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A comprehensive guide to maximizing your email marketing strategy

McKinsey & Company has found that email marketing is 40 times more effective than social media channels and can shorten the buying process by three times compared to other social outreach. Here is Go Live Data CEO Adam Herbert‘s step-by-step guide to using it to maximum efficacy

Thursday 16 March 2023 23:36 GMT
(Getty Images/Westend61)

Email marketing is flexible and can be used for customer engagement and acquisition, lead nurturing, and brand awareness. It can deliver the highest ROI out of all other digital marketing strategies and has a greater chance of actually being seen.

To get started with email marketing, it is important to have a specific goal for each campaign and to segment your list of recipients to send a more tailored marketing approach to the right customers. It is also important to ensure that emails are optimized for both desktop and mobile and to include an unsubscribe option in each email to comply with GDPR. Tools such as CANDDi’s Gmail, Outlook, and bulk email marketing plugin can help monitor email engagement and adjust future campaigns accordingly.

Step 1: Plan your email marketing campaign

To create an effective email marketing campaign, you need to plan it carefully. Start by defining the purpose of your campaign and the goal you want to achieve. This will help you determine the type of email you want to send, the content you will include, and the calls-to-action you will use. Make sure your email is optimized for mobile devices, as many people now access their email on smartphones and tablets.

Step 2: Build your email list

Your email list is the foundation of your email marketing campaign, and it’s important to build it carefully. You can build your list through various channels, such as your website, social media, events, and webinars. Make sure you use an opt-in process, where subscribers agree to receive emails from you. This helps you avoid spamming people and ensures that your emails are delivered to a receptive audience.

Step 3: Segment your email list

Segmenting your email list means dividing it into smaller groups based on specific criteria, such as demographics, interests, or behaviour. This allows you to send targeted and relevant messages to different groups of subscribers. By segmenting your list, you can personalize your emails and increase engagement rates. A study by Campaign Monitor found that segmented email campaigns have a 14.31% higher open rate than non-segmented campaigns.

Step 4: Create your email content

Your email content should be engaging, informative, and relevant to your subscribers. It should also reflect your brand’s voice and personality. Make sure your subject line is attention-grabbing and your email is visually appealing. According to a study by Adobe, 40% of consumers say they prefer emails that are beautifully designed. Use a clear and concise call-to-action that encourages subscribers to take action.

Step 5: Send and track your emails

Once you’ve created your email and segmented your list, it’s time to send it out. Use an email service provider (ESP) to send your emails, as they offer features such as list management, email templates, and tracking. Use the data from your tracking reports to evaluate the success of your campaign and make adjustments for future emails.

Overall, email marketing can be a powerful tool for building relationships with your audience, driving sales, and increasing brand awareness. By following these steps, you can create effective email campaigns that resonate with your subscribers and help you achieve your marketing goals.

At Go Live Data, we pride ourselves on being innovators in the market, committed to helping the UK business market succeed by providing innovative data services and engagement campaigns that drive results. By leveraging our services, businesses can ensure they are using the most effective marketing techniques available and stay ahead of the competition.

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