How to Nail your Email Marketing Strategy in 2020

email marketing strategy

Email marketing remains one of the go-to marketing strategies. Research shows that you get an ROI of 42 dollars for every dollar you spend. This is huge, and I think companies should invest more in this tool to increase their revenue and brand awareness.

Emails are a great way to get in front of your customers’ screens. It’s aiming for people who have already shown an interest in your brand by subscribing to your newsletter. These people are more likely to buy from you as they already trust you.

Email marketing, therefore, is essential for boosting your sales, but you need to follow several guidelines to transform a mediocre campaign into a successful one.

Why is email marketing essential?

Email Marketing Strategy 2020

Email marketing is a great way to get in touch with your customers. Here are some of the reasons why:

89% of marketers put email in the first place as a lead generation channel.
● It allows your brand to automatically provide customers with useful information such as details and updates on your product or service.
● Most marketers choose email marketing as the most successful channel for content distribution.
● Consumers check personal email for an average of 2.5 hours each weekday while at work.
Email marketing traffic is more efficient, with 4.24% making a purchase compared to 2.49% of search traffic and .59% of social media.

5 steps to create a strong email marketing strategy for your next campaign

email marketing

1. Determine your goals.

When you start with a new campaign, it is vital to have a clear objective and try to compose your whole email marketing approach based on a structure.

This is important so that you keep track of your progress all the time.

There can be many different goals with email marketing like building a relationship with new clients, boosting engagement on your product or service, or even trying to win clients that don’t engage with your brand.

2. Build a landing page and attract potential customers.

Your landing page is significant in this process, as it is a lead magnet for your whole campaign. Poor design may be the reason for a bad email marketing campaign.

There are many tools out there that can help you create aesthetically pleasing sign up forms for your customers to opt-in.

Use templates with a simple design and a strong call to action. With this approach, you will have your first email list in no time.

3. Build and segment your email list.

nail your email marketing strategy 2020

When building an email list, I would encourage you to look at your demographics, gender, and, in general, all this information to help you know your audience a little better.

This step can be crucial for the success of your campaign.

When you have all the data you need and a list at your disposal, try to segment it into smaller pieces so that each customer can get the most value from your brand.

For example, try to create smaller lists based on interests, geography, demographics, etc.

4. Create a campaign and build your first email.

The next step is to create our first campaign. It is essential to understand what our customers need from us.

Why did they sign up in the first place? We have to create as much value with these emails as possible to transform them from customers to fans for our brand.

Sharing discounts, industry news, or even guides will do the trick.

5. Test and track.

We can talk all day about what to send in their inboxes, but it is all about experimentation at the end of the day. The lists are unique to you, and each one of these has different characteristics.

Test your campaigns and pivot your approach so that you offer the most value possible in future emails.

Check the opens and click-throughs to measure against other campaigns you’ve sent in the past.

These results, and any patterns you may discern in your readers’ behavior, will help you craft even more effective campaigns.

Email marketing campaigns to try in 2020


1. Welcome emails.

A welcome series allows you to greet your new customers, providing them with more information on your brand and your product or service.

It is also a great way to start your first segmentation by offering them the chance to choose the different communication options to get more targeted content.

2. Feedback and Review emails.

Living in an era where reviews play a huge role in customers’ behavior, a brand needs to have all these testimonials.

We can achieve all this by asking our email lists to give us feedback or a review of our product or service.

In this way, we have a new communication method, but we also convert our list to more loyal customers.

3. Abandoned Reservation emails.

The Internet is one of those distraction-filled places, and we can’t do anything about that. Or can we?

Many customers are close to buying from us and abandon their reservation sign up form.

Argh, we were so close.

Oh wait, we can send them an email with their reservation form to complete. This is precisely how this kind of email works. Trust me; it works wonders.

Fun fact: Users are abandoning a staggering average of 69% of online carts
45% of cart abandonment emails are opened; 21% of all are clicked on, while 50% of the users clicked purchase.

4. Newsletters sharing industry news.

Writing a sales-y newsletter is probably the reason why you are losing subscribers from your list. Instead, try to create content for your top destinations or underrated places if you are on a travel niche, or fashion tips if you are into fashion.

Educate people by emailing them insights, guides, and articles. In this way, when they are ready to buy, the first name that comes to their mind will probably be you.

5. Thank you email.

Once a user completes their purchase, it is a great time to send a thank you email asking for feedback, encouraging them to share their stories on their social media profiles or even telling them to send you some of the content they created with your product.

User-generated content can be the best kind of promotion for your brand, don’t underestimate it.

The takeaway

email marketing in 2020

We live in an unpredictable world full of changes, and our brand needs to adapt with new strategies and tools to create the best service or product.

Email marketing is an excellent tool in our arsenals because it can help us build a loyal customer base and increase our ROI.

It is essential to understand that what works for one business might not work for another, so finding the right email marketing strategy for your company will require experimentation.

Get creative, discover new ideas for promoting your content, and compare the results to find those that will give your company the most significant uplift.

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