Email marketing is still one of the best digital marketing channels despite the emergence of newer platforms such as social media.
Most of the stats are in favour of email marketing. For instance, more people are likely to take action from an email marketing campaign compared to social media and search engine. The return on investment is also massive with email marketing.
However, all the benefits of email marketing do not come knocking at your door. You have to work to get excellent conversion rates and find loyal customers. To get the best outcomes from email marketing, here are the improvements you need to make.
Yes, you have an email contact list and they all have some interest in your brand. But they are not on your list for the same reasons. Some are there for the educative content that you share weekly whereas are waiting for the next price drops to buy your product.
Understanding what people on the different cadres of your list want will enable you to share relevant messages so that you don’t go throwing coupons at someone who is more interested in the latest cryptocurrency news.
I bet you have received these emails that come from noreply@(company name).com. These emails make you withdrawn because they have automation or robot written all over them. And no one wants to be bothered by a bot.
The simple act of appending a name to your domain name email address makes a big difference. Daniel@webperformance.com.au sounds so human and you truly want to engage such an email and take some action because you’re sure you are not receiving alien signals.
Let a member of your marketing team own a subset of your list and you can do rotations to maintain the freshness of a marketing email.
The population today loves mobile technology. Their smartphones are their beloved companions and a large percentage of your customers will open your emails on the go. Therefore, you owe them an email that is optimised for mobile.
How do you achieve this?
A number of email marketing tools will give you a glimpse of how your email will appear on different platforms such as internet browsers and applications. With these, you can do tests and trials but even without, make sure you have an optimised email marketing message.
When you send emails out to your customers, first, you want the email to be delivered to the users’ inboxes. But the email is only useful if the recipients open it. So you have to make them open it and one of the ways to get them to click the open button is by using subject lines that strike the sweet spot.
You have to be tactical with your subject lines and forget the old common lines that go something like ‘5 simple steps to achieving a smooth skin’
People have been seeing these lines all their life and you have slim chances of success if you choose that path. Traditionally, we have been told that email subject lines should be 40 to 50 characters. But you need to be extraordinary to achieve extraordinary lines.
Fewer characters are more enticing. People read them with a sense of urgency and they feel the need to take action. You can risk and go for more characters but you can be affected by the truncation.
The pre-header text is what the user looks at after they have read the subject line. It is mostly used to highlight what the email is about. The pre-header text should help achieve the aim of your subject line.
For mobile users, the pre-header text is what determines whether they will open your email or not. And because over 50% of users use mobile devices to read emails, you want to do everything you can to optimise these texts. This where you emphasise the urgency and do everything you can to lure the customer.
We all get irritated if we hear the notification ring only to find out that what has landed in the inbox is nothing that sparks our interests. When you are creating email messages, you need to make sure that the message you are sending is personalised.
Adding the name of the recipient in the subject line is a nice way to draw someone in. You should then learn the customer’s interests by analysing their past purchase behaviour. Are they looking for more info or they are doing comparisons? If this is the case, you provide content that fulfils their particular desires.
When creating a marketing email, you need to use only the necessary text and avoid fluff at all cost. Depending on your contact segmentation, you should deliver the emails that are relevant to a certain group. Even if you want to share an elaborate blog, you shouldn’t be cramming all the information in your users’ inboxes. A ‘read full article’ or ‘learn more’ button will help achieve convenience.
Make use of links so that the users only get to the details if indeed they are interested. Make use of buttons for calls to actions to enhance the readability and encourage customers to execute an action.
Some days are better than others. This also applies to marketing emails. You have to be strategic and know what days are best for the customers in your database. If you are dealing with a large client base, you should segment them according to time zones.
Tuesdays, Wednesdays and Thursdays seem to be the best days to send an email to clients. The time of the day also counts. People will check their inboxes when they tired at work or when they are having midmorning coffee. Some prefer to look at emails before they retire to bed.
You need to understand what works best with your audience. Do some tests and analyse a significant sample. You will no doubt find a pattern.
Having a clean list is satisfying for any email marketer. You want to have contacts with a high engagement rate and get rid of those that have stayed dormant over a long time.
We all want to achieve higher email delivery and deliverability rates because only then can we realise positive outcomes for our business. Having active users gets you more leads, more conversions and higher possibilities for return business.
You need to monitor the performance of your email marketing campaigns. What comes to mind for most people here is the delivery of the emails. But there is more to an email marketing campaign than just the delivery.
Your email can be delivered but it won’t reach the inbox of the user. You are dumped in the spam section or trash and you’re done for.
The analysis of a campaign should involve all the important metrics such as the deliverability, the click-through rate, the completion of actions, purchases and referrals amongst others. You can use email marketing tools to measure these but you also need a lot of skill in this field to capture useful information.
If you are looking to take your email marketing to the next level, these are the first steps that will guide you. To get the maximum benefit, you need experience and skill in email marketing and this is exactly what Web Performance Media has to offer. Call us today and let us make successful email marketing campaigns.