Email marketing: what it is and how to implement it

6 Tips for Successful Email Marketing Campaigns

 Email marketing is 40 times more effective than Facebook and Twitter at gaining new customers. In addition, it is a channel that generates satisfying investment returns, as every dollar spent on email marketing generates $38 in return on investment. Therefore, email remains one of the most powerful means used to spread brand awareness and make more profits. But the most important question here is how to use email marketing to launch successful marketing campaigns.

1. Create mailing address lists

In the past, companies used to buy mailing address lists to gather as many audiences as possible to then target them with marketing messages without personalization. Now, the option to purchase mailing address lists is no longer as effective as it used to be because there's no guarantee that those mailing addresses will include your target customers.

The importance of purchasing these lists has also decreased after the advent of message filtering, and your messages are more likely to reach the spam mailbox. Therefore, it is preferable to create this list by collecting data from the target segment of customers. Here are some broad steps to getting a focused mailing address set for people interested in your product or service:

• Request customer data in more than one way: Place the data registration form in several places on your website, on social media platforms, and others, to leave the customer the opportunity to register from several channels, which contributes to obtaining more mailing addresses.

• Motivate the customer to record data: Tell the customer what benefits they will get when they register their email. For example, "Register your email to see the latest offers"

• Reward your customers when registering: Give the customer an extra advantage when registering their email. Statistics show that 28% of customers prefer to receive emails with offers more than once a week. You can use expressions such as: "Register your email, get a discount coupon..."

• Limit yourself to asking for important information: Do not ask for information that you do not need so as not to waste the customer's time. All you need at first is only the email address and the customer's name. Any other information you need, you can get through the mailings you will send to the customer.

• Don't overdo it with a registration request: Don't make an email registration request as long as it's in a large pop-up window that blocks content, so as not to affect search engines' ranking of your website's content. It's a good idea to place this form at the bottom of the screen, or in a small pop-up window with a text box to write email only, and leave the customer free to remove it so they can see the content displayed if they want.

2. Create effective content

Email marketing, like any other e-marketing tool, needs good content to pay off. So, make sure you create engaging content, so that customers don't get bored reading your messages. Here are some tips that will help you produce emails with effective content:

• Mix text, images, and video

In a study to measure the volume of interaction with email marketing, nearly a billion emails were tracked, and the study found that mail containing video gets 96% more CTR than mail without video. Take advantage of this by incorporating videos into the content of your message to get a higher level of reading.

• Use a short, expressive pattern

The title of the subject of the thesis is the most important part that contributes to the success of email marketing. Start with a short, expressive title that grabs attention. In the body of the message, I shorten and mention only the important points so as not to waste the customer's time. If you want to say more, you can add links to provide more details, for the customer to visit if they want. If you don't have the experience to create effective content, you can request writing services from creative content creators at the lowest cost via the Khamsat platform.

3. Stick to a fixed schedule

You can send emails to your customers on a weekly or monthly basis, but it's important to maintain a consistent schedule. This strategy will make the customer predict when the message will arrive and will create a kind of suspense in customers.

To learn about the best appointments to send your messages, try sending them at several different times, and test which appointments offer better interaction. However, you can violate these fixed appointments on exceptional occasions. For example, messages for promotions can be sent on Black Friday.

4. Make mobile-friendly messages

6 Tips for Successful Email Marketing Campaigns

47% of emails are read using mobile phones. Several important points help you create emails that are compatible with mobile devices, such as: writing the content of the message in one column so that all the words fit on the mobile screen, and using a font size suitable for viewing on mobile devices.

In addition to placing the CTA buttons in clear places so that it is easier for the customer to press them. Multi-copy compatibility with various devices helps in the success of email marketing. It contributes to avoiding any design problems. Therefore, it is a good idea to add to the version displayed on mobile phones an icon to see the content in the browser.

5. Avoid falling into the trap of random messages

Email marketing professionals have the problem of categorizing messages into spam. If private messages are placed in the spam list, it's hard for professional marketers to bring them back. But you can follow a few simple steps that will protect you from falling into this trap:

• Use the official name of the company.

• If you use English to write your letters, it's not a good idea to write all the letters of the message title in capital letters.

• Be sure to add the unsubscribe button.

• Indicate why he received this message. For example, you are receiving this message because you have registered on our trademark mailing list.

6. Customize messages for each customer

Customizing messages is one of the most important reasons for the success of email marketing. Talk to the customer as if the message was designed specifically for them. This is helped by mentioning the name of the customer in the subject of the message. For example, "Hussam, enjoy a 10% discount on your next order" or start with the content of your message, for example: "Hello Hossam,.."

Don't send the same content to all customers, keep in mind differences in customer behavior, geographic locations, and different cultures and interests. For example, if you're the owner of a company that sells skin and hair care products, and you find a specific customer who is more interested in skin care products, then you'll focus on choosing products similar to the category of products that that customer prefers, and send them emails related to them.

Finally, give every customer who registers their email in your mailing list a quick response. Send him a welcome message confirming his subscription, for example; "We are happy to have you registered on our mailing list..". Then tell them about the next step, and don't forget to add links to the sections on your website so that the customer can learn more about your services.

According to the statistics we have reported in this report, marketing experts confirm that the aforementioned tips can increase the response rate by between 62% and 73%, and it has also achieved an increase in sales with the companies that followed it by 29%.