To be able to find new leads for your business, nurture those leads, and drive sales, you need to be familiar with what email marketing is and how it works.
1. What is Email marketing?
2. How to segment?
3. How to optimize and personalize?
What is email marketing?
Targeting existing customers or leads with a value or information-based email aimed at driving sales, introducing a new seasonal discount or promotional offer, providing new updates or information, or increasing loyalty is referred to as email marketing.
While email marketing was mostly cold-emailing for many years, it has now revamped and advanced into a more sophisticated form of direct marketing technique. Modern email marketing needs attention in the following aspects.
The opt-in process
Data privacy and regulation laws, such as the GDPR, have been put in place to protect the consumer’s data and privacy. This requires you to get permission from the consumer before you can collect their email IDs and other personal information for which an opt-in form is put in place. You also need to provide them the option of unsubscribing to your emails.
Email marketing requires segmentation
Via email marketing, a company sends and transfers various types of information to their customers and leads. You cannot send an email related to new promotional offers for first-time customers to your list of recurring customers.
You need to segment your customers and leads accordingly. Identify the important customer pools that your company deals with – prospective customers, hot leads, recurring customers, one-time customers, etc. This form of targeted marketing makes sure that the receiver of the email takes positive action on it and doesn’t mark it as spam. Segmentation is key.
Optimize and personalize your emails
Segmentation is not enough to protect yourself from getting marked as spam. Remove triggers words (such as cheap, discount, urgent, etc) from the subject line and use a language that flows well with your brand image.
Pay attention to the design, white space, and fonts of your email. Use the subscriber’s name to personalize the email and always add a CTA (Call to Action) so that the receiver knows how to act on the email.