Uyi Abraham CONTENT MANAGER 6 min read

Email marketing is one of the most efficient methods of growing your brand and acquiring more conversions.

If you find it hard to engage with your audience through Email Marketing, we are here to help you. Today, you shall learn the best practices for growing your audience and making more sales.

How to Grow Your Audience Through Email Marketing

Implement the following email marketing tips and tricks to grow your customer base:

1. Identify your Target Audience

In the modern world, people want to receive relevant information that focuses on their concerns.

Nobody would want to engage with generic emails that do not address their problems. People want to be guided into making informed decisions.

Who do you want to purchase your product or service? Define your target customers clearly to make it easy to create email campaigns that appeal to specifically them.

Invest some time researching their location, interests, motivations, preferences, and pain points.

Furthermore, defining your target audience will put you in the right place to connect with them and build strong customer-brand relationships.

2. Deliver value in your Email Content

There is a lot of convincing power in offering valuable content for free.

Offer your customers content that they will appreciate from the beginning and create in them the curiosity to see what you offer in your landing page. The secret is being helpful, not salesy.

Salesy emails will make your email subscribers opt out quickly whereas informational content helps build trust. In the long run, this will result in very strong relationships and an eventual increase in sales, referrals and social sharing.

3. Segment your Audience

Email marketing segmentation lets you split your marketing content into lists of your email subscribers to focus on each list differently. Each segment contains customers who follow similar interests, preferences or locations.

Moreover, you can subgroup your emails according to the actions that your customers take such as clicking on a link in the email. This is known as split testing or A/B splitting and helps give information about how your segmented lists are doing.

As mentioned earlier, personalizing your emails to address individual customers will give better results. For some businesses, email segmentation increases revenue by up to 760%.

4. Create responsive email templates

Responsive email templates are email models designed to adjust to the device on the receiving end of the email.

In short, your email should not look like they were copied from advertising brochures and sent while stuffed with large images and giant texts.

Currently, over 70% of internet users access the web through mobile phones. In fact, more than 90% of all emails are opened and read on phones or tablets.

It is, therefore, very important to ensure that your emails are mobile-friendly. The following tips will help optimize your email newsletters to be supported by mobile phone devices:

  • Ensure your subject line is short and direct – keep it 7-10 words long at maximum
  • Use large fonts to write for easier reading
  • Keep all your images small to reduce the time it takes to load
  • Use a single-column layout
  • Instead of long links, use short and persuasive Call to Actions to increase click rates

5.     Improve your email deliverability

Email deliverability can be referenced as the odds of your email hitting the inboxes of your target audience. It is a vital mechanism since it determines your eventual sales numbers – the higher the deliverability is the higher the rates of conversion.

Here are a few tips that help ensure that your emails are delivered successfully:

  • Clean your email list habitually – People are inclined to change their minds regularly. Maybe they used to like receiving your emails in their inboxes, but now they don’t. Without a page for opting out of your email subscriptions, your prospective customers will have no rush opening your emails whenever they lose interest.

 Many others will switch email providers (Gmail, Yahoo, Outlook, etc.) and the emails you send will just bounce, causing spam filters to perceive you as spammy. Therefore, ensure that you update your email lists periodically to keep it clean in terms of preference.

  • Request your subscribers to add you in their whitelists – Ask your subscribers to add your domain in their whitelists to gain direct entry into their primary inboxes. When many customers add you into their whitelists, it reduces the chances of your messages being directed to greylists or blacklists of new recipients too.
  • Increase the reputation of your domain – The reputation of your IP and domain name is one of the most vital features for increasing email deliverability.

Domain reputation refers to the value of your domain (such as @example.com) as reflected by the receiving server. If the reputation is bad, it means fewer emails will go through. Vonza gives you everything you need to run beautifully-designed email marketing campaigns that go directly into your customers’ inboxes.

6.     Comply with the CAN-SPAM Act

Federal law protects email users from receiving emails without their consent.

If you keep sending emails to individuals who haven’t opted in for your subscriptions, you will have broken the Controlling of Assault and Non-Solicited Pornography and Marketing (CAN-SPAM) Act, which was enacted in 2003.

When marketing your products or services, you must include the name and address of your company or business in each email. Also, the email addresses of the fields containing “Reply to” and “From” must be authentic.

At the bottom of your emails, there must be a section that prompts recipients to unsubscribe from the list if they feel like doing so.

7. Offer a variety of Content in your Email

Your audience will get tired of your messages if you are going to offer them the same kind of content in every email.

Diversify the contents of your emails but ensure you stay relevant. You should combine both evergreen bulletin and topical content to produce variety.

In your emails, break up the tedium of continuous texts with headers and subheadings. Ensure your paragraphs are succinct and point-driven.

To add more impact, make use of visual elements such as images and infographics in your messages.

8. Reward your subscribers with incentives

Free is beautiful and everyone loves it. People love it more when they are rewarded free gifts for their loyalty. In marketing, loyalty rewards operate under the principle of reciprocity (giving out a reward that will reciprocate into a sale). It is also known as Cialdini’s Principle.

Implementing loyalty programs helps build stronger relationships and trust, and eventually increases sales. Therefore, to retain your customers, offer them incentives such as free vouchers, redeemable points and discounts.

Conclusion

The strategies laid above will help you grow a larger and more stronger customer base through email. Offering value in your email content from the start is significant for the growth of your audience.

Become the expert that your audience expects you to be. To create genuine email marketing campaigns, explore Vonza’s software tools now!

Uyi Abraham is an award-winning business coach, serial entrepreneur, strategist and a best-selling author. He has been educating people on business and success principles for over 20 years. He is the founder of Vonza.com – a SaaS company that makes it easy for entrepreneurs to start and grow a profitable online business.VONZA Founder/CEO

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