Sometimes, people declare that email marketing is dead. However, no other marketing channel can match email’s Return on Investment (ROI).
Email marketing can generate $36 per $1. Despite the current famine, 77% reported that they saw more engagement from email marketing in 2021, even though their weekly emails were smaller than the previous year.
A well-crafted message will make a difference in your customer relationships, lead nurturing and brand awareness as well as revenue generation. Email marketing can help you reach your goals, whether you are looking to tell a story or sell products or services.
This article will help you to understand proven and tested strategies that will allow you to maximize your email marketing efforts.
1. Embrace personalization
According to 2020 Demand Generation Report, 76% buyers want and expect personalized attention from marketers in order to build a relationship with the brand.
There are many emails competing for your subscribers’ attention. One way to stand out and compete effectively is to add a healthy dose personalization in your messages.
Your audience should feel special. To do this, you must use relevant personal data to create a memorable experience. You must be able to adapt your messages to the user’s actions and where they are at in their customer journey.
To personalize your emails, consider using information such as name, location and gender.
Here’s an example: Monica Vinader sends you a personal message.
Source : Campaign Monitor
Personalization, when done correctly, can increase loyalty, create more customers, and increase customer satisfaction. It can also raise click-through, sales and conversion rates.
2. Use power words
Your subject line should motivate readers to open your email to find out more. After opening the email you want readers to click on the links and buttons provided and take the desired action, such as buying a product or registering for webinars, or making a donation.
Power words can elicit an emotional response and incite curiosity in your audience. They also encourage them to convert. Active, persuasive, and descriptive words are better than passive words that grab people’s attention, make them want to read your email, then take action.
Teespring, for example, increased conversions by 12.7 percent through a simple modification to the call-to action that included power words.
To increase your open and click-through rate, you can use power words in the subject line and body of your emails. Here are some examples:
- On sale now
- Great deals
- Take X% off
- It is coming
- Only for a limited time
- Stock back
Spam trigger words, on the other hand can lead to your messages ending up in the spam folder. This is where recipients will not see or open them. They should be avoided in all email communications.
3. A curiosity gap is a way to capture attention
To create a curiosity gap, you need to tap into your audience’s curiosity by creating a compelling headline that is hard to resist. This will inspire them to click through to the main content and learn more.
It’s like a trailer for a movie. You give the audience a preview of what to expect, tease them enough so they are more excited, and then you offer them a deal to seal the deal.
You can use curiosity gaps in your email marketing to your advantage by withholding certain details from your subject line.
Next, you should leave out important information that will encourage recipients to open your email and read the rest. This technique can be applied in the following subject lines:
“What is the best way to curb impulse buying?”
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Each email makes the reader wonder, but the answer is withheld so they can click on the email to access the relevant information.
4. Segment your subscriber list
Every email you send is not going to be relevant or valuable to everyone on your mailing list. To ensure that every person receives the most relevant content, segment your mailing list.
Segmenting your lists will help you structure your campaigns more effectively and provide a more personal experience. This will result in higher open rates, engagement, conversions, and better marketing. Segmenting your list can be done based on a variety of factors such as interests, demographics and location.
How can you gather this information?
To begin, use your email sign up form to gather information about your subscribers such as their name, address, company, job title, and preferences for the type of emails they would like to receive. Hootsuite has an example.
Tracking cookies can be used to track customer behavior on your website or emails. Subscribers can then be segmented based on the actions taken.
5. Conduct A/B testing
A/B testing can help you better understand your subscribers and provide more personalized and optimized experiences. However, 55% to 60% of marketers don’t or rarely include A/B testing within their email marketing campaigns.
You don’t have to assume that you know what your subscribers prefer or which copy, subject, call-to-action, visuals, layout, and layout are most effective for them.
You can test them all to see which one works best. You can send out emails with one important content element changed in each email depending on the subject matter you are testing, and then watch how your subscribers respond to it.
You will either confirm or discredit your intuitions about your audience’s interests and preferences, or you will get more data that will give you a better idea of the best way to explore.
6. The “double opens” strategy is a good one.
There will always be subscribers who don’t open your emails the first attempt. Do you accept defeat and treat it as one of those? Do you actually try to get them reading the email?
This is the second option. This involves sending the same email with a different subject to those on your mailing list who didn’t open it the first time. Although it sounds aggressive, it is effective because most subscribers will not open your email the first time. Resending it to them can increase open rates and converts.
To nail the double opens strategy, ensure that the subject lines used to resend emails to other people are more engaging and compelling than the original. Make your subject line more engaging and pick the best time to send the email.
Allow some time for the email to settle before you send it back to the non-openers.
7. Align your preheader text and your subject line
Preheader text is a key factor in determining the success of your open rates. It is important to make it difficult for your readers to resist clicking on “open.”
You can increase engagement and improve your email marketing ROI by creating captivating preheader text. Your preheader text must also provide context for your subject lines.
Do not just throw together a few words and call it done. Your preheader text should be treated with the same care and intention as your subject lines. Make sure they complement one another.
Kina and Tam use their email subject line to inform and get your attention about ongoing sales. It then uses the preheader text as an additional subject line to drive home the urgency of the message and push the recipient to take action immediately.
Be sure to tailor your subject line for your audience. If you are writing a pitch for media, your tone and language will be different than what you use in regular newsletters.
8. Contextualize your CTA
The time spent creating compelling subject lines, engaging preheader text and engaging copy can all be used to achieve one goal: to get subscribers to take action. You must make your call to action compelling and persuasive enough that they take the necessary steps to reach their goal. Your campaign won’t meet your expectations if it isn’t.
Avoid generic CTAs like “download now,” “register now,” or “shop now.” Instead choose words that resonate with your subscribers, and encourage them to click. Here’s an example.
Before you can claim that you have the perfect hook, your CTAs must pass three tests. It must be clear, concise, hard to miss and easy to execute.
9. Mobile-friendly subject lines are best
People use their smartphones to check emails these days. They won’t tolerate poor service just because they are using mobile devices. You must adapt. Mobile users have limited screen space so it is important to keep your subject lines concise and short.
Your subject lines should be concise enough to draw readers in and get them interested in the rest of the message. It’s a great way for your subject lines to be exciting and catchy.
10. Keep your emails short
I will read an email that is concise and easy to understand in just a few minutes or minutes. If the copy is too long or takes more time to digest, I will abandon it and make a mental note of it to return later. Guess what? And guess what? I rarely open an email again.
The majority of people feel the same. People have a lot to do and won’t read long emails unless they are working on something important. By cutting out all the unnecessary fluff, recipients will be more likely to read through your emails and to take action.
Emails should not contain long blocks of text. Reduce the length of your paragraphs to a maximum of three sentences. You can also use bullet points to break down and communicate your message. This is useful when you need to give detailed information or for emphasis. Here’s an example:
11. Maximize white space and make design work for you
There are many other things your subscribers want to see. You shouldn’t waste the chance to get their attention when they do have time in their busy schedules to read and open your messages. Make your emails attractive and easy to read by using white space.
Subheadings can be used to break up your text into sections. You can also limit the length of your paragraphs and use bullet points to highlight relevant information. You can also combine white space with the rule of threes to highlight important parts of your email you want readers to notice.
This will improve the reading experience, keep subscribers interested, encourage more people to read your emails to the end, and, ultimately, increase conversions.
12. Maintain a consistent schedule
Imagine you send an email Monday morning, and then not bothering to contact your mailing list for two more months. You then send another email Friday night. Your subscribers would still open your emails. Worse, they might get fed up with the inconsistent emails and unsubscribe, leading to a loss in revenue potential for your company.
Email marketing campaigns that are successful will be consistent. Plan your content frequency and content schedule carefully. It is important to find a balance between sending too many emails and becoming irrelevant.
It is a good idea to contact your mailing list at minimum once per week, or two to three times per week, to ensure that your brand remains fresh in their minds.
Not only is frequency important, but so too is the timing of your emails. You will get more open and click-through rates on certain days and times of week. Therefore, you should choose the right time to send emails to your audience and industry.
It can be difficult to manage social media, email and content marketing all at once. To help you manage your marketing tasks and projects, you will need task management software .
13. Successful emails can be up-cycled
After your campaigns have achieved the results you desire, it’s time to stop thinking of email campaigns as finished. To repeat the success of the campaign, you can get them back to work with new subscribers or old customers who did not make a purchase.
Before you send them again to the target group, you can make some modifications to the emails. You can make the emails more effective by using a different subject line, image or personalization.
This email marketing strategy can help you increase sales and maximize your campaign potential. It can also allow you to learn more information about your leads and prospects.
14. Create a landing page specifically for email marketing
It matters where you direct your subscribers after they click the links in your emails. You don’t want to send them to any random website or product page. Instead, make a landing page that is consistent with your email content and direct your email marketing traffic to it.
Because dedicated landing pages are more targeted and more relevant, they are more likely convert prospects than regular landing page.
A landing page that is effective includes a strong headline, social proof and a strong subheading to complement the headline. The supporting video or image tells visitors about the landing page and the benefits they will get from taking the desired action. This is how it looks:
To avoid confusing visitors and decreasing its effectiveness, your landing page should only focus on one offer. It should not contain navigation buttons. Visitors should only have two choices: Take action or leave the page.
15. Emojis, images and videos can spice up your email.
Emails can be made more appealing, engaging, and fun by including images, videos, or emojis. Emojis can actually increase your open rates by including them in your subject line.
It can be tedious to read text, so you can incorporate gifs and animations, infographics or photos. This is especially useful when writing long and detailed emails.
Use emojis sparingly in your email messages. Sprinkle it only in the right places. It could look tacky and unprofessional.
You must choose high-quality visuals. If you lack the time or skills to create high-quality graphics, consider hiring an infographic designer.
Boost your email marketing ROI
Email marketing is something that you cannot leave to chance. It’s not enough to just throw ideas at the wall, hoping that one of them will make your campaign successful. Email marketing is not about being random. You must be deliberate about how you implement specific strategies and structures before you reap the benefits.
These key email marketing tips can help you increase your visibility, build relationships with your audience, drive traffic and grow your business.
Email Marketing Tips that Will Boost Results appeared originally on Scoop.it Blog.
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