17 Jan 25 Actionable Email Marketing Strategies for Businesses in 2021
As a business owner, you need to find out the best email marketing strategies that work for your business. In 2021, a lot is going to change in the digital space most especially the way leads are generated and converted. You probably should know this already but it still needs to be said. Nothing at all in marketing (or life) works unless you take strategic action.
People use emails to connect with their friends and relatives. Business owners use it to connect with their customers and create email marketing campaigns. Email drives the highest return on investment in marketing.
In this article, we will reveal 25 actionable email marketing strategies you can definitely use to generate more leads and sales conversion for your business.
- 1 Does Email Marketing Work?
- 2 Benefits of Email Marketing
- 3 Best Email Marketing Strategies for Businesses in 2021
- 3.1 1. Optimize your E-mail Messages for Mobile Experience
- 3.2 2. Re-engage Inactive Subscribers
- 3.3 3. Segment your Email Subscribers
- 3.4 4. Make Use of Marketing Automation
- 3.5 5. Personalize your Emails Marketing Campaigns
- 3.6 6. Send out Exclusive Content Occasionally
- 3.7 7. Add Urgency to your Emails Campaigns
- 3.8 8. Write Inviting Welcome Email
- 3.9 9. Use the “YOU” Word in your Email Copy
- 3.10 10. Send Emails at the Right Time
- 3.11 11. Integrate Email and Social Media
- 3.12 12. Pay Attention to Email Deliverability
- 3.13 13. Test your Email Subject Lines
- 3.14 14. Test your Email before Hitting Send
- 3.15 15. Audit Your Communication Regularly
- 3.16 16. Design Emails for Accessibility
- 3.17 17. Focus on the Right Metrics
- 3.18 18. Inspire Action with your Email
- 3.19 19. Make your Emails Skimmable
- 3.20 20. Use the Thank you Page Strategically
- 3.21 21. Create a Marketing Funnel.
- 3.22 22. Learn how to get Spam Filters
- 3.23 23. Remind about Wishlists
- 3.24 24. Actively Ask for Reviews
- 3.25 25. Use the Available Testing and Measuring Tools
- 4 Final Thoughts
Does Email Marketing Work?
When it comes to brand communication and product sales, email marketing is one of the effective channels and cost-efficient marketing tactics to get that done.
In fact, according to DMA study carried in in 2015, it revealed that for every $1 spent, email generates on averages $38 return on investment (ROI). Also, when shoppers have decided to make a purchase, they often fall back to email to reach out to their favourite store.
Benefits of Email Marketing
In today’s fast-changing digital world, email marketing tends to be a last resort.
However, if you are still thinking of implementing email marketing for your business, now is the time to start. Email marketing is a well-targeted, truths-worthy, trackable, shareable, and cost-effective marketing tool overlooked by many online marketers.
Highlighted below are the benefits of email marketing to business of all sizes across industries:
1. Email Marketing Drives Customer Referrals
Unlike other forms of marketing, email marketing is easy to share. With just a click of the forward button, your email subscribers can share your amazing offers, deals, and news with their friends and family. Email marketing provides an opportunity for your subscribers to become brand advocates.
Hence, whenever a subscriber shares an email with friends, it offers your brand credibility and exposure.
2. Email Marketing increases brand awareness
Each time an email is sent, your customers become. more connected to your brand and become more aware of your products and services. Email marketing is one of the best marketing strategies to build value and keep your brand at top of mind of your customers.
3. Email Marketing increases Customer Lifetime Value
The goal of every business is to sell to existing customers over and over again while sourcing for new customers. In doing so, you will be able to increase customer lifetime value. With email marketing, you are able to build loyal customers that will return whenever they need your products or services.
4. Email Marketing is Very Easy
With almost no technical skills you’ll soon be emailing high converting, professionally designed emails to your subscribers. Also of email marketing software have highly user friendly and makes it easy for anyone to get started.
Best Email Marketing Strategies for Businesses in 2021
Whether you own an ecommerce store/company or you run a digital marketing agency, you need to optimized your brand’s marketing strategy when it comes to email marketing.
Below are the top 25 actionable email marketing strategies that transform your business and increase your return on investment.
1. Optimize your E-mail Messages for Mobile Experience
Mobile is just the future of everything. The death of the desktop is no longer news. Desktop sales have been dropping for many years now. It’ll interest you to know that 269.7 million computers were shipped in 2016. This is 6.2% way lower than the number sold in 2015 and this keeps declining annually.
Instead of people replacing their old Personal computers, they just use their tablets or smartphones. Yes, 54% of emails are now opened on mobile. Desktop only represents just 19% of all email opens.
Hence, if your email messages are not optimized for mobile, people will definitely delete them. This reduces your chances of converting subscribers into customers.
2. Re-engage Inactive Subscribers
It’s most times less expensive to target existing customers than the new ones. This very same thing applies to email marketing. You should know that it is easier to engage current subscribers than it is trying to win your new subscribers. Present subscribers already know a lot more about you than the newbies.
It’s normal when a percentage of your subscribers aren’t engaging with your messages. Those inactive subscribers can turn out to be your best customers and bring in a pool of referrals when done right. First, you just need to define your own meaning of “inactivity”.
To some marketers, a subscriber is inactive if they do not open their mails In a period of 6 months. And to some other marketers, an inactive period is 3 months or even less.
Between 3 to 6 months is a very good time frame. After you must have defined your inactivity period, it’s high time to start engaging inactive subscribers.
How do you do this?
Promise them something big in advance and make sure you send free gifts as a reward for completing the polls or surveys in your email marketing campaign. That will definitely increase their conversions, and the gift will motivate them to act and always look out for your emails.
3. Segment your Email Subscribers
The most successful email marketing campaigns are those sent to segmented audiences rather than the general email list. Once you segment your email list, you get better open and click rates. You must be asking yourself why this works?
For instance, you have 1,000 email subscribers to your lists, most of them have different needs and interests. As their interests differ, you really can’t satisfy all your subscribers with a piece of content.
Email segmentation makes it possible for you to at least keep 80% of your subscribers happy with relevant content from your email marketing campaigns.
4. Make Use of Marketing Automation
A survey carried out by Forrester, revealed that B2B marketers who use marketing automation were able to increase sales conversion by an average of 10%.
Email marketing is just a branch of marketing automation. Email automation won’t only convert leads into prospects. It will delight existing customers.
It will also boost upsells and even additional purchases. A few of the good email automation platforms are; Hubspot, Pardot, EngageBay and Act-On.
5. Personalize your Emails Marketing Campaigns
This will undoubtedly increase engagement. It will make your emails more relevant and useful to subscribers. Personalized email marketing campaigns deliver 6 times higher conversion rates, unfortunately, 70% of brands do not use them.
If you’re not personalizing your marketing emails, you are leaving a lot on the table.
6. Send out Exclusive Content Occasionally
Being exclusive is a very powerful email marketing tactic that many brands have been using for years. Apple uses this marketing strategy and this is why it is one of the most valuable companies in the world today despite the fact that it has a very tiny share in the smartphone industry.
Also, with being exclusive, you can get more email subscribers and generate more sales. You can be creating an account exclusive content only available for your email subscribers. It could also be creating a product that is only open to your email list.
7. Add Urgency to your Emails Campaigns
Try to put subscribers under pressure to act your emails marketing campaigns. This way, you’ll convert more subscribers to customers.
If you want to make huge sales, try using phrases like “act now”,” Hurry”, “Only a few items left” to convert web users.
Urgency is an outstanding key feature of the human brain. People naturally have fear of missing out, hence, urgent situations make people act very quickly. One of the most effective ways to create urgency is to set a deadline for your offer.
8. Write Inviting Welcome Email
Whenever you have a new subscriber to your email list, you should welcome them with an inviting message.
Remember that the welcome message is like the first impression of how you’ll treat them through emails. You need to make sure your welcome messages have a lasting impression on new subscribers.
Think of something really valuable you can use to welcome new subscribers to your email list.
9. Use the “YOU” Word in your Email Copy
The word “YOU” is a very powerful word in marketing. It makes a whole lot of sense when you add it to your mails. We learnt this secret from Gary Halbert, one of the world’s best copywriter. Therefore, learn to use the word “you” if you really want subscribers to open your email. Email subscribers are more likely to read emails like this because they feel personalized.
10. Send Emails at the Right Time
Actually, getting people to open, click through and even share your emails creates a snowball effect. It leads to more traffic, more subscribers, and even more customer conversions. Sending emails at the right time can get you all of these.
The right time is when your current subscribers are likely to open, read and even visit your website. And even go as far as sharing your content with their network on social media.
According to coschedule,the best times to send emails are 6:00 am, 10:00am, 2:00pm, 8:00pm,10:00pm and 12:00pm. But don’t just focus on sending emails at these times. Also, test other times and analyze the opens, click_throughs, and visits you can get.
Most email marketing software has made it easier by allowing you to schedule your email to send to subscribers at times they are most like to open it.
11. Integrate Email and Social Media
Email marketing works perfectly when combined with social media marketing. Most of the email subscribers are on social media too. Going on social media to connect and engage with your email subscribers provides you with an opportunity to establish a stronger relationship with them.
This is a smart ecommerce email marketing strategy as people really don’t make buying decisions based on the information they get from a single medium; they need to have multiple touchpoints with the brand to make an informed decision. Perhaps, you should try this; email+social media+reviews+blogs+influencers.
If you are publishing on social platforms like Facebook, Twitter, and Instagram, you should ask your email subscribers to follow you there.
12. Pay Attention to Email Deliverability
This is important to your campaign success. How beautiful and interesting your emails are, really don’t matter if it never gets to your subscribers.
Most marketers think only their email service provider handles email deliverability. But it goes beyond that. Your email content, frequency, and list building methods impact your deliverability.
How to Ensure Email Deliverability
Below are the guides to ensure high email deliverability:
- Ensure you authenticate your email domain.
- Keep proper IP address.
- Keep a clean email list.
- Improve the opt-in process.
- Ensure you provide a preference center always
- Write non-spammy email subject lines.
- Avoid spam traps and clickbait
- Send an email that people love.
13. Test your Email Subject Lines
Research shows up to 50% of subscribers decides to open an email based on the subject line.
With exception to those who open every mail, your recipients will generally see just three things:
- sender name
- subject line
Depending on their email client and your settings, they might also see filters and labels.
This is why you should take time to craft your email subject to be creative, short and sweet. Try personalization and emojis (not more than one). Use power words, idioms, questions, and other strategies that may drive the action for you.
14. Test your Email before Hitting Send
Always test and preview your emails before you send them. Perhaps we’ve all seen emails with broken subject lines images and even inaccurate personalization.
The ones that call you Joy when your name is Glory. or the one that comes with the personalization merge tags. And the rest of it. Always take your time to preview your emails and make sure they won’t land in junk folder always endeavour to send the message to yourself before it even reaches your entire list.
15. Audit Your Communication Regularly
When you put in so much effort into your email communication, it will always be evergreen. Your tone of language, the things you’re referencing, or images you’re using may all become outdated and irrelevant to the ever-changing audience behaviour.
With so many things happening around the world, we need to be more careful about our messaging and how other people receive it. Always endeavour to make sure you audit your automated email communication regularly. This way, you can be sure that your messaging will remain relevant and engaging to your email subscribers.
See Also: 10 Easy Way to Make Money on YouTube
16. Design Emails for Accessibility
It’s actually really easy to forget that you have a diverse audience. Meeting up to their expectations goes beyond simple segmentation and personalization. You also need to make sure your marketing messages are accessible. There are various ways to make your emails easily accessible. One of them is;
- Add ALT text to your images. People using a screen reader can then understand the content way better.
17. Focus on the Right Metrics
You should ask yourself questions like:
- What do I want to achieve with my marketing campaigns?
- Is it more opens, clicks or conversions?
- How about more revenue per email sent?
You really need to set the right objectives. It depends on your goal. The click-through rate is more actionable but it doesn’t tell you how much revenue your campaigns generate.
18. Inspire Action with your Email
Honestly, to be successful in email marketing, your subscribers need to take action based on your email.
When designing your emails, make sure recipients always know what to do next.
Whatever it is, simply ask for it!.
To do that, you’ll need a clear call to action(CTA). This can be a button or a hyper-linked simple text.
Tip: The fewer calls to action, the more attention they’ll get.
19. Make your Emails Skimmable
Everyone is busy these days. We are also being distracted by different things, people, and marketing messages really often.
This is why we always choose the easiest and quickest path to get the job done, whatever job it is. This applies to reading emails and cleaning our inbox too.
Also, if you want your emails to convert better, you need to make sure to communicate your message as quickly as possible. Use bullet points, lists, headlines, and the preheader text to clearly pass your message.
20. Use the Thank you Page Strategically
What do you really want your users to do next, after filling the subscription form? Your thank you page can help you achieve all that only if you use it strategically. This can help you increase your email marketing campaign deliverability and open rates. They can also help you drive quality traffic to certain pages that matter the most to you. Yes, you can also increase your leads to sales conversions with this.
21. Create a Marketing Funnel.
No marketing channel can ever work on its own. To sell your products and services online, you need to have a conversion-optimized funnel. This process goes on and on, and its also really easy to get lost on the way.
This is where marketing funnels come to help. It will help you use your marketing channels together more effectively, keep track of your business objectives as well as increase and optimize your conversion rates.
22. Learn how to get Spam Filters
Getting your emails seen, might not be as easy as you think. It’s very impossible to get your emails to read if they end up in spam folders. So. learn about the spam filters your subscribers use and how to avoid them. Make sure your emails are seen, to give them a chance.
23. Remind about Wishlists
This is a great ecommerce email strategy to follow up with your customers and also remind them about what they included in their wishlists, especially if those items are now in stock. Don’t miss this important touchpoint for anything. It’s one of the best ecommerce strategies to pick up in email marketing for your business.
24. Actively Ask for Reviews
Email is really one of the best channels for reconnecting immediately with customers who have bought from you and asking them to leave a review.
Make it easy as possible for customers to leave positive reviews by including a link to where you would like a review left and why not prompt them to start thinking positively with a few questions such as:
- How did our product help you in your life?
- Why did you buy from us?
- What did you especially like about our product?
Email marketing can help you generate tons of reviews and social proof that can build trust and attract more customers.
25. Use the Available Testing and Measuring Tools
Lots of tracking and testing van be done within the email software itself. The main platforms identified long ago that their customers need to be able to track emails and also see where they can be improved.
A/B testing your most important emails should be basic practice; you’ll have to do this for the subject line and also for the body content to identify which one has the highest engagement rate or conversion rate.
Without doubt, email marketing still works because email remains the best medium to reach and connect with customers in a personal way. With what we. have shared, it’s enough to get you thinking about the possibilities of email marketing and applying some immediately actionable optimization to your present strategy.
You are a step to skyrocketing your business revenue. That’s the power of email marketing. You need to to start applying all these email marketing strategies now or you can outsource your email marketing services to an email marketing agency.
Mphon Umana is a renowned Content Writer by profession with hobbies of innovative, creative and online marketing writing. She is a content writer with Primegate Digital.