Summary: You already have the information necessary to create an email strategy for your small business. Want to learn about email marketing? Read more here.
Email marketing is one of the oldest types of digital marketing (did you know the first ever email was sent in 1971?) and is still used widely by businesses because it works. And the beauty of email is that you can create targeted email marketing campaigns by leveraging your customer data and using what you know about your customers and their intent.
If you want to know if your campaign was successful, certain email marketing metrics must be measured. You can get started with one of many free email marketing tools available to small businesses or connect with a WSI digital marketing consultant in your area to dive more deeply into your metrics and what they mean.
What should you consider before using email marketing for your business?
Contextual marketing is the process of delivering marketing content such as emails, blog posts, offers, or ads to customers at a specific point in their buyer’s journey. For contextual marketing to work, timing and details are important.
What does this mean for a targeted email marketing campaign? Before creating an email, you must first know the context of your audience, customers, or leads. Use everything you know about them to build audience profiles and buyer personas. Based on this, you can create personalized, targeted, and relevant email marketing campaigns.
Why should you use contextual marketing in your email marketing strategy? It converts better and increases retention because your focus is on what the customer needs. When they feel you are specifically solving their problem, they are more likely to open the email and click or convert.
Data remains the best way to measure customer intent for a business using email marketing. By analyzing behavior over time, you can identify trends like whether your content is driving engagement on your website or if recurring search engine queries are leading to conversions like newsletter sign-ups, purchases, or in-store visits. So knowing all this—what email marketing metrics could you use to gather data and ultimately target these prospects?
In September 2021, Apple announced the iOS15 data privacy changes, which included an update that decreased access to email analytics. The three main changes meant the ability to accurately track open rates was eliminated, users’ IP addresses were hidden while browsing the internet, and users could mask their real email address with a fake one.
Research done nearly a year later highlights how email marketers have adapted to this change. And interestingly, the majority of email marketers surveyed indicated the change did not really impact their overall email marketing strategy.
One way of improving email deliverability is by being creative—and a good place to start is with the email subject line. Closely entwined with the email open rate metric, the email subject line is the audience’s first impression of an email and influences their decision to click or convert.
Let’s look at some good practices when writing a subject line:
An attention-grabbing subject line should have some of the basic elements above but must always align with your brand. These elements include creating a sense of urgency for readers to act, making them inquisitive enough to open the email, or giving something away for free. Guided by contextual marketing, when you know what your reader likes, then send an email with personalized content.
A great email subject line should be followed up by an email banner that stands out visually. Fortunately, there are lots of free online graphic design tools that could help you with visual content creation for your email marketing campaign.
WSI believes in better digital marketing and has an award-winning dedication to our craft. We have won digital marketing awards every year for the last 14 years and plan on winning more next year. Do you want to learn more about email marketing and crafting a targeted message for your customers? Then get in touch with our WSI Consultants today!
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
We are committed to protecting your privacy. For more info, please review our Privacy and Cookie Policies. You may unsubscribe at any time.