10 Effective Email Marketing Strategies For Nigerian Businesses

by Rachael Philip

The best tool you have for promoting your brand and increasing conversions is email marketing. Email marketing is the most effective tool for promoting your brand and increasing conversions.

You should send out interesting email content multiple times weekly to build a strong relationship with your mailing list and increase your chances of generating new and recurring transactions.

When it comes to building strong relationships with your mailing list and increasing your chances of generating new and recurring sales, email marketing is the way to go. You should send out interesting email content multiple times a week.

Email marketing is still one of the best ways to attract new clients, increase sales, or build a tribe of devoted fans. It is not dead. 

Email is a terrific method to keep your current customers and one of the most effective ways to turn new visitors into customers, whether you run an online store, blog, or small business website. 

Many people think that email’s function as a potent digital marketing tool has changed due to the increased use of social media, but this is untrue. 

What Are Email Marketing Strategies?

Marketers have more opportunities than ever in today’s digital world to interact with and strategically reach their target audience through email.

Email marketing strategies are procedures a marketer identifies and follows to achieve desired marketing goals with email advertising. This action plan gives businesses a direct communication channel with prospects and customers for brand promotion.

The importance of email marketing strategies includes having a business plan, which helps you gauge your result and allows you to pick the best tactics that will work well for your brand.

10 Email Marketing Strategies for Your Business

You need efficient email marketing strategies if you own a business in Nigeria. Below are some email marketing strategies for every small business owner in Nigeria in 2022.

  1. Utilize your users

In your email marketing strategy, branded content will always have a role, but including user-generated content (UGC) can Create a feeling of community, cultivate trust, and, most crucially, encourage conversions from your users. Customers frequently hear from you.

Why not let them hear of a change from other clients?

In your communications, draw attention to product testimonials, customer reviews, and images. For verification, include their first name or account on social media. 

Read Also: Best Ways to Get Customers’ Reviews & Feedback

  1. Control the omnichannel encounter 

The future of marketing is omnichannel advertising. An omnichannel marketing strategy connects user behavior across all your marketing channels (social media, email, etc.), allowing you to modify your messaging based on user behavior in real-time. 

  1. Constantly test 

From the adage, if you fail to plan, you plan to fail—testing works similarly. For your email marketing campaign to work effectively, you must know what’s working and not working. Therefore, every effective email marketing plan starts with constant testing. 

With constant testing, you’ll build your criteria, allowing you to gauge your progress and better understand your unique audience.

  1. Keep your subject lines short

A subject can either make or break the email campaign’s success. Despite being a simple one-liner, it must be catchy to the readers, and this requires some skills to conjure catchy words with a better chance of email subscribers opening their emails. 

Did you know that almost 47% of email recipients’ open rates are because of the subject lines? A personalized email campaign is more likely to have open rates by 22%. 

Read Also: 7 Best Email Marketing Services for Business Owners

  1. Send mobile friendly emails 

According to research conducted In 2012, 27% of all marketing emails were opened on a mobile device. By 2014, that number jumped up to 42%. This continues to increase every day. Recently, it has been said that 61% of marketing emails are opened on mobile.

Let’s practice a little. Waking up every morning between your phone and your laptop, which is closer to you? I’m guessing you have your phone next to your bed and the first thing you do each morning is check your phone for calls, messages.

Yes, you guessed right, emails.

When you send an email to a subscriber who reads their emails on their mobile device, but the email is not optimized for that device, what do you think they do with it? Mostly, they will unsubscribe or delete it.

So why not add this to your email marketing strategies? If just an unfriendly email can cost the loss of a subscriber, it is therefore important to make this one of your email marketing strategies in 2022.

  1. Segment your audience 

Email Marketing strategies are meant to help you achieve a better result. According to email marketers strategists, segmentation is second on the top in email marketing strategies in 2022.

Email marketing segmentation is the practice of businesses taking their full database of email subscribers and dividing the contacts into smaller segments for a more targeted or personalized experience.

Let’s take a look at an example:

You’re hosting a networking event for small business owners within a 20-mile radius. How can you expect to get the best turnout for your event?

The answer is segmentation.

The best way to get small business owners to turn up to your event would be to create a segment of people who list themselves as small business owners that live within 20 miles of your event and then send them an invite by email.

The segmentation part is simple and can easily be done through CRM software. Compare this to sending one email to your entire database with subscribers across the country (or continent).

It can be so annoying to receive an email inviting you to an event located on another side of the world, which is exactly why segmentation is one of the important email marketing strategies. Also, The segmentation results in increased performance.

  1. Personalize your email

When writing your emails, you should put your corporate headdress aside and write as if it were your friend. This is the only way to appeal to subscribers and get them to open and click your emails.

For example, a corporate phrase like, “We are offering savings to our customers!” comes off as distant and stuffy. A more friendly alternative could be something like, “you’ve gotta check out this deal….”

Being able to personalize your email makes the email seem a whole lot more personal and friendly. It makes it less likely that your recipients will delete your message and move on.

Always know that in this information age, everyone is looking for a reason to ignore your emails. They aren’t looking for a reason to read them. But if you appeal to them personally, you’ll stand a better chance of getting that email opened. This should be one of your email marketing strategies for 2022

  1. Choose the best timing

Most of our emails are being ignored because we tend to send them at the wrong time. For example, if you’re sending emails that include a sale or promotion, try sending them during the early hours or when your audience takes their lunch breaks simply because they may be more likely to check their emails at this time.

10 am and between 3 pm and 4 pm. These times may not be surprising. At 10 am, most people are already at work and trying to accomplish some things, eventually checking their email inbox and going through their unread messages.

Read Also: Why Your Business Should Invest in Email Marketing

  1. Have a email schedule

Establish when to send your email and goals. There’s nothing set in stone about how often you should email your customers, but if you send too often, your subscribers are likely to tune out what you have to say or unsubscribe.

Choose to send your email campaign at your own pace, and check the unsubscribe and click-through rough rates to adjust the frequency if needed.

  1. Have a content calendar

Try to make a schedule. One way to ensure you stay on track is to create a content calendar to schedule your email campaigns. Your email marketing schedule will depend on your industry, the types of content you send, your content marketing strategy, and how often you send your mail.

Benefits Of Email Marketing 

A marketer’s dream is to create a unique personalized value proposition for every potential customer. While marketing is not yet done, email marketing does a great job of approximating every marketer’s dream.

  1. Cost effective 

Email marketing is more affordable than other types of traditional marketing, which is one of its most evident benefits. There are no fees, printing expenditures, or postal charges in exchange for exposure on a particular billboard, magazine, or television station. To automate, track, and assess their emails, email marketers may want to think about spending money on specialized software.

Sending thousands of emails at once may have a modest overhead, but these expenses are considerably less than what you could anticipate paying through other marketing channels. 

Email notifications are typically provided without charge, particularly in Nigeria’s commercial banks. This little connection with a wide spectrum of clients around the nation has benefited in retaining and delighting existing customers.

  1. Friendly to users 

Email distribution is accessible and simple to comprehend. A student, professional, or expert can complete this.

A tool for selling information, product, or service can be identified by the basic product information of who, when, where, and how. Increased brand awareness and consumer focus are benefits of email marketing. 

A significant aspect of the email experience is the USP and value-added services. Email marketing should not have long or dense content. Access to important information can be simple by embedding links and online searches.

  1. Goal-Oriented audience 

A franchise can easily arrange for emails to be sent just to those who live in particular locations if it only has an offer in certain regions of the nation. You must be close to Nigerians if you want them to buy from you.

You must understand their needs, when, why, and how they desire things. Nigerians are not brand loyal. Therefore even a small price rise can cause you to lose your longest client or customer. 

Email marketing has shown to be goal-oriented. As a result, customers may only appreciate information that supports their interests to be effectively disseminated.


A great way to test whether your business is attracting traffic and making sales is through email marketing. This way, you are able to know the flaws in your business. Include the basics and refine your marketing because this will connect you to your audience.

Find the best strategy that benefits your customers and business to help drive your sales through the roof.

We are always interested in creating a pathway for businesses to improve. Let’s talk on Whatsapp, and discuss ideas that can skyrocket your business sales. While you do that, subscribe to our newsletter to get a weekly package of business insights.

About Author

Avatar of Rachael Philip
Rachael Philip
My name is Rachael Philip, an undergraduate at Lagos state polytechnic. I'm a Multi-niched content writer and podcast enthusiast who is result-oriented with enthusiasm to learn new things in my field and other fields that interests me.

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