Authored By – Manju Rai

Undoubtedly without having an email, you can’t even be registered for any an account on the Internet.

Email marketing is one of the successful types of digital marketing. It is something we all require on a daily basis, for updates, account management, and other related things.

At present, almost every company in this world engages in some form of email marketing. Email marketing is constantly growing than any other form of marketing.

If email marketing strategies are implemented correctly then it can be the best performing platform and generate a high conversion and ROI.

·         According to research, an email will be used by 3 billion people by 2020 which is approximately half of the world’s population. 

·         According to 80 percent of professionals, email marketing drives customer acquisition and retention.

Billions of emails are sent every day.

In fact, consumers regularly lookout for email marketing campaigns from their favorite brands and local stores. 

The objective behind using email marketing is to build relationships with prospects, leads, current customers, and existing customers as it gives you a chance to speak them directly in their inbox, at a time that is well-situated for them.

In short, it is a great way of reaching potential customers and keeping in touch with them on a regular basis via email.

And to become an “email marketer” you must have knowledge of multiple concepts and fit in many skills at a time.

Here you can explore essential email marketing skills to be successful in 2019.

1.   Social incorporation

Social media is used as additional power to showcase your products and services online. Social media platforms like Facebook and Instagram can also drive traffic to an online store.

It can also be used to encourage people to subscribe to your email newsletter.

You could insert a “call-to-action” button on your Facebook page to promote new subscribers.

Snapchat is one of the apps in social media to beat digital marketing in recent years; you should incorporate this into an email marketing campaign.

Explainer and short videos are also the best ways to offer your audience a sneak peek of your incredible emails using a Snapchat story, which may cheer more people to subscribe.

2.    Deliverability

It doesn’t matter whether you are creating good emails if it doesn’t get delivered, it doesn’t get opened.

So, you must ensure that your emails get to their final objective is the first necessary action in email marketing.

There are a few things that might affect your emails not getting delivered are:

·         Spam trouble

·         Content quality

·         Bounces

·         Bulking

·         Mail Transfer Agent (MTA)

·         Throttling

3.   List building

Increasing an email list is one of the most gratifying hard works you can receive in your business.

A good email marketer must have a hold of different subscriber acquisition mechanisms available to them, such as:

·         Content marketing

·         Guest blogging

·         Webinars

·         Giveaways

·         Opt-in tools like popups and slide-in forms etc

·         Social media

4.  Subscriber engagement

Subscriber engagement is the first and foremost things a company wants.

The more you can engage your subscribers, the more they will buy your products and services.

Therefore, an email marketer must know his objective to effectively engage with a subscriber with every email.

And the best of doing it by offering your customers is more than they expected especially in the recent days of subscribing.

Because your subscriber will love to experience that they are getting a better exposure that no-one else has.

The best of attaining a big list of subscribers is to “give more than you ask for”.

5.   Open rate

Open rate is one of the most important factors in email marketing. Email open rate is not just a subject line. It depends on some of the reasons such as

·         “From” name

·         Partial view text

·         Send-off time

·         Your list superiority

·         Your quality of content

The average open rate for business emails sits around 14% to 23% depending on the industry, according to Constant Contact and MailChimp.

6.   Analytics and data

Analytics and data have a lot of power, but few people can master them. Any email marketer has to be comfortable in the analytics control panel of their email service provider.

The main thing about email marketing strategy is to determine the objective. So, that you will know what you actually want to achieve.

And then you can decide what your primary objective is and how you will going to measure it.

Here are some of the things you need to look over:

·         New subscribers to your list

• Clicks a link in an email

·         Total views

• Clicks on one of your ads

• Becomes a qualified lead

• Downloads one of your lead magnets

• Any combination of these and more

Conclusion

The success of an email marketing campaign lies in the marketer’s hands.

Therefore, the main aim is that email may be an old approach, but it remains a very important one.

Because it’s quite easy to get started with email marketing, so there’s no reason for businesses to not be taking the benefit of this approach. 

As email marketing has an average conversion rate of 66%, it is required that the email marketer has all the skills mentioned above to get better customer engagement, revenue, trust, brand awareness, and business growth.