How Does Email Marketing Work

Email marketing is pretty simple; you plan your strategy, choose your email marketing tool that integrates with your CRM, build your list, prepare your campaign, send your emails, track and measure your performance.

Perhaps, the million dollar question should be, “how can you make email marketing work?”

There is no one size fits all in email marketing. Your strategy will depend on your plans or goals and your target audience or market. Learn to use different email marketing tactics; if one strategy does not give you a good result, do not stick to it. Rather, test another strategy or combination of strategies until you find out your best formula.

These are some of the tactics that work for other businesses which might work for you:

Offer Offers in Your Emails

Making offers in emails is not only for ecommerce business. Regardless of what business you run, you should know how to spark the urge of people to get something they want. It can be giving them discount coupon, freebies, or general promotion. Example is Uber’s emails to its subscribers where they let them know about current deals and promotions.

However, you have to make sure that your approach is not too sales-y, instead make it look like you are being helpful. e.g., InvisionApp’s newsletters composed of their best blog content, or their favorite design links for the week (they give away free design often).

Subject Lines and Contents

> Subject line and preview text that are catchy making people open the email. BuzzFeed makes awesome subject lines and preview text that are short but punchy and perfectly fits with the rest of its content. For example; if their subject line is a question, the preview text is the answer.

> Rich-content email marketing strategy is one of the strategies used by SaaS businesses. It is normally done by creating a piece of content, usually infographics or videos and tell the people about it through an email. An email opt in form is in place where people are required to join before they get the full content.
Build Strong Relationship

> Uber nailed this tactic by sending all their communications telling their brand’s story. This is an approach in gaining brand loyalty.

> TheSkimm emails commemorate special occasions such as anniversary or birthday emails. Their tactic of asking their subscribers to be brand ambassadors and require them to share the link to their friends is pretty clever.
Overall, email marketing can be your golden ticket to your business success and according to last year prediction, the return will get higher in the succeeding years. So, if you have not jump on the bandwagon, now would be the best time to do so.

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