{"id":2163,"date":"2020-02-06T17:15:48","date_gmt":"2020-02-06T11:45:48","guid":{"rendered":"https:\/\/razorpay.com\/learn\/?p=2163"},"modified":"2023-08-24T16:07:48","modified_gmt":"2023-08-24T10:37:48","slug":"email-marketing-strategy-guide","status":"publish","type":"post","link":"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/","title":{"rendered":"The Beginner\u2019s Guide to Effective Email Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Let\u2019s start with a disclaimer: Email marketing is not outdated. People open emails. They read the insides. All those emails that companies send you, they aren\u2019t spam or promotional content. Infact, 73% of millennials prefer businesses to communicate with them via email.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The bottom line here is: if used effectively and efficiently, email marketing can prove to be one of the best tools to be on top of your customers\u2019 mind. Read this blog to find answers to the most asked questions about email marketing.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d6b8eddceac\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d6b8eddceac\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#How-to-document-your-email-marketing-strategy\" >How to document your email marketing strategy\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#Define-your-audience\" >Define your audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#Set-realistic-goals-for-yourself\" >Set realistic goals for yourself\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#Plan-your-frequency-and-content-type\" >Plan your frequency and content type<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#Measure-your-results\" >Measure your results<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#How-to-build-an-email-list\" >How to build an email list<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#Experts-tips-to-generate-leads-for-email-marketing\" >Experts tips to generate leads for email marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#What-are-some-of-the-best-email-marketing-tips\" >What are some of the best email marketing tips<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/razorpay.com\/learn\/email-marketing-strategy-guide\/#Should-I-use-emojis-in-my-business-emails\" >Should I use emojis in my business emails<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How-to-document-your-email-marketing-strategy\"><\/span><span style=\"font-weight: 400;\">How to document your email marketing strategy\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A recent research report suggests that a normal office employee receives almost 121 emails a day. This means that your email has to be really outstanding to make it to the \u2018open list\u2019 of your customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make your way there, you need to have the best suitable email marketing strategy for yourself from the start.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Define-your-audience\"><\/span><span style=\"font-weight: 400;\">Define your audience<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Just like what every marketing strategy calls for, email marketing works the best if you have a buyer persona of your audience.\u00a0<\/span><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> You can have multiple <\/span><a href=\"https:\/\/razorpay.com\/learn\/what-is-buyer-persona\/\"><span style=\"font-weight: 400;\">buyer personas<\/span><\/a><span style=\"font-weight: 400;\"> for certain kinds of emails. For example, if you are a fintech company, you will cater to two business types: enterprise and startups. And both of the business verticals need to be communicated with differently.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Set-realistic-goals-for-yourself\"><\/span><span style=\"font-weight: 400;\">Set realistic goals for yourself\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Does it make sense to keep shooting in the dark? No, right. The same goes for email marketing. You cannot keep sending emails without setting a certain benchmark for yourself. Understand the trends of your industry and set goals for yourself, so that you can evaluate if your strategy is working for you.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Plan-your-frequency-and-content-type\"><\/span><span style=\"font-weight: 400;\">Plan your frequency and content type<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are multiple ways in which sending an email makes sense. You can send weekly, fortnightly or monthly newsletters. Define the type of content you would like to send. Would it be new product releases, product updates, blog posts, leadership articles or something else? Make sure to have enough content before you kickstart your strategy.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Measure-your-results\"><\/span><span style=\"font-weight: 400;\">Measure your results<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The key thing to excel at email marketing is to analyse your efforts on a regular basis. Define the key metrics you would like to keep a track of. It can be your open rates, click-through rates, goal accomplished and so on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you see your strategy not working for a long duration, maybe you would like to rework and test your audience\u2019s preferences.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How-to-build-an-email-list\"><\/span><span style=\"font-weight: 400;\">How to build an email list<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One of the most difficult parts of starting with email marketing is finding the right set of audience. How do you find this, you ask? The answer is effective content marketing efforts and correct CTA placements! As simple as it sounds, it gets really difficult.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can choose to create insightful ebooks, publish industry reports and whitepapers, organise a webinar, build a tool for your audience and so on. Collect leads via these mediums and build a database of these. Since you know this set of audience consumed and showed interest in the kind of content you publish, it is the right approach to send your content to them.\u00a0<\/span><\/p>\n<p><b>Pro-tip: <\/b><span style=\"font-weight: 400;\">Place an effective subscriber box on your official blog. This is one of the components that work the best!\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Experts-tips-to-generate-leads-for-email-marketing\"><\/span><span style=\"font-weight: 400;\">Experts tips to generate leads for email marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Scatter CTAs across your content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make sure that the content is easy to understand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Under the journey of the user and have a proper targeting in place<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Stay up-to-date with your content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep the information full of facts\u00a0<\/span><\/li>\n<\/ul>\n<h4 style=\"text-align: center;\"><span style=\"font-weight: 400;\">[Download Razorpay\u2019s ebook on <\/span><a href=\"https:\/\/razorpay.com\/ebooks\/subscription-ecommerce\/\"><span style=\"font-weight: 400;\">Subscriptions: The Game Changer Of India<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/h4>\n<h2><span class=\"ez-toc-section\" id=\"What-are-some-of-the-best-email-marketing-tips\"><\/span><span style=\"font-weight: 400;\">What are some of the best email marketing tips<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you know how to gather the basics to start with email marketing, the next step is to engage with your audience. Remember, one of your primary goals still stays the same: generating more leads. This means each of your emails should be share-worthy for your current reader to get maximum traction. Here are some touchpoints to work on to keep your email marketing strategy unique and lovable:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Copy: <\/b><span style=\"font-weight: 400;\">The copy of your email should be simple, short and consistent in terms of tenses. Make sure you do not end up talking about a lot of topics in a single email\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Subject line:<\/b><span style=\"font-weight: 400;\"> The first thing a reader sees is your subject line. Use actionable and clear language. Keep your subject line in alignment with your copy\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Images:<\/b><span style=\"font-weight: 400;\"> Insert relevant images, infographics or GIFs to make your email interactive. Optimize all of your images for every device type<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>CTA:<\/b><span style=\"font-weight: 400;\"> Call-to-action or CTAs are usually the exit point of your email. Take your customer to a relevant stage and ensure that the CTA stands out from the rest of the email.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Personalization:<\/b><span style=\"font-weight: 400;\"> While writing a copy for a mail, think of it as if you are writing to a friend. Address your reader in a familiar tone and do not sound too formal. (Yes, the way businesses talk has changed.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Mobile-friendliness:<\/b><span style=\"font-weight: 400;\"> 46% of the emails are viewed on a mobile device. Make sure your emails are mobile-optimized and are compatible with all the devices like tablets, iPads etc.\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2164\" aria-describedby=\"caption-attachment-2164\" style=\"width: 381px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2164\" src=\"https:\/\/razorpay.com\/learn-content\/uploads\/2020\/02\/Screenshot-2020-02-06-at-2.16.43-PM-281x300.png\" alt=\"email marketing\" width=\"381\" height=\"407\" srcset=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2020\/02\/Screenshot-2020-02-06-at-2.16.43-PM-281x300.png 281w, https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2020\/02\/Screenshot-2020-02-06-at-2.16.43-PM.png 597w\" sizes=\"(max-width: 381px) 100vw, 381px\" \/><figcaption id=\"caption-attachment-2164\" class=\"wp-caption-text\">Example of appropriate email &#8211; a balanced draft<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Should-I-use-emojis-in-my-business-emails\"><\/span><span style=\"font-weight: 400;\">Should I use emojis in my business emails<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The answer is yes! As mentioned above, the way businesses communicate has come a long way. Businesses have moved from the set formal tone to a more informal approach. A report by HubSpot suggests that an email whose subject line carried an emoji accounted for increased open rates for 56% of brands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the change in the audience behaviour and GenZ and millennials accounting for most of the database, it is important for businesses to talk the way they do.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, there are instances where businesses have overridden this practice and provided a bad experience to the readers by using en emoji after almost every line. Avoid doing this!\u00a0<\/span><\/p>\n<figure id=\"attachment_2165\" aria-describedby=\"caption-attachment-2165\" style=\"width: 447px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\" wp-image-2165\" src=\"https:\/\/razorpay.com\/learn-content\/uploads\/2020\/02\/Wrong-email-300x282.jpeg\" alt=\"email marketing tips\" width=\"447\" height=\"420\" srcset=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2020\/02\/Wrong-email-300x282.jpeg 300w, https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2020\/02\/Wrong-email-768x722.jpeg 768w, https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2020\/02\/Wrong-email-1024x963.jpeg 1024w, https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2020\/02\/Wrong-email.jpeg 1210w\" sizes=\"(max-width: 447px) 100vw, 447px\" \/><figcaption id=\"caption-attachment-2165\" class=\"wp-caption-text\">An example of emojis used wrongly<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The above-mentioned points answer the most often asked questions by beginners before they start with their email marketing effort. While there are written do\u2019s and don\u2019ts for email marketing, the rule of thumb is to always treat each of your readers as human. Keep it all as simple and precise as you can.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can achieve a lot of your marketing goals if you master the art of effective email marketing!\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Recommended Reads:<\/span><\/h4>\n<ul>\n<li><a href=\"https:\/\/razorpay.com\/blog\/improve-customers-journey-drip-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">How To Improve Your Customer&#8217;s Journey Through Drip Emails<\/a><\/li>\n<li><a href=\"https:\/\/razorpay.com\/learn\/youtube-marketing-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">A Step By Step Guide To Start With YouTube Marketing<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p> 73% of millennials prefer businesses to communicate with them via email.\u00a0The key thing to excel at email marketing is to analyse your efforts on a regular basis.<\/p>\n","protected":false},"author":151156465,"featured_media":2166,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3367,1383],"tags":[2297],"class_list":{"0":"post-2163","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-glossary","8":"category-business","9":"tag-email-marketing"},"_links":{"self":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts\/2163","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/users\/151156465"}],"replies":[{"embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/comments?post=2163"}],"version-history":[{"count":4,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts\/2163\/revisions"}],"predecessor-version":[{"id":2369,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts\/2163\/revisions\/2369"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/media\/2166"}],"wp:attachment":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/media?parent=2163"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/categories?post=2163"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/tags?post=2163"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}