5 Steps for Improving Your Email Marketing Strategy

Email marketing should be a fundamental component of your digital marketing strategy, as it continues to be one of the most effective ways for a business to connect with their audience. Regardless of the devices used, email marketing yields an estimated 4,300 percent ROI (according to the Direct Marketing Association) and converts better than popular social media sites. The total number of worldwide email accounts is projected to reach 4.9 billion by 2017! The secret to success is having the right email marketing strategy that makes the most of each email.

How to Develop a Winning Email Marketing Strategy

The following five steps highlight new opportunities to publish targeted email messages that build customer loyalty and increase sales:

Step 1: Target and Segment Your Email List

The foundation of a successful email marketing plan is to better understand your customer by developing buyer personas. Then, by using these personas, you can tailor your emails by the appropriate groups and segment your email list accordingly.

Step 2: Make Your Email Marketing Strategy Personal

Personalize your email messages with the right greetings, or offer recognition of the recipient’s anniversary or birthday. Further customize your email offers by referring to customers’ purchase history or other company interactions.

Step 3: Nurture and Convert your Leads with Marketing Automation

Automated customer initiated email sequences can provide a non-intrusive flow of information to your visitors as they progress through the sales cycle, allowing you to address their needs at the exact right time.

Step 4: Refine Your Message by Split Testing

Make continual improvements to your email marketing strategy by trying variations of your subject lines or different design layouts, to better understand what will get your message opened and actioned.

Step 5: Make it Mobile-Friendly

Over 50% of emails are now opened on mobile, meaning that a large portion of your customers will likely read your emails from a mobile device. Making your content responsive with a clear design, easy to read fonts, and strong calls to action is crucial.

Now Is the Time to Optimize Your Email Marketing

Be prepared to further advance your email marketing strategy by regularly reviewing your progress and incorporating best practice email methodologies that will enable you to build stronger customer relations, nurture leads, and increase your sales! Get in touch with a WSI Philadelphia digital marketing consultant to review the effectiveness of your email marketing strategy today!