Do you know that segmented email campaigns have 100.95% more clicks1 than the ones that are not segmented? Personalized email subject lines have 50% higher open rates2 than those that are not. These are a few of the simple tips that you can follow to make your email campaigns successful. Here we discuss a few of the strategies that you can adopt to make your email campaigns work for you.
1.Personalize your campaigns
Personalization is the key to grabbing the attention and using the name in the subject line pragmatically increases the open rate. If the mail is opened, you are already one step ahead in going to the next step which is creating interest of the audience. Not only with a personalized subject line does the open rate increase, but personalized calls to action (CTAs) also lead to higher conversions. Stats show that personalized CTAs increase conversion by 2025.3 With these kinds of stats it would be rather imprudent not to use personalization in your email campaigns. It is of course necessary that you have to know every detail about the customer but just addressing by the name or writing the name in the subject line can also make a lot of difference. It’s better to avoid the phrases ‘Dear Customer’ or ‘Dear User’ as this may sound spammy and use the customers’ names instead.
2. Segmentation is important
Email segmentation is an effective way to segment your audience and send the right message to the right segment of prospects or customers. Segmenting your email list in terms of location, age, gender, income level, company position, etc. is the primary segmentation by demographics that helps you skew your message to the target audience. You can also segment your email list by engagement as well. This would include segmenting the list by people who have not opened your mail or who have opened your email in the last thirty days. Segmenting your customers and prospects by their stages of the buyer’s journey or by their position in the marketing funnel is also important. An example would be sending the same email to the customer who has purchased your product and the person who has just engaged with you through any touch point isn’t a great idea.
3. Attractive subject lines do the job
According to a research report, 47% of the recipients open emails purely based on the subject line.4 Your recipients are bombarded with many emails, day in and day out and you have to stand out of the noise in order to get noticed. A few points like keeping the subject line short within 50 to 60 characters, using power words, and personalizing the email with the name of the subscriber in the subject line may take you a step forward in breaking the noise.
4. Educating the customer
The golden rule of retaining the readers and subscribers is to see that they are not bored. If they are, they will unsubscribe. The best way to refrain your readers from getting bored is to educate them with stuff that they would like. That could be case studies, new products, and ideas, or anything else that enriches their knowledge. It can also include instructional videos, tutorials, or any other insightful material that interests your audience.
5. Adopt automation
Automation is the key to streamlining the email marketing process and saving time as well. An email marketing tool can help you send different types of emails to different types of customers based on their behaviors and triggers. For example, automation can help you send a welcome message to a customer who completes a signup form and send a reminder message to someone who keeps products in the shopping cart and then forgets. If you have to segment customers according to their persona and behavior, automation becomes even more necessary which also makes monitoring and strategizing easier. It helps you to understand what is working and what’s not helping you make more effective strategies.
6. Be strategic in sending emails
The midday, midweek approach is the best to adopt as the day and time of sending emails is highly important. Don’t let your emails get lost in the pile of marketing emails and do not send mails when people are busy in hectic work schedules. However, depending on the variety of your product, the persona of the audience, and their leisure and work schedules, send emails at appropriate times when people would pay enough attention to your emails.
7. Optimization for mobile devices
Research says almost half of the emails are opened on mobile devices, and so optimization for mobile devices and smartphones is important. In a worst-case scenario, if your email is not optimized for mobile devices and the users are not able to open it, they might ignore your future communications thinking it’s spam.
8. Monitor important email metrics
Tracking the performance of email marketing is important as you will know what’s working and what’s not. The metrics like bounce rate, email open rates, conversion rates, unsubscribe or churn rates, and new signups are a few of the metrics that you should always monitor and keep a vigil on. An email tracking tool can help you track these metrics regularly and alter your content strategies accordingly.
9. Follow up and make new strategies for inactive subscribers
The churn rate of subscribers is a common phenomenon that you have to accept but you have to also adopt retention strategies and follow up with the inactive subscribers. The tools you use will give you this data. It is better to have a separate strategy for the inactive subscribers with special discounts and lucrative offers. According to the users’ behaviors of your product, you also have to define the inactive period. It can be three months or a year. You have to find ways to win them back and bring them again to the customers’ list.
10. Give seasonal offers
Seasonality is something that you cannot ignore. Festive seasons like Christmas, Valentine’s Day, Thanksgiving, or Diwali cannot be ignored. Have strategies ready for each and every season that would attract your customers and prospects. There are of course the best seasons for every product and service and a great email with an attractive subject line in these seasons is sure to surge your sales.
To add a bottom line, emails are here to stay and increase in the time to come. It is indeed one of the most effective marketing mediums for the industry to reach the audience. An email marketing to be effective has to be personalized, educational, should not be boring, and have to engage the audience through a subject line that should be provocative enough to open it. Furthermore, optimizing the emails for mobile devices, monitoring and measuring performance, managing the churn rate, and flaunting offers with follow-ups for inactive users can help you enhance your conversion.
Source
1 – https://mailchimp.com/resources/effects-of-list-segmentation-on-email-marketing-stats/
2 – https://www.oberlo.com/blog/email-marketing-statistics
3 – https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data
4 – https://www.zippia.com/advice/email-subject-line-statistics/
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