Email marketing is still one of the most effective strategies these years because of its adaptability. A trust may be established, valuable feedback obtained, new features announced, repeat business encouraged, and client defection avoided via its implementation.
It takes a lot of work to be noticed among the billions of emails sent every day and maintain the attention of your target audience. To help you get the most out of your email marketing efforts, we’ve compiled a list of 9 strategies for you to use.
Let’s begin with the basics and progress from there! These are 9 ways to improve the success of your email marketing initiatives.
While best practices for email marketing tend to be timeless, the most effective strategies for implementing them naturally vary with time. Based on current research, projected developments in digital marketing in 2023, and the most cutting-edge technologies at our disposal, the following list provides tried-and-true suggestions for improving your email marketing campaigns. These guidelines apply to both business-to-consumer and business-to-business email campaigns.
Divide your subscriber database into distinct groups
Email marketing may be used for a wide variety of initiatives, including but not limited to welcoming new customers, guiding them through the sales funnel, announcing new features, and promoting discounts and sales. Nevertheless, these methods are useless unless your list is segmented.
Some of the most common methods of segmentation are as follows:
- Demographics: Filter contacts in your CRM by geographic region to send emails to the most relevant people.
- Engagement: If a significant percentage of your email list didn’t read your initial message, you may want to try engaging them again by sending them something slightly different.
- Customer journey: Provide different deals for new and returning clients.
- Form: Where they filled out a form on your website to submit their information.
To do this using an automated email platform, you will need to put up rules and criteria.
Make your messages more unique
Janrain and Blue Research found that 96 percent of customers had experienced receiving irrelevant advertisements and content.
- Unpersonalized offers demonstrate a lack of research into the clientele’s preferences.
- The customer’s most basic details were incorrect.
- Sending mixed signals across mediums of communication.
Another study found that when clients get emails with spelling or grammar issues, 68% of them immediately delete them, and 54% of them unsubscribe altogether.
On the other hand, customization has the potential to provide the following advantages:
- Open rates may increase by as much as 50% when personalized subject lines are used.
- A return on investment of 122% may be achieved by sending targeted emails.
- Emails sent on a person’s birthday are 342% more profitable than other types of marketing.
Because of digital marketing, you have access to a wealth of data on your target audience, allowing you to tailor your message to each individual.
- Get a feel for what kinds of content, offers, or communications people are most interested in from your website and social media statistics.
- Lead forms with a few more fields may help you capture email addresses and the information you need for personalization.
- A simple email lookup tool may provide you with a customer’s name, business, server location, and social media profiles for a manageable subscriber database.
Make it mobile-friendly
Users are less inclined to conduct business with a firm if they have a negative mobile experience, and if a site doesn’t load in three seconds, 53% of them will quit. Mobile optimization is essential since 70% of all emails are opened on a mobile device and all of your calls to action direct readers back to your website.
The mobile-friendly version looks like this:
- There’s no need to scroll across the screen to read anything important.
- Both the email and landing page are fast to load.
- The controls are easy to see and use.
- The font, size, and color all work together to make reading comfortable.
Keep in mind your current clientele even as you work to expand your business. An attractive offer and well-written email text may often revive a dormant client or reader. Check your records to discover what previous material they liked, then give them an updated version of it. Perhaps you can simply lower your prices.
What about the silent subscribers who never open your emails or click on your links? Get rid of them to make your email list less cluttered.
Determine the optimal email using A/B testing
Employ split testing to hone down on what your subscribers value most. Try with different email subjects, body text, layouts, call-to-action wording or button colors, and photos. To get reliable results from an A/B test, you should make just one change at a time.
Set up trigger emails
When a consumer does a certain action, a predetermined email response is delivered to them automatically. The open rate for triggered emails is 70.5% greater than the average since they are sent to readers at the optimal time. You may, for instance, send:
- A follow-up email to customers who leave their shopping carts.
- A request for comments following delivery.
- An inquiry for feedback soon after the transaction has been made.
- Once they join, you send them a warm welcome email.
Cultivate prospects into buyers
If your firm is consumer-facing and your product is inexpensive, a new email subscriber may quickly become a paying client. Yet, additional thought and consideration are required for large transactions and business-to-business marketing. The goal of a nurturing email campaign is to develop trust and conversions via a succession of incrementally better offers sent over time.
When someone joins your mailing list, they will get a confirmation email. In subsequent emails, you’ll want them to:
- Download a quick reference guide.
- Acquire a book in digital format.
- Check out a webcast.
- Study a case in detail.
- Schedule a meeting with them today.
You’ve been offering nothing but high-quality, helpful information, and each “ask” has been incrementally more onerous than the last; by the time you ask them to schedule a consultation, they’ll be ready to do so. The lead-generating process would be incomplete without nurturing.
Make a connection by appealing to the audience’s emotions
Every consumer problem and want has an emotional root. Consumers need reassurance that they’re making the most of their investment.
With emotive marketing text, you may increase the open rate of your emails. Because of its personal nature and the flexibility afforded by tools like A/B testing and segmentation, email marketing is ideal for engaging customers on an emotional level.
Exhibit your values
Customers have higher expectations now than they had in the past. People prefer to spend their money with firms whose values they share and whose leaders see them as more than simply a way to achieve a goal. They want greater openness and honesty as well.
There are several methods to demonstrate your moral character:
- Give it to them straight.
- Communicate the results of your corporate social responsibility efforts.
- Every message you send should finish with a thought-provoking remark that reflects your ideals.
Create a narrative
Stories, whether they’re three words or three hundred pages long, have the power to captivate and stay with the reader. Use these narrative techniques to boost your email marketing efforts:
Describe the background of your most recent offering and how it came to be created. Your audience will be curious to see the final product, and they’ll remember all the reasons why your products and services are the best.
Introduce a success story with a quick summary and a link to the full account. To improve things even further, you might begin by articulating the customer’s issue in a manner that connects with them, then by showcasing your remarkable achievements, and last by asking, “How did we do it?” and providing a “Find out here” CTA.
As a hook for the remainder of the email, use your imagination and share a personal tale.
