|How-to||– 25 min read|
27 Smart Ways to Improve Your Email Marketing Campaign
Email marketing allows you to share the information in a way that the respondent might prefer. It includes every bit – tone, content length, and time of day.
You can smartly position your products and services to cater to the new and changing needs of your customers. And, this way, it won't seem like you are trying to push discounts and products down their throat.
Additionally, with this form of marketing, you get to create deeper relationships with a larger audience for a fraction of the cost of traditional media.
Why You Should Always Work on Improving Email Marketing
However, it is also true that it gets harder and harder to keep your engagement rates high if you are stuck in the old ways. As mentioned earlier, your customers receive hundreds of emails every day, and you have to make an impression on them. That is why you need a strong email marketing strategy that constantly evolves and creates more engagement and interaction.
As email marketing can create a huge impact on your customers, you need to assess if you are doing everything to make it effective. Here are some smart tips to strengthen your email marketing campaign:
Make a List
Take some time and think about what kind of audience would sign up for your emails. You can do this in lots of ways.
- Start using a lead generation form on your website;
- Offer your site visitors an incentive, such as exclusive content or special offers;
- Use a pop-up sign-up box on your site.
- Ask your customers to sign up on your social media page;
Define Your Goals
However, you should not restrict your goals to increase the open rate, conversion rate, and bottom line. You should include other targets as well, such as promoting a new feature or service that your business is offering, sending alerts to customers about an upcoming sale or event, or sending personalized discounts to some loyal customers. It will help you come up with content that has more defined and relevant points.
Focus on Mobile-Responsive Templates
Thus, you need mobile responsive content on websites for better results. It can help you bring down the bounce rate, increase engagement, and boost your ranking on search engines. So, you should create templates that can be easily viewed across device platforms conveniently on a mobile screen.
Don't Hesitate from Experimenting
- Only test one element at a time (or else your results can be inconclusive)
- Make sure to include a significant sample size in your testing
- Once you figure out that winning element, move on to the next test.
Keep A Pre-Send Checklist Ready
Here are some of the basic steps that must be a part of your checklist:
Don't Try to (Excessively) Push Your Products
Use Short Subject Lines
A subject line is the first thing that they see, and it determines whether they will open your email. That is why it is important to use limited but meaningful words in the subject line.
Picking the best subject lines for your emails is going to be much more efficient with Serpstat's Keyword Research tool. Its Search Questions feature allows you to choose your title based on real questions users ask on Google and, therefore, have a better chance of catching their attention.
Test Your Subject Lines First
What's important to remember while manually testing your subject line is:
- Narrow down the main point you wish to convey
- Try a variation of your subject lines
- Set your own rules and barriers for testing, identify groups that will receive these different versions, and measure their response for effectiveness.
Have a Clear Call to Action
It can be about anything that you want – reading a blog post, getting in touch, claiming an offer, asking to sign up for a trial, or filling out a form.
You need to first figure out the main purpose of your email and what you want it to achieve.
Then, you can add a clear CTA that will direct your customers to a specific landing page, product page, or web page.
Use Videos and GIFs
Ask anyone in the industry, and they will tell you that using videos in the marketing strategy mostly translates into:
- Higher conversion;
- More engagement.
Carefully Place Content on the Screen
All content, subject, lines, and calls to action need to be brief. They should be clear and concise enough to fit on a mobile screen.
Although CTA does help, including these links will also encourage users to learn more about what you have shared in your email.
Add Buttons to Enable Social Sharing
This will generate new leads, and soon you will have access to a larger audience than those already subscribed to your list.
It includes referring to the customers by using the recipient's first name, speaking directly using 'you', and signing off with your personal name instead of your corporate brand name.
It will help you improve open rates, engagement rates, and click-through.
This way you can create more impactful emails as your customers will receive messages related to their unique interests.
Send Emails That Can Be Scanned Easily
- Try to use a lot of white space, subheadings, bullet points, and headings. It will break up your content into sections that can be read conveniently.;
- Remember to highlight the important points, avoid using long blocks of text, and keep your messaging short and to the point;
- Your emails should be design-consistent and on-brand so that they perfectly align with your overall brand on your website;
- Be honest and authentic. Your users should be aware of who has sent them the email and why;
- Make sure that clicking through from an email to your website is a fluid experience for your users. Your templates should be designed in a way that makes it easier for them to easily take the next step.
Test the Best Times to Send Emails
So, you need to figure out when your audience will most likely engage and interact with their emails.
Experts are well aware of the importance of this fact:
For an email campaign directed [at] attorneys, [for example], we discovered a much higher open rate between 8 am and 9 am. After 9 am we could see a significant drop off in the open rate.
It will help you find the time which is most effective for engaging your customers and the different segmented customers within this main group.
Avoid Spam Filters
Here are a few things to keep in mind while creating the content:
- Avoid using any spam trigger words or phrases in your subject line, such as "this isn't spam";
- Get permission from your customers before sending them emails;
- Try to include a double opt-in form in your emails to ensure your customers have subscribed to receive emails, and you are added to their address book;
- Avoid getting flagged by other receivers. You can do that by ensuring that all components of your email, including text, images, links, and design, are properly formatted, user-friendly, read well, work properly, and look appealing to the receivers.
Always Track and Measure Progress, Pick Valuable Metrics
It should include delivery rate, click-through rate, and conversion rate. For more detailed analysis, you can include data like engagement over time, bounce rate, email sharing rate, revenue per subscriber, and revenue per email.
However, you don't need to complicate it. If you know what the goals of your emails are, you can set determine what metrics are best to monitor. For instance:
- Use a compelling and urgent subject line and measure your opens if you want your customers to read an important update to your terms of service (and if the content is directly in your email).
- Consider clicks as your main metric if you want to extend an offer or discount.
For choosing the right group to remarket, you should focus on homepage viewers, offer page viewers, category page viewers, past converters, and cart abandoners.
If you closely track your customer's purchase journey, you can identify those closest to the sales funnel and convert them easily with targeted messaging that accurately reflects their needs.
Clean Your List Regularly
So, you should take out some time each quarter to remove unengaged subscribers from your email list. If they haven't read your emails in a while, then you don't need to keep them on your sending list.
Make It Easy for Customers to Unsubscribe
Try to incorporate a simple 'unsubscribe' or 'manage subscription' option in the footer of your email. You can also give them the option of setting their email preferences and deciding which emails to receive and how often.
If your users constantly get unwanted emails, it gets frustrating for them. It generates a negative feeling towards your brand if they find it difficult to unsubscribe. And, if they mark your email as spam or junk, your emails will more likely be marked as spam in others' inboxes.
Remember that it is not necessary to give your users to only opt-out of receiving emails. You can also allow them to manage their subscription. It will help you still keep your customers, and they will be happy to receive your emails on their terms.
That is the reason to include a double opt-in option while creating the list so that you know the receivers are completely happy getting emails from you.
Reward Your VIPs
Additionally, you gain valuable information from your VIPs. You can create a new email template or call to action to survey them and see how you can improve your email program.
You should also remember to reward them for their efforts.
Focus More on Your Landing Page
If you have included links in your emails that drive them to a landing page, make sure it aligns with your goals and offers a seamless transition. For instance, if you are promoting a specific product, you should only direct your customers to the landing page for that product.
Make Use of the Data
By employing analytics, you can check how much of your site's traffic is coming from your email campaigns. It includes the number of people that clicked from the email and completed the goal.
You can also combine it with CRM email marketing automation software. This way you can easily automate your email delivery and track data on exactly how many emails were delivered, received, and opened. While testing your emails, it will tell you which emails were most effective.
Coordinate Cross-Channel Campaigns
It will not only help brand awareness, but also allow you to test your messaging and announcements.
For instance, you may find a specific CTA or message that resonates with your customers on LinkedIn. You can use this data to create better email subject lines.
Stay Updated on the Latest Email Marketing Resources and Trends
If you want to thrive in this industry and keep creating successful email marketing campaigns, you need to stay updated on the latest and the best email marketing resources and tips.
Creating creative and effective email marketing campaigns doesn't necessarily have to be challenging.
You can use the above-mentioned tips and help your emails stand out, get delivered, and be acted on.
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