Written by
Arup Chatterjee
15 min read

Key Takeaways

What is Email Marketing?

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. Its high ROI makes it crucial to most businesses’ overall inbound strategy. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails. Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. In the long run, a well-designed email marketing strategy not only drives sales, but helps build a community around your brand.

Why Email Marketing?

Despite the relative multitude of negative forecasts on the eventual fate of email advertising, it keeps on overwhelming the advanced showcasing scene. Various reports from good internet based computerized advertising sources demonstrate that email is a developing go-to channel for advertisers. For example, the Response Rate Report from The Data and Marketing Association (DMA) named email advertising the best and the most important channel for online organizations to contact their crowd. As per the report, email promoting has the most noteworthy middle profit from venture (ROI) contrast and other well-known advertising channels. As may be obvious, messages have no contest regarding this exhibition pointer.

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Source: Business 2 Community

As well as having the highest ROI, messages are likewise incredible for building steadfastness and confidence in their brands, expanding deals, and conveying customized offers to clients. In any case, before you get overpowered with the rundown of potential outcomes of email advertising, we should find out the best strategies that you can attempt immediately, without cashing out much. This blog, The Ultimate Cheat Sheet on Email Marketing, provides effective procedures to enhance your email system. Additionally, I'll share some commonplace slip-ups in email promotion so you can be confident that you've considered every contingency. 

Cheat Sheet on Email Marketing:

1. Personalization:

Customizing the substance of your messages will go quite far in making the essence more important and pertinent to the beneficiaries.Email Benchmark report prepared by Cheetah Digital observed that customizing titles has a broad scope of extraordinary advantages, remembering the increment for open rate and a higher active visitor clicking percentage (and you know how effective these rates are!)
Here are some of the high-performing personalization tips: 

  1. Insert the recipient's name into the subject line and email. This is a simple technique that creates trust and helps to establish a long-term relationship. 
  2. Wish a customer on their birthday. Your customer base probably has birthdays of the people who provided their emails, so why not use this excellent opportunity to offer a highly personalized message along with a personalized offer? Here’s how Gap does it.
Source: Pinterest
  1. Help them to remember their neglected shopping baskets. These messages are shipped to clients after they've left the site without finishing the purchase. They contain custom substances dependent on the pursuing conduct of clients; for instance, the email by an internet-based store Huckberry offers free transportation as an impetus to get back to the site and complete the purchase.
Source: Really Good Emails

2. Re-commitment:

At the point when your supporters become dormant, you can win a significant number of them back with a brilliant re-commitment crusade. Considering that holding a current client costs significantly less than getting another one, it checks out to target dormant supporters. Item proposals. Send your idle endorsers messages to suggest an item dependent on their perusing history. The odds are good that they'll cherish them! Offer motivating forces. Make them a deal they can't decay. For instance, offer free delivery of a liberal markdown on an item they saw. This is how a child clothing store, Carter's, does this: they give the client a 25 per cent rebate on their next buy by more than $50.

Source: MailBakery

3. Timing:

While it's true that email marketing's ROI remains high, you must ensure that it stays that way by using the experience of previous campaigns. One of the essential factors that you need to consider is timing. For example, Social Media Today recently described the results of a survey of six industries that commonly use email marketing campaigns and found the following: 

  1. The best time to send a marketing email was between Tuesdays and Thursdays.
  2. More than 85 percent of emails were opened on weekdays.
  3. Primarily people who receive those emails, 24 percent of recipients opened emails between 4 pm and 6 pm. 
  4. Email engagement was best in all industries for emails sent mid-morning at 10:00 or mid-afternoon at 2:00 .i.e, most people take action or reply at this particular period.
Source: DigitalMarketing.org

4. Responsive Design:

According to the Email Client Market Share Trends report from Litmus, the email audience is growing, engaged, and increasingly mobile. Most of the emails are now opened using mobile devices – 41%! 

For you as a marketer or a business owner, this means one thing: your marketing emails should be mobile-friendly to suit the needs of people who use a mobile device as the primary platform to access their email. Mobile-friendly design is often called responsive because it allows an email to change depending on what screen size it is viewed. As a result, the email will always render correctly regardless of whether you're using a smartphone, a tablet, or other device. 
Some of the best responsive email design practices include:

  1.  Use 20-pt font for headings and 13- or 14-pt font for the body text in your responsive emails. 
  2. Avoid inserting too many hyperlinks. A viewer may try to tap one link and accidentally select another because it sits close to the original one. 
  3. Use responsive images. Use a single column layout to allow the best viewing and reading experience.

Common Mistakes in Email Marketing:

1. Creating Boring Content :

Composing messages is a frequently feared task for some individuals since they don't have what it takes to connect with messages. To avoid this slip-up,keep the substance generally short (close to 250 words) and spotlight the beneficiary's necessities.

2. Disregarding Analytics :

It's great to see that your messages are being opened, yet it's an alternate arrangement to focus on how well they are doing. For instance, are your supporters clicking your connections? Is it true that they are sitting idle? Or, on the other hand, possibly they're withdrawing?

3. Not Having a Clear Call to Action:

Your content needs a call to action (CTA). Without a call to action, you’re leaving it up to your audience to figure out what you want them to do. You're asking too much from your readers when you fail to provide a CTA. So before you compose your email, start with a clear vision of its purpose in mind. What outcome do you want? Do you want to promote a piece of content you’ve written? Do you want to inform the reader of an upcoming launch or event? Do you want to make a sale?

4. Avoiding Customer Segmentation:

Catering to the needs of each customer is crucial. You can do so through a technique called customer segmentation. This technique involves sorting your customers into smaller groups with similar buying habits. When you send marketing emails directly targeted to these groups, customers are more likely to engage with your content. Avoiding this more direct approach is a common email marketing mistake.

5. Overcrowding the Email:

This is one of the most common mistakes made by marketers in their campaigns. To avoid sending too many emails, marketers overcrowd their emails with too many deals, product information and announcements. Although the original idea is to ensure the maximum sharing of information through fewer emails, it can leave a negative impression on the readers' minds. These days readers prefer emails that stick to one main point in the content with the message directly informed through the subject line.

Conclusion:

Obviously, email advertising is exceptionally successful at aiding organizations and clients. It's incredible for customizing content and offers, which your clients will appreciate. Email marketing delivers huge returns for marketers willing to learn how to do it right—and it doesn’t have to be complicated. You’ll want to follow through with the promises you make. Provide people with what they’ve asked for and email regularly to line up with their expectations. There’s no formula for boosting email automation. It’s all about what works best for you and your company’s voice and style. 
So go on, get out your client base with individuals who need to hear from you, and produce an email that is both valuable and well disposed of. Cheerful advertising! 

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