Startups are all about confidently launching a company and witnessing your dreams getting transformed into a commercialized product, service, or business. Thinking big and acting bigger are the keys to advance past competitors and empower themselves to tie their visions to reality.
With Internet taking over everything, direct mail marketing has become digital marketing. Emails, which were once used for personal communications, are now used to send marketing messages and discount offers. As a startup, it is imperative to have an infallible marketing strategy that includes sending great emails.
That said, we shall delve deeper into how startups can propel sales through email marketing.
1. Carry out micro-segmentation
Once you have organically built your list, you should segment it based on basic parameters like age, sex, and geographical location. If your startup has acquired a few customers, you should start segmenting them according to their past purchases, total purchase value, and types of products browsed for. Service-based startups should consider the resources downloaded and pages visited for better segmentation.
2. Personalize the emails
Email personalization is the key to enhanced subscriber engagement. Create buyer personas so that you can send relevant emails that would deliver more value to the reader. Hyper-personalize your emails by applying the principles of artificial intelligence just like brands like Netflix do.
Your buyer’s journey can be divided into three different stages, namely awareness, consideration, and decision. You should draft valuable emails that would be relevant for the subscribers in the respective stages.
For example: If you are a service-based startup and a subscriber has downloaded your pricing information in addition to several resources from your website, you can send out emails that offer a limited-time discount or incentive on purchase. Such emails will encourage the email recipient to take a decision and complete the purchase.
3. Write engaging copy
Rather than bombarding the recipient with mass emails and sales pitches, write an interesting email copy that would help the reader overcome the challenges that he or she could be facing. Brevity works the best if you want to enhance your subscriber engagement.
4. Include interesting visuals
Visual email marketing has got extremely popular in the recent times. Add rich media like images, GIFs, cinemagraphs, and videos in emails. Try your hand at interactive elements like menus, accordions, sliders, etc. to make your emails visually attractive and more informative as well.
5. Entice the reader with exciting offers
Being a startup, you should endeavor to bring in more and more customers through exciting offers. Promote discount coupon codes to tempt the customers to purchase from you. You can incentivize the customers for referrals and leverage on referral email marketing. However, you should keep in mind that you do not attract discount shoppers when you implement such strategies.
6. Optimize your CTA design
Your CTA design greatly influences the click-through rates for your email campaigns. The color of your CTA button should be in contrast with the email design. First person narrative in CTA copy brings better results for marketers. Accordingly, “Download my copy now” would work better than “Download your copy”. Carry out A/B testing to figure out what works better for your email subscribers.
7. Add social media buttons
Email marketing yields higher conversions when combined with social media marketing. Add social media buttons in the footer of your emails so that your subscribers can interact with you on other platforms too. This will encourage the subscribers to make a conversation with you and build a stronger rapport.
8. Test your emails without fail
Before hitting the ‘Send’ button, test your emails and check for grammatical errors or rendering issues. It is always better to be safe than sorry.
If you are a startup owner who is confused about how to drive sales through email marketing, these tips would surely help you in building an effective strategy that helps you in conversions.
Have we missed out on any email marketing tips that could propel sales for a startup?
More emails are read on mobile devices and therefore, it has become imperative to optimize your emails for smaller screens. According to Adestra’s report of “Top 10 email clients”, 59% of email opens took place on mobile, 15% on desktop, and 28% in a webmail client. Moreover, 3 in 5 consumers check their emails on the go (mobile) and 75% of them say that they use their smartphones to check emails.
That’s quite a good number of statistics and you certainly cannot overlook them. If you want to optimize your emails for mobile devices, here are some ideas to help you out.
1. Have smaller file size of the images
Content with images work better than content without images. However, when it comes to designing emails for mobile, select high-resolution light-weight images way that they do not hamper the loading speed of the emails. Resize the images by the proportion of the screen by using the code below:
The width property should be modified according to the screen size. You can use tools like FastStone Photo Resizer and JPEGmini to reduce the file size by 80% without spoiling the image quality. The key is to design simple emails without any unnecessary elements that would take forever to load on slow Internet connections.
2. Avoid writing long paragraphs
Make sure your email copy is succinct and relevant and does not have too many links put together. Include the most important information in the beginning of the email. As your subscribers are accessing the emails on the mobile phone, do not beat around the bush to prevent any distractions.
3. Make the links and CTA buttons easily visible
Precision becomes a task for subscribers using devices with small screens. Therefore, you should add taller and wider text links and CTA buttons. Also, add enough spacing to your links so that your subscriber does not end up clicking on any other link accidentally.
4. Write short subject lines with related pre-header text
It is an email marketing best practice to craft short and sweet subject lines that are informative and interesting enough to get more open-rates even on mobile phones. Your pre-header text should provide value to the subject line so that the recipients get curious to open your email. Preheader text should be short and easy to consume because the pre-header text displayed for every device would be different.
5. Responsive layouts are a must
Many marketers use predesigned templates from their email service provider. They should use responsive templates that automatically fit the screen on which the subscribers view the emails. When using a responsive template, you do not have to bother about any rendering issue or broken email layout.
Besides mobile-friendly emails, it is of utmost importance to have a mobile-friendly landing page too. Nothing can turn off your mobile subscribers more than the fact that the information they are seeking is not correctly visible on their phone.
These tips would surely help you create emails that will appeal to all your subscribers regardless of the device they are using.
It has been half a year to the implementation of GDPR and it has surely transformed the world of marketing and how companies communicated with prospective clients and customers. This privacy law has left many marketers in a fix. 41% of marketers have confessed that they do not understand the best practice and the law around the usage of personal data provided by the consumers.
Personal data is at the heart of marketing and email marketing is not an exception. With the execution of GDPR, growing your email list will become challenging for the marketers.
It is quite possible that you have lost a number of subscribers after May 25th. There could be several reasons for this, as enlisted below.
Running a re-permissioning campaign to EU-specific email addresses or the entire list
Removing the subscribers who had opted in inv oluntarily through prechecked opt-in forms, transactional emails, website or event registrations, or downloads
Pruning your email list by removing the email addresses that were collected by suspicious permission methods
Having said that, here’s what you should remember for your email list building strategy in a post-GDPR world.
Delete all the prechecked forms
Whether it is website-based forms or popups, you should remove all the prechecked forms that are used to collect email addresses. Every transactional email, registration forms, new-account forms, information requests, and download registrations should be verified. GDPR and all other privacy laws allow sending emails as a part of business transaction or information request. However, it is an implied permission and you should not send any marketing emails to these subscribers.
Maintain transparency about collection and use of the personal information
Highlight the benefits of your emails
Make sure you provide value with your emails and eliminate any sense of apprehension that the subscriber might be having. Do not just promote your products through your email campaigns. Follow the 80-20 rule which means that you should talk about the customer in 80% of the emails and promote your products in 20% of the campaigns.
Inspire the consumers to decide
Rather than forcing consent, let your consumers choose from YES or NO. That will encourage the consumers to make up their mind whether they want to hear from you not, and help you build a quality list.
Email marketing is here to stay, and a list is of utmost importance to make it effective. Take a customer-centric approach and you will definitely ace the list building game despite the law of GDPR.
Acquisition email marketing is the stepping stone to wooing new customers. According to Email Marketing Industry Census, 2018, email is the most highly-rated marketing channel as far as ROI is concerned. Also, it is interesting to know that the average proportion of marketing budget accounted for by email has remained at 15%, the same percentage as 2017 and 2016. However, you need to think of a competent strategy to make sure that you are using it to the maximum potential.
Every business puts attracting new customers as the top priority which makes it all the more important to create acquisition email campaigns. Let’s delve deeper into how to make it work.
1. Build Your Audience Strategically
The first step to create a winning email marketing campaign is to discern who your target audience is. Writing the copy, designing the email, and working on the subject lines come next. As important as it is to create an interesting email, it is equally crucial to determine the recipients of the email.
Acquisition email campaigns are mostly about building a strong rapport with the prospective clients who resemble your buyer’s persona. A clean email list comes into picture here. You ought to maintain your list hygiene by pruning your email list regularly so that your emails land in the subscriber’s inbox and your deliverability is not hampered. Building a strong list will not happen overnight but it is surely worth the time and effort. Stronger the email list foundation, better will be the establishment of your email strategy.
Pro-tip: Use double opt-in method to acquire quality subscribers. Here is an example by Medium.
2. Utilize the power of social media marketing
Although email is king, and it tops the list when it comes to ROI generation, integrating social media marketing makes it even more effective. If a subscriber has clicked on your email, you can arouse more interest with a targeted display ad on the social media channel. Alternatively, you can send an email to anyone who clicks on the display ad to encourage the user to make the purchase. This helps to create a robust marketing strategy that helps to enhance conversions by increasing the brand recall. Ecommerce websites like Amazon make extensive use of this trick in their marketing strategy.
Pro-tip: Acquisition data and customer relationship management system can be integrated to get a better idea on the campaign’s progress and metrics.
3. Always keep in mind the purpose and objective of the email campaign
Without a purpose, your email marketing strategy is like a punctured tyre. It will not get you anywhere. Think beyond open rates and click-through rates. Your ultimate purpose should be conversions and revenue. Acquisition email campaigns help you get new customers and increase the likelihood of retaining them, thereby increasing the average LTV of your customers.
The key to an effective acquisition email campaign is to build credibility and long-lasting relationship with the subscribers. That will go a long way in driving more conversions for your business and also increasing the reach to your prospective clients.
Even though businesses might have a robust email marketing plan to drive conversions, the importance of social media marketing cannot be disregarded. Email and social media both are equally important for the effective implementation of omnichannel marketing.
At the outset of ‘email marketing’, it was pretty unimaginable to integrate social media into emails.
Integration of social media into emails started with including social media icons at the email footer and encouraging subscriber interaction on platforms like Facebook, Twitter, Instagram.
Have a look at the screenshot below to understand the traditional social sharing buttons:
However, with the advent of technological advancements in email marketing services, different tools and software programs have made it simpler to have social media feeds from Twitter and Instagram right in the email.
Let’s understand how to embed live Twitter feed in the email.
After numerous trials-and-errors, our expert email development team finally succeeded in adding a live Twitter feed in the emails.
Check out the email below.
As shown in the image, implementing live Twitter feed in the email allows you to fetch the latest tweet of the respective Twitter handle.
It gets updated automatically whenever the user tweets. It means if the email was sent on Monday, it will fetch the latest tweet that was posted on Monday. Now, if the subscriber opens the same email on Thursday, they will be able to see the latest tweet(done on Thursday) in their email.
On clicking the feed, the subscriber will be redirected to that particular Twitter account.
It is a helpful asset to drive more organic followers and engagement on your Twitter handle.