Fine-tune Your Email Marketing Strategy for Better ResultsPosted by Chris Donald
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.