Email Marketing Strategy: Tips For High-Converting Campaigns

Email Marketing Strategy

August 12th, 2021   |   Updated on September 16th, 2022

Every year, new approaches, strategies, and promotion channels appear in email marketing. If you use old tools, you will fail. Email marketing is a universal technique because email is available on both mobile devices and PCs.

It combines several marketing directions, including mobile marketing, content marketing, and even video marketing. Email marketing is one of the most effective ways to generate leads and increase conversion rates.

Email Marketing Strategy

High conversion campaigns are built on effective email marketing strategies. It helps to increase the repeat sales of your products or services. It allows you to learn more about your clients’ needs, interests, values, and expectations.

Your company can use this information to build a long-term trusting relationship with your customers and share the essential information about your brand with potential clients. We can offer you some working email marketing tools which increase the conversion rate.

Go Through Basic Steps Of Creating A Strong Email Newsletter

First things first, you should compose initially a striking email structure that would grab the recipients’ attention via a couple of tricks. Make sure to start with the following:

  • Use a strong heading. It is the heading of an email that determines whether or not the recipient will open it.
  • Work on making your mailing style recognizable. Your brand has to be fixed in the minds of consumers. This way, even if they don’t make a purchase right away, they will develop brand recognition: your company will be the first one to pop up in their heads, should they or their friends need the product you provide.
  • The offer included in the letter has to be received by the right person. Should it be received by someone who has absolutely no interest in it, all the previous effort will be in vain.
  • Drop a call for action inside the letter and make sure all the links are active.

Segment Your Subscribers

You cannot use one type of advertising for all your customers. Everybody has their own needs and interests.

The more effective way is to divide your target audience into segments. For instance, if you sell clothes, dress fans will probably find it helpful to learn about a new dress collection.

But sport clothes fans will like information about the latest collection of tracksuits. If you sell footwear, men can appreciate emails about the delivery of a new batch of quality shoes. But women will be glad to know about beautiful and fashionable shoes.

Track Emails

You can use specialized tools to track the rate of opened emails you send out in terms of your newsletter.

For instance, Firepush can help you thoroughly track and analyze which emails are more open by which audience segments and even clicks on links within your emails.

Use Pop-Ups

A pop-up window will immediately attract attention, but don’t make it too intrusive — that will only cause irritation.

To boost the striking nature of your pop-ups, you can also experiment with emojis which can help you highlight the gist and mood of the message and underline the fragment you want to highlight.

Send Out Exclusive Content

You can most beneficially employ people’s fear of missing out and play with the feel of exclusivity. If you want customers to buy your products, offer them only a few of the items available.

Invite your clients to the private section after special registration. If buyers can’t make purchases easily, they want it even more.

People like to be a part of a VIP group because it increases their value and self-esteem. Content management uses unique phrases in emails to transfer exclusivity of the offer:

  • Available only to subscribers
  • Be the first to get it
  • Be one of the few
  • Special offer for VIP clients

In this case, you use a particular language to encourage people to sign up, hints at a sense of oneness. Exclusivity always means a limited number of goods only for the elite.

Use Email Marketing Templates

Email marketing continues to be the highest engagement rate of any marketing tactic. It saves your time and money.

So it is expedient to pay attention to forming email marketing templates. You can create several templates: for social media, for delivering news about your brand, for discounts and special offers.

People receive a vast number of emails per day. If you want your letter to be noticed, try adding more creativity to your email template design.

Employ A Double Opt-In

Double opt-in is double confirmation of the customer’s email address. This instrument enables you to dismiss all the invalid addresses and outdated subscriptions, thus allowing you to analyse mailing feedback data based on the active subscribers only. In addition, it will prevent the email from being sent to the Spam folder.

Test Your Emails

There are no universal HTML standards among email clients. And this fact complicates the marketer’s job.

They must follow the rules of different mailers so that the responsive layout looks the way it was intended.

Thus it is essential to test the design of letters before sending them. Some services allow you to send just one test to check the form of the message and see all the options for displaying it:

  • Google AMP Playground
  • Litmus
  • Mail Tester
  • Email on Acid
  • Testi

They have some differences, and you can choose the best one you need.

Send Surveys To Improve Based On Feedback

Ask for your newsletter recipients’ opinions. Find out what they do and don’t like about a certain product, service, or another offer.

If you know your audience well and feed them what they need, you can significantly increase the loyalty level and thus sales.

Make Emails Mobile-Friendly

The days when you had to get to your computer to check your mail are long gone. Phones simplified our lives and allowed new marketing technologies to be more effective.

Your clients can get emails immediately and keep abreast of the latest offers and news. Mobile phones make online businesses and shoppers closer to each other.

The golden rule would be to stay concise and minimalistic in your emails so as not to make a potential customer that views your newsletter from a smartphone scroll down to see the whole message at once.
Send emails at the right time

The correct time for sending emails depends on the target audience and industry. Don’t overload your subscribers with news and offers.

Don’t send emails in the night, late evening, and early in the morning. Try sending your emails at different times and analyze the optimal time based on analysis.

Use Automation

Marketing automation is the optimization of routine tasks. The best thing about new technologies is the opportunity to reduce your workload, which also applies to email marketing. A full-on integration of the CRM system may be a very efficient solution for you.

Automated email campaigns allow you to customize all of your emails in a sequence. They use triggers, filters, and other conditions to determine when your newsletters will be sent to your potential buyers.

Marketers are automating email campaigns, social media, SMS, and web push campaigns to simplify the promotion of your company.

Successful Email Marketing Campaigns Examples

1. Uber

One of the best marketing campaigns is Uber. The main rule of Uber’s emails is simplicity, a brief initial description, and a clear call to action.

It was appreciated by people who live at a fast pace and its main selling point is that it, basically, offers you a profitable discount for Uber rides for a certain period which is difficult to refuse.

This also points out that the ultimate success of your newsletter depends on the relevancy of the offer you are promoting.

2. Dropbox

The marketing campaign of Dropbox is user reengagement. They found a way to return their customers by sending them funny and cute emails.

A pair of cartoons and an emoticon did not leave the users indifferent. Thus, a creative approach to reminding people about the existence of your company or offer should certainly work.

3. BuzzFeed

BuzzFeed certainly knows how to stimulate curiosity with convincing visuals and easy-to-grasp messages. The visual here is spot-on and embellished just to the right degree (“RIDICULOUSLY easy”).

Ultimately, these email campaigns use very familiar, everyday things adding some twist as the cherry on top. You can see from the get-go that they know their audience, which is pretty miscellaneous and wide.

Bottom Line

Take your newsletter organization responsibly and thoroughly, draw inspiration from the best practices, and you will certainly reinforce the efficiency of your email marketing campaigns based on the major points of influence in your niche.

Using and combining all the above-mentioned tips and tricks will help you set up a rewarding email campaign, the efficiency of which you can easily monitor with the proper tool [Firepush].