The secret to successful email marketing

Email marketing is no longer just an option, it can be a key to business success if it is done consciously and to a high standard. In the buzz of social media and the cavalcade of PPC advertising, it's easy to forget that there is one tool that can speak directly to your customers on a personal level: email. Is email marketing really powerful? And how can it be done really well? We find out!

Think about it: how often do we check our inbox? Every day, every hour or maybe every minute? Potential customers do the same, so email is an unrivalled way to get your message across.

Email is an old hand at digital marketing, which is why many question its effectiveness. But the numbers don't prove it! According to HubSpot statistics, there are 4 billion email users in the world, sending and receiving 347 billion emails a day. A third of marketers use this tool and 38% would prefer to increase their email marketing budget. No wonder, according to Litmus, emails generate an average ROI of $36 for every dollar spent, beating other communication channels.

But how can you get the most out of email marketing? Before we get to the most important things to know, let's look at the three most important reasons why you should spend time on this marketing tool!

The benefits of email marketing

Direct contact with the target audience

Email can do what most marketing tools can't, and that's immediacy. Like a friend over coffee, it can reach customers. This creates a unique opportunity to build brand and increase customer loyalty.

Measurable results and ROI

Every successful business strategy is based on measurability and email marketing is unbeatable. It's easy to track how many people have opened the email and clicked on the links in it. This gives us an accurate picture of how much revenue a campaign has generated, which directly shows the return on investment (ROI). The data doesn't lie, so we can constantly refine our methods and messages.

Customizable and automated campaigns

One of the biggest advantages of email marketing is that it offers countless customisation options. A birthday coupon for a customer? Simple! Customized offers tailored to the needs of a specific customer? No problem. Plus, you can automate it all: set it up once and let the system do it for you. This gives you more time for creative ideas and business strategy development.

What to look out for in email marketing?

Email marketing is a complex activity, which consists of important elements such as defining the target audience, compiling and maintaining the email list. It is also important to know what to send to potential customers and in what form. Let's find out what to look out for!

Defining the target audience

As the first piece of the puzzle, defining your target audience is essential to a successful email marketing strategy. Who are the people who are really interested in your message or product? You need to find people who can be engaged and are willing to buy. If you want to be really professional, you should create customer profiles and personalise your messages based on these profiles.

Building and maintaining a database or email list

The most important thing for a database is quality. It is useless to buy thousands of lists if you can only reach an audience that is not relevant to you. It is best to collect email addresses through voluntary subscriptions to filter out those who are not interested. However, this is not so easy, as people are not willing to give their email address just like that. It may therefore be useful to link the building of the database to a prize draw, for example, or to the downloading of useful content.

Take care to keep subscriber details up to date, delete multiple bounce addresses and remove inactive registrations. This "cleaning" process is essential to maintain the effectiveness of the newsletter.

Compliance with data protection rules

In email marketing, respecting data protection rules is like following traffic rules: it is not only an ethical obligation, but also a legal requirement. Make sure you fully comply with GDPR and other local rules to keep your customers' data and your company's reputation safe. Not to mention avoiding the serious penalties that can be imposed for breaching such rules.

Raising awareness of the subject

The subject line is the jewel in the email marketing crown - if it doesn't grab attention, the rest will go unnoticed. A good subject line is short, to the point and intriguing. Try to ask a question or appeal to emotion, the key is to make the subject relevant and interesting. People often make decisions at a glance, so subject lines need to be composed like a professional author would compose the title of a book.

Content structure: introduction, main text, CTA (call to action)

Aim to keep the content structured. The structure you follow will of course depend on the type of email. In general, it is a good idea to start with a short introduction outlining the topic, the main text explaining the topic, and finally the call to action, i.e. the CTA (e.g. "Discover!", "Sign up now!").

For example, if it is a sales letter, the main text is replaced by specific offers, or if it is an invitation to an event, by the details of the event. It always depends on the situation!

The importance of visual elements

A picture is worth a thousand words - and that's true for email marketing too. Enrich your newsletter with quality visual content that not only complements your message, but also highlights it. Professional images, infographics and other visual elements help readers to easily navigate and understand the information being communicated, enhancing both user experience and engagement.

Bypassing spam filters

We don't want our mail to end up in the spam folder, do we? It's important to keep a few golden rules in mind. First of all, avoid suspicious and overly "advertising-sounding" terms, both in the subject line and in the body of the letter. Secondly, use a reliable email provider that guarantees the authenticity of your emails. Thirdly, always give subscribers the opportunity to unsubscribe - this is not only good manners but also a legal obligation.

Too frequent or irrelevant emails

In an age of information overload, it's easy to get lost in a sea of email. Bombarding your subscribers too often can have the opposite effect: unsubscribe. Be conscious when sending out unsubscribes. Know the ideal frequency and send quality, relevant content less often.

3 tips to increase conversions

Let CTA be truly effective!

Call-To-Action (CTA) is one of the most important elements in an email. This little button or link determines whether or not your list members take the action you want them to take. An effective CTA is direct, clear, and helps guide the reader toward a purchase, sign-up, or more information. Choose your words carefully, and make sure they're encouraging but not intrusive.

Communicating offers and promotions

Everyone loves a good offer. Email is the ideal platform to let people know about our current promotions, new products or special discounts. The tone of the message should be like a friendly offer, making it easier for the email recipient to respond positively. Remember that online marketing is not just about selling your product, it is also about building a relationship with the consumer.

The role of emotional intelligence and psychology

An email is much more than a simple text; it conveys emotions and thoughts. By influencing emotions, for example with humour or surprise, we can increase the effectiveness of the letter. It is important to understand and anticipate how recipients may react to different messages. The key is to be empathetic and add real value with every email you send.

Successful email marketing is not just a matter of technique or strategy. When we understand that each member of our mailing list is an individual person with feelings, desires and needs, we will be able to write emails that not only resonate, but also inspire action.

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