One of the best and most effective ways to increase your product or service’s awareness is to create a highly effective email marketing plan. The count of email accounts that are active has crossed 5.6 billion which makes email an excellent way to push your messages to potential buyers and existing customers.

 

Moreover, email marketing leaves even social media marketing behind by a huge number as far as gaining new customers are concerned. Additionally, if you add this fact with the outstanding ROI of emails, email marketing is one of the best solutions to win for digital marketers.

 

We have put this article together in order to take you through the effective ways of creating an email marketing plan so that you can easily start your next campaign.

 

Follow these steps to come up with an impactful email marketing plan for your next campaign.

Step 1: Get Personal

 

The consumers today want on-target, relevant content and expect it to be personalized as per their interests. Personalizing messages are a powerful mode to keep your consumers interested in your business. Around 40% of the consumers have reportedly cut ties with businesses because they lack personalization and people don’t trust brands that don’t know their customers.

 

Consumers do not want to be treated like sales prospects, they want to feel like people. If you want to drive trust, loyalty, engagement and ultimately revenue through email marketing, you need to have a warm and personalized campaign ready to push. For personalizing your email campaign you need to know your customers and for doing this, you will have to implement segmentation.

 

Need For Segmentation

 

Segmentation, like personalization, is equally valuable. Email marketing drives great ROI wherein around 75% of the ROI comes from targeted, segmented and triggered campaigns. Segmentation means grouping your target market into the sub-niches based on the behaviors, demographics or any other criteria. Choose the type of segmentation that is sensible for your marketing and data goals and then starts sorting.

 

Once you have sent the segmented and targeted emails do not forget to use personalization.

 

Personalizing your email can be as simple as including the name of your customer or making the content a little more in-depth. Campaigns usually provide suggestions for a customer location, future purchases, etc.

 

Segmentation and personalization show how they can make your email marketing more successful.

 

No matter what your preferred location is, applying segmentation and personalization will increase your open as well as click-through rates. This additional step will make your customers feel like people instead of prospects.

 

Step 2: Use Automated Emails To Scale Your Efforts

 

Another way of showing personalization to your customer and further building engagement and trust with them is through automating your email marketing plan. Setting up emails that are automated and will be triggered by your consumer’s behavior will allow you to chalk out personal experience. This experience will help you give your audience the right message at a proper time.

 

Ways Of Automation

 

To make your email marketing plan an effective one you will have to integrate your website with ESP.

 

Sending Welcome Emails

 

Starting with an array of welcome emails for engaging and onboarding new customers or subscribers is highly recommended. Additionally, if you include a valuable offer in your very first email, you will be able to successfully build excitement in your consumers and encourage them to keep looking out for your emails.

 

Nurturing And Re-Engaging

 

You can complete your email marketing plan by using some of the ongoing messages that will nurture the existing consumers and re-engage the ones who have drifted apart.

 

Automation Based On Behaviour

 

When the customers are excited to receive your emails, create a series that is triggered by their behavior like birthdays, purchases or their anniversaries to increase the contact and keep the engagement fresh.

 

Step 3: Grow Your List Organically

 

When it comes to building your email list, you’d want strong and organic growth. To encourage such a growth you need to use your website for the required impact.

 

List Building Process

 

The best way to start building your email list is to use relevant and high-quality content that is specific for your audience and you can provide it often. You can use this method on your website and then send follow-up emails to let them know how they can engage and receive the goodies.

 

Step 4: Build A Long-Term Value

 

Just like how email growth is important, retaining them is equally valuable. This is specifically true since every consumer has a revenue value when they are subscribing to your business. Customer lifetime value defines the type of value your relationship will have with your prospects in the future.

 

Lifetime Value Calculation

 

To calculate the lifetime value of a customer you need to multiply the purchase frequency by the value of the average order.

 

Customer Retention

 

Retaining customers is more beneficial and cost-effective than getting in new ones. So much so, that around 80% of all the future revenue will come from 20% of customers that exist. Therefore, keeping those customers is crucial.

 

Wrap-it Up

 

In case you are offering or are in the planning process to offer a product or service online, ensure that email marketing is the part of your digital marketing strategy. Take a fledging plan from the past and turn it into a robust strategy. You are sure to maximize your profits as well as results through segmentation, personalization, automation, and retention.

 

Ameet Bhinganiya

Author Ameet Bhinganiya

Ameet is the co-founder of OnlyB2B ITES Pvt Ltd, a Lead Generation Expert, and brings 10+ years of experience working with Marketing, Advertisements, NGO, BPO, and ITES etc. Say hi on ameet.bhinganiya@only-b2b.com

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