The Power of Email Marketing in 2021, and Which Campaigns You Should Deploy

Email marketing is a powerful way to engage prospects, enhance credibility, and jump-start conversations that eventually lead to sales. 

According to insights from over 38,000 campaigns (analyzed in the  2021 State of Digital Marketing Report), email is the largest and most reliable traffic source for advisers.

It also plays a key role in moving prospects “from cold to gold.”

The bottom line? 

The value of a current and accurate email database cannot be overstated. 

Of course, a tool is only as good as the person using it. 

With that in mind, you may see the need to take your email marketing game to the next level. 

Let’s talk about some email marketing best practices that can kick your lead generation engine into overdrive.

4 Best Practices for Email Marketing

1. Personalize!

It’s no secret that clients want to be viewed (and treated) as individuals, rather than numbers or records in your CRM. 

Personalized emails always stand out amongst the sea of emails people receive every day.

For instance, something as simple as including the clients’ first name in the subject line can work wonders.

Something that helps you personalize emails better is segmenting your contact list, and using information about their segment to personalize the email copy.

2. Segment your audience

Sending the right email to the right group of people is key to growing meaningful connections that drive business. 

With that in mind, it’s important to not only separate your prospects from clients, but also to group specific clients or prospects based on their needs or interactions with you.

Think of it this way: why would you send out an email about retirement planning to a 24 year-old who’s fresh out of college? 

It would make a lot more sense to send that email to your high-value prospects: those who are rapidly approaching retirement, and may be looking for some advice.

3. Send your emails at the right time

You want your email to get prospects’ attention — and a big part of that has to do with when you send it. 

Test out different times throughout the week, and track your results. 

In fact, page 9 in the 2021 State of Digital Marketing Report will give you some great ideas on days and times to test for yourself (get your copy here).

Timing may not be everything, but it will certainly help you to achieve the greatest effect.

4. Include a clear Call to action (CTA)

Every single email you send out should have a clear purpose behind it, and more often than not this involves a call to action (CTA). 

A call to action is designed to prompt an immediate response or encourage an immediate sale. 

For example: download now, book a demo, sign up for a free session etc.

Make sure your CTA is noticeable, clear, and compelling. 

When done right, email marketing will definitely get you good results – more traffic to your website and better conversion rates (up to 10.3%).

See more insightful stats and learn more about the power of email marketing compared to other marketing channels in the 2021 State of Digital Marketing Report. Download it now