Do you know email marketing is the third most influential information source for a majority of the B2B audience? Industry thought leaders and colleague recommendations top the list. In fact, 59% of marketers consider email as the most effective way of revenue generation. These statistics make it clear that leveraging email marketing can work wonders for your ROI. However, like any other marketing campaign, email marketing trends keep changing. So, it’s necessary to be updated about these changes. It is the only way to have an edge over competitors and be ahead in the race. Want to know how can you fine-tune and revive your email marketing strategies? Take a look below.
1. Target your email list:
Unlike other marketing tools, serving everyone is not the mantra in email marketing. So instead of sending emails to anyone and everyone, create a targeted list of customers. These are the ones who are interested in your campaign and visit your website. You can start by giving them discounts and asking for their email addresses in return. Remember, developing your targeted email list is a continuous process. So, always keep attracting new customers and expand your email list in a healthy way.
2. The right time matters:
Don’t forget to optimize your email timing if you want to have more click-through and open rates. According to ten email marketing researches, Tuesday is considered the best day of the week for sending promotional emails. However, the time may vary in accordance with the industry and the person you are sending the email to. While a housewife might be having a busy morning, a full time employee might be busy commuting in the afternoon. In short, email marketing is all about sending the right email to the right person at the right time. So make sure to find out what works best for your customers.
3. Enticing subject lines:
With an approximate of 105 billion emails sent everyday, it is an enticing subject line that can make your email campaign stand out. So unleash your creative streak and garner your subscriber’s attention through a compelling subject line. Just make sure you keep it short and simple. People are too busy to read lengthy subject lines. So try to wind up the subject line in 50 words or less. In addition, you can even leverage the technique of fear of missing out (FOMO). Nobody likes being left out. Hence putting subject lines like “limited period offer”, “last minute getaways” etc. can entice them to go for it.
4. Segmentation always works:
Sending the same kind of email to your entire subscriber list does no good for your brand. Why so? Because every customer has varied tastes and preferences. For instance, sending promotional emails of the latest gadgets to someone who loves books is only going to confuse them. According to Radicati, 17.5% of emails get reported as spam because of their irrelevancy. Therefore, try sending relevant content. And the best way of doing this is by segmenting your customer base. The segmented emails have click through rates100.95% higher than compared to non- segmented emails. So go the segmentation way. You can do it easily by grouping your subscribers in accordance with their age, job profile, buying behaviour, life cycle stage etc.
5. Personalization is the key:
Generalized emails bore subscribers to the core. They either ignore it or even worse, report it as spam. So it is imperative to send such emails to customers that revolve around their personal needs. Well, this is the reason 75% of the marketers use email personalization to increase their click-through rates. So if you aren’t already personalizing your emails, it’s high time you do it. From giving them product recommendations based on their purchase history to alluring them with location based deals, personalization is the key to attract your customers.
6. Keep a check on your metrics:
It is important to analyze the performance of your email campaign to know where you stand. You can do this by analyzing the four critical metrics of ROI, click-through rate, open rate and conversion rate. It would help you get a clear view of your progress and take corrective measures wherever needed.
To sum up, improving and tweaking your email strategy a bit can give you visible results in no time. So, keep yourself updated with the new trends and fine tune your email campaign accordingly. Remember, once you are in line with your customer’s desires, no one can stop you from paving new avenues of success.
Email click-through rate is one of the most powerful metrics to measure the effectiveness of an email campaign. This implies that the higher your click-through rate is, higher is the chance for conversion. For an email marketer who has worked day in and day out for the perfect email campaign, nothing can get as heart-breaking as a low CTR (click-through rate), isn’t it?
Although there can be n-number of ways to improve your CTRs, here are 8 actionable ideas that you should implement right away.
1. Segmentation of email list is a must
The prospects or customers in your email list are not looking for the same thing. Therefore, you should segment them based on their personal information like demographics and geographic location to send more relevant emails that fits in their buyer’s journey.
For example: If you are a B2B firm dealing with SaaS applications, you can segregate the list based on their past downloads and pages they have visited.
2. Personalize the emails
Addressing the subscriber with the first name in the email is the most basic form of personalization. You must go an extra mile and send out hyper-personalized emails that include product recommendations in line with the subscriber’s preferences. Moreover, you can send automated emails that are triggered based on the subscriber activity.
Let’s say: A prospect showed interested in a particular service on your website. You can send related emails that would promote a free trial or benefits that the service would offer.
LastPass sends out a personalized email that shares the subscriber’s app usage in the last year. This increases engagement and works towards better customer retention in addition to enhancing the CTR.
3. Subject line and copy should be in sync
Your email copy should be crisp and aligned to the subject line. Make sure your subject line is interesting enough to get the subscriber to open the email and drafted keeping in mind the mobile users. However, you should not have a clickbait subject line just to get more opens. This might affect your email deliverability and hamper the email campaign performance.
In the below email, the email copy brilliantly fulfills the promise that the subject line makes. Also, notice the conversational tone in the email.
Pro Tip: Consider adding an emoji in your subject line that can engage your subscribers better. Test it so that there are no rendering issues.
4. Follow the brand guidelines
Adhering to the brand guidelines warrants a consistent experience to the email recipient and creates a better recall for your brand. As a best practice, it is recommended to use a single column layout for emails with one CTA and multi-column layout for content-heavy emails.
Pro Tip: No matter which layout you use, TEST the email for proper rendering and make sure it is mobile responsive before hitting the SEND button.
See how GUESS follows the same layout for every email they send.
5. Include visual elements
Pictures speak louder than words. Instead of placing a wall of content explaining about your service in the email, how about including an explanatory GIF or video? Make your visual element as compelling as you can to garner greater subscriber attention.
It would surely appeal more to the readers and entice them to try out your product or service.
UncommonGoods surely knows how to promote their products right!
6. Focus on the CTA
Apart from your email copy, your CTA button determines the click-through rate of your email. It should be an actionable verb that directs the reader to take the next action. You can even have a text link for the secondary actions that you expect from the subscriber. Place it strategically so that it is easily visible even to the mobile users. Consider using a fixed CTA that does not move despite scrolling through the email. You can apply fixed CTA only if your maximum subscriber base if Android user as it is not supported in desktop or iOS email clients.
Pro Tip: Carry out the “Squint Test” by squinting at your screen to check whether you can see the CTA button. If it is barely visible, you should design a larger button with contrasting colors to the background.
7. Include social sharing buttons
Integrating social media with your email marketing strategy goes a long way in enhancing the engagement rate of your emails and bringing greater number of clicks. Moreover, it also encourages the subscribers to interact with your brand on social media.
Travelocity does a great job by including all their social media profiles in the third fold of the email.
8. Use an emotional appeal in your emails
Tap on the emotional side of your subscribers by using words like love, happy, etc. Such language in email copy establishes a positive aura and increases the likelihood of conversion.
Pro Tip: Using a countdown in your email helps in creating urgency and generating instant clicks and conversions.
Now that you are well versed with the top ideas to better your email CTR, we would love to know how you have boosted your click-through rates.
In case you feel stranded and are struggling for better email metrics, InboxArmy can help you out with the entire campaign management starting from building an email list to successful email deployment.