Email marketing is a great way to turn contacts into customers. Not just any emails will have the impact you want, though. Make sure you’re following these five best practices to make the most of your email marketing so you can grow your customer base and boost revenue!
What Is Email Marketing?
Email marketing starts with getting people to opt in to receive emails. These new subscribers are often consumers who are interested in your brand but may not have made a purchase yet. They might choose to provide their email address in exchange for downloading a piece of content on your site or getting a discount on a future purchase.
Once someone has granted permission for you to send them emails, you need to make the most of this lead through nurturing. The goal is to turn a would-be customer into a paying customer. If you can achieve this goal even with a small percentage of your subscribers, you can increase your brand’s revenue and reach.
According to Statista, revenue from email marketing is expected to cross $10 billion by 2023. Email marketing has an exceptionally high return on investment (ROI) compared to many other marketing methods, with every dollar spent resulting in up to $45 in return. It’s clear that email marketing holds a wealth of opportunities for boosting revenue!
How to Make the Most of Email to Grow Revenue
If you want to make the most of your email marketing efforts and maximize your ROI, make sure you prioritize these five best practices.
1. Hey, you: Leverage data to speak directly to the recipient.
Data is your best friend when it comes to email marketing. Collect data points regarding your recipients’ demographics, their industry or interests, their geographic location, or any other factors that are relevant to your brand.
Use this data to segment your email list so you can send highly targeted emails to your leads. For example, you can let recipients in a certain geographic area know about a new store opening near them.
You can also use data to personalize emails on an individual level. One simple step you can take is to automatically insert contacts’ names to personalize the greeting. An email that starts with, “Hi, Michael!” immediately feels more personal than a generic greeting.
2. Made you look: Stand out in their inbox.
In 2020, more than 306 billion emails were sent and received across the world every day, and that number is rising every year! Many of us get emails in our inboxes almost constantly throughout the day, so it can be easy to get lost in the sea of other marketing emails a person is subscribed to.
This is why it’s crucial that your subject lines grab the reader’s attention. Try to arouse the reader’s curiosity to get them to click on the email without falling into the realm of click-bait. In other words, you don’t want your email to sound spammy.
You should also write custom preview text to let readers know the main point of your email and why they should click to read it. Keep this text very short to accommodate mobile inboxes, which will only show a short snippet of preview text below the subject line.
3. To whom it may concern: Make it relevant to the recipient.
People don’t want their inboxes cluttered with irrelevant content or emails that are purely salesy. Make sure your emails offer something of value to the reader and will truly resonate with them.
How can you know whether something is relevant to your recipient? Again, this is where your data comes in. For instance, if a clothing retailer knows someone was browsing maternity tops on their website, an email sharing the latest maternity styles or irresistibly cute baby clothes is likely to appeal to the recipient.
4. Unsubscribe from long, rambling emails.
It can be tempting to cram as much information into your emails as possible, but shorter emails are more likely to maintain the reader’s attention. This is especially important on a mobile screen where long emails appear like novels instead of easy-to-read messages.
A short email communicates to your reader that you value their time. According to HubSpot, research indicates that the ideal email length is under 200 words. This length forces you to get straight to the point and cut the fluff, which is a win for your reader and for you.
5. Sign off with a clear call to action (CTA).
Make sure there’s a point to your email. You should give the reader an action to take so you can progress them down the sales funnel. For example, you might prompt them to:
- Read a page on your website
- Download your loyalty app
- Fill out a form to get a quote
- Reply for more information
- Return to their cart to complete a purchase
You can also include the CTA in your subject line so you let the reader know upfront exactly what you want them to do.
Partner with Baesman for Revenue-Boosting Email Marketing
Strategic email marketing can deliver powerful results for your company. If you want to maximize your ROI, find the right marketing partner. Baesman can help you grow your customer base and increase revenue through strategic email marketing efforts.
Find out how you’re doing with customer data and how you might improve by completing our quick CRM & Analytics Checkup Assessment!
