The ultimate guide to email marketing strategy in 2021

Over the years, email marketing has experienced different changes. You’ll be surprised to find out that a strategy that was the cream of the top five years ago no longer works today. Even with all of these changes, email marketing remains one of the leading marketing strategies to date. With over 290 billion emails sent every day, the figures are estimated to rise to 347 billion emails sent daily by 2023.

For many digital marketers, this is their go-to digital marketing strategy because it delivers good results. It has one of the best return on investments (ROIs) of all marketing strategies. Email marketing also outperforms other online marketing strategies, such as content marketing, pay per click (PPC) and search engine optimization (SEO).

Your email marketing strategy is still a very vital part of your digital marketing. Emails offer a cost-effective way for brands and businesses to promote their products and services, communicate with customers, clients, and prospects, and achieve your business goals.

The bottom line: Email marketing gives you an ROI of $51 for each dollar you spend.

Strategies to run improved email marketing campaigns

This article is a guide to help you create a successful email marketing strategy in 2021. Let’s dive into the difference strategies of email marketing campaigns.

Email personalization

Email personalization isn’t about sending individual emails to all your subscribers. Instead, you’re creating a personalized message based on customer data. Amazon is an example of a company that harnesses the power of personalized emails. Email marketing is essential to their overall customer experience. It’s beyond just a marketing channel for them.

Unsurprisingly, Amazon benefits a lot from its email approach, with over 35% of its sales coming from recommendations (through emails and on-screen). According to an Experian study, personalized emails bring a 6x higher rate of the transaction.

According to another new research, email personalization can generate an ROI of $20 for each $1 you. This is some massive revenue opportunity for you. The fact that most brands don’t already use email personalization allows you to stand out from your competitors. Yet, personalization, in its simplest form, is to address your email recipients by their name. Using their name in the subject line increases the chances of opening the email by 16%.

More tips to personalize emails

Beyond using their first names alone, here are some other tips to help you personalize your emails.

  • Ask for their correct information beforehand: Personalization starts with the signup form. Try to extract information like name, location, company, etc. from them. Otherwise, you’ll have limited details to create personalized emails with.
  • Make sure your emails can receive replies: Sending emails that don’t support responses removes some authenticity from the message. Your readers should be able to reply and engage you. It improves your credibility.

Segment your subscribers

Segmenting your email makes it easy for you to target particular audiences. A Hubspot study revealed that email marketing key performance indicators (KPIs) have better performances when the sender segment their email list. This leads to an increase in revenue, open rates, leads, customers, and transactions.

How to best segment email subscribers

If you are looking to go ahead with segmentation, here are some few ways to go about it.

Segment by industry: if you offer products or services to customers or businesses, knowing their industry will help you create a piece for them in your email list. This will allow you to send emails that are relevant to each sector and each person/business. For example, a car selling business would engage emails about car product than a software business will.

Segment by the size of the company: this is also called account-based marketing. Segmenting emails by annual revenue or company size will increase response rates. You can’t send an email relevant to a business with 800 employees and expect the same email to be relevant to a business of 5 employees.

Sales cycle segmentation: early-stage buyers don’t appreciate one-to-one demo or aggressive sales pitch but wouldn’t mind getting a white research paper. Meanwhile, others ready to buy will be more responsive to your free trial offers and product webinars.

Send mobile-friendly emails

As of 2012, only about 27% of marketing emails were opened with a mobile device. The number rose to 42% by 2014. Now, more than 60% of marketing emails are opened with a mobile device. These numbers are enormous, and the increase is telling. You can also testify that one of the first things you do when you wake up is to reach your phone and check for calls, texts, or emails.

That’s how important mobile devices are these days.

Imagine you send an email to someone who reads their emails with their mobile device, and your email isn’t optimized for mobile devices. They’ll instantly delete the email, and if they keep getting such emails, they’ll unsubscribe permanently. So, it’s bothering that many brands still send emails that are not mobile-friendly at this age.

According to email marketing research, about 20% of email marketing campaigns are still not mobile-friendly. This is surprising considering the potential to generate massive revenue by optimizing the emails for mobile devices.

The revenue gotten per email that is optimized for mobile is 4x more significant than the one obtained from desktop, according to Yesmail. Mobile email has an average income of $0.40, and that’s 4x more than desktop emails deliver.

Furthermore, a Flexmail study reveals that 36% of B2B companies who send mobile-friendly emails and optimize their email marketing campaigns for mobile devices experience a massive increase in their email performance.

How to optimize email marketing campaigns

If you’re looking for ways to optimize your email marketing campaigns for a mobile device, here are a few ways to do it:

  • Use a responsive email design: by using a responsive email design, you’ll be able to optimize your user experience irrespective of the screen or type of device that the recipient is using. Thankfully, this is a solution that most email service providers already offer with their email functionality.
  • Make your pre-header and subject line short: your email subject line is an essential part of your email. It’ll be best if you keep it short. This gives the reader a good idea of what the email is about. You can waste a good opportunity with the pre-header or snippet text if you aren’t summarizing your email in it and also including a call to action. Using it any other way would waste a golden opportunity to attract the recipient to the email.
  • Use a big and obvious call to action (CTA): there are different sizes of mobile devices. For someone who uses a tablet or a phone with a large screen, a text link might be obvious and work for them. However, using this for other recipients using a smaller screen means you’re alienating them by yourself. Using a small CTA isn’t advantageous to anybody. If anything, it’s detrimental to you. People with big screens might have problems clicking your CTA if they have large hands. Save everyone the stress by using a big and bold call to action that’s easy to click.

Guide to email marketing strategy

Email marketing is still one of the most effective marketing techniques today. It offers the highest ROI for marketing. If you’re using it, you should use it well. The strategies in this article will help you to ensure your email strategy is top notch.

This guest blog post was written by Nick van Migrot, a digital marketer at the best essay writing service. He is also a member of the writer’s society and a blogger who writes about social media, advertising, and email marketing. Besides that, Nick is a passionate traveler and explorer of foreign cultures.