Marketers often associate ineffective email marketing campaigns with the need to eliminate them from their overall communication strategies. However, this is because they haven’t learned how to optimize the practice yet. In fact, in 2015 during Black Friday, email marketing generated 25.1% of sales leads. In this post, we provide you with a comprehensive guide to the top five steps that will ensure stronger results:
SET UP TRACKING METRICS
Before thinking about sending any emails, every marketer should put into place basic tracking processes in order to understand campaign success. Metrics to consider include: click-through rate, bounce rate, overall ROI and the sharing rate. As well, there may be a number of additional metrics you’d like to track that are specific to your overall campaign goals. It’s important to note that there are a few metrics often misinterpreted and thought of as ‘unreliable metrics’, such as the open rate and unsubscribe rate since neither are accurate depictions of user behavior.
According to recent reports, roughly 32% of marketers have said that segmenting their email database is a key objective when it comes to their email marketing strategy. It’s essential to realize that not all your contacts are the same, and different users will require alternative information as well as diverse types of communication. Segmentation will not only improve your email reputation but also help you achieve better results moving forward.
Nowadays, everyone has a mobile device in their hand for a significant portion of their day, so it’s no wonder that 53% percent of email campaigns are opened on hand-held devices – an increase of 30% in the last five years. In order to comply with mobile friendliness, testing your emails across a number of devices should take priority. Also, it’s important to pay attention to character limits on the subject line and also make full use of a pre-header text, which appears in the user’s inbox as ‘preview text’.
PERSONALISE YOUR EMAILS
While this is fundamental to targeting your customers effectively, it’s just as important to match these personalised emails with landing pages on your website. The aim is to give customers a unified experience from start to finish, with design, copy and call-to-action all remaining consistent throughout. This makes them more likely to convert and therefore, boosts your conversion rates.
MAKE SUBSCRIBING WORTH IT
Getting people to subscribe to your email campaigns can be daunting, so it’s important to make it worth their time. One way is to give ‘subscribers only’ incentives, be it exclusive access to content, discounts or resources. Additionally, show potential subscribers the immediate value of signing up. Rather than simply saying, “sign up to our newsletter”, put yourself in their shoes and think, “what’s in it for me?”. Tell them what they can expect, i.e. great content, exclusive deals, etc. if they subscribe.
By following the above steps, you will be well on your way to email marketing success. We will be sharing more tips to help you make your campaigns as effective as possible, so watch this space. If you have any questions about email marketing for your website or brand, get in touch and we’d be happy to help.