Devising an Email Marketing Strategy Powered by Data and Science

According to a report published by Super Office, email marketing has proved to be the most effective marketing channel that has the potential to bring an ROI of $51 for every $1 you have spent. With more than 290 billion emails sent each day, it has become imperative to formulate an email marketing strategy that would charm your subscribers and help you stay ahead in the competition.

So, how will you go about preparing an email marketing strategy that will not only enhance your brand reputation but also increase your conversion rate?

Here are some winning tactics to help you out.

Segment your subscribers

The very first requisite for building an effective email marketing strategy is sending out relevant emails to your target audience. For this, segmentation is of foremost importance.

No wonder, segmentation is the second most important initiative for email marketers in 2020.

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Take into consideration parameters like age, sex, geographical location, past purchases, and resources downloaded to segment the subscriber list. Based on these details, send out triggered emails with useful information for the subscribers. To execute effective segmentation, you must ask for the right information from the subscribers in the signup form itself.

Personalize the emails

There was a time when brands used to personalize their email communications by just using the first name. However, with time, personalization tactics have significantly evolved. Nowadays, companies prefer sending hyper-personalized emails exclusively created for individual subscribers. Studies have revealed that recommendations drive over 35% of all product sales. Moreover, you can yield $20 in ROI for every $1 invested, by using personalization. Despite these striking advantages, 70% of brands do not use personalization in their email marketing strategy.

Did these numbers convince you?

If not, here are some more numbers to enlighten you.

Email marketing has the power to generate $0.08 in revenue per email. This does not seem to be a huge number, but just consider the fact that you are sending out an email to 20,000 subscribers. This would open up avenues to bring $1600 revenue for your business. Now, if you send out personalized emails, you can drive even higher profits.

Here’s an example to help you understand better.
See how Air Canada has personalized the entire experience for Lisa, who had been
looking forward to flying to London.

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Make your email designs more creative

As your subscribers are bombarded with several emails throughout the day, it becomes imperative to think out of the box and bring freshness to the emails. Here are some tips to make your emails more visually appealing and increase the likelihood of getting conversions.

a. Add GIFs in your emails

Whether you are a SaaS company looking forward to explaining your product features or a travel company wanting to inspire wanderlust in the travel enthusiasts through emails, adding animated images is a great idea.

It will not only enhance subscriber engagement but also improve your brand reputation.

Take a look at this email by Carnival Cruise Line and see how they have used long scroll format and GIF to entice the user to travel.

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b. Try video email marketing

Sending out explainer videos in emails is a great tactic to increase the conversion rate as it relieves the recipient of any apprehension before making the purchase.

Here’s an example to inspire you. 

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c. Up your email marketing game with gamification

Gamification can be a powerful strategy to boost your email click-through rates and prompt subscribers to take the next action. If you are planning an innovative email for the Holiday season, gamification can be the answer.

Email Uplers (erstwhile EmailMonks) had sent out an exciting game in their Halloween email to garner maximum click-through rate and conversions.

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d. Keep your landing pages in sync with the emails

Your landing page is as important as your email. Try to tell a story with the help of your email and landing page.     

Here’s how Moo nails this tactic to get more people to buy from them.

Check out their animated email and corresponding landing page. 

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Design mobile responsive emails

According to research, 20% of email campaigns are not optimized for mobile devices. This is shocking because most of the emails are opened on mobile devices. Don’t you access emails on your mobile phone as soon as you wake up? Your subscribers are sailing in the same boat. To make sure that your emails render well on all devices, you must design responsive emails that impart a smooth subscriber experience. If not, you might end up with unsubscribes or worse still, spam complaints.

36% B2B companies that designed their emails for mobile devices observed an improvement in the campaign performance. Therefore, you must keep your mobile users in mind.

  • Draft short and to-the-point subject lines with relevant preheader text.
  • Have a font size that is easily readable on small screens.
  • Add enough white space to avoid any clutter in the email.
  • Do not place links too close in the emails, otherwise the subscriber might face an issue in tapping on the right link.
  • Include visual elements that do not take forever to load.
  • Keep the CTA to 40px so that it is easily tappable.

A/B test your emails

One of the most overlooked email marketing strategies is A/B testing. However, it is an effective way to figure out what works the best for your emails. You can test elements such as subject lines, call-to-action placement and design, personalization, landing page, from name, preheader text, and the visual elements.

Here’s an example to illustrate how you can A/B test the email subject lines. These emails have the same copy but different subject lines. It can be hypothesized that they have attempted to test the use of emojis through this split testing.

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Monitor your email marketing metrics

Lastly, you must keep an eye on the open rate, click-through rate, bounce rate, and unsubscribes and accordingly optimize your email campaigns. For example: If you observe a sharp dip in the click-through rate, you must try sending more relevant and attractive emails with clear CTAs. A sudden increase in bounce rate might be indicative of the need to clean the subscriber list.

Wrapping Up

Email marketing has always yielded great results for marketers. Just follow these tips and you will surely be able to get closer to your sales goal. Understand the modern consumer psychology and keep your email strategy updated to make the most of this channel.

The Author

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Kevin George is Head of Marketing at Email Uplers, one of the fastest-growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion, and free responsive HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.

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