It’s safe to say that you’re well aware of what a powerful tool email marketing can be. It’s an excellent way to nurture leads, promote consistent engagement, and, ultimately, convert prospects to customers. Yet, to achieve these desirable results, you must have a well-thought-out strategy. Fortunately, there are plenty of email marketing strategies to choose from—some that have a long track record of success and others that show a lot of promise. Let’s outline 5 of each, which you might consider using in 2019.
5 Timeless Email Marketing Strategies
Surely you’ve heard the expression, “If it’s not broken, don’t fix it.” That saying certainly applies to the following time-tested email marketing strategies. With proper execution, all 5 are basically guaranteed to work as well as they ever have…or better.
1. Offer Irresistible Freebies
Value is the core of this strategy. You can use that value—for example, a freebie—to entice people to subscribe to your email list. Or the value you provide could come in the form of free email education such as a short, educational series. On the other hand, you could offer free content upgrades or other perks, perhaps in exchange for additional information from your contacts.
In each scenario, you gain something, whether that be subscribers, increased engagement, more valuable information about your leads, or something else. You get a little closer to your ultimate goals.
2. Optimize Your Emails For Mobile Viewing
Content as a whole is now consumed increasingly on mobile devices, email included. While that’s probably not a shocker, it should be a wake-up call. The mobile takeover is nothing new; it’s been in the works for years. At this point, if you haven’t started optimizing your content—emails included— for mobile, you’d better catch up.
You don’t need to read statistics to know that mobile will continue to dominate people’s online experiences in 2019 and beyond. If your emails are hard to read on smaller screens, they’ll quickly be deleted and you won’t get the positive results you’re hoping for.
What makes a mobile-friendly email, then? Endeavor to:
- Keep subject lines short
- Keep your emails short
- Avoid big, overwhelming chunks of text
- Use a font size that will be easy to see
- Use small images to break up text without forcing users to scroll endlessly to get past them
- Place clickable elements such as buttons in the middle of the screen, since most people scroll with their thumbs
In reality, regardless of how you choose to tackle email marketing in 2019, mobile optimization should be part of your plan.
3. Let Your Brand Personality Shine
In order to keep your subscribers consistently reading your emails, they have to be worth reading. If your content is boring, dry, or stiff, you run the risk of losing your readership. The best way to avoid this issue is to infuse your emails with personality. Your brand personality, that is.
Even if your business is more serious or professional in nature, you can still do this. Just make sure that the style and tone you use in your emails is not at odds with how you present your business elsewhere.
4. Segment Your Email List
More than likely, not everyone in your audience has the same wants, needs, and interests. What’s more, they’re probably at different stages in your marketing and sales funnels. That being the case, you can’t send out the exact same email to everyone and expect overwhelmingly positive results.
No, you have to appeal to each subset of your audience based on what they’re interested in and what messaging they are ready to receive. You can do this with segmentation, breaking down your audience by location, previous email opens, purchase history, and so on.
5. Run Drip Campaigns
Even if your email list is relatively small, it would be unwise to try to send off emails to one person at a time. After all, that would be time-consuming and it’s almost inevitable that, working manually, someone on your list will miss out on a crucial message at some point (or get a duplicate message). And what happens when your list grows?
Automation is the solution to these issues. More specifically, drip campaigns are the solution. These scheduled sets of marketing emails are trigger-based. They are sent out based on certain customer actions or behaviors. Not only do these reduce your workload, but they also deliver the right messages to your subscribers at the right time. As a result, you can maintain contact with your audience, re-engage inactive subscribers, and move active individuals through your marketing and sales funnels faster.
5 Email Marketing Strategies For 2019
A new year calls for new strategies and there are a handful of promising strategies to choose from.
1. Include a Variety of Visuals
No doubt, you’ve heard that marketing emails should contain images to drive home points, break up text, and just liven up your emails overall. Yet, many businesses are only using pictures. What about GIFs, memes, infographics, user-generated content, and other visual elements that could serve a similar purpose?
Humans are visual creatures so it only makes sense that visuals are an effective way to appeal to and influence them. Of course, that’s only true if you choose wisely, keeping those visuals on brand and relevant to the topic at hand.
2. Leverage Video
Technically, video is considered a visual element. Yet, it deserves its own spotlight in this post. Why? Some research suggests that more people are becoming increasingly more receptive to video, even preferring it to text in many cases. Do you see how this could be useful in terms of email marketing?
You could use video as a visual tl;dr (too long; didn’t read) for longer emails or simply as an alternative for people who prefer to watch rather than read. You could use short videos to add information to a message such as testimonials or sneak peeks. The options are plenty and can make your email marketing campaigns so much more effective.
3. Produce Dynamic Content
Segmentation, which we discussed, is a form of preparation that enables you to send the right emails to the right portions of your audience. It’s something that takes place before you click ‘send.’
Dynamic email content, on the other hand, appears right when an email is opened. In other words, you could develop one email, send it to everyone on your list and, as they open it, the email might contain different:
- Calls to action
…and so on. These changes are based on the information you have about each one of your subscribers including, just to name a handful of factors:
- Lifecycle Stage
- Previous email engagement history
As you can imagine, this type of content has its advantages. It can save you time and help you to send highly relevant content, which can, in turn, increase your conversions.
4. Use Artificial Intelligence
Artificial intelligence (AI) has recently been used by some to do a variety of tasks including picking the best email subject lines, personalizing subject matter, and predicting how readers would respond to emails.
This being a relatively new way to use AI, there is still time to jump on the bandwagon in 2019. In fact, it would be wise to do so now since many advancements in this industry are on the horizon.
5. Enlist the Help of Chatbots
While they are a form of artificial intelligence, as discussed above, chatbots deserve some special recognition. Why? Because they can serve on the front lines, so to speak, communicating directly with your audience and directly influencing their decisions. Among other things, they can:
- Get people to subscribe to your email list
- Remind subscribers of important or special emails you’ve sent, thus increasing open rates
- Provide answers to common questions and address concerns
- Encourage (and even handle sales, in some cases)
Crushing Email Marketing in 2019
If you hope to be successful at anything, preparation is half the battle. Now is the time to figure out what strategies will work best for you and help you to reach your business objectives in the coming year. You now have some ideas to help you with the planning!