Is your email marketing as effective as it could be?
If you can’t answer this question without pausing, pondering, and guessing, it might be time to refine your measurement techniques. As you might know by now, email marketing is one of the best ways to communicate with your customers and it can help you nurture leads, raise brand awareness and sell your products. Therefore, successful email marketing is critical and often is an overlooked element of digital marketing. The right content at the right time landing in someone’s inbox can break through the noise, capture their attention, nurture their interest, and convert.
Here, we will walk you through the top 5 tips to make your email marketing campaign a success through the Click Connector customer communication platform.
1. Segment your email lists
Unlike billboards, email marketing hits its target every time. 99% of consumers check their email every day. Whether you have 10, 100, or 1,000 subscribers, they probably don’t share the same needs, preferences, and interests. That is why segmentation is critical. Your audience can be segmented into groups according to their demographics, behaviors, geographic location, age, education level, and job industry.
When it comes to failed email marketing campaigns, there's usually a common mistake, which is that the campaign didn’t work because the sender sent the same message to everyone, regardless of their needs. Segmented campaigns achieve 50% higher click-through rates and higher open rates than non-targeted campaigns.
2. Create compelling subject lines
Once you’ve got your campaign strategy down, focus on the subtleties of messaging. This starts with the first thing your customers will see: the subject line. If it doesn’t pique their curiosity among the other emails in their inbox, they’ll likely delete it. Your subscribers likely receive upwards of 10 emails every day.
If you want customers to open your emails, you need to play around with your subject lines and figure out what catches their attention. Try out different subject lines by asking questions or teasing content. By personalizing your emails, you can get more people to open and engage with your messages.
Research has shown that 47% of subscribers open emails based on the subject line alone. And more shockingly, 69% will report your email as spam by just reading the headline. The key takeaway? Your subject line can determine the success or failure of your email marketing campaign.
3. Optimize for mobile
In case you hadn’t noticed, the world is going mobile. We can’t assume all recipients will open emails from their desktops anymore. 85% of us regularly use our smartphones to check our inboxes. Any marketer’s overall objectives would be to include increasing engagement and customer acquisition. Well, the key to this? Mobile-friendly email marketing.
Emails come through differently on a phone and sometimes this can lead to them being deleted before they even load. That is why your mail layout needs to be optimized for mobile. You can do this by using short subject lines. Mobile devices display significantly less of your subject line, so your well-crafted pun is likely to get cut off if it’s longer than 30 characters. Next would be for you to stick to the point that you are trying to convey through your email and also bump up the font size for improved readability on smartphones.
Use buttons in your emails instead, as they’re larger and easier to select without incredibly precise taps. Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.
4. Use A/B testing
There’s no such thing as the “perfect” email. But you can get pretty close to creating one if you test your emails before sending them out.
A/B testing lets you test two different versions of your email by sending each one to a small percentage of your audience. By analyzing the results, you can see which version performed better and send it out to the rest of your email list.
Testing your emails not only allows you to improve your campaigns, but also helps you learn more about your audience, what they like or dislike, and how they interact with your email. This eventually helps you improve your business in the long run. Don’t just pick an idea and use it in your campaigns blindly. With A/B testing, however, you may find strategies that never would’ve occurred to you.
5. Using a third-party email delivery service
Third-party email marketing is a viable tactic to extend your reach and generate demand, especially if you have not built up a sizable list of your own. Third-party email marketing is simply the rental of a third-party opt-in email list.
There are tons of different third-party email delivery tools to choose from, but here are our top three favorite tools.
Email marketing is all about strategy. There’s no single tip that will guarantee results, however offering an outstanding product and service, and knowing how to communicate it well to your audience using effective email marketing tools will help you be successful.
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