The number of email users is increasing at an incredible rate every year. By the end of 2022, it is predicted that there will be over 4.2 billion users. Apart from the fact that email remains one of the most popular methods of corporate communication, these figures suggest that email marketing is still a very successful – if not crucial – method of reaching out to potential clients.
Given the fact that over 293 billion emails are sent every day, it’s unavoidable to pose the question. How can you make your business stand out in a sea of emails and increase revenue by increasing open and click-through rates?
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Effective Email Marketing Strategies
1. Get Personal – But Have Your Boundaries
There’s no denying that email customization is a powerful strategy that has been shown to boost the effectiveness of your mail marketing. Personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates than non-personalized mailings. The advantages are considerably more extensive. According to an Epson study, 80 percent of customers are more likely to buy from a company that offers a personalized experience.
While familiarising yourself with your consumers is beneficial, you must be careful not to overstep your bounds. Overusing names will make you appear strange to your customers and harm your reputation.
This is where having the correct customer data may be quite beneficial. The use of general user data, such as birth dates, is another method for personalisation.
Birthday emails produce 342 percent more revenue per email, 179 percent higher unique click rates, and 481 percent higher transaction rates than advertising emails, according to Experian study. Isn’t this a compelling incentive to incorporate personalised emails into your email marketing strategies?
However, remember that customization entails more than simply including each customer’s name in the email. There are a variety of additional options, and it’s up to you to experiment and determine which one works best for your email list.
2. Keep Your Subject Lines Short
Only 47% of email recipients open messages based on the subject line, while personalised messages are 22% more likely to be opened. This demonstrates how crucial subject lines are to the success of your email marketing campaign. Statistics suggest that it’s not just the content that needs to be considered, but also the number of characters used. In fact, email subject lines containing six to ten words had the highest open rate. Another statistic that works in your favour is that subject lines that convey a sense of urgency or exclusivity have a 22 percent greater open rate.
It can take a long time to come up with the perfect one-liner, even if it appears to be straightforward. Subject lines may make or break the success of your campaign. So, the next time you’re putting one together, remember that the more you can say with less, the higher your chances of a successful campaign are.
3. Pick the Right Time for Email Sending
When it comes to the success percentage of your email campaigns, timing is important. You’re probably hoping for a higher open and click-through rate, so picking the right time is an important factor to consider. Another reason is that your regular users might wish to interact with your content (share with friends or on social media, etc.). With that in mind, you should use all of the tools at your disposal to figure out when the optimal time is for them.
There is no one-size-fits-all approach to sending. The type of business you own is also a major consideration. Here’s a table to assist you to figure out when is the best time to start your business:
There are various marketing automation solutions that can help you run advanced multivariate testing in order to determine the best timing for communicating your audience, therefore it’s no surprise that 51% of organisations are now employing automation. As a result, your company will save a significant amount of time and resources, allowing you to concentrate on the most critical components of your email marketing strategy.
You may add AI delivery with the help of technologies like these, which basically means that the automation software learns what resonates most with your audience by tracking their behaviours. Based on previous behaviour, it takes a set amount of time (from the time people enter your email list) to intelligently determine when users engage most with your app. As a result, users will receive your messages at the most optimal time. This form of email optimization can help you avoid wasting time and money on ineffective email marketing techniques.
4. Give Away Freebies
Promotional gifts can not only help you gain more subscribers, but they can also help you earn more money. You may be unsure why you should offer things away for free, but many subscribers enjoy this type of promotional content and are eager to give you their email address in exchange. With a click-through rate of 26 percent to 66 percent, freebies like templates and tools are the most popular.
However, as much as you want your email list to expand, there are some restrictions to obey, and we’re referring to the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act). According to the CAN-SPAM Act, every email sent out must include a relevant subject line, your commercial email address at the bottom, and an unsubscribe button — no exceptions.
Even if your subscribers give you their email address in exchange for a gift, you must still observe the law, not only because of the legal ramifications but also because developing trust between your business and your customers is the most crucial marketing plan you have!
5. Send Mobile-Friendly Emails
Consider sending an email that is visually appealing. However, when you open it on your phone, the images are missing and the appearance is unappealing. As a result, your subscribers are unable to communicate with you. This condition could jeopardise the success of your campaign.
Here are some basic design tips to help your marketing approach avoid your subscribers’ dislikes:
- Make emails with only one column.
- Important text should be centred.
- Have a call-to-action button that is simple to press.
- Increase the text size.
- Showcase small images
Cell phones are owned by 80% of Internet users, and this percentage is anticipated to rise in the next years. As a result, you should always include a mobile-friendly design in your email marketing approach. Make sure to deliver high-quality emails to all subscribers, regardless of where they check their email.
6. Segment Your Subscribers
Segmenting your email lists allows you to communicate with your subscribers more directly and intelligently. It provides them with the appropriate information at the appropriate time. The results will be definite if you perform it correctly. Optimove discovered that target groups with up to 150 customers had a $1.90 uplift per customer in their research on the power of segmentation for marketing initiatives. The most significant increase was $0.90 for groups of 1,500 or more. This demonstrates that the smaller the group, the more diverse the variety of campaign outcomes.
Here are a few quick and easy segmentation ideas to get you started:
- Demographic data segmentation – One of the most fundamental ways to segment your list is through demographic data (gender, age, location, income level, company position, etc.). Knowing the gender of your consumers will be crucial information if you are a clothing company. If you’re a B2B software developer, though, demographics like corporate position will be quite important.
- Email engagement segmentation – This may seem simple, but it has a significant impact on the total outcomes. The open rate and click-through rate are the most important KPIs here. You can define active vs. inactive users (for example, someone who hasn’t opened your email in 90 days) using this form of segmentation. After you’ve created this section, you can create an unique re-engaging campaign to target your inactive users.
- Segmentation based on previous purchases – Another easy yet effective technique to improve your targeting is to segment based on previous purchases. Sending recommendations for similar purchases made by these customers is a good place to start. Let’s pretend someone bought a hair product from your website. You can make an educated guess as to when this product will run out and send an email to the same user requesting a reorder.
- Segmentation based on sales funnel position – Segmenting your consumers based on where they are in the sales funnel is a great method to personalize your content. The idea is that you can’t send the same message to users at the bottom of the funnel as you can to those at the top. If they’re at the bottom of the list — a group of brand-new subscribers – you should give them more generic messages with a variety of items or features. You may utilize that information to figure out what they’re interested in and target them more particularly if they’ve already signed up and interacted with your material.
7. Re-engage with Inactive Customers
If you don’t work hard to send compelling and useful material, you’ll lose about a quarter of your subscribers each year. Although email list decay is unavoidable, it can be mitigated to some extent. So, how do you keep your subscribers engaged, or, to put it another way, how do you reactivate dormant customers?
To begin, you must first define what inactivity means to you:
- What does it mean to you to be inactive, and for how long? Is it, for example, being inactive for three, six, or nine months? Consider what your subscribers are no longer doing that satisfies your inactive criterion. They don’t log in as frequently as they used to, or perhaps they haven’t bought anything in the last month?
- Consider all of your subscribers’ behaviours, both positive and negative, that meet your inactive criteria. Many businesses, for example, make every effort to interact with their customers. It gets to the point where they’re sending out too many emails, and subscribers aren’t finding them useful. Also, smart email design has a lot of power. If your emails aren’t user-friendly or mobile-friendly, they may be designated as spam, deleted, or never opened.
When it comes to the correct plan, you must first answer the questions above before focusing on the re-engagement campaign. The win-back can be executed in a variety of ways. Some companies use “we-miss-you” promotions, as well as discounts and promotional coupons – or both.
It’s not always simple to come back from a loss. Keep in mind, however, that organisations that invest in re-engaging efforts in their email marketing receive a $28.50 return on their investment for every $1 spent. This indicates that reactivating dormant subscribers is less expensive than obtaining new members.
Whatever approach you use, you may send a certain number of emails and have no response from your subscribers. In this scenario, the simplest course of action is to just inquire about their email preferences. Allow them to choose whether or not they wish to continue receiving your emails. Spending efforts on subscribers who will not return regardless of your strategy is better for your email marketing success than cleaning up your email list.
Testing your email messages is the most effective technique to discover what works best for your company. This can help you avoid typos, errors, bounces, and other issues that may have been avoided if you had sent out test emails before the official one.
It’s also worth noting that testing isn’t something you should conduct once in a while, but rather on a regular basis. You may learn a lot about how your subscribers respond by experimenting with different variations of the same email campaign. In your upcoming campaigns, you’ll know what works well and what has to be improved.
Email marketing is both a tough and fascinating process because there are so many opportunities for growth and success. It’s a terrific starting point for developing well-thought-out tactics that, when properly implemented, will result in increased sales. Investing a significant amount of time and effort into engaging with your subscribers as they progress toward becoming loyal customers will put you ahead of the competition.