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| 4 Ways to Improve Your Email Marketing Strategy |
Although interest in email as one of the digital marketing channels that can make an important difference in the marketing strategy as a whole has declined, and this is in favor of social media platforms and search engines, email is still an important communication channel that can add excellent value to the marketing efforts that are being made in different projects if email marketing is invested in the right ways, according to a clear strategy and based on specific goals.
Why Use Email Marketing?
If we want to answer this question in the simplest possible way, the answer will most likely be because email is not a social media platform like the one we know, here Facebook algorithms do not manipulate the level of access to the post until you have to pay money to communicate your posts to users, nor Google's algorithms to pick out what is appropriate and show it.
What distinguishes email marketing is that once you build your mailing list you will be able to communicate with the public directly, your messages will reach their devices immediately without the intervention of third parties as is the case with social media platforms, you will need lower costs to publish marketing messages, as well as your mailing list will contain people who are really interested in your product or service and who have already provided you with their email addresses, and this is known as permission marketing or permission marketing.
It is a principle that marketing expert Seth Godin pointed out in his book of the same title published in 1999 and has had a wide resonance in the field of marketing from that time until today, the summary of what is stated in Godin's book is that brands should direct their marketing messages to people who have already given permission to the brand to communicate with or market its product to them when users submit their email.
So here we'll learn about four ways to help you improve your email marketing strategy, or to build one that enhances your communication with your audience and customers.
4 Ways to Improve Your Email Marketing Strategy
1 . Timing
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| 4 Ways to Improve Your Email Marketing Strategy |
The timing of sending emails depends on your audience, the area in which your brand is active, and the nature of the marketing messages in your campaign, i.e. it depends on your own experience. This means that some experiments, attempts, data collection, and analysis are needed able to arrive at an appropriate timing strategy.
And here's certainly the more data you have about your mailing list subscribers, the better and more efficient options you can come up with to target them with your marketing messages.
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| 4 Ways to Improve Your Email Marketing Strategy |
The image above from the Sender.net platform, which specializes in mail marketing and mailing list building, shows the image according to the data collected by the platform on the days of the week that witness a higher reading rate of messages than on other days.
The following image shows the reading rate throughout the day and which times users view emails more frequently than other times.
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| 4 Ways to Improve Your Email Marketing Strategy |
When seeking the right timing, it's also essential not to flood the audience with a flood of unnecessary messages, and always remember that you're most likely to get your users' email addresses as a result of making an offer, and therefore they're not ready to hear too much from you at close intervals.
In a statistic for marketing studies, Marketing Sherpa showed that 61 percent of individuals said they would prefer to receive one promotion during the month via their mail, and only 16 percent said they didn't mind receiving marketing messages on a daily or almost daily basis.
So the next time you develop your strategy, take the timing order and how many messages you're sending your audience seriously, look at past campaign data, and see when you're best to send your messages, and how much you should send each time.
2. Personalized customization
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| 4 Ways to Improve Your Email Marketing Strategy |
Customization can be as simple as adding a username to the mail message address, or more personalized and targeted, such as when the content of the message is directed at a specific individual or group of users.
Statistics show that an email message that contains the username in the address is 26% more likely to be opened by the user than messages that do not refer to the username directly.
Therefore, personalization is an essential means that increases the efficiency of email marketing campaigns because it makes messages more personalized and targeted to the audience, and more appropriate to their needs and interests.
Certainly, good customization of mailing lists requires that you have enough data about users, and the more data you have, the better you can use this technique.
From personalization in the title of the message to customization in content, and then the offers that can be made, all this will make your e-marketing strategy more effective.
When a user orders a product from your online store, and then cancels the order later, this is an excellent opportunity to target that person with an email telling them that an offer is available for the same product that they decided to buy later then canceled the order.
Fortunately, mailing list management platforms now provide a lot of ease in dealing with these lists, and whatever their size, platforms such as Mailchimp and others enable us to automate and schedule mailings in the way we want to ensure a highly efficient marketing and implementation strategy.
3. Drip Marketing
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| 4 Ways to Improve Your Email Marketing Strategy |
It is a series of pre-scheduled emails in chronological order, sent successively and automatically to every user who subscribes to the mailing list, so this technology is also known as Automated Email.
What distinguishes this technology is the ability to take the user through sequential steps from the first moment they recognize your brand to the goal you want, whether it's buying a product, service, or otherwise.
Let's say you provide a guide in the form of a brochure on your website and ask visitors to provide you with their mail so they can download the guide, once the visitor has provided their email address they will receive a message with the link to download the guide.
But it's inconceivable that the process stops here, you've definitely authored the guide based on a goal you want to achieve behind it, and let's say you want to sell a course, and then you start establishing a relationship with the user via email, and then you send another message a few days later with more details on the topic the booklet is discussing.
After another short period the user receives a message from you informing him that you can learn more about the topic through the course you are offering, and then you send another message in which you make an offer or discount on registration in your course, considering that the user is interested in this topic.
To be so and through this thread of messages you have strengthened a relationship with the user from the first moment you get to know you or your product and moved it from one stage to another, a. Atch of these stages, you provide what strengthens this relationship and makes it more valuable to your product or service, up to the last stage that the customer goes through, which is the purchase stage.
In this technology, you are not required to be behind your screen and write a series of mail messages for each user who adds their address to your list, but it only takes some effort at first and then scheduling messages through any of the mailing list management platforms, and the process will later be done automatically with all users who add to your list.
4. Segmentation Retail
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| 4 Ways to Improve Your Email Marketing Strategy |
Segmentation and segmentation of audiences and users by different factors such as interests, needs, age, gender, and how closely they relate to your brand is part of any marketing strategy and not just in email marketing.
Recognizing that your mailing list subscribers are not one category and that they have different needs, desires, and interests makes you more able to think about the pattern of groups and categories, so you can target the categories that are most relevant to your brand and who you guarantee you will generate revenue from.
Otherwise, treating them and targeting them with marketing messages as one category will affect the efficiency of your marketing strategy, and may even backfire and make them feel that your services or products are not suitable for them, and therefore look for an alternative.
Also, thanks to personalization, you can target the groups most relevant to your brand with their own content that enhances their loyalty to your services, and target the groups that are less interested in targeted content so that it motivates them to pay more attention and follow-up.
So the next time you develop an email marketing strategy for your services, keep in mind that a good segmentation of subscriber lists based on sufficient data about each category of them will increase the efficiency of the strategy and the effectiveness of your marketing campaigns at a significant rate.
This is according to a study by Campaign Monitor, which specializes in digital marketing, which showed that email campaigns that are more personalized and based on the division of subscriber lists are 760% more likely to be read by 760%, and messages within these campaigns are 26% more likely to be read than messages that are not well customized.
These were four of the most prominent means that can help you build an email marketing strategy more efficiently and effectively, enhance the ways you communicate with your audience, and ensure that you find the most distinctive and relevant content for subscribers to your mailing list and thus achieve the goals you seek.
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