How to make email marketing more effective?
for a couple of years, email marketing was predicted will fade away, but until now that has yet to arrive. In fact, email marketing still become one of the marketing strategy that still has high conversion and effective way to reach prospective and current customers.
Email marketing approaching are more personalize for customer. Organization can benefits their interaction in many ways. here are the tips to increase the possibilities of company’s email be clicked on and read by their customer:
- Segment email list
Perhaps you have a customers who are interested more in events, product release, or discount coupon, but not all three of the topics. So, you need to understand how to segment your email.
For example: If you offer discount coupon to working women, consider to segment them by age group or If you have an event in your company on television that show a Korean boy band actress, make sure you categories your email by gender, age or customer interest.
Providing relevant email to your customer can increase the possibilities your email be opened and read so your click through rate email can be higher.
- Create a mobile friendly email marketing
Studies show that 71 percent of people will delete an email immediately if it doesn’t display correctly (studies by Litmus and Bluehornet). By this fact, you need to focus and improve mobile optimized email content that is engaging and interested/eye-catching for your customer on smartphone device.
You can make your mobile email marketing opt for single column that works for vertical scrolling. Instead of use big image and bold headlines. Include plenty of white space for easy scanning, keep your subject lines short and make your CTA button large enough to be tapped.
If you use marketing services like GetResponse, make sure you test how your messages look across variety of devices and in different inboxes, also you need to check on your design display correctly wherever they’re sent. But if you not using marketing services, use responsive design to create your emails.
Studies show that brands that use responsive design in all emails gain 55% higher mobile click-to-open rate (CTO) that brands not implemented responsive design in their email (Yesmail’s benchmark report)
- Consider text-only emails
simple text based emails with links to company’s content work the best. Use image perhaps can make our email looks pretty, but certain email software will block the email automatically which means customer just see broken staff instead pretty image.
- Have an email come from a real person
Studies show that 64% of customers open an email based on who the email is from. No on likes receiving email from donotreply @ example.com. So make sure all members of your organization comes from real person. Make sure all the members know how to reply an email in a good way.
- Make a compelling subject line and to the point
You will gain a sales or not with your subject line in your email, spell out an offer that your customer find irresistible like “50% off our make up products”. This will more effective if you segment your mail to specific customer that have different buying habits.
Your subject line must be compelling enough to persuade customer to open your email. But friendly enough to not turn them off. Keep them short, fewer than 50 characters. Try to convey a sense of urgency in the subject line with a special announcement or limited time sale likes “Last Chance” or “End Tonight”, but don’t be too pushy on your email.
- Personalize your email
Email blast without customization won’t direct you to sales. Personalize your email, when done it right, can encourage your customer to open email. Interact with the content inside and finally boost your sales.
Start the basic like adding first name to the subject line or you can use big data to offer a compelling call to action. For instance use your past buyers purchase behavior to determine which special might be most intriguing to certain contacts.
Studies show that 74% customers frustrated when they received emails that has nothing to do with their interest. Personalization in email proven increase click-through-rate and 26% more likely to be open.
- Have a clear call to action (CTA)
One of the biggest mistake in email marketing is not having clearly define calls to action. It doesn’t matter if you ask to fill form submissions or ask people to call. If your customer can’t determine what they’re expect to do within 5 seconds, they will delete your email. So make sure do A/B testing to see which email design will have a clearer call to action.
- Find out the best time to reach your target audience
When scheduling your emails, consider the time zone of those in your database. The best practice is segmenting your send times so each area gets their message at optimal open times. Try to segment based on regions likes APAC, EMEA or North America Region.
- Track your email
Use UTM codes so you can track your post click visitor engagement. Some email service provider generate this automatically, but if not take the time to add them in every email link. Consistent UTM code allows you to see if your customer converting, what pages they’re visiting.
- Regularly update and clean your email list
Make sure you’re removing email that have not been engaged in a long time and segment your list by engagement. Studies show that up to 40% email list are inactive. Sending marketing campaign to a customer that do not open or read your email can negatively impact email delivery rates. Simply remove customers who have not opened up an email within the last 12 months. Instead focus on the customers who engaged with you email campaigns.
Affiliate Disclaimer :Some of the links in this post are affiliate links. This means if you click on the link and purchase the item. I will receive an affiliate commission at no extra cost to you.