Whether you are a small business owner or runs an established brand, it is important to always connect with your audience to achieve your business goals. One of the most effective ways of doing this is email marketing.
Email is one of the most powerful communication tools in the digital marketing world. Experts believe you get up to 40% return on investment for every dollar you spend on sending emails. But to achieve this feat, you need a plan.
Read on to learn how to create an email marketing strategy that delivers the desired results in 2021.
Step 1 – Identify your goals
Goals are the first thing to set on your digital marketing journey. For best results, we recommend that you set a SMART goal. “SMART” here is an acronym that stands for Specific, Measurable, Attainable, Realistic, and Time-bound. Whatever your intention is, it must align with these five prerequisites.
That said, here are some business-specific goals you may consider for your email marketing strategy:
- Building an email list
- Increasing your email open rates or click-through rates
- Minimizing unsubscribes and spam complaints
- Increasing the number of your email subscribers
- Obtaining and implementing subscriber feedback
Whichever you decide to go with, ensure that the goal is realistic and attainable based on the number of resources at your disposal.
Step 2 – Identify your target audience
Email marketing is not a one-cap-fits-all strategy. You must understand who your target audience is – this is the only way to get the right message across to them. Your ideal subscriber persona will guide your subsequent steps regarding who you focus on with your strategy.
When building your customer persona, define them by gender, age, marital status, interests, industry, goals, problems they face, possible solutions, and the content type they prefer.
Step 3 – Choose the right email service provider
You need an email marketing company to work with on this journey. While there are several options out there, you should ensure that you work with a company that checks all the essential boxes to ensure a successful email marketing campaign.
The ideal email service provider must allow you to create and send easy and aesthetically-pleasing emails, provide you with tons of email templates, offer pre-built email reports and email automation, and make available the essential email marketing features.
Step 4 – Grow your list efficiently
You need an email list before you can send emails. Chances are you already have a list, but you can always grow it from scratch. To do that, you must come up with a list-growing strategy that works. We often recommend that people stick to permission-based email opt-in strategies, which involves putting a signup form on the company’s social media pages and website and introducing pop up forms on their website.
Step 5 – Track your results and analyze performance
Performance measurement is crucial to a successful email marketing strategy. You need to know how well your strategy is doing by assessing the content performance, areas for improvement, quality of your email list, and the best-performing lead source. You should also focus on the open rate, the delivery rate, the click-through-to-open rate, and the opt-out rate.
These metrics help you to make the right improvements at the right time to stay on track with your digital marketing goals.
Start Building Your Email Marketing Strategy Today!
Email marketing can either be a DIY or an outsourced aspect of your business. If you are looking to handle it all by yourself, the steps below will definitely help you get started. Alternatively, you can reach out to us, we will be delighted to help you set up and run a successful email broadcasting.