As a modern business owner, you need to build your email marketing campaigns strategically. Emails reaching the intended recipient may not be your sole goal here. We have to think a little extra. Emails containing the right words (in a convincing tone) reach your prospects, and this action turns into a sale, should be the aim here. Right?
Getting sales from emails is a result of efficient planning and execution. A perfect email marketing strategy has multiple layers. You need to consider and properly address all layers in order to get the sale from emails.
As a concept, fine-tuning your email strategy with the latest metrics can help.
Why You Should Try Email Marketing
Nearly 4.5 billion people use email for regular and business communication purposes. The numbers are going to increase in the coming years, too. At present, there are many tools available in the market to perform email marketing, which also come with automation features. Therefore, sending emails to prospects for different actions has become easier than before. This also reflects in revenue generation capacity.
Email is not just a mere communication channel, it opens up new possibilities…
Let's accept that email is not the only communication channel that businesses use nowadays. There are other media, like WhatsApp, texts, etc are also getting popular these days. However, email still holds a significant position when it comes to establishing a communication directly with customers.
Here are the main reasons associated with email marketing
Emails have a wide reach
As you already know, more than 4.5 billion people have active email accounts at present. It's always been a trend that people use mail to establish formal communication channels. Well, there is no other formal communication platform that has this much reach. Almost everything, from business communication to deal signing, everything is forwarded through emails.
On the other hand, you can find emails of the customers who don't use popular social media applications. It mostly happens when you target a B2B audience. Mostly, this audience uses emails for external business communications. If you're targeting them, you need to consider emails rather than other communication channels.
Email Deliverability
It's a metric to define the percentage of your emails that landed in your targeted recipient's inbox rather than being marked as spam, blocked, or ending up in the junk folder.
Fast communication
Phone calls and text messages are faster means of communication, but they are more casual than formal. Email is the fastest and formal communication medium. If you're looking to establish business relations, then you have to depend on emails, rather than any other platform. Responses via email are faster. You need to focus strategically on email marketing if your business directly works with customers.
Cost-to-benefit is high
Easy and familiar medium is one of the reasons why email is a powerful mode of communication. But there's another important factor associated with emails, which is their low cost. Yes, emails cost you less than any other instant messaging application. Plus, email applications are more familiar to users than other newly created applications.
High security
Email platforms provide secure and safe communication facilities. Email service providers follow industry-standard protocols like TLS (Transport Layer Security) to make the communication channels secure and effective. These protocols prevent unauthorized access from being sent via email. That's why emails are the best way to send confidential data and sensitive material.
How Email Cleansing can Increase Email Marketing ROI
Sending emails to your customers is economical, but running an email campaign is not. You have to put money along with time to develop your email marketing campaigns. Hence, you deserve to win and get the maximum ROI from it. Since you are going to invest your resources into this thus you have to ensure that you have the right data with you. In this case, a clean email database.
More than 80% of email users change their ID or switch their email providers every 2 or 3 months. They have valid reasons for doing so. Mostly, people change their email IDs to prevent spamming. Hence, even if you get the emails of your targeted audience, you have to send them emails cautiously. Responsive email promotion is the only way to gain the audience's trust.
Coming back to the point again, your email database is more likely to get outdated within the next two or three months. So, you need to fix a data cleaning process there that can constantly update your email database. Hence, you can find your target audience and let them know about your offerings via strategic email marketing.
Removal of Misspelled Emails
Which one is the correct email ID, you think?
Charles_k25@gmail.com or charlesk25@gmail.com ?
Both look the same. Well, no!
The first one has a special sign (_), which makes it invalid as an email ID. The second one qualifies as an email ID because it does not have any special characters. The first one is an instance when your data entry team made a mistake while putting the data into the recordbook. This is a minute mistake that cannot be traced with the naked eye. All you need is some special skills to dictate this type of misspelled email.
Timely Email Database Clearance
Are you following the old marketing tactics where you only remove the invalid emails?
If so, you now have to incorporate new methods to update your email database. As per this method, you have to create a list of emails that have become cold. Meaning, these emails did not show any positive response after sending several promotional emails. Hence, keeping them in your email marketing database, thinking they will be alive again, is the worst thing you can ever do here!
Hence, don't keep your email marketing database filled with bad data. Rather, keep it clean to accommodate fresh data. The new concepts say – remove people from your marketing database who didn't open or click your email offers in X months. The task is tough, but it can provide amazing results. It can increase your ROI in the email marketing campaign.
Hitting the Right Inbox is Just the Start
Turning prospects into your customers is the goal of a well-designed marketing strategy. Even after the sales conversion, constantly following up with the prospect is also there. So, relying on a strong database is the only thing that can help you sail through this process. Cleaning your email data regularly is a way to make your email marketing database strong and effective.
Let's start your email marketing campaign with a clear mind!
