A Guide to Email Marketing in 2020

Are you thinking of strategies to boost traffic to your site?

Email marketing is one of the oldest internet marketing strategies, and it’s still a popular method of driving new visitors to your blog or website.

Email marketing offers an excellent return-on-investment to your marketing budget, providing predictable results.

With a good email marketing strategy, you can boost your sales or brand awareness and increase traffic to your website.

It’s an affordable method of capturing new leads, bringing you a consistent flow of new prospects to add to your sales funnel.

This email marketing 101 article unpacks everything you need to know about creating a strategy that boosts your business.


The Stats

We’re all about cold, hard facts when analyzing the efficacy of online marketing campaigns.

Consider the following email marketing stats before planning your campaign.

  • Customers converting through email campaigns spend an average of 138% more than prospects converting through other strategies.[i]
  • 80% of sales managers believe email marketing is a significant driver of customer retention.[ii]
  • The average return-on-investment for an email campaign measures 3,800%.[iii]
  • More than 72% of consumers prefer communications from companies that arrive in their inbox.[iv]

Interesting results, wouldn’t you agree?

The reality is your customers expect you to contact them through email, and they’re waiting for your first campaign to arrive in their inbox.


Setting Up your Foundation

Building the foundation of your email marketing campaign requires careful consideration.

There are a bunch of tools you need to help you launch your product, brand, or idea, and we’re going to cover them right now.

Email marketing is an automated process.

You need to build out your offer using a captivating content strategy to attract new clients.

However, you’re going to need a system to deliver your mail and answer prospect queries.

Setting up email autoresponders and sales funnels is a challenging process, but everything runs by itself when it’s in place.

Your job is to monitor the process, continuing to refine your content strategy and the efficacy of your sales funnels.

There are a variety of tools on the market that can help you set up and automate your flows.


Sending the Right Content

Your content strategy is critical to the success of your campaign.

Prospects want engaging content that boosts buyer temperature, turning them into a hot prospect.

If your copy is dry and bland, you’re going to get a weak response to your CTAs.

Deciding on the right content is a challenging process, involving plenty of research on trending subject matter in your market.

Use services like BuzzSumo to find out what people are sharing on social media in your niche.

Look at successful competitors and sign up for their email lists.

Check out the content they send you, and model your campaign using what you learn about your competitors and customers in your research.

Bill Gates coined the phrase “on the internet; content is king.”

That’s truth right there, and you need to keep that in mind when building your content strategy.

Some of the critical points you need to include in your email campaign include the following.

  • News about product launches, special offers, coupons, and discounts.
  • Press releases about company programs and initiatives
  • Industry newsletters featuring a collection of curated content
  • Announcements on upcoming events in your niche
  • Follow-up content strategies for prospect inquiries
  • Relationship-building content strategies to build authority and confidence with your prospects

Your email content strategy should focus on providing a range of valuable, interesting, and compelling content to your subscribers.

No-one wants you to sell to them 24-hours a day.

Therefore, you’ll have to plan your campaigns to include content surrounding every aspect of your niche and company.

Plan your sales funnels and autoresponders to drip-feed content on the best days of the week, where you get the highest open rates.

With the right content strategy and timing, you stand to dramatically improve traffic to your site and conversions on your CTAs.


When Is the Best Time to Send Emails?

  • Make sure you send out your welcome email immediately after prospects subscribe to your list.
  • Send out order confirmation emails directly after the prospect makes their purchase.
  • Send a second confirmation after processing the order, and a third after shipping the product or confirming service delivery.
  • Send a follow-up email one to three days after the purchase giving the customer useful tips around using the product or service.
  • After seven to ten days, send an email asking the customer to review the product or service.
  • Retargeting campaigns for processes like abandoned carts should go out within 24-hours, including a CTA for the client to convert. Send a second request 48-hours later if the prospect doesn’t take action on the first email.


Top Tips for Your First Email Campaign


1. The power of personalization

Personalizing your emails to your prospects goes a long way in improving your conversion.

The more personalized your email, the better the response.

2. Keep the copy simple

Make sure the reader can digest the content easily.

Remember to use bolded words and bright colors to highlight important points.

3. Create Clickable CTAs

A clickable CTA dramatically improves click-through and conversion rates.

4. Focus on building your list

Building your list is one of the core functions of email marketing.

Ensure you’re using lead magnets and opt-in forms connected to a value offer on your landing pages or social profiles.

5. Communicate with your list

Explain how your prospects can get in touch with you if they need anything.

6. Offer your prospects value

Your prospects convert if they feel they get value form your content and offer.

We recommend researching powerful content strategies for your niche before building your campaign.

7. Write powerful subject lines

The subject line of the email is the first thing your prospect sees.

Many people don’t get past the subject line before the email lands in the trash.

Take time to research how to write engaging and powerful subject lines for your emails.


Email Marketing – The Bottom Line

Your online business needs an email marketing strategy.

Whether you’re selling products or services or just promoting your blog, an email campaign can help you convert more business and build your list.


[i] https://www.campaignmonitor.com/resources/infographics/email-marketing-by-the-numbers-a-smart-investment/

[ii] https://blog.hubspot.com/marketing/email-marketing-stats

[iii] https://blog.hubspot.com/marketing/email-marketing-stats

[iv] https://www.litmus.com/blog/surprise-millennials-love-email-just-as-much-as-everybody-else/

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