The Top 5 Tips for Improving Your Email Marketing Campaign
The Top 5 Tips for Improving Your Email Marketing Campaign
When was the last time you took a close look at your email marketing campaign? As one of your most lucrative marketing channels, it is important to regularly check in and make adjustments so that you continually get the most out of your efforts.
Why does it matter? Well, according to statistics, those who receive email offers spend a whopping 138 percent more than those who do not. You want to take advantage of the medium to capitalize on this type of spending. If you find that your conversion rates have started to suffer, or you have never quite gotten them to the level that you want, then try some of the following actions to help you improve your content marketing methods.
Define Your Objective
A successful campaign starts with a strong content marketing plan in which you clearly define the objective of you emails. It is beneficial to have tiered goals. Your overall email marketing campaign might have one goal, while each individual email will have a smaller goal that helps you reach the larger one.
For example, your overall objective for your email campaign might be to improve your sales numbers. An individual email within this campaign might have a goal of converting customers, which over time helps to increase your sales numbers.
Many marketers make the mistake of not defining their objective or simply not writing the goals down. However, this makes it harder to develop a strategy and content marketing plan that supports your overall business goals and the marketing strategies in your other channels. Therefore, take the time to write down your clearly defined goals for your campaign, even if you rely on a content marketing service.
Personalize and Target
To achieve the full power of email marketing, you must personalize your emails. According to one study, personalized subject lines had a 26 percent higher open rate compared to those without the name. Luckily, most email marketing programs make it easy to include names in bulk emails.
In addition to adding the name of your customers, it is also beneficial to tailor the content to the individual. How can you do this? By using data-driven personalization. You can take data from your website, social media site and other digital properties to learn more about a customer’s search habits, buying patterns, preferences, demographics and psychographics.
Then, you can segment your customers based on these habits and develop relevant content for each of these lists. Your customers will respond because they find the information relevant. For an even more effective impact, use tailored landing pages to enhance the customer experience.
Don’t Forget a Call to Action
When you send out emails to your customers, do not forget to include a call to action to increase engagement. This might include clicking to read more blogs, shopping on your website, scheduling an appointment or something else.
The one rule to follow: focus on one clear call to action. It can be tempting to ask customers to do many things, but this actually weakens the success rate of your emails. To get the most out of your campaign, stick with just one CTA per email. Studies found that having one single call to action had a 1,617 percent increase in sales and 371 percent increase in clicks.
Grab the Attention with the Subject Line
Your subject line is the location where you attract the attention of customers, and they decide whether or not to open it up. You might have fantastic information within the email that could change the life of your customers or clients. However, if they do not open the email, they will never be able to take advantage of it — and you miss out on the opportunity.
There are a few different ways to utilize your subject line to increase your open rates:
- Keep it short
- Include the person’s name
- Add some numbers
- Try some emojis
- Add some creativity
- Make it clear what the email includes
The most important component of your subject line is that it clearly imparts what the message contains, as well as a reason why people should open them up. Numbers, emojis and similar characters can help your subject line stand out among the many emails that your customers most likely receive. In fact, 56 percent of brands that incorporated emojis in their subject lines increased their number of unique open rates. Just be sure to use them sparingly and in a way that adheres to your brand’s voice and style.
Offer Value, Not Just Promotion
The most important factor in your email marketing campaign is that you do more than simply promote your business. People are surrounded by ads, so much so that it almost becomes a white noise. They need — and expect — more from your content marketing methods. They gave you their email address to remain in contact with you. If all they get is promotional emails, then they will quickly unsubscribe.
So, how do you or your content marketing service create valuable content? There are many different types of emails that your customer base might find valuable:
- Offers and deals
- Information about your business
- New products or services
- Your latest blog posts
- Invites to events
- Curated content featuring helpful blog posts relevant to your business
To help you create content of value over promotion, develop your content marketing plan with a customer-centered focus rather than a company or profit-centered focus. Find ways to increase engagement and enhance the customer experience.
Your content marketing methods, including email, have potential to assist you in reaching your business goals. Just make sure that you find ways to attract your customers starting with the subject line and follow through by providing high-quality information in the body of the email.
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