Marketing Tip #16

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How to Use the Power of Email Marketing to Generate Leads & Sales

When it comes to email marketing, there are a few things you need to know before you start sending out emails to your subscribers. The worst thing that can derail your email marketing campaign is a poor reputation. A poor email reputation will cause you to lose subscribers, land in their spam folders, or both.

The keys to optimizing your email campaigns include considering who your audience is, using the subject line wisely, getting personal with your subscribers, being consistent with the information you provide (while not being repetitive), including a call-to-action (CTA), and staying on top of the latest ideas that will provide value to your readers.

Consider your audience

One of the most important things to do when establishing an email marketing strategy is to ensure that your emails are relevant to your target audience. When doing this, you are not only ensuring that your messages are engaging the right prospect, but you are also making sure that your subscribers are happy with the content they are receiving. To do this, you need to ensure that you are providing value to your readers.

Think about why they are subscribed to your list. Are they previous or current clients? Are your subscribers leads that haven't converted to paying customers yet? Maybe both? You provide value by offering them information that is helpful and relevant to not only their needs and wants, but by giving information about how you can help them achieve their personal goals.

Use the subject line wisely

Typically, your subject line is the first thing people see when your email lands in their inbox. Subject lines are the first step to grabbing your reader's attention and giving them insight into the message the email contains. You will want to use a short and concise subject line that will entice them to open the email instead of immediately moving it to the trash folder.

With A/B testing, you can test two versions of the same email with a single click. This allows you to test different subject lines without having to send out two emails to your subscribers. If you are trying to see which subject line gets the best open rate, A/B testing can help you find out which variation works best. We always suggest A/B testing everything you can but keep in mind that it is best to test one thing at a time (this is also known as your "control").

Get personal

One of the best ways to engage with your audience is by sending them personalized emails. This will help to build a relationship with your subscribers and increase their trust in your brand. One of the easiest ways to do this is to include their name at the beginning of the email. For example, if you are sending out an announcement about a new product, you could start your email off with "Hey NAME, you have to check this out!"

Another way to personalize your email is to segment your subscriber list. Most email marketing platforms will allow you to create different lists to send different variations of emails to. There are several benefits to segmenting your subscriber list! This includes being able to create a “warm” list versus a “cold” list. A "warm lead" would be considered someone that has interacted with your business before, whereas a "cold lead" is someone that has not.

You can also use this feature to send out more targeted emails to people who have already expressed interest in a certain topic, product, or service. This is important because you do not want to send a promotional email directed toward new subscribers to everybody on your list because you may have people that have been subscribed for weeks, months, or years.

Be consistent - not repetitive

When it comes to email marketing, consistency is key, especially if you have a newsletter. The best way to accomplish this is to use an email template. A template can help you save time and make it easier for your subscribers to know where to look for a particular section they may need.

Make sure you are sending relevant content to your readers each time you publish a campaign. This will make it easier for them to see what you have to offer, and it will increase your chances of getting a response. If you send out a lot of emails, it’s important to make sure they’re not repetitive. People will quickly get bored of your emails if they’re too similar to each other or if they feel like they are no longer getting any value from the information you are providing. Make sure you vary your content and don’t send out the same email (or information) over and over again.

Include a call-to-action

It’s important to include a call-to-action at the end of each email. This will help to increase the click-through rate, and it will also encourage your readers to engage with your content.

Increasing the engagement rate of your emails tells your email service provider that you are a trusted source and not spam. This will help boost your email reputation and will help improve your deliverability score.

Stay on top of your game

You don’t want to fall behind when it comes to email marketing. Make sure you’re always working on improving your content and your strategy. You can do this by reading industry news and keeping up to date with what’s going on in your industry.

Email marketing is an important part of any business, but it’s easy to get started in the wrong direction. If you don’t know what to say or how to make sure your messages stand out from the rest of the emails flooding your inbox, it’s time to take a look at your current email marketing strategy.

HTX Marketing Group is here to help you create a stunning email marketing campaign that will assist in nurturing your leads and existing clients. Be sure to schedule your introductory strategy call by clicking the button below or calling us at (713) 965-7370!

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Written by Adam Hundley

Published on June 2, 2022

Adam is the Founder of HTX Marketing Group. After realizing an unexpected passion of helping small businesses grow when growing the marketing department at a local law firm, he decided to turn his passion into a bigger project and founded HTX Marketing Group. He strongly believes in working in tandem with business owners and their staff to ensure that the businesses they worked hard to open sees the growth and success to keep them going.

HTX Marketing Group is not your normal Marketing Agency. We work with you to grow your business your way. Not growing fast enough? We can help. Growing at a steady rate, but want more results? We can help. Whether it is paid ads on social media or search engines, creating content for your website or social media channels, newsletters to keep your existing clients and customers front of mind, or coaching your team how to run your marketing department on autopilot, HTX Marketing Group will guide you.

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