Email marketing is the secret tool in your marketing campaign. Unfortunately, when emails are sent unintentionally and carelessly, could quickly become spam in your customer’s inboxes.

This marketing strategy favors the customer persona approach and your ability to deduce how they would respond to your email’s contents.

The following steps are favored concerning email marketing:

1. Build your list:

The more effective way to build a client list is to use a call-to-action button and web form that collects names and email addresses as they interact with your business.

2. Cultivate new leads:

Immediately you get new leads, you should start sending emails to ensure you stay on their minds. 

• It should start simply by asking;If they want to continue receiving emails from you.
• Thanking them for being a new contact lead.

3. Categorize your leads:

Put your target emails according to the clients/ buyer stage in the marketing funnel. You can also target them with products or services based on pain points and business goals.

4. Don’t bombard them:

Sending two frequent emails will reduce their interactivity and cause them to unsubscribe. A safer tip is to send regular updates once a week or every two to three weeks. The only exception to this is a countdown or reminder for an event.

5. Catchy subject lead:

This can’t be overemphasized enough. A catchy subject would build curiosity in a way that makes them read your email faster, often ensuring a successful marketing venture. 

6. Tailor your content to meet audience requirements:

Small to medium-scale businesses have an advantage because their customer-brand relationship is more intimate. The personal touch adds more impact to building relationships with prospects.

Remember the customer persona; send emails that seem personal, with humor and a personality that creates a warm spot in the minds of the customer(s).

A popular email campaign known for how successful it is was organized by Uber.

Serving more than 130 million active users in over 72 countries, it has become the most influential and popular name in the transportation service industry. 

Why is it so successful?

Emails have a 2.35% conversion rate on average and it means a company would require 50 subscribers to make at least one conversion. Uber, however, has a 14.3% conversion rate and acquires only seven subscribers to make a single conversation.

They pride themselves in their email content strategy and this is what it looks like:

• Welcome Emails:

A chance to welcome new subscribers alerting them of your recognition that they now use your services.

• Professional Emails:

Alerting users of discounts, offers, and bonuses, including limited-time deals and exclusive content.

• Transactional Email:

Send emails showing the customers what transactions they have made using the app. It is a highly engaging business tactic.

• Notification/Confirmation Emails:

Notification emails are sent to inform users about special events or new activity in the app, which might be a result of changes to account settings.

Confirmation emails are super popular because everyone looks forward to them after carrying out a successful transaction.

• Seasonal Emails:

Emails to show the brand cares and celebrates you specifically on special holidays. 

• Feedback Emails:

Inquiry emails were sent to ask users about their overall experience with using the app.

• Re-engagement Emails:

A subtle check-in or reminder to inactive users is a way to remind them that Uber cares.

Other factors that contribute to the high performance and success:

• Interactive design elements.
• Minimalist layouts.
• Targeted messaging.
• Mobile-friendly designs.

A huge takeaway is to remember that Uber cares for their customers like a loving parent cares for their children. Intentionality toward targeted/ personalized messaging is why the conversion rates are so high.