With changing technology, digital media has come at the forefront, with most brands resorting to digital marketing as their primary marketing tool. An excellent way to increase brand equity with cleverly crafted content is email marketing. It has been around for decades and is the most direct and effective way to connect with your potential customers and turn them into your customers.

Despite the rise of social media, email remains the most effective way to nurture leads and convert them into customers. Most people check their email daily, respond to them, and buy products marketed through them. Most brands, however, struggle to get their email marketing done right. If you are wondering how to get started with this tool, we have simplified the process for you. In this article, we will run you through some of the essential tips to follow when marketing through email.

• Know Your Audience

One of the basic principles for any form of marketing is to know your audience and classify them into various segments of age, gender, demographics, interests, spending capacity, and others. You need to break down your database and use different ways of talking to each segment. It would be best if you also looked for hot leads who have the potential to become your customers. If you are looking for a simplified way of collecting your leads, AWeber lets you build a useful list and safely store all the information.

• Choose an Email Marketing Service

Before you send emails to your leads, you need an email marketing service. While buying an email list is extremely easy, it doesn’t help you connect to your real audience. It doesn’t serve your business any good. You need an opt-in email from customers. With AWeber, you can create dynamic and personalized opt-in email forms that can be embedded with your site. AWeber Lists lets you send highly targeted emails to your potential customers.

• Focus on Delivery Instead of Reach

You might have created a vast email list, but the focus should be on sending personalized emails to your leads and increasing the email open rate. Reaching a vast audience will not help if they don’t open your email or convert into customers. You need to make sure that the emails are being delivered to your recipients and not their spam folders. You need to regularly clean your email lists, remove low-engagement contacts, and people who have unsubscribed. Overall, you need to ensure that you are not just spending money on email marketing but also getting a good value against it.

• Improve Your Email Open Rates

You won’t benefit from email marketing if customers don’t open your email. There are multiple factors involved in this. First, avoid spam filters. You must ensure that you get the customer’s permission to send emails; otherwise, it is sent to their spam folder. With AWeber’s opt-in feature, your emails would land directly into the customer’s primary inbox, eventually, improving our email open rates. Second, choose a time frame in which most people read their emails. Third, remove the inactive subscribers from your list, send emails to those who are genuinely interested in your brand. So, keep a fresh and updated list with customer preferences so that your emails are not wasted.

• Strategize Your Subject Line and Content

When it comes to email click rates, your subject line is the key. You need to generate curiosity among your customers so that they feel like opening and reading the email. Besides, your content should be customized as per different segments and customer’s needs. Use a friendly and conversational tone to engage with them. Customers with a lower income might enjoy offers and coupons, customers in a certain age group might enjoy reading informative content, so on and so forth. All your content should have a Call to Action (CTA) button to direct leads to your website. Curate your content as per specific segments and their needs to get high engagement.

• Optimize Your Emails for Mobile

Around 60% of emails are opened through mobile phones. Hence, you need to ensure that your emails are optimized for mobile devices. Keep your format simple; use small fonts; compress images to reduce the load time and keep the subject line short and crisp. Do not make your customers zoom on their phones or read a long subject line to view your email. Using these simple tips can help you optimize your emails for mobile devices. With AWeber, all your emails will be curated to cater to both laptops and mobile devices.

• Automate Your Emails with Auto-Responders

Automating the process of email replies helps you successfully engage with your customers and build relationships. An autoresponder is an automatic reply set up in advance and triggered in specific actions, like when a customer joins your list, a browse search, and others. You need to draft an email sequence, and it is triggered to the customer as and when he makes those requests. Automatic replies provide an immediate response to your customers, making them feel important. You can connect with them and nurture your leads with a better chance of a conversion. With AWeber’s autoresponder tool, you can create specific messages and convert your email marketing into sales.

“Guest posting is also a highly effective way to direct attention towards your business, cause, or service.”