Every good brand needs to have an online presence. Brands with well-designed websites are considered far more credible than those without.
Populating your website with useful content that uses the right keywords allows you to appear on search engines, but what comes next? After optimizing your website content for SEO, it’s time to create campaigns that can reach customers wherever they are.
When it comes to connecting with customers online, nothing’s better than adding email marketing into the mix. 72% of US adults prefer companies to communicate with them through email, and it remains the most popular choice across age demographics. It even holds its own against traditional media which usually outperforms other digital channels.
Source: MarketingSherpa
Formulating a good email campaign, or improving on your current one doesn’t need to be complicated. You just need to keep these four tips in mind:
To avoid being marked as spam, make the first step toward email personalization with list segmentation.
Personalization can deliver a 5 to 15% increase in revenue and a 10 to 30% increase in marketing spend efficiency.
Segmentation refers to the practice of separating subscribers within email lists according to key audience demographics. This way, subscribers receive a more tailored email marketing experience, in contrast to a generic email blast with singular messaging. Some common segments you can use are:
Segmenting email lists and tailoring your messages according to user behavior or their purchase history increases the likelihood that your subscribers will open your emails. Subscribers will likely click the CTA in the email and make a purchase if the offers are relevant to them, thereby increasing your click-to-open rates. When you improve email engagement, chances are you drive your email marketing revenue as well.
Here’s a good example of behavior-based list segmentation: Say you’re the CMO of an ecommerce fashion store. You can tell your email marketing team to segment subscribers by reviewing their purchase histories to see what type of products they’re usually interested in. Your email marketing team can then include offers for similar products in your promotional emails.
There are some brands that make the mistake of promising something grand in the subject line of an email and not fulfilling this promise in the body of the email.
This is a bad email marketing habit that can do significant harm to your revenue targets. It can lead to subscribers getting annoyed and unsubscribing from your list.
The truth is, writing a punchy, clickbaity subject line can improve your open rates. But if your goal is to drive revenue, your email should be optimized so that subscribers are encouraged to click on the CTA within the email.
Don’t make promises you can’t keep. Instead of relying just on attractive “email power words,” maximize your use of these words by taking note of these tips:
The more you align your subject lines with the content you offer in the body of your email, the more likely your subscribers will make a purchase.
The main purpose of email marketing is to promote your business’ products or services. The two email marketing metrics that indicate how successful your promotion are click-through rate and click-to-open rate.
According to email marketing benchmarks for 2019, the average click-through rate is 2.69%. Meanwhile, the average click-to-open rate is 14.10%. Developing genuine connections with your subscribers is an excellent way to improve these engagement metrics. Think about what types of content will make your subscribers trust your brand?
Here’s how to ensure that your emails are consistent.
It’s difficult to get everything right the first time. However, with A/B testing you can learn what works and take your ROI to the next level.
A/B testing can improve ROI because it enables you to identify what works best for each specific situation.
Sending two different variations of the same email with slight changes can give you concrete data on which elements get desired results and which ones don’t.
The great thing about A/B testing is that you can do it for every element of your emails such as the subject line, layout, CTAs, copy, and more.
A/B testing is extremely important for optimizing your CTAs since they direct subscribers to take action and convert. Here are some tips on how you can optimize your CTA designs:
Building the perfect email marketing campaign can be exhausting work, especially if you seek to perfect every detail. However, as each element in a well-designed email works together to attract more subscribers to click, improving one part can make a difference to the whole.
There are many ways to improve email marketing ROI. Segmenting your email lists can decrease your spam rate, improve open rates, and lower bounce rates. Tweaking your subject lines can improve both open and click-through rates. Putting more thought into organizing your content can massively impact click-through and click-to-open rate. And A/B testing may be the thread that ties it all together.
Benchmarks are there to assess marketing performance. They’re an opportunity to improve your relationship with email subscribers. Don’t take this for granted: after all, they could be your next customers.