Making email marketing successful

Email marketing can be challenging and running experiments effectively is the key to success for many businesses, be it consumer side, or B2B side. Let’s look at different aspects that one should consider when figuring out the best email marketing strategy.

1. Database: Quality of database is critical for the effectiveness of email marketing — right from the accuracy of the data, and whether the audience falls under your target market at all. One could be sending great email campaigns to the wrong audience, and thereby just wasting marketing dollars. Open rate, Click rate, Unsubscribe rate, and Bounce rate are some metrics to track to check the quality of your email database.
2. Email Copy: Copy should be relevant to the audience and should align with the objective of the marketing campaign. A campaign that wants to build a brand could consist of relevant information or knowledge that is almost like a freebie to the audience, helping them make better decisions — such as, sound investment strategies if you were a bank. What’s more: the language of the email could matter, especially in diverse markets such as India.
3. Call to Action: Each email campaign should have a clear call to action that is aligned with the campaign objective. If your value proposition, audience, and messaging are on point, the click rate on ‘call to action’ will be high, resulting in more leads to prospect conversions.
4. Timing and Frequency: One must experiment with the time, day, week, or special occasions on which emails are sent out. For a bank that gives customers an option of investing in digital gold, sending out an investment strategy for digital gold, and how investing in gold compares against other assets, a few days before Akshaya Tritya could be quite relevant — giving your higher open rate and click rate.
5. Visuals: While it may not seem like a lot more work, but humans love great visuals. Visuals are the creamy frosting on the cake that makes the experience better. Always lookout for the visuals that align with your brand visual identity — in the form of colors, images, headers, footers, and logo. Consistency, done positively, increases trust, speaks sincerity and helps retain customers.