It’s 2023, and the number of marketing channels we have at our disposal continues to grow. There’s SMS marketing and CTV advertising and social media marketing — oh my!
And yet, even among a sea of marketing channels, email marketing continues to reign supreme. That’s thanks to its unmatched ROI of $36 for every $1 spent.
With an ROI like that, your brand can’t afford not to invest in email marketing. So as you prepare your strategy for this year, consider these tips for creating a successful email marketing campaign in 2023.
Sections
1. Build your list through value
In a world where third-party data is out of the picture, building your zero-party data is absolutely essential. But people don’t want to be spammed by emails. That’s why you have to give them a compelling reason to subscribe.
How can you do that? Pair your call-to-action to subscribe with a valuable offer. That could be:
- Exclusive discounts
- A spin-the-wheel offer
- Free downloads (e.g. a whitepaper or business template for B2B lead generation, or a branded mobile phone background for B2C)
These valuable freebies entice people to subscribe. Now, to keep them subscribed, continue including free downloads in your emails from time to time.
For those who still might hesitate to subscribe, ease their mind by reassuring them you won’t spam them. Let them know how frequently they can expect to hear from you, and give them options for managing the frequency and types of emails they receive from you.
Many brands offer email preferences where people can opt in to hear from the brand daily, a few times per month, or just once (usually advertised as “with their very best offers”). You can also give people a quick checklist of topics they’re interested in to start tailoring their emails successfully right off the bat.
2. Segment your list for success
Speaking of tailoring your emails, the key to successful email marketing in 2023 is staying relevant. Segmenting your list is the way to do that.
With segmented email drip campaigns, you can send targeted, highly personalized emails that are also spectacularly simple. When your list is segmented, it’s easy to send campaigns that have a single CTA or message, rather than a crowded email that’s trying to speak to everybody.
Consider these starting points for segmentation:
- Demographic data (e.g. age, gender, location)
- Customer purchase history
- Customer behavior (e.g. email interaction, website browsing)
Pro Tip: Periodically review your email lists and purge them of outdated emails. You can also purge the emails with the lowest open rates, or consider sending them an opt in to stay subscribed. Plus, regular scrubbing improves email deliverability and reduces your risk of ending up in that dreaded spam folder.
3. Know your goals and measure against them
Of course, you want to track your open and click-through rates, as these are the foundational KPIs of email marketing.
But, not all emails need to be measured by the same metrics, either. For some, your conversion rate is much more important. For others, click-through is less important. Consider keeping an eye on these other email marketing metrics, when it makes sense:
- Delivery rate
- Click-to-open rate
- Unsubscribe rate
- ROI
Once you’ve decided on your goals for a particular marketing email, create your campaign with those goals in mind. For example, if your goal is to boost sales, limit your CTA to one that takes people directly to the related product or category page. If it’s to boost views of a YouTube video, embed the video in the email.
Finally, after you’ve sent your emails, measure the performance of your campaign so you can learn from what worked, and use that to make your next campaign even better.
Succeed with email marketing in 2023
Whether you’re trying to grow product awareness or deepen loyalty, email marketing remains one of the single best ways to develop a relationship with your customers.
Position your brand for success in 2023 by partnering with the email marketing experts at Your Marketing People. Contact us today to discover how we can help your brand.
