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Since the dawn of the internet, email has been used for commercial purposes. This technique regularly outperforms all other marketing strategies for connecting with leads, nurturing them, and converting them into customers. Email marketing helps promote a company’s products and services while increasing consumer loyalty. Businesses can also use it to tell customers about new product launches, promotions, and other services.
Emails are crucial in business growth and administration since they are used to send newsletters and order confirmations. Even with the rise of social media as a marketing tool for businesses, email marketing is still relevant. Let us examine some of the advantages of email marketing.
The information category will be used to share essential information with your community.
Email marketing benefits:
To promote a sale or offer, you can send an email to your subscribers. Sending a birthday/anniversary, welcome, re-engagement, or abandoned cart email with discount or special offer has proven to enhance conversion rates.
Businesses can communicate directly with customers. Having your brand appear in someone’s inbox will help you stay top of mind. A targeted marketing email has a greater impact than a social media post since you can ensure your message is read by your target demographic. One benefit of email marketing is scalability.
Your company’s social media account may vanish or be hacked, taking all of your followers with it. That’s why email lists are so vital. Direct access to potential consumers will remain even if you lose everything else. Also, email’s one-to-one intimacy gets you closer to your audience.
Email marketing may help you create customer relationships while driving traffic to your website, social media sites, and other destinations. By targeting consumers based on their demographics, you can ensure that only relevant communications are sent to them.
As previously stated, tailored emails are meant to engage, establish loyalty, and possibly upsell products.
Personalized emails have gained popularity in B2C interactions in recent years. Many brands go beyond merely mentioning the customer by name. These brands study audience behavior, collect data, and use it to send relevant and engaging emails.
A single-topic email converts better since it includes only one call to action. Consequentially, B2C marketing tactics commonly use dedicated emails, especially for promotions.
Use these two sorts of single-topic emails:
Part of the onboarding process, this email helps make a good first impression. Also, it establishes the tone for subsequent communications, whether playful or neutral, direct or instructional. A welcome email completes the buyer journey. Remember to include a meaningful call to action in your welcome email.
Special offer emails
Every day, we receive emails like these. Because the main purpose of B2C marketing is to attract new consumers and sell to them, you should focus on your subject line and personalize your offer to their profile. A personalized strategy will help you stand out from the crowd.
With useful information and news, this type of communication increases engagement and loyalty.
Emails with relevant links or objects are frequently sent routinely. Everyone sends out newsletters, but it’s crucial not to automate them. Sending these emails in bulk may cause unsubscribes. It’s critical to use previous customer data to determine who will enjoy certain news categories in your email. For example, data about past purchases can help you create a list of specialized newsletter subjects that your customers will enjoy. Sending guidelines on how to utilize their products or suggestions for other things that work well with their previous purchases are some methods to leverage this knowledge.
For COVID, Fiverr created a newsletter to assist freelancers. They offered a survival guide and announced the Freelancer Fund founded by Fiverr and its biggest competitor, Upwork. Customers are more engaged and loyal to brands that communicate with them personally. This is great B2C communication that keeps the momentum going.
These tailored and automated emails are meant to close sales. Their purpose is to help customers through your sales funnel by giving valuable and reliable information. To create a successful lead nurturing email campaign, you need data collection and automation.
Remember that email marketing, when done correctly, can drive sales. In contrast, done incorrectly, it can appear as spam.
Most individuals have understood what a newsletter is. You get a lot of them. It’s emails sent to people who have agreed to receive messages from a corporation. Basically, it’s the mailings that notify interested parties and clients.
First, our industry’s marketers face many restrictions on where they can market. Whereas a newsletter doesn’t require anyone’s approval, you own the list of emails. So, it’s owned media.
Another benefit is its low cost compared to other marketing channels. In general, it’s quite cheap to host a newsletter. The cheapest is around $10/month. For $10, you get about 2000 connections. You can create landing pages for your business, for example. Neil Patel created a chart last year comparing the revenue generated by various marketing sources. According to the graph, corporations made $2 for every dollar spent on banner ads. They made $17 for every dollar spent on Google search ads. They made $22.24 for every dollar spent on SEO. And email marketing delivered $40 in income for dollar spent, almost twice as much as SEO. Email marketing is vital because it is one of the most cost-effective online marketing methods with high ROI, and it’s not hard to set up.
Next reason why a crypto corporation requires a newsletter. Another way to re-engage your audience. So, hosting a newsletter is both time and money efficient. Having one is a terrific way to re-engage your audience and remind them of your existence. Also, millennials are the biggest users of crypto, and 73% prefer email communication from businesses. They prefer email since they can pick and choose what they want to see and unsubscribe from.
Lead magnets are vital for attracting qualified leads into your sales funnel and building a loyal client base that benefits both you and your consumers. For a lead’s contact information (email or phone number), a lead magnet gives a long form or valuable resource. An ebook, a template, a giveaway, or a free tool are all examples of lead magnets.
An example is a free SEO assessment tool. Just enter your email and website URL and you would receive a detailed report, an SEO audit of your website, that will assess items that may be blocking you from ranking higher on Google. Maybe it’s a 404 redirect or a problem with your meta tags. It will inform you. And in exchange for your email, the owner of SEO assessment tool will promote other SEO services and provide case studies of all the crypto companies they’ve helped to rank higher on Google.
A great crypto-specific example is the Crypto 101 podcast. You just provide your email address, pay for shipping, and they give you a fantastic book. The book is fantastic. You study the fundamentals of Bitcoin and blockchain, and they can sell you a webinar or other crypto-related products. And it’s a well-designed system.
Lead magnets are helpful for getting more leads into your sales funnel. So let’s make a powerful lead magnet. A robust lead magnet provides value to qualified leads. Because the only people who will enter are those interested in crypto and have crypto, give away seats to a crypto conference if you sell hardware wallets.
You’ll find it easier to promote a lead magnet than your usual services because the lead magnet gives value. It would attract more attention. You shouldn’t have to sell your lead magnet since it should sell itself. You’re aiming to add value, to solve an issue for your potential customers. So, if your lead magnet is doing that, don’t force it. You may just say, “Hey, see, we’re offering this service, and those who want it will utilize it.” That’s how you generate qualified leads, because those are the people you want to target for repeat business.
Here are some strategies and tips for creating and optimizing a newsletter and email marketing for crypto companies.
When someone submits their email to join the newsletter, they are immediately sent an email asking, “Did you actually subscribe to this?” Do you want to confirm? So no more bogus email addresses. It will stop spam. You have to deal with potentially bogus email addresses. Many firms that charge to host your newsletter charge by the contact. So if you have a lot of bogus ones, you’ll overpay.
It’ll basically tidy up your list and increase open and click-through rates, which is wonderful. In digital marketing, it’s not all about the numbers. It’s matter how many subscribe but how many open it? The key metrics to watch are the open and click through rates.
You should only ask for email and shouldn’t ask too many questions. Some ask for first and last name, or even phone number.
In general, asking for more information adds friction to the process and slows growth, especially in crypto. However, the more data you collect, the more personalization options you have, which can help with open rates. Like using their first name in the subject line. You can only accomplish it if you collect data. So, a pro and a con.
Just as it’s critical to make opting in simple, you should make it super easy to opt out by including an unsubscribe link in every email. If you don’t make it easy to opt out, they’ll hit spam button, which is the worst thing they can do for an email newsletter because it will blacklist your site. And every email you send, whether it’s a mass email or a personal email, will be marked as spam. To have all your emails go to spam when attempting to connect with people is quite annoying.
Getting someone to sign up for a newsletter and give you some of their time is a huge deal. And they should know how much and how often they may expect to hear from you. Do once a week. Some do it daily. It’s all about the content.
This is a starting point for customer-client relationships. Encourage visitors to subscribe to be informed of all news updates. Most people often provide their addresses so as to not to miss the latest news of the project. Email list might be a significant shortcut against KPIs. Marketing shortcuts, however, are always a bad idea.
It can be difficult even for experienced participants to understand fully ICO projects from information provided on the landing page. You should set up a series of automated emails after registration to introduce the concept and goals of the project. Many companies welcome new subscribers with introductory content that briefly talks about the product and adds a link to the main project document’s whitepaper.
Emails always come up while discussing digital marketing or online presence. Embedded in the internet value chain. Businesses of all sizes use email to communicate with customers and close transactions. Because emails immediately impact client-facing operations and marketing activities, it is critical to prepare your email marketing budget ahead of time. This post will walk you through a five-step process to plan your email marketing pricing for 2022 and avoid any lapses.
Let’s get it started!
Conduct email audit and email list tracking
Before you start with the money, you must evaluate your previous results. If you haven’t previously, conduct an email audit. An email audit helps you discover which techniques and actions worked and which did not.
Moreover, you must track changes in your email list over time to determine which factors are likely to contribute.
Plan Your Metrics for your Email Marketing
To comprehend the deliverables, summarize your aims in terms of achievable email metrics on a YoY and MoM basis. You will gain a lot more clarity on email marketing price if you establish the email KPIs and compute the effort for each activity.
You will also learn how much time and resources are needed to achieve each statistic. You can also break the process down into manageable chunks.
Now the important part. You may already have a rough estimate of the required man-hours vs your company’s human resource availability. Most of the time, your anticipated effort to achieve desired email metrics will be higher. So you’ll need to sort out your priorities.
You can easily do that by learning basic and essential actions and their cascading nature. You can also prioritize based on their profitability to make an informed selection. Because revenue is a key component of your email marketing budget, this phase should be focused on revenue.
Next, gather all the resources, tools, and training your team may require to work on email. Email marketing resources include ebooks, social media integration, and onsite optimization.
While not directly related to email marketing, such calculations are vital for calculating ROI. To keep up with the current email marketing trends, you may need to invest in new technologies and train your team.
Finally, you can start allocating budget components to each activity based on the direct and indirect costs. Expenses for email marketing tools, as well as training and development, will be added. This can also help you complete your human resource allocation and estimate how many campaigns your team can handle.
It will also show you if you need to outsource any email marketing efforts. It’s extremely prevalent because outsourcing a complex operation saves money. You can also arrange in-house hirings to optimize your email marketing budget.
Email marketing is complex. This implies you must adapt your efforts to the latest email marketing trends in your business. See what email marketing tricks you need to know before you launch your next campaign.
Remember that email marketing only works if you have the correct people on your list. As a result, if you want to expand your email list, you’ll need to collect leads.
Email marketing has the advantage of gathering valuable data about your subscribers over time. Demographic data such as occupation, gender, interests, general purchasing habits, and browsing history are examples. Ask yourself the following questions and try to answer them completely:
The subject line of an email can be personalized by adding a customer’s name. But that isn’t the case. To create an effective personalized email that your receiver will read, you should consider specific data.
Manually personalizing and sending each email can be laborious and time consuming. But personalization works long term. By conveying the proper message at the right moment, you can reduce the danger of annoying your target audience. After all, if you chat to someone on issues that concern them, they are less likely to disregard your email.
There is no official classification for email types, however, the two most used are triggered emails and business as usual emails.
Triggered messages, like transactional emails, are sent in response to an occurrence. They assist the customer in executing a specific task and facilitating the transaction. Because brands consider these emails as a way to convert prospects, they are usually automated and have a higher open rate. Your business emails should be manually sent to inform, sell, or promote your brand. If triggered emails assist customers finish a trip, promotional emails help them start it.
After sending your email, you must assess the key performance metrics of your entire email marketing campaign. Conduct A/B testing and measure the performance of each. Iterate over time to improve your email marketing performance.
It’s tempting to explain a product you really like in three paragraphs. But don’t do it.
Use brief paragraphs and straightforward language to meet your customers’ limited time to read their emails.
Create a landing page on your site with a link to the rest of the post if you wish to expound.
In some cases, less is more. Keep your emails short and to the point. In other words, don’t waste a potential buyer’s time.
The main reason is evident. Whenever you open an email, the topic line appears first. Your time is wasted if it doesn’t compel folks to open it. Most people won’t open your email because of the subject line. So a strong subject line is vital. It ensures better open and click-through rates.
Here are some research-backed subject line writing suggestions for your next marketing email.
This may appear odd to some because many individuals automatically capitalize the first letter of every word in the email subject line. But studies reveal it’s not the best option. According to AWeber, a large email marketing service provider, emails with all lower case letters are opened 35% more than those with capitalized letters at the start. It’s unique. It evokes curiosity.
Another study indicated that emails with subject lines of less than 30 characters had a considerably greater open rate than lengthier subject lines. Do you know why? Because the average mobile subject line is 25-30 characters and 77% of emails are opened on mobile devices. So just clean up the topic line. Also delete words like newsletter and update. It offers the sense that if someone misses an email, it’s part of a series and they’ll catch up on the next. It makes the information look unimportant.
People prefer email sent to them rather than to massive groups. In other words, if consumers think an email is being sent to a bulk list and isn’t specifically for them, they’ll be less interested in the content. That sounds spammy. Personalization can also be a line of text that you may include to dynamically populate recipient information. That way, instead of just writing hello at the start of your email, you may say Hello John or whatever the receiver is. That makes it look more authentic and personal.
Similarly, adapt the message to receivers. Instead of checking out our new features, it should state what value the recipient will receive. It’s not something you’re pushing because people dislike being advertised to. If you’re unsure what will work best for your audience, AB test it. Nowadays, most email hosting services have it. So, you’ll need to draft two copies of the email. Then it will calculate which version has the highest open rate and send the remaining 50% the higher performing subject line. After a few instances, you’ll start to see trends in what works for your firm, which will save you time and allow you to keep enhancing those alternatives.
Every brand wants a high-converting email marketing campaign. And yet, if you want to succeed with email marketing, you must be strategic in your campaign development. Effective email marketing includes measuring the results of your campaign. To give yourself enough time to adapt to your new business environment, it is critical to continuously evaluate your campaign at various phases.
Creating a high-converting email campaign demands data collection and marketing judgments.
Measuring KPIs is critical to monitoring your email campaign’s health. It can also help you track your progress, identify your most effective email content, and make improvements accordingly.
Not sure which KPIs to track? We’ve compiled the top 12 KPIs for a high-converting email marketing campaign.
The delivery rate is the percentage of emails sent to your recipients.
While having a large email list is usually an advantage, it does not guarantee that all subscribers will see your emails.
While you want to ensure your emails reach your entire list, you can’t expect 100% delivery. Among the reasons:
Open rate is the number of emails opened for a marketing campaign.
Email open is a fundamental email marketing KPI. It displays how many people want to open and read your emails.
The open rate can be used to compare. You can compare discount offer open rates to standard promotional email open rates. This will show you which emails your subscribers value the most. The outcome is more targeted and tailored copy that converts better.
The CTR is the percentage of email recipients who click on a certain link.
Your email’s content, including photos, videos, text, and (particularly) CTAs, affects your CTR.
CTR is a crucial email marketing KPI that allows you to track individual email performance.
Regularly A/B test wording, graphics, style, and CTAs to enhance CTR. Compare your A/B testing findings to see which email elements convert recipients.
The CTOR compares the number of recipients who opened your email to those who clicked a link within it.
CTOR measures how many of individuals who opened your email read the copy and clicked on the CTA.
The click-to-open rate indicates how well your subject line matches your email copy. If your subject line gets a lot of opens but no clicks, marketing experts say you should improve your content and CTAs.
The conversion rate is the percentage of email receivers who take action (a conversion).
A conversion can be filling out a form, creating an account, or purchasing.
A high conversion rate means your email marketing campaign worked. It means your email marketing efforts are meeting the needs of potential customers who are willing to pay.
Bounce rate is the percentage of receivers that did not receive your email due to a mail server error.
Hard and gentle bounces should be tracked separately. Temporary hard bounces versus permanent soft bounces Invalid, non-existent, or closed email addresses produce hard bounces. Soft bounces frequently occur owing of a reception issue.
Bounce rates can help you ensure subscribers are receiving your emails. If the stats show too many hard bounces, you may want to rewrite the email.
The spam complaint rate indicates how many subscribers consider your email spam.
This underappreciated KPI might help you better understand your email performance.
When you update or A/B test email elements, keep track of spam complaints. This way, you’ll know which emails convert better and can use them to boost conversions.
Use the above KPIs to craft your email campaign to improve email conversion rates. Compare KPIs to see which email convert more users than others. It’s important to set goals that are measurable.
Nga Nguyen is Brand & Marketing Consulting Director, Marketing Manager of Branding Simple. She is an MBA graduate from Warwick Business School (UK).