Best email marketing strategies to generate sales

Nearly 306 billion emails are sent and received every day, so there is no surprise why email marketing is still so effective in the digital marketing world. Email marketing effectively achieves the desired marketing goals regardless of the industry your business deals in. A well-executed email marketing campaign helps in lead generation, boosts website traffic, boosts online sales, audience targeting, etc. Creating an effective email marketing strategy may seem challenging, but with a proper plan & strategy, email marketing campaigns can yield the desired results. This blog will focus on essential practices that can help develop a successful email marketing strategy.

What is email marketing?

Email marketing is a type of online marketing method used by marketers to send emails to the potential users with high chances of taking the intended action. It is a type of digital marketing method that involves sending promotional or informational content. With the help of email marketing business can promote their products or services which helps them to build brand awareness and generate quality leads to the landing page. It plays a pivotal role in a company’s plan & strategy to engage the relevant audience to reach the desired page. This helps to build customer relationship and keep customers engaged in between purchases. With email marketing campaign you reach the customers inbox as a guest which allows you to communicate with the target audience in a more personalized way.

Email marketing strategies for business growth

In your email marketing campaign, you must follow the latest email marketing trends to reach the target audience. Engaging the email marketing tips in your email marketing strategy would help generate quality website traffic, ultimately increasing business sales.

• Focus on personalization –  The essential point to focus on in email marketing best practices is to focus on personalization. Personalized email marketing campaigns entice the users into making click to reach the desired landing page. Personalizing the email content makes the target audience feel that the business is concerned with the user’s requirements. With personalization, the business gets to focus on touching the unique selling points of the user.

As in SEO marketing, focusing on personalization is an SEO marketing technique that is used to get in touch with the users or the customers. The email campaign that you build in strategic marketing to increase website traffic, clicks, impression share, etc. This personalization can be done through content marketing, using messaging techniques with short videos to grab the user’s attention, etc. In your email content, you need to focus on working like a content specialist so that none of the relevant target audience for your business is left out. You need to concentrate on creating experiences that make users reading email content feel that their interests are taken into account. Some points to focus on in your SEO marketing strategy when working on email marketing are mentioned below.

1. 1. Use data to enhance experiences – Be it PPC advertising or search engine optimization techniques to reach the target audience, data plays a crucial role in enhancing the user experience. With data from the PPC reports or SEO reports, it is easier for marketers to work on optimization techniques and avoid working on any guesses. The data can be in the form of demographic data, behavioral data, contextual data, etc. The data helps in making the email marketing campaign result-oriented, yielding a higher ROI.
   2. Add chat options on web page – As in PPC ads, you add multiple ad extensions like sitelink extensions, callout extensions, structured snippet extensions, image extensions, call extensions, location extensions, affiliate location extensions, etc., to inform the users about the product or service discounts being offered. Adding chat options on the web page makes it easier for the users to ask any doubt or questions the user has about the products or services. In the same way, you need to add chat options so that after reaching the webpage, the visitor gets converted into a customer.
   3. Personalize sales follow ups – To increase sales, you need to ensure that you follow up with the users for the products or services that you offer. The more you engage with your target audience, the higher the chance they will purchase after reaching the landing page. As in a PPC ad campaign, you run remarketing campaigns to target the users that can take the desired action. In the same way, you need to personalize sales follow-up so that the users feel that the business thinks from the users’ perspective. You need to focus on solving customer queries immediately so that the target users have a feeling that the business focuses on solving users’ questions.

• Optimizing subject line – The essential point after you have worked on personalizing the email campaign is to optimize the subject line. When the email is sent to the target audience, the target audience gets to know about the business from the subject line. It contains the appropriate information about the email. The subject line informs the users of the pointers they must focus on when scrolling through the complete mail.

In a PPC ad campaign as you focus on ad relevancy and concentrate on the point that the landing page content is the same as that displayed on the SERP. It helps improve the click through rate and lower the bounce rate. Similarly, optimizing the subject line in your email campaigns entices the users’ attention into clicking the call to action and guiding them to the relevant page. You also need to ensure that your emails are optimized for mobile devices. Some of the essential points to focus on when optimizing the subject line are listed below:

1. 1. Which devices the email is being read on.
   2. Optimal email subject line length.
   3. Consider your capitalization style.
   4. A/b testing subject lines.
   5. Use of emojis.

• Scheduling the emails – In the email marketing strategy, the essential point that you need to focus on is scheduling the emails. Many a times, there are users that do not see the email as that goes lower in their email list. This happens because the users do not wish to scroll too lower as they feel that there may be spammy emails that do not have value to the users. So, it becomes essential to work on email scheduling so that the target audience sees the email.

As in a PPC ad campaign, you focus on ad scheduling to display the ads to the target audience at the right time and to the potential users. Scheduling emails for the right users is essential so that potential users engage with the email. Scheduling the emails ensures that the email appears to users at the specified time of the day. You can focus on conducting an SEO audit to determine which time of the day the users are active and then work on strategies to deliver them the emails at the right time. You can consider the performance of SEO metrics like average time spent on the page, search visibility, organic traffic, etc. It would help to improve user experience and show the relevant emails to the users at the right time.

• Compelling reasons to click – Without compelling reasons to make a purchase, there are chances that the potential users may not click on the email. Today’s online marketing world is different from traditional marketing; you have the most impatient users to target. So, giving these users compelling reasons to click on the email becomes unavoidable.

You need to ensure that, in most cases, it is crystal clear to the target audience what they will get after clicking on the email. You need to lure the target audience into making a click so that the conversion rate of the website increases. Be it e-commerce PPC ads, e-commerce SEO, PPC ads, content marketing, etc.; online marketers focus on providing compelling reasons to target audiences to make a click. It is also essential to be focused upon by the marketers as you need to highlight the key reasons why users should choose your business above competitors.

• Storytelling to build trust – The next essential point to concentrate upon is informing the users about your products or services. It is quite critical in any form of online marketing, be it running PPC ads, search engine optimization, social media marketing, content marketing, etc., to inform the users. Once the users are aware of your brand and the products or services being offered, the chances of them being associated with the business scale.

The vital point to concentrate upon here is the method that you use to inform the users. You can focus on informing the users based on their search behavior. To analyze the user search behavior, you can concentrate on conducting an SEO audit. With the help of an SEO audit, you can determine the user search behavior and then work on plans & strategies to deliver stories to the target audience. When informing the users, you need to focus on presenting the information in the form of story. When the information to the users is delivered in the form of the story, the users’ interest in the email increases.

• Optimize landing pages – The next essential point you need to focus on in your email marketing campaign is optimizing the landing pages. It may sound cliche that landing pages need to be optimized to improve the email campaign’s performance, but the truth is yes, it needs to be done. As in pay-per-click advertising, the landing page needs to be optimized to increase the performance of the PPC ad. Similarly, in email campaigns, also you need to ensure that landing pages are optimized well, as they act as the first point of appearance to convey the business message to the target audience.

Landing pages need relevant information per the message highlighted in the email campaign. The more relevant the landing page information, the higher the chances of the user getting converted to a customer. As in a PPC ad campaign, you focus on ad relevancy so that the bounce rate of your web page does not scale high. In the same way, you need to ensure that the page content on the landing page is the same as that displayed in the email marketing campaign.

In the website optimization process, you need to ensure that you optimize landing pages, optimize images, optimize websites for mobile devices, improve page loading speed, etc. This helps the relevant user reach the landing page and take the desired action. You need to ensure that the user navigation on the website is smooth so that the user can navigate through different sections. As in SEO campaigns, you focus on SEO pagination so that the users do not have any trouble reaching the specific page. In the same way, you need to ensure that there is internal linking on the website, and this would also help in link building, ultimately driving more traffic and increasing sales.

• Include your brand logo – After optimizing your website’s landing pages, you need to focus on including your brand logo. In the email marketing campaign, including brand logos is essential as the users get to know which business is sending them an email. Many times users know about the brand by their logo. So, to target these users, it becomes essential to include the brand logo in your email campaign.

A logo is a key component that helps recognize and build the brand name. Recognition in email marketing is vital as when the users are not aware of the brand name, there are chances that the users may not click on the email. Recognition in email marketing is essential as the users are more likely to trust and open an email from the brand they recognize. When running PPC ad campaigns, you include the brand logo in your banner ads. In the same way, you need to include the logo in the email campaigns so that the users can identify the business just by looking at the logo. Some of the best practices that you can follow to add a logo to your email are listed below.

1. 1. The image should be clearly visible.
   2. Add an alt text to the images.
   3. Test your email to render the logo.

Most people use the logo in only one or two locations in the email, but there are many more places where you can add your logo. The logo can be added to the following pointers on the page.

1. 1. Email header.
   2. Email footer.
   3. Sender ID photos.
   4. Folders (if any).

• Allow recipients to subscribe to your newsletter – The next essential point to focus on in email marketing is allowing recipients to subscribe to the newsletter. You need to ensure that you provide the target audience the option to be updated with the latest updates that your business provides. Once the users have knowledge of your business’s products or services, the chances of them reaching the landing page increase.

Be it content marketing, email marketing, e-commerce SEO, etc., grabbing the users’ attention so that they reach the landing page becomes essential. As in pay-per-click ad campaigns, you focus on increasing clicks on the ad; similarly, to ensure that users click on the email campaigns that you run, it becomes vital to inform the users. Even in SEO campaigns, you inform the users about the products or services, discounts & offers, write meta descriptions, etc., so that the relevant target users stay updated on the products & services being offered. When the users subscribe to your emails, they are benefitted from the following pointers mentioned below.

1. 1. Easily connect with customers.
   2. Increases business credibility and authority.
   3. Increase users’ trust in the business.
   4. Boosts content marketing strategy.
   5. Keeps the user updated with the latest marketing trends.

• Integrate email marketing with social media – The next essential point to focus on in email marketing is integrating with social media. With such a wide range of audiences present on social media platforms, none of the businesses can miss out on reaching these users. As the goals of different businesses vary, email marketing campaigns need to be optimized.

Social media platforms are touching every corner of the world, and users are also associating with them in one way or the other. Thus, online marketers leverage social media in their marketing strategy to ensure that none of the users are left behind. With email marketing campaigns, it is essential to integrate email marketing with social media so that you get to know the user search behavior and work on email marketing strategies accordingly. As in PPC advertising, you focus on ad personalization to avoid any ad fatigue so that the conversion rate of your ads increases. In the same way, integrating the two platforms would help in analyzing user search behavior and planning email marketing strategies accordingly. As in social media marketing, you run Facebook Ads, YouTube Ads, LinkedIn Ads, Instagram Ads, etc., and target the users. In the same way, you can use social media platforms; you can increase traffic to the website. You can also get in touch with content specialists and avail of email marketing services to achieve the desired goals. Content marketing specialists help in achieving the desired email marketing goals by creating enticing email content.

• Keep main message and CTAs above the fold – The next essential point that you need to focus on in your email marketing strategies to increase sales is to keep the main message and CTAs above the fold. Above the fold here refers to the information that the users already have before they scroll down.

You need to ensure that you have great content written in your email campaign so that the users read the message and scroll down to have full information. You need to ensure that you keep the main message and call to action above the fold so that the users see the main email topic first. As in social media marketing, you focus on creating unique content that grabs the users’ attention into making a click on the search results and enhancing the website ranking on the SERPs. The call to action grabs the users’ attention and entices them users to reach the webpage, and increases the chances of the users taking the desired action. Some of the points you can consider to keep the main message above the fold are listed below.

1. 1. Include high-traffic relevant keywords in your headers.
   2. Write specific sentences that engage the users to take the desired action.
   3. Conduct a/b testing to determine which email version needs to be focused upon.
   4. Write engaging email copy.
   5. Create urgency among users to convert.

Conclusion

Email marketing is a powerful tool but needs to be worked on efficiently to achieve the desired results. It is one of the most effective online marketing methods that help target relevant users. With such a wider number of users present on search engines and social media platforms, it becomes essential to target them personally. The more personalized the message to these users, the higher the chances of these users getting associated with the business. The email best practices still engage users in the business, and with a proper strategy, you can ensure that these users take the desired action. Using the email marketing tips discussed in the blog, you can drive website traffic and boost conversion rates.

References

• 17 email marketing best practices that actually drive results
• 15 non-negotiable email marketing best practices