Email marketing isn’t going anywhere. It might seem outdated when you look at some of the newer marketing technologies, but it is incredibly effective. In fact, the average campaign gets about a $36 return for every dollar spent.
That said, you won’t see those high returns just because you send customers emails. You need to do everything you can to optimize your campaigns. Everything from the images in emails to the way you address recipients can make a difference.
What can you do to enhance your email marketing campaigns? Read on to learn about some of the top tips.
Personalize Your Emails
Generic emails have the lowest rates of success. This makes personalization one of the most effective and simplest ways to improve results. You can start with the basics: address recipients by their names at the beginning of the email. You can also look for opportunities to add their names to the subject line. If you have more customer data, you could use it to personalize emails further. Mentioning past purchases or products, they have shown interest in can go a long way.
Audience Segmentation
Your business probably has many different types of customers. They might fit into different age groups or have different interests. Some might respond differently to different types of messaging. You can take advantage of this by segmenting your list based on different factors. This will allow you to target different segments with different messaging based on the situation. With targeted messaging, you can increase engagement rates with the emails you send.
Subject Lines
Subject lines can do so much for your email campaigns. It is the first thing recipients see when they open their email box. They might delete the email without even opening it if it doesn’t catch their attention. Make your subject lines direct and to the point. You could also use tactics like urgency. Using a hook, like mentioning a sale or a big event, can help as well. The bottom line is that you need to give recipients a reason to open the email.
Clean Your List
Are you seeing a high bounce rate or a lot of recipients who never open your emails? This could be a sign that there is a lot of junk in your subscriber list. This can be bad because it might impact your reputation with email servers. Along with that, it can also make it difficult to measure the results of campaigns. If you see these problems, you need to clean your email list.
Verify New Subscribers
People or organizations might choose to sign up for your list for any number of reasons. They might use a fake address if they are not interested in receiving your emails. To keep your list clean, you should verify new subscribers when they sign up. This is a simple process for most businesses; you just send a verification email to new subscribers when they enter their email addresses. The subscriber clicks a link in the email to verify that they are a real person using a real email address.
Simple and Direct
Most marketing emails should not be long. In general, you also want to avoid covering more than one topic. The only exception to this rule is if you are sending email newsletters. Instead, you want the messaging to be simple and direct. If the emails are too long, recipients might lose interest before they get to the important part. If there is too much going on, they might not get the point and won’t take the action you need.
Emails for Mobile
A significant percentage of your recipients will open the emails on a mobile device. Most of them will delete the email without reading it if it does not display right. If you want to have success with these people, you need to make sure your emails look good and are easy to read on mobile. That means you need to deploy responsive email templates for your campaigns. With a responsive template, the email will detect the device and automatically adapt to the display.
Consider Working With Professionals
Running effective email campaigns takes time, effort, and attention to detail. For many businesses, working with outside professionals will be the best answer. A company like Site Impact reviews its clients’ goals, leverages various technologies, and uses data to track results so they can increase delivery rates and clicks. A professional email marketing firm will be able to do everything mentioned on this list and more to help you improve the results you see with email marketing.
The final tip is to stick with it. Some emails are going to hit big, and some might see little to no action. This is especially true in the beginning. However, as you deploy different campaigns, test various strategies and measure success, you should be able to adjust. Once you see what works, you will get more from your email campaigns.
