Email is still one of the primary ways people communicate. There are more than 4 billion email users worldwide, which is why many businesses use it as a direct channel to communicate with their customers.
Email marketing involves communicating with current customers and prospects to nurture leads, increase engagement, and move contacts down the sales funnel.
Email campaigns have proven to be effective and profitable for marketers. In 2020, Statista reported that the average ROI of email marketing was $36 for every dollar spent, with the consumer goods, retail, and eCommerce industry getting the highest ROI with a $45 return on every $1 spent.
Here are steps you can take to ensure that your email campaigns land successfully:
1. Understand the Goal of Your Email Campaign
Your email campaign should have a clear goal that fits with your current business objectives. Before starting your email campaign, you need to know what you want to achieve and what actions you expect your contacts to take after receiving your emails.
There are a variety of goals that you could set for your email campaigns that will prove immensely valuable for your business. Some of these are:
- Increasing website traffic
- Increasing brand awareness
- Nurturing leads
- Promoting a product
Once you have a goal, no matter how small, you can take strategic actions that will impact your email campaign’s success.
2. Specify Your Target Audience
Your business likely has various types of customers that make up your target audience. They can be categorized into smaller groups based on factors such as the following:
- Location
- Age
- Engagement levels
Segmenting your subscribers will lead to better conversions. By segmenting your email list, you can craft emails that appeal to what the people within a specific group perceive as valuable. And when people receive content that is of value to them, they will begin to build trust with your brand and be more inclined to take the desired action you want them to take.
3. Personalize
Personalization involves using subscriber data to tailor email content to appeal to prospects. Email marketing personalization can increase open rates and revenue by up to 760%.
Each of your subscribers likely receives numerous emails daily. When you offer individualized content, your email immediately stands out and will elicit more desirable responses.
Personalization is a natural follow-up to audience grouping. By segmenting your subscribers into lists based on unique qualities shared by individuals within each list, you can easily personalize email content so that it promises to meet their specific needs. This will foster a healthy and long-term relationship between your brand and your audience.
Personalizing your email content will also make your emails relatable and relevant. When your customers know that your brand is attentive to their needs, they feel valued and are more likely to interact with your email content.
4. Use a CRM
Customer relationship management refers to the set of technologies, strategies, and practices that businesses use to manage their interactions with current and potential customers. A CRM tool is essential for successful email marketing.
With BenchmarkONE’s all-in-one CRM, you can:
- See which of your site content and emails your prospects, leads, and site visitors interact with
- Score leads based on how informed they are and how ready they are to make a purchase
- Track outcomes of your email campaigns
A significant part of CRM is sales automation. Using the automation feature in BenchmarkONE, you can automate manual tasks and streamline the sales and marketing processes, including emails. It helps to drive sales, increases your sales productivity, and moves you towards your sales goals.
Sales automation saves you the trouble of performing all your email marketing tasks manually. You will no longer need to:
- Click the send button on each individual email you send to your prospects and customers
- Keep track of which leads need to be followed up with, as our tasks feature will remind you
- Spend valuable time individually qualifying your leads. Our tagging feature can score them automatically and create easier segmentation options.
Your email campaign aims to get your audience to perform an action. It is important to remember that your target audience is made up of real individuals who have real needs to be met. If you can communicate with your audience in a way that makes them feel valued while delivering helpful information, you will be more likely to have a successful email campaign and a successful sales funnel.
Contact us today to learn more about how BenchmarkONE can help you automate your marketing and track campaign success!