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November 30, 2017

How to Use Email Marketing More Effectively in 2018

When it comes to digital marketing, we primarily focus on SEO, SMM, PPC, video promotion, image sharing and content marketing.  Email marketing, a potential way of increasing leads, often gets overlooked.  The most probable reason behind it is that it’s a time-consuming procedure and requires a lot of research.  Here are some easy ways to leverage email marketing to quickly increase your leads.

Some email marketing stats.

  • 86% of businessmen prefer communicating through emails for business purpose.
  • Email is the third most reliable source of information for B2B customers.
  • 80% of retail professionals say that email marketing has the strongest impact on customer retention.
  • Welcome messages yield 320% revenue on an average basis.

Easy Registration

The process of email marketing starts with the creation of the subscription form.  You have to make it easy for people to register to your list, but avoid asking too many questions and creating a long and cluttered form.  The best way to encourage users is by creating a one-click registration form.  Create a box for email ID and a subscription button.  Once they confirm the emails, they are on your list.  Another beneficial way is allowing people to register using their social media accounts.  It’s easier for them and you also get their social media account details.

Display the Benefits

Why should a user subscribe? Why would he consider it useful?  Display the benefits clearly on the registration form.  Are they going to get free ebooks, or the latest updates and information and deals on your products and services?  You can also offer coupon codes through emails. Whatever they are, mention the benefits on the subscription form.

Positioning the Form

The position of the subscription form also matters a lot; proper placement can work effectively for you.  You can add a pop up that should be visible without scrolling.  If there are sidebars on the page, you can place it on the top right.  If you have a blog site, it is better to place it right at bottom of every blog.  If a user reads the blog through to the end, there’s a high chance that he might be interested in more new stories from you. The footer section is another high-conversion place for email sign-ups.  It is effective mainly for online stores and websites that have no posts.

Don’t Overdo It and Give Subscription Preferences

Sending out more emails than what you have promised won’t do the job for you.  If you have promised to send one email per week, stick to that.  Getting emails every day can be a disturbance to your customers, especially when they are not expecting them.  It may happen that you post daily.  In that case you can create a weekly digest and send it to the subscribers.  You should also let them change their subscription preferences.  For example, you have to let them choose whether they want emails daily, weekly or monthly.

Mobile Friendliness

Your email should be mobile friendly – according to repotrs, 51% of emails are now opened on mobile devices.  It’s not about just the readability; you need to build a strategy for mobile users.  Therefore, before you finalize your next email campaign, test your emails on all major mobile devices.

Give a Clear Message

People won’t read your messages all the time.  Even if they open your mail, they might not read the full message.  Therefore, it is very important that you give a clear message. Assume that users are not going to spend more than two seconds and you have to get their attention within the window.  Create catchy titles and easy formats; use headings and paragraphs; for images, use ALT tags, as there are email clients that do not show images by default.

Create a Satisfactory Message

If you are using software to send emails to your subscribers, you should spend some time creating the messages.  Inform them of each step they have to complete after providing their email IDs.  For example, tell them if they need to confirm their email IDs.

Check Results Regularly

It is important to monitor the results of each campaign regularly.  You should have a good idea about open rates, click rates and unsubscribe rates, so you can take right actions and prepare your next strategy.  You should create a goal and stick to it until you get your desired result.

Don’t Hide the Unsubscribe Button

Make it easy for the users to unsubscribe from your newsletter.  Don’t hide your unsubscribe button, thinking that will keep someone on your list.  It will certainly lead you to the spam list.  Besides, knowing how your users are responding is necessary to building a good email marketing strategy.

Build Your Content Marketing Strategy First

You should have a content marketing strategy before you start sending out emails.  You should know your customers and decide what type of content you are going to deliver in the next few months.  You may also need to make changes to your strategy.  If you find that a particular type of content is not working properly, you should think of some other ways.

Don’t Purchase Email Lists

This is one of the greatest mistakes made by marketers.  Buying someone else’s email list won’t work for you, as you might have a different marketing approach and goal and targets.  Therefore, try to grow your own email list organically, using white hat techniques.

Ask for Email Verification

When you are online, the quality of leads matters a lot.  The users who are going a step further to verify their email IDs are really serious about the subscription.  So, it’s better to ask for verification instead of being loaded with inactive email accounts.

According to a report from Radicati Group, the total number of email users will reach 3.7 billion by the end of 2017, meaning that nearly 54% of people around the world have email IDs currently. Therefore, if you are redesigning your digital marketing strategy or assigning an SEO company to promote your brand in 2018, you should consider email marketing first. 




Edited by Erik Linask
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