Email marketing remains one of the highest returning digital marketing channels with $42 generated for every $1 spent according to HubSpot. However, simply having email subscribers is not enough. The path to business growth requires targeted email campaigns nurturing subscribers into loyal brand advocates. Here are some proven tips:
Rather than blasting messages to everyone, segment your subscriber list based on metrics indicating engagement levels and lifetime value. Target VIP groups likely to convert and evangelize your brand with exclusive content and offers in more personalized emailers.
Make great first impressions post-sign up with an automated multi-email welcome series introducing subscribers to your brand promise. Share resources matching their interests, set up expectation settings and ease them into your typical content mix and style.
Emailers focused solely on selling often get deleted. Instead, educate through industry insights, trends, expert tips and behind-the-scenes peeks into your brand. Entertain via contests, quizzes, memes and interactive elements woven into copy. Value-first content earns attention.
Capitalize on earned media like customer reviews, testimonials and social shares. Feature this authentic user content in emails since third-party advocacy builds trust.
With majority email access shifting to mobile, responsive design and mobile-friendly CTAs are non-negotiable. Test on mobile screens first. Unsubscribe and forward-to-friend options also boost deliverability.
Analytics insights into open/click-through rates, conversion volumes, and unsubscribe trends empower data-driven optimization. Which segments are most engaged? How do subject lines and design impact metrics? Refine based on learning.
Email marketing still delivers the personal touch that drives relationships. With strategic list building, value-rich content and continual testing, it can be a growth catalyst for your business.
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