Planning An Email Marketing Strategy-How We Do It For Clients? | Xcentric
Looking for a way to communicate about your brand and sell stuff online? Targeting an Email Marketing Strategy is a cost-effective and surefire way to do so. In fact, being a digital marketing agency, we at Xcentric Services have noticed a high ROI on every dollar spent for marketing through emails. When the savvy buyers of today are ready for buying something, they watch out for emails from their favourite brands.
However, because people receive countless emails in a single day, it can be a challenge to stand out in a piled-up inbox. And that is where we can help you shine – by following our tried and tested tactics. But before that, read through this blog. It covers details about how we plan effective email marketing campaigns for clients and send out outstanding emails.
Getting Started On Email Marketing: THE XCENTRIC WAY
Email marketing strategies that we plan help businesses in connecting with their target audience and promoting their brand. Frankly speaking, we do a lot with emails for our clients – like sharing their latest news, selling products, reducing cart abandonment, or even telling a brand story. Overall the Email Marketing Tips we swear by and follow include:
1. Creating An Email Marketing Plan
To help you make an informed decision of hiring us as your partner agency, we have highlighted some of the best practices we follow when planning an Email Marketing Strategy. Precisely, we follow these steps:
· Defining Target Audience
No matter what a brand sells, we make sure to have a clear idea of its target audience to communicate effectively. Using different tools and techniques, we dig deeper for segmenting the users in an audience group and then send personalized emails. This helps in increasing the engagement rate, building strong relationships, and generating a high ROI.
· Signup Sources
Some of the valuable customer data we get is from a signup form which shows where subscribers have signed up for the list and how. For this, we first connect the websites of our clients with Mailchimp, especially if it is an E-Commerce business. It helps us know where the customers joined the email list. Therefore, giving a better understanding of communicating with them and tweaking the marketing efforts moving forward.
· Groups & Segments
Once the small collections within the whole target audience are identified, we create segments and groups for sending personalized and relevant emails to the recipients. Precisely, our team goes by this rule – the more relevant a campaign is, the better the results. Even though there are times when we think that let’s send the same email to the entire list, we still segment users and increase the click-through rate of the email marketing campaigns.
· Writing Content
After knowing who we are writing to, we get onto thinking about the content. What to talk about with the target audience? How to plan the content marketing strategy? Overall, our goal is to send emails with purposes, which actually speak to the recipients and are focused on what they signed up for in the first place.
· Goals & Sending Frequency
There is no hard and fast rule about how often emails should be sent to the target audience. However, sending them too often might tune what a brand actually wants to say or get an unsubscribe altogether. Hence, we plan smart. For clients running a news website or blog, we send out daily updates to the subscribers. However, for others, we send emails twice a month or once every week to keep the audience excited. All in all, we target email marketing campaigns and decide their pace depending on the requirements of the client.
· Making Schedules
Moving forward after accomplishing everything mentioned above, to ensure that every client is on-track with the strategy, we create a content calendar. It will depend on the type of content we plan to send, the sending frequency, and the industry of the client.
2. Designing Emails
When planning strategies for email marketing, our job does not just end at creating the plan, including defining the audience, planning a content calendar, and everything in between. Instead, after the planning part, we get onto designing emails by:
· Design Elements
To design an email marketing campaign that hits right on the spot, we focus more on the message and keep it straightforward. And, for that, we lay out a hierarchy of all the elements in emails, putting forward the main takeaway or important information on the top. Thus, ensuring that the targeting audience can scan the email even if the time is short.
· Coding Templates
Mostly, agencies use Email Marketing Templates, but at Xcentric Services, we do not do it this way. To get more control over the email design, we code templates and import them into the tool we are using for email marketing.
3. Testing Emails
Every other Email Marketing Strategy we plan is different – which means that a campaign we design for one client might not work for the subscribers of another client. Hence, for testing them look-wise, compatibility with different devices, and their efficiency, here is what we do:
· Sending Test Emails
Other than a professional marketing team, we also have a team of designers and content writers onboard. To get feedback on the layout and check the emails for typos, we send the teams a test email. Therefore, allowing them to preview the campaign in their inbox directly.
· A/B Testing
Humans often get confused, and so do marketers when choosing a subject line for an email marketing campaign; to get the most clicks and opens. Also, there might be some certain hours of the day when customers are likely to purchase through the campaign. Fair enough, no one wants to hit an arrow in the dark. Hence, we opt for A/B testing. It allows experimenting with different versions of an email to see how the changes impact the results of the campaign.
4. Measuring Performance
Targeting an email marketing campaign and taking the back seat is not enough. Hence, we also measure the campaign performance; to give the client an idea of its performance and fine-tune the strategy moving forward. For measuring performance, we track:
· Clicks & Opens
This is one of the most obvious statistics that allow us to measure the campaign engagement because they indicate how well the campaign content and subject lines resonate. Moreover, considering the click-through and open rate, we also compare the results of our client’s email marketing strategy to that of other competitors in the industry. Because after all, with no competition around, targeting campaigns is similar to being in a vacuum.
· E-Commerce Data
For retail clients at Xcentric Services, we also connect their online web stores to Mailchimp and turn on E-Commerce link tracking for the campaigns. Therefore, enabling viewing purchase data for the subscribers in campaign reports and the profiles of subscribers.
· Website Traffic
The campaigns we target are aimed at directing more traffic to an online web store or website of the client. With a few integrations here and there, we also track the trends in website traffic after the email marketing campaign is in action.
Keeping your customers engaged and business growth requires being there for your target audience in their inbox too. However, unfortunately, only using Email Marketing Tools does not help with finding new people, connecting with them, and selling more stuff. You need to put your best effort into planning, designing, and targeting email marketing campaigns – which takes time and effort.
Hence, to make a great impression on your target audience, hire Xcentric Services to plan and target your email marketing campaigns. For getting started on it, send us a query at [email protected] TODAY!