written by Aleksandar Debeljak
Email marketing is often something that is considered less effective than, for example, display ads and keyword ads. In fact, email marketing is even more effective than advertising on Facebook or Twitter. For you to succeed in creating successful email campaigns that generate more customers, it is not enough just to send an email to your email list. Keep in mind that competition is fierce and that your leads and current customers are likely to be overwhelmed with email offers on a regular basis. Therefore, it is important to be competitive and follow current best practices to successfully reach your target audience.
In this blog you will find tips on how you can create effective email content marketing campaigns to deliver better results.
Improve your results from email marketing with these 6 tips
1. Market yourself to the right audience
In order for you to be successful with email marketing, it is essential that you know who your target audience is and their interests and challenges. This also means that it is not efficient to send the same email content to your entire mailing list because different audiences have different interests. Therefore, make sure you have enough information about who your target group is and how you can best reach them. The goal of email marketing should be to nurture and build relationships with your audience based on the information they would like to have from your company.
If you choose to send out emails to random contacts, there is a risk that your brand will be adversely affected because your emails may be considered spam instead of content that they are interested in. Statistics show that e-mails sent to a relevant target group have 18 times greater ROI than if you choose to send out general emails.
2. Create personalized content
As mentioned above, it is important to get to know your target group and know what their interests and needs are. In order for you to successfully convert leads into becoming customers it is important that the email content is relevant to them. By segmenting your email list, you can target smaller and more targeted audiences to create more personalized content. Email marketing is a perfect way to reach out with unique content to your leads and customers. Make them feel special and exclusive through personalization which can increase your chances of them choosing to buy from you and being loyal to your brand.
3. Write an enticing subject line
Emails that have a personal subject line have a 26% greater chance of being opened by the recipient. Therefore, make sure to create the right message to the right target group for increased chance of engagement and conversion. An example of a subject line that could be effective is that it is urgent or limited in number, this can cause the recipient to act immediately upon receiving your email. Offering free demos or consultation is also appreciated by most as they do not risk anything provided they feel they have received a value from it. You can also use humor if it is in keeping with your brand, but be sure to keep it on a professional level or you may be perceived as unprofessional.
Statistics also show that it is good to keep the subject line short, try to keep it between 6-10 words, as 21% of recipients opened messages that were within this limit. Emails that had a shorter or longer subject line had lower opening rates.
4. Avoid spamming
Depending on who your target group is, use analytics and surveys to help you understand where their boundary is so that you are not perceived as annoying to them. It is a balancing act that requires you to know when, how often and what should be sent to the target audience to keep them satisfied. Some prefer weekly while others only want to receive monthly emails from you, it is a process that takes time to optimize but by checking your email statistics you can automate how often and when your emails are sent.
5. Keep it short
The goal of email marketing is not just to get the recipient to open your email, it’s also about how they respond when they read your message. In order to increase your chances of the recipient choosing to act, you have to stay concise and clear. If you have an offer that is of interest to them, they will visit your website to learn more. It is important that you can convey your content in a short and clear way so that they can easily take action.
To keep your messages short, it can be smart to use bullet points. Also, be sure to stick to a clear call-to-action (CTA), using several different ones can be confusing. Make sure to convey the information in a way that makes them want to click through to your website to learn more.
6. A / B test your email sendouts
Using an A / B test is a smart way to get information about what works well and what can be done better. It helps you make decisions that allow you to convert more leads into customers. You gain a better understanding of what your target audience prefers, from subject line to click-through rate becoming clearer and making you better understand what your leads are looking for.
You can choose which elements you want to keep track of during a test, such as the the subject line, primary message or which day and time the email is sent. However, make sure to focus on one element per test, for example subject line (A) vs. subject line (B), so that you can be clear on what is working or not. This information is essential for reaching out with the right message at the right time.
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Becoming successful with email marketing is a process that takes time but is worth spending time and focus on. Not only is it a great way to communicate and keep your customers updated, but statistics show that email marketing generates the greatest ROI for marketers.
If you are looking to get more leads and customers, then email marketing can help your company grow. Remember that it is a process that takes time and requires that you keep track of details in order to make improvements in order to ultimately be successful.
Do you have more tips for succeeding in email marketing? Leave a comment below.