In the ever-changing world of digital marketing, email is one of the rare channels that has stood the test of time. In 1978, the first promotional email was sent, and the marketing landscape hasn’t been the same since.
What is the secret to the success of email marketing? For starters, email a direct and convenient way to connect brands with consumers. In fact, 86% of professionals prefer to communicate via email! It is also highly effective. Email marketing generates an average of $38 for every $1 spent—in other words, it generates a 3,800% return on investment.
However, it’s important to remember that this astonishing ROI reflects the time, energy, and creativity that digital marketers put into their email marketing strategy. As competition within consumer inboxes increases, it’s important to have the right training to create personalized and optimized emails. Read on to learn how you can make the most out of this key digital channel!
Start by Building Your Email List
Before you start thinking about creating emails, you’ll need contacts to send them to. Unlike websites and social media channels, which are freely accessible online, email marketing requires you to obtain people’s email addresses through more creative means.
As you’ll learn in digital marketing training, marketers generally build an email list through ‘lead magnets’, which are helpful resources you give away for free in exchange for someone’s contact info. These could include eBooks, white papers, webinars, free trials, quizzes—or practically anything that provides value to your audience. Just make sure that every person on your list has given clear consent to opt into your email campaigns.
Define Your Target Audience
The next step in creating your email marketing strategy is figuring out who is downloading your lead magnets and filling out forms on your website—and what these people want.
Understanding who your target audience is, why they are interested in your company, and what factors are preventing them from becoming customers, is essential to creating a personalized email marketing strategy.
Not only does this influence your email design and copy—it also helps you segment your audience into smaller groups in order to create custom email campaigns. For instance, depending on your audience, you could create segments for leads at different stages in the buyer’s journey, or sort your leads by location and create emails accordingly. After all, the more personalized your emails are, the more effective they will be.
Create Different Email Campaigns After Digital Marketing School
Once you’ve set the foundation for your email marketing strategy, you can begin building different campaigns based on your company’s goals.
Since there are a wide variety of email types, being trained in each is a key benefit of digital marketing school. From weekly newsletters to autoresponders to email workflows, there are many ways to nurture leads through the buyer’s journey and transform them into customers.
Regardless of the campaign type, there are a few different ways to optimize any emails you create. You can use personalization tokens to address your leads by name, for instance. You could also add helpful resources like blog posts and ebooks to spice up your email content.
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