- The world’s largest company Amazon is a prime example of how to effectively write personalized emails for marketing purposes.
- According to another research, a personalized email marketing strategy can soar your ROIs 20x the investment.
- Even before you hit that “send” button for the email campaign, you need to create the right “Sign-up form”.
Worldwide, nearly 300 billion emails are sent daily. This number is only expected to soar further and reach over 350 billion by 2023. The stats clearly define the potential and significance of email communication in today’s world. Only if we are to talk about email marketing services, when done right, these are considered as the most potent and conversion-optimized digital marketing strategy.
However, it’s important to remember that the email marketing strategy has changed significantly over the last many years. An email marketing campaign that would have given you a lead 5 years ago, is no longer sufficient to give you leads. That’s one reason why most businesses deem it necessary to outsource email marketing services to a professional company. The reason that email marketing strategy delivers high ROIs lies in its inherent personalized characteristic.
According to stats, email marketing services are better optimized to yield higher ROIs as compared to all other marketing strategies including SEO, content marketing, and even PPC. Unlike other marketing strategies, here you don’t want to throw out generic content for a large group audience. Rather, you would be personalizing the marketing efforts to connect with only the targeted audience.
So, do you have the right email marketing strategy to boost your business?
Well, below we have come up with the two best and most promising email marketing strategies that can help you maximize returns for your email marketing campaigns.
Two Best Email Marketing Strategies for 2021
1. Personalize your messages
Personalization for email marketing doesn’t necessarily mean coming up with a unique email for an individual subscriber. Rather, the catch here is to identify the customers’ preferences by leveraging the custom data to create a personalized message.
The world’s largest company Amazon is a prime example of how to effectively write personalized emails for marketing purposes. Each and every email sent by the company to the subscriber is completely personalized for the liking and preference of customers.
For instance, you won’t ever have an email from Amazon with, “Dear customer”, rather it’s always going to be like, “Dear John”. Similarly, the products displayed in email marketing won’t be randomly generated, but always based on the previous purchasing history.
That’s because, as the world’s most customer-centric company, emails aren’t just another marketing channel, rather it’s always about giving a premium personalized experience to customers.
Jeff Bezos may be the most radical person who understands the value of connecting with customers through emails. And no doubt that Amazon is able to generate all sales on the platform through onscreen and email recommendations.
But it’s not just Amazon that understands and leverages the power of personalized emails. Rather, it’s almost all successful businesses that have mastered the art of email personalization as an effective marketing strategy. According to stats, a personalized email marketing strategy may yield as much as 6x more transactions as compared to other marketing channels.
That’s also one reason why you see tools like Zoho campaigns offering high customization options to its users.
And now let’s just quantify what we have been saying and crunch some numbers for better understanding; According to a recent study, the average revenue generated per email is $0.08. And while this number may not appear appealing, if we consider that you send out 500,000 emails to subscribers, the number jumps to a whopping $40,000 in revenue.
And we are not yet talking about personalizing the emails, in which case the revenue will surge even further.
Looking for numbers, again?
Well, according to another research, a personalized email marketing strategy can soar your ROIs 20x the investment. That’s $20 in revenue earned for every single dollar you invested!
To make things more interesting, 70% of businesses don’t implement personalization for email marketing services. So, by implementing the strategy you head-start your way against the competition.
But how to add personalization to emails? Well, the simplest and most effective way is to address the subscriber by “Name” and not “Customer”. Today, most of the email service providers like Zoho campaigns offer this functionality, which on its own will greatly improve the ROIs for email campaigns.
According to stats, emails with personalized subject lines (addressing the user by names) have 16x higher open rates as compared to emails with generic subject lines.
and when we couple this with the fact that nearly 50% of all the emails are only opened based on the attractiveness of the subject line, we surely have some eyeballs rolling already!
Apart from personalizing the subject line, some more tips that may help you to personalize email marketing campaign includes;
- Get the right information upfront
Even before you hit that “send” button for the email campaign, you need to create the right “Sign-up form”. The subscription form should contain all relevant information (name, location, company, age, etc.) that you would need to personalize your email marketing strategy. However, be conscious to not get too creepy for the information (which can backfire) only ask for the information that you genuinely need and would use for marketing purposes.
- Real-reply email address
The moment a subscriber finds an email coming from “firstname.lastname@example.org” he/she immediately loses all confidence and interest in dealing with the company. That’s because such emails take away the authenticity from the messaging, which you clearly don’t want. So, make sure to send email marketing from a real email address, which can be replied to. This won’t just help instill confidence in customers, but also boost the appeal and credibility of your email.
- Real Email Signature
Lastly, you need to include real contact information within your email. Again, the catch is to instill confidence in users and make sure they are engaged in all possible ways. By including real email signatures with multiple contact channels, you are only increasing your chances to engage users and build a relationship with them.
2. Segment your subscribers
According to top email marketing services agencies, segmentation of subscribers is the second most important step to enhance the email marketing strategy. Perhaps, it’s even more important than personalization. Want to know why? Well, simply because without precise segmentation, achieving the right level of personalization becomes next to impossible.
Only when you are able to segregate your subscribers into some relevant groups, you would be able to deliver a personalized email targeted audience.
Let’s understand this with an example: Imagine yourself hosting a networking event for SMEs situated within 30 miles radius. Now, how can you maximize the right turnout for the event? Well, definitely you would have to segment the audience.
Your first step for email design should be to segment all businesses that are located within the 30 miles radius. Next, you would be segmenting all the businesses within the 30 miles radius according to their sizes; small, medium, and large. Once you are done segmenting the groups, only then you can send personalized invitations to the SMEs that qualify the segmentation criteria.
Given the importance of segmentation, most CRMs like Zoho campaigns allow easy segmentation functionality for subscribers.
Without segmentation, imagine sending the same email to the entire database, which may include subscribers located in another state, another country, or even another continent.
This won’t just be a waste of time and money on behalf of the business, but also a loss of credibility. Receiving such annoyingly irrelevant emails only results in higher “unsubscribing” from customers.
Here are some best practices to segment the audience:
- Segment by Industry
Whether you are a B2B or B2C business model, you need to know the industry of your target audience. That’s one reason why you always see “Industry” details required on all subscription forms. By knowing the industry of subscribers, you can easily segment and personalize the email campaigns. For instance, as an online retailer, you would like to suggest “car products” to businesses that are in the car sell/purchase or repair industry.
- Segment by Company Size
Segmentation of subscribers by company size is also referred to as account-based marketing. Here, you would be segregating the audience with respect to their annual revenue or company size. And this is yet another great technique to improve ROIs for your email marketing campaign. For instance, sending a big industry conference participation offer will yield a better response when sent to enterprises or large organizations and not small businesses.
- Segment by Sales Cycle
This is an important segment, which is often overlooked by businesses. The catch here is that buyers at different stages are tempted to different marketing pitches. For instance, too aggressive a sales pitch may lay-off early-stage buyers, who are generally more receptive to subtle and research-based suggestions. Contrarily, buyers at the advanced stage (with previous buying history) will be more receptive to product recommendations or free trial offers.
Email marketing remains the most promising digital marketing channel that yields high ROIs. However, it’s only when you understand the latest trends and adopt the best email marketing strategies. Remember, with stiff competition, users are no longer receptive (in fact they feel offensive) to generic emails.
So, it’s time to up the ante for your email marketing campaigns and create the most personalized and well-optimized campaigns for a targeted segment of the audience.
Don’t feel shy to test new elements. As with all digital marketing channels, trends for email marketing evolve quickly, so what has worked for you in 2020 may no longer be effective in 2021. Keep updating yourself with the best email marketing strategies, and you can be sure of earning big revenue!