effective digital channel for customer acquisition, with an average conversion rate of 2.9%. In addition, email has the highest ROI of any digital marketing channel, with a median return on investment (ROI) of $44 for every dollar spent.
Key elements to include in your email marketing strategy
- Segment Your List
One of the first steps in creating an effective email marketing campaign is to segment your list. This means dividing your subscribers into specific categories based on their interests, demographics, or previous engagement with your brand.
By sending targeted messages to each segment, you can personalise the content and increase their likelihood of engaging with your email. For example, a clothing retailer could have segments for men’s and women’s clothing and segments for different age ranges. This allows the retailer to send relevant promotions and offers to each segment rather than sending a generic email that may not appeal to all subscribers. We at Nika Consulting Group Ltd can help you make the most out of your email list by determining the best segments for targeting.
- Personalise Your Messages
In addition to segmenting your list, it’s important to personalise your messages for each recipient. This can be as simple as including their first name in the subject line or greeting, but it can also involve tailoring the content of your email to their interests and needs.
Personalisation can greatly improve the effectiveness of your email marketing campaign. In fact, a study by Marketing Land found that personalised promotional emails had 29% higher unique open rates and 41% higher unique click rates than non-personalised emails.
- Choose the right email marketing platform
Email marketing platforms allow businesses to send bulk emails to customers or subscribers. Therefore, it is important to choose the right platform to ensure the success of your email marketing campaign. Some factors to consider when choosing an email marketing platform include the number of subscribers, the type of content you plan to send, and your budget.
Some popular email marketing platforms include MailChimp, Constant Contact, and Aweber. MailChimp is a free platform that allows you to send up to 12,000 emails per month to up to 2,000 subscribers.
Nika Consulting Group Ltd has experience using various email marketing platforms, so you don’t have to worry. We will use the best match for your business.
- Content Plan
Developing a content plan is important for any email marketing strategy. By creating a content plan, you can develop a strategy for creating and delivering content that will appeal to your audience and help you achieve your marketing goals. The content plan should outline the topics you plan to cover, the type of content you will use, and the target audience for each piece of content.
We at Nika Consulting Group Ltd can assist you in creating a content plan that aligns with your overall marketing goals and appeals to your target audience.
- Optimising Your Email Campaigns
Email marketing can be a great way to reach out to customers and keep them updated on new products, sales, and events. However, to ensure that your email campaigns are effective, optimising them for the best results is important. This includes choosing the right format, font, and text size for your email and selecting a tone of voice and subject line that will appeal to your audience. It’s also important to ensure that your email is presented correctly to look professional and catch the reader’s attention.
- Set KPIs
Setting Key Performance Indicators, or KPIs, is an important part of any email marketing strategy. By definition, a KPI is “a metric used to track and measure the success of an organisation or individual against specific goals. “Determining which KPIs to track depends on the specific goals of your email marketing campaign. However, some common KPIs for email marketing include open rates, click-through rates, unsubscribe rates, and conversion rates. Tracking these metrics can help you measure the success of your email campaigns and determine what adjustments need to be made to improve your results.
- Analyse and adapt
Finally, it’s important to analyse the results of your email marketing campaigns and make adjustments as necessary. Look at the data for metrics such as open rates, click-through rates, and conversions, and use this information to inform future campaign decisions. It’s also important to continually try out new tactics and test different approaches to improve your email marketing strategy’s effectiveness.
So there you have it! Now that you know how to create an email marketing strategy for your business, go forth and get those conversions! And if you need help along the way? Nika Consulting Group Ltd is here to assist.
Nika Consulting Group Ltd. is a full-service digital marketing agency that specialises in helping businesses in Auckland, New Zealand grow their online presence and reach their target audiences. We offer a wide range of services, including Search Engine Optimisation (SEO), Social Media Marketing, Email Marketing, and more.