The Secret Weapon of Top Brands: How to Master Email Marketing in Today's Inbox
“How can I increase my Social media organic reach and get to my audience?” This is the question often asked by Marketing Managers, as well as small business owners.
We get you, reaching your audience via Facebook and Instagram was THE thing a few years back. You would put out some generic post and boom, 100 likes in a couple of minutes. Oh, the good old days…
Unfortunately, this is not the case today. Many brands struggle with reaching their audience. Sure, paid ads can be a problem fixer. But there’s another powerful tool that shouldn’t be overlooked: Email marketing.
The Story of the First Email Campaign Ever Sent
The true boom of Email marketing happened a few years back (yeah, everyone is starting their newsletters these days…). But what if we told you that the first Email campaign happened back in the 1970s?
In 1971, a computer Engineer named Ray Tomlinson created electronic mail. The whole thing relied on ARPANET. It was a US Department of Defense system that later turned into the basis of the internet we know today. Tomlinson was also the first person to send an email.
This system motivated Gary Thuerk to create the first-ever email campaign in 1978. His goal was to promote DEC (Digital Equipment Corporation) machines. In total, he sent it to 400 email addresses.
The mentioned experiment would turn out to be extra profitable. The number of total sales reached around $13 million. Today, some experts estimate that for every dollar invested, you get $42 in return. If you do this to other marketing channels, it is a shame not to use it.
How to Implement Email Marketing in My Business?
By now you are probably asking how can you set your email marketing strategy.
You see, two main questions need to be answered:
- What do you want to achieve?
- Who is your audience?
To answer the first one, you need to decide on your goal. Is to sell more products, promote your services, educate your audience, etc. Secondly, who is your audience? What kind of communication do they like? When are they most likely to check their email?
Yes, there are so many questions. Still, rest assured, because we are here to help. We will provide you with a few tips so that you can start determining your strategy more easily.
Many businesses found their success with email marketing, and so will you!
1. Get the Technical Side in Place
This part is kind of a brainer, but we just have to mention it. As we stated before, you should define your main goal. Furthermore, to even start creating, it is necessary to choose the right email platform (MailChimp, MailerLite, Klaviyo, etc.). After that, you can go on making your email list by following our next steps.
2. Master the Subject Line
The content inside the mail is important. Yet, what most people do not understand is that the subject line is more crucial. Why? Because it is the first thing your subscribers see.
Keep it concise, informative, and intriguing. Use strong verbs, build curiosity, and personalize it whenever possible. Also, don’t be afraid to tailor it to your brand voice. Remember, what works for others, may not work for you, and vice versa. So, if you throw jokes in your content, do the same in your subject line.
3. Make Your Content Mobile Friendly
Nowadays, more people check their emails on smartphones and tablets than on computers. According to research done by Litmus in 2021, 41.6% of emails are open on mobile devices.
Ensure your emails are responsive and display well on all screen sizes. Use a clear, single-column layout and optimize images for faster loading.
4. Content is King (and Queen)
People are bombarded with promotional emails all day long. Hitting their inbox with another “sale” message is unlikely to grab their attention. That’s why you need to provide valuable content. One that educates, entertains, or solves a problem for your audience.
Valuable content is more interesting than a simple sales pitch. When people find your emails informative or fun to read, they will open them more often. Furthermore, they will click on your links, and even share them with others. This translates to a more engaged audience.
Once you’ve been seen as an authority, people will be less irritated with promotions. They’ll see you as a helpful resource, not just a salesperson. Also, this will make them more likely to consider your offerings when the time comes.
5. A/B Test to Refine
No two audiences are exactly alike. A/B testing helps you discover what resonates best with your subscribers. This allows you to tailor your emails for the most impact.
Let’s say you have a base email you want to send. You can create a variation of it, maybe with a different subject line or a tweaked call to action (CTA). Your email marketing platform allows you to segment your subscriber list. For A/B testing, you can divide your list into two similar groups.
Each group receives a different version of the email. Then, you track metrics like open rates, click-through rates, and conversions. Based on the result, you can see which version performs better. The data tells you which version resonated more with your audience. This valuable information helps you refine your future emails for better results.
How to Start With Email Marketing?
As you can see, Email Marketing is a powerful tool to reach your audience. Yet, it is also complex and needs to be done correctly to be effective.
At the same time, you shouldn’t let the other parts of your business suffer. To avoid that, you can hire a pro, or do it yourself with the guidance of a pro. Luckily, we offer both.
We will help you whether you want to completely outsource this part or you want to create it in-house. This way, your other parts won’t be left behind and you can prosper in the right way.
Contact us if you have extra questions about Email Marketing or if you need advice. Our email is info@fable-vox.com.
Franjo Kompes Novak, Owner / Co-Founder at
Fable & Vox
I’ve been working both for a marketing agency and a single brand, which gave me a good view of both sides. So, after 5 years and the media and marketing industry I decided to start Fable & Vox.
My insights enable me to fully understand your needs and wants. Which leads to creating the perfect solution for your brand.