3 Email Marketing Strategies You Should Be Doing


Personalise. Segment. Automate. Test. These are all often repeated buzzwords in the world of Email Marketing. They’re also common strategies that every email marketer knows about.

Whether you’re a business owner or a digital marketer, you’re most likely familiar with these email marketing strategies. Blog posts that talk about how you can personalise, automate, and test your campaigns are ten a penny, so reading yet another blog post about these exact same things won’t exactly help you.

Instead, in this post, we’ll walk you through several less common strategies that you can implement in order to ramp up your email marketing this 2020.

Take advantage of different landing page tactics

Every business needs leads, but not all businesses are successful in their lead generation efforts.

Data from Growth Marketing Stage’s 2019 Marketing Benchmark Report, 72% of marketers state that generating leads is their most significant challenge.

One way to tackle this challenge is to try different lead generation tactics. Here are a few of the most effective:

  • Discounts

Offering big first purchase discounts to website visitors is a go-to strategy for many brands. After all, consumers are always trying to find the best possible deals available.

  • Free trials

As a lead generation strategy, offering free trials is especially useful for brands that provide a service. This is because, in most cases, people who visit your site are hesitant to make a purchase—They’re still looking around for the best service at the right price point.

With a free trial, you have a great opportunity to generate leads and convert them at a later time. It’s easier to convert leads who take advantage of your free trial since they already have a concrete idea of how you provide your service.

  • Referral programs

Referral programs are not only wonderful for lead generation, but they’re also a good way to spread awareness for your brand. The way referral programs work is that you reward people for sharing your offers to their friends and family members. 

For example, you offer web visitors a 20% discount in exchange for a referral, who also receives the same discount.

Qualify your leads immediately

Generating leads in the form of email subscribers is one thing. Qualifying these leads is another matter altogether.

To qualify your email subscribers, ask them the right questions right from the start. You need to get information that will enable you to determine your leads’:

  • Demographics
  • Interests
  • Content preferences
  • Email frequency preferences
Source: Campaign Monitor

All this information will make it easier for you to segment your email subscribers, send them relevant content and offers, move them further down your sales funnel, and then convert them into paying customers.

The best time to get all this information is during the signup stage when visitors are filling out your email subscription form or landing page.

Rather than simply asking for a name and an email address, include questions in your form that help you qualify your leads. You can ask questions related to the type of emails they want to receive, how often they’d like to receive emails, what their job titles are and what they do for work, so on and so forth.

Remember, though, that you should still keep your forms as short as possible. People generally don’t like filling out lengthy forms, so try to keep yours around three to five fields in length. 

Reach out to Gen Zers

Estimates show that Gen Zers will account for 40% of all consumers by 2020. Data also indicates that Gen Zers are the UK’s biggest consumers of content, spending 10.6 hours each day consuming a wide range of content across multiple devices.

It’s clear that you need to start paying attention to Gen Zers. If you don’t do it soon, then you risk alienating a significant portion of your audience base. 

Here are steps you can take to avoid leaving your Gen Z audience behind.

  • Combine email marketing and social media.

It’s no secret Gen Zers love social media, and this affects how they engage with brands. In fact, results from a recent survey revealed that Gen Zers preferred using social media when interacting with brands. The survey also revealed that Gen Zers make more purchases from social media than email.

Leverage Gen Zers’ preference for social media by integrating your social media and email marketing strategies.

One strategy you can try is to promote your email offers on Facebook or Instagram. This allows you to convert leads from two channels instead of just one or the other.

In addition, not all your followers on social media subscribe to your newsletter. So why not use social media to grow your email list? On social media channels like Twitter, Instagram, and LinkedIn, you can post links to your landing pages and sign up forms and then include an attention-grabbing caption.

Meanwhile, plenty of email service providers (ESP) now allow you to seamlessly integrate Facebook into your email marketing. Using the right ESP, you can add a dedicated tab on your Facebook page that people can click on if they want to subscribe to your newsletter.

To entice your social media followers to sign up, give them a sneak peek of all the amazing promotions and offers that you provide exclusively to members of your email list.

You can tease followers about an upcoming email promotion. Encourage them to subscribe by letting them know that all they have to do to enjoy the same promotion is to join your mailing list.

  • Include preference centres in your forms.

According to the same survey, approximately 78% of Gen Zers prefer to receive emails from brands once a week. You can accommodate this and other Gen Z preferences by including preference centres in your signup forms which allow your subscribers to choose how often they want to receive emails from your brand.

Wrap up

Most, if not, all email marketers know how to personalise subject lines, segment subscribers, and automate specific messages. While tried and tested, these strategies don’t offer you anything new. It’s the start of the year, which makes it the perfect time to try out new things. The email marketing strategies outlined in this post might not be that common, but that doesn’t make them any less effective.. So try them out today!

About the author

Ash Salleh

Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.

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