Saturday, 18 March 2017

BEST MARKETING STRATEGY -- EMAIL MARKETING



So you started your blog...now question arises how to bring traffic to your site, how to monetize your blog & most importantly how to get paid.However there are various successful marketing strategies exist, but Email marketing is said to be one of the strongest marketing channels. And it can be, if backed by an effective email marketing strategy. Sometimes you run into email programs, where it is like:

“What were they thinking?” This could be so much better! Your email marketing strategy, you could say, is the foundation that your email marketing program is built around so it is worth spending time on.


Why is an effective email marketing strategy so important?

An email marketing strategy is part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals. That is because An effective email marketing strategy takes into consideration what your target customers are, their preferences and benefits they are looking for as well as your products services and industry and which email marketing messages are most effective.


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An effective email marketing strategy transforms ideas into actions

First set your business goals and ambitions with regards to email marketing, then take these 3 steps:

1. Email marketing strategy: How you are going to achieve those goals.

2. Email marketing tactics: How you are going to achieve them in more detail. Part of the strategy.

3. Actions: How you going to deliver on your tactics. Even more detail, the fulfillment of your email marketing strategy.

By doing so your email marketing program email marketing program is sure to have a strong bond between your strategy and the actions required. Which is one of the most important parts.


But why an email marketing strategy ?

With email marketing as a channel you are holding all the cards for potential success.

Email marketing can have a big reach and put your message in front of a lot of people.The marketer has great flexibility in how they handle their email program.It is quite easy to start and you can start small email marketing scales, the effort to send one or 100.000 messages is nearly the same.

Email allows you to target and segment your messages on individual level.There are little risks, the costs are relatively low and potential for upside is big.

So for each marketer putting the development of an effective email marketing strategy on the top of your agenda and to do list seems like a no-brainer.

Find out how to develop your own email marketing strategy, below are the articles touching on the subject.

When a well-crafted email arrives in your inbox, it grabs your attention and without any effort you know if you want to act on it or not. It is like you are sucked in, and can’t resist taking the next step.

These types of emails might look as if they are made in a few minutes. That’s how natural they seem. Yes, achieving a balanced, clear and persuasive message takes extra work on the marketer’s side, but it is worth it, for the result is a more effective email.


Steps through an effective email marketing message

Now what main elements does an effective email consist of ? Think of it as is a stairway with logical (although often subconsciously taken) steps.

Of course there is more to the anatomy of an effective email, such as the footer. A footer can contain social, preference, unsubscribe links, etc. But they are not important for the main click and conversion. Second rate elements you might call them.

Remember that some elements in your mail have priority over others: 

We are not trying to get someone to click on your privacy statement.We are getting them to say yes and click on your main call to action.


Logical steps

Now think of those elements as steps on a stairway. You need to go from one to the other, in order to get up the stairs. So from name and subject line should entice to open. (micro-yes). 

(1) The header and headline should explain what is in your email and entice to pay attention (micro yes).

(2) Then we come to the body of the message: text and images to convince the reader to click .

(3) then the Call to Action to proceed to the landing page.

(4). Make it more than a consistent message, make it a persuasive message.

Human nature defines we want to stay consistent. In all areas of our life. Work, deeds, opinions, it’s a shortcut easily made. Once you (sub)consciously decide on something it is easier to repeat that than it is to reevaluate each and every time. Once a person takes a stand, or performs an action, he strives to make all future behavior match this past behavior. It’s hard wired into our brains. And one of cialdini‘s Principles of Persuasion.

For persuasive emails, that are geared to elicit a sale, the consistent thought pattern should be “yes”. E-mails that have all their elements aligned to mirco-yes their readers towards the next step in their purchase path, outperform their brothers and sisters that don’t. The message should lead up to the action. Growing from small yesses to bigger yesses.

Clear email promotions get better results, is it that simple? Explaining where necessary, but not overly informative or chatty. Or as Mr. Myagi might say “Focus Email marketer-San, Focus”





Avoiding misalignment

Now what often happens is that a message is broken and the yesses don’t add up. This is called email misalignment. The fastest way to lose someone in your march to email results is to offer contradictory information.

An example:

In the subject line we present “great sales on dresses this week”.
But the headline says “all products 30% off”. With a mixed assortment of clothes being presented.


Is the email factually wrong? No. Does it feel disconnected? Yes.

The first yes (open), isn’t confirmed in the email and headline. Every time we have to think to make the connection between elements, we lose a part of our audience. So that is a big email marketing No-No.

Your message is much more powerful if “Click-killing” obstacles are removed.

Making images say “yes” too

Your images play a big part your path to yes, too. Promising an exclusive service and showing a stock image. It just doesn’t say yes. Make sure your images reinforces the main message and keep them consistent and reappear on to the landing page. That way people feel that they have landed on the right page and can easily continue in their flow. More about the flow and placement of ”yes enabled” images next time.


Sequential versus parallels or enforcing yeses

We mentioned yes. And how they work together in guiding your reader towards the action. There is one ever important factor to be very aware of. Sequential versus parallels or enforcing yeses.

Sequential yeses would work like this:

First this yes -> then this yes -> then this yes! -> Call to action

The problem with sequential yeses in email. Some people might read your email, but most scan.So the email elements, should ideally enforce each other but also be approachable without sequential context.

In other words, Let your headline be understandable for people who didn’t read the subject line.

Let your CTA be as self-explanatory as it can be. Keep in mind that every time an element makes a reader go back, you are losing conversions too.

If your email doesn’t deliver, go through the elements and see if you are getting the right yeses and taken out all the no’s.


The product and the presentation layer

It’s not only about the product or service. Of course a great deal and a great product help, but just a great product is not enough for people to recognize it as such. Let alone grab their attention. You need to have an inviting presentation layer to make your offers have *The Zing*.

Compare it to a shopping window, the more inviting the display, the more people will enter the shop. Let’s see how you can improve the flow of your email and let the Micro-yeses add up to your audience acting on that email.


A better way to look at email engagement

Marketers tend to use the most easily accessible metrics, same for statistics that indicate email marketing engagement. The question is, are these the right metrics? Spoiler alert: not quite. Most often email marketers look at:

* confirmed open rate per send,
* click through rate per send,
* conversion rate per send.


Problem with these is that we should be measuring customers, not campaigns. So what is the alternative? The DMA proposes different metrics called open reach and click reach when measuring concerning email engagement.


Consistency is valuable in email marketing

Small changes in design and content are more easily made and can have big (optimization) impact. I am not talking about making your emails totally unrecognizable, or “risk it all” types of change. Consistency is valuable too. It’s good to have the design and content of your email flow into and complement your website. (Design) consistency allows for your recipient to easily orientate and stay in a trusted environment, that can be of true influence to conversion results.


The difference between new and improved


But new isn’t always better. If you have been actively testing and improving your emails, you will know that even seemingly small changes can have a big impact on bottom line results. Renewing your email  is a good idea, but be aware and test the new designs to see if your results aren’t actually driving in reverse because of it. Changing around your emails to be fresh is a
great email marketing strategy for engagement.