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Email marketing outperforms other channels thanks to its cost-effectiveness. Still, many marketers underestimate proper planning and don’t realize the full potential of the channel. Use these helpful tips to set your email strategy right and create a marketing powerhouse.

NEVER OUT OF FASHION

As far as cost-effective marketing channels go, email still has no equal. If you are a growing retail or e-commerce business, you absolutely need email to drive your marketing profits. But before rushing to send out your campaigns in bulk, you should take a moment to develop a sound, profitable strategy and stock up on some adequate tools. 

Struggling to find your footing in emailing? Not sure when or how to start? Not for long. These tips and suggestions come from decades of emailing experience; they should provide you with a good foundation to build your email marketing on. 

SET YOUR GOALS

First things first: define the milestones you want to achieve. What do you want to improve? Be as specific and as simple as possible. “By Q2, we aim for a 15% increase in email list size; in Q3, we aim for a 33% open rate, and in Q4, we will increase conversion by 25%.” Also, try business analyses when considering large-scale emailing to know what you can manage. 

Also, set challenging yet achievable, relevant, and actionable goals. If you do not exactly meet them, you will do better next time, informed by your experience. Kicking off email marketing can be daunting, but dividing it into smaller tasks lets you focus on specific issues. When you resolve smaller issues one by one, the bigger picture will gradually improve.

A VISIT TO THE WORKSHOP 

Before designing your first marketing emails, you should stock up on adequate tools. Emailing efficiency highly depends on available tech, which can make various tasks manageable. We list some must-haves, regardless of your business size.

1. Segmentace — Emails must be personalized if you expect high CLV, retention, and revenue. RFM segmentation is great for segmenting customers based on their purchase habits, but you can also group customers based on demographics, profiling data, or communication data.
2. Template designer — Seek added functions like support for dark mode, AI product recommendation, and personalization options. 
3. Zabudovaná automatizace — Deal with the repetitive stuff efficiently. For example, create automatic workflows that send a welcome email to every new customer or reward exceptionally large purchases with a voucher. 
4. Analytics — Look for tools that generate robust reports. Emailing always has room for improvement, but analysis will tell you exactly what to improve. Make sure to possess analysis on deliverability, campaign revenue, and conversion.

WHO DO YOU SEND TO?

Now that you have the necessary tools, you should work on building the email list. Carefully gather first-party data, put opt-ins on websites and landing pages, design competitions or rewards for subscriptions, and set up a loyalty program. Your email list is one of your most valued possessions.

Additionally, perform email hygiene (at least once every 6 months) and double-check the correct addresses (with tools like double opt-in). As spam policies become increasingly strict, you cannot afford to tarnish your sender rep. Thankfully, some tools automatically sort out the bad seeds, such as CareCloud Data Quality Management.

CREATE YOUR DREAM CONTENT

Now comes the fun part — creating content. This is also the part where we have the least to say. Here’s a little caveat — only you will know what works for your business and your customer base. Statistics and guides will sadly provide a definite solution. Let your creativity run wild, maintain your brand voice, offer value, and always, ALWAYS have the customer in mind.

LEARN FROM YOUR OUTPUT

The job’s not done. Now, you have to analyze and optimize your content. The time of sending, personalization, content, and deliverability all have to be constantly monitored so they perform better next time. A/B testing will become your best friend — always test one feature at a time for relevancy/credibility.

MASTER EMAIL MARKETING WITH CARECLOUD

Each business has its emailing journey to discover, develop, and optimize. Still, with these general tips in mind, you at least know what to expect. Intuition will only get you so far: you need a clear-cut, data-informed, and achievable strategy behind you.

Nevertheless, choosing marketing tools can be overwhelming, especially when you have to integrate them (putting 8 systems to work together can be a pain). If you want to make things easier, consider CDP & CRM CareCloud, which houses all the necessary emailing tools in one place. We would happily give you the space to achieve your email wonders.