Tips for Optimizing Your Email Marketing Strategy
Isn’t it frustrating when people try and push products to your inbox with unwanted, spammy, and the same copy and pasted emails? You will often hear internet marketing experts say that email as a tool for marketing is dead. The truth is email marketing is far from dead.
Many studies have data that conclusively prove that people like receiving emails from businesses they deal with or use products of. According to Smart Insights, open email rates of most industries have been close to 20% in 2017. When used correctly, emails can prove to be a potent part of digital marketing strategy. Here are a few tips make sure that you get the best out of your campaigns for your business:
The quality of the lists: There are a lot of variables that work towards making a campaign successful. No matter what you offer or how good your email copy or content marketing is, if the quality of the subscribers on your list isn’t right it’ll be tough for your emails to convert.
Let me explain; most people would use all kinds of offers to get anyone, and everyone signs up. These people might not be looking for what you’re offering but just some freebies. So it’s always best to qualify people before you have them sign up on your list.
Quality of subscribers: Will also give you realistic expectations from you data about unsubscribe rates and bounce rates, so that you can tweak your campaign as required.
Segmenting your list: One of the things we touched upon briefly was unwanted or mass emails. We all dislike it. If you’re going to send the same email to everyone on your list, there are good chances some of them might unsubscribe.
That’s why you should always go through your list and categorize them to their specific needs, age, demographics, interests, etc. This process will help with creating emails that target customer-specific requirements.
If you’ve not already collected the details or don’t know how to segment people on your list, you can send out surveys or ask questions in your emails.
Let’s dive into the meat of things now. There are quite a few things that you need to keep in mind when you’re creating an email campaign. Here are the most important ones.
Subject Line: If you thought it didn’t matter, you couldn’t be farther from the truth. According to a study, 47% of email list subscribers are most likely to open and read your email based on the subject line. And the most number of words you should you use in the subject line for maximum effect; between 6 and 10.
What not to put in your email subject line? People classify email subject lines with “confirm,” “feature” and “upgrade” as spam and are less likely to open the ones with “?” or “#” in them.
Sender Name: It is always more likely that you would open an email from someone you know and trust. If you use a company name, it’s more likely to raise a “sales” flag in the mind of the user.
To develop trust, the sender name should always be the name of a person and it should be used consistently to build a level of confidence.
Personalization: This is a strategic use of segmentation that we discussed before. Once you’ve segmented your list, you know some personal details and issues they might have. Use this in your email copy. For example, their name, highlight the issue they have or educate them with a unique statistic about their business.
4 out of 10 emails get marked as spam due to the lack of personalization. If you personalize your email, you’ll surely reap the rewards.
Timing: Have you ever taken notice of when you receive emails from successful marketers? Though it might sound insignificant; time is one of the factors that can dictate the success of your email campaign.
It depends on quite a bit on your niche, but as a general rule of thumb, you want to send emails during work hours, especially after lunch. It’s important for your email to hit the inbox of your target at a time they are most likely to be checking emails. Otherwise, it will end up under a pile of emails.
If you haven’t been getting the results you were expecting, test out these tips to get more out of your email marketing campaigns. And if you’d rather let the experts do it for you, give us a call at 215-393-8700 or contact us here, and we would be more than happy to help.
Director of Search Engine Optimization for Results Driven Marketing, Managing Editor or TAPinto The Mainline, and the artist behind The World’s Friendliest Superhero, Steve Myers is a creative force in the digital marketing industry. Dubbed “Doctor Digital” by his colleagues, he takes a light-hearted approach to Search Engines and how they work, mixing in comics, hip-hop, and popular culture to help explain the complexities of AI, algorithms, and structured data.