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Improve your email marketing campaign with no magic: 6 practical tips
5 min read
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by Alena Parfisenko
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Despite numerous years of forecasts that email marketing will be replaced or eventually disappear, that time has not yet come. In actuality, email marketing is still among the best ways to connect with both current and potential clients.
Any marketing strategy can constantly be improved upon. Numerous email marketers and small company experts share their suggestions for writing emails that receivers will read and click on so that organizations, especially small and midsized ones, can boost the efficacy of their email campaigns. Now we want to present our 5 practical tips that worked for our partners.
Have you been in a similar situation?
We’ve asked a number of our close collaborators about different life scenarios when they couldn’t exactly improve their email campaigns. Here’s what kind of circumstances all of them have in common.
Whenever an email marketer wants to significantly improve their current email strategy, they stumble across these thoughts or even occurrences. For starters, noone records the results of the new hypotheses or they try to. But at some point, they are faced with the technical issues that astray them from an objective analysis of the results. In most cases, marketers stick to the good-old "winning strategy". Furthermore, sometimes they just don’t have enough time for testing.
So how exactly, they are trying to.
5 major approaches to boost email marketing campaigns
Personalized email campaigns
One-size-fits-all email marketing is a thing of the past. Customers typically do not respond well to generic marketing emails. Therefore, firms must make customization a fundamental component of their marketing strategy. Including the recipient's name in the email could be a simple way to personalize it. However, these are merely the fundamentals of marketing personalization; organizations are recommended to delve further and discover the particular traits of their target market to create highly effective emails. You must compile data about your users, including their age, gender, location, and history of purchases. Fortunately, there are many technologies available that you can use to gather this data from the customers and clients your business deals with.
Your emails will be more likely to be opened and read by the receiver if you include this information, which gives them a more personal touch. Email recipients are much more likely to feel special when emails are personalized. They will be more responsive to the information you have to provide in your emails since they will feel like more than simply another contact on your mailing list.
We dived more into this topic. If you’re interested, please follow this link about personalized email campaigns.
Segmentation rules your audience
Your email marketing campaign should be customized to reflect that your consumers are at different customer journey stages. Some are still in the onboarding phase; as a result, your email correspondence should make an effort to assist the subscribers in becoming familiar with the business and the services provided. Some people have used your products and found them to be satisfactory. Therefore, your message should be to inform them about other goods or services you are providing for their consideration. Fortunately, there are several marketing tools available that may be used to determine where a particular customer is in the buying process. Utilize this information to target your audience more and increase the effectiveness of your marketing efforts.
Mobile friendly optimization
According to Litmus's research, 71% of individuals will quickly delete an email if it doesn't appear correctly on their mobile devices. Focus on producing mobile-optimized email content that is appealing and engaging on a smartphone to prevent your email go straight to the trash.
She counsels marketers to "use a single-column design that works nicely with the vertical scroll" to achieve this. Even though many marketers urge firms NOT to use huge images, employ bold headers. Include a lot of white space to make it simple to scan. Your topic lines should be brief. Additionally, ensure your CTA buttons are at least 44 pixels squared in size and big enough to press effortlessly.
A/B testing
With email marketing A/B tests you can improve your metrics, increase conversions, get to know your audience and find out what’s generating sales.
And the testing part itself is a breeze.
In your email marketing tool, you simply set up 2 emails that are exactly the same except for 1 variable, such as a different subject line. You then send the 2 emails to a small sample of your subscribers to see which email is more effective.
Half of your test group receives Email A and the other half gets Email B. The winner is determined by what you are trying to measure. For instance, if you want to know which version attracts more people to open your emails, you use the open rate as your success metric. Let's say Version B gets higher open rates. Then it will be sent automatically to the rest of your subscribers, because it statistically performs better. It could even become an email template for future marketing campaigns!
Segment your audience based on their behavior
make sure your emails are highly targeted and relevant to your customers. A survey by Salesforce has found that 57% of consumers are willing to exchange personal information if it means receiving personalized content and offers.
What this means is if you aren’t segmenting consumers yet, you may be missing out.
It’s good practice to use behavioral-based segmentation in your email marketing strategy. By setting up your mailing list provider so that it lets you track your users’ different interests, transaction histories, and the like, you’re more likely to understand what kind of offers they’ll appreciate more.
By getting this kind of information, you’re able to send highly targeted emails and offers, increasing your chances of enjoying higher open rates and click-throughs
make sure your emails are highly targeted and relevant to your customers. A survey by Salesforce has found that 57% of consumers are willing to exchange personal information if it means receiving personalized content and offers.
make sure your emails are highly targeted and relevant to your customers. A survey by Salesforce has found that 57% of consumers are willing to exchange personal information if it means receiving personalized content and offers.
What this means is if you aren’t segmenting consumers yet, you may be missing out.
By getting this kind of information, you’re able to send highly targeted emails and offers, increasing your chances of enjoying higher open rates and click-throughs.
By getting this kind of information, you’re able to send highly targeted emails and offers, increasing your chances of enjoying higher open rates and click-throughs.
Email-based surveys
If you truly want to involve your customers and get to know their thoughts and opinions, you’d do well to send emails asking for their feedback and suggestions.
This lets customers be a part of your business in some way, by helping you either create better content or products or get to know what they’re looking forward to seeing from you next.
Asking for feedback and suggestions from your customers can be as simple as sending a link to a survey form or using dynamic elements like one-click polls right in the body of your email.
Regardless of how you decide to collect feedback and suggestions, make it as easy as possible for customers to send in their thoughts. If you link out to a survey, be sure to use radio buttons or checkboxes for multiple-choice options, and even consider incentivizing customers for taking part in the survey.
In conclusion
It is relatively rate to determine a single straightforward approach for email marketing.
It involves experimenting with various strategies and determining what works best for your firm. Utilize these best practices for email marketing to determine what works for your brand. By improving your email marketing efforts, you may enhance your email marketing campaigns.
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