How to Improve Email Marketing?
Improving a campaign involves increasing the number of customers who view the email and click on its links. This may not always be easy, but there are ways to increase your chances of success. By following these tips, you should find improving any future email marketing campaigns much easier than before.
Individual Target Groups of Customers
This means you need to collect and store relevant customer data so you can send out personalized emails every time, rather than simply blasting the same old email message out to your entire list. This also ensures that you don’t waste money by sending irrelevant or unwanted information for all recipients in one go. Even though personalizing each email may seem like a more time-consuming process, doing this will enable you to develop lasting relationships with your customers and increase your online sales figures.
Use Media Relevant and Appealing to Your Readers
Many emails sent out by companies are filled with archaic and ineffective HTML formatting; it is much more effective to use a straightforward approach. To this end, your email should include relevant content that catches the reader’s attention immediately without being overly complex or confusing. Include pictures and graphics where necessary as they work just as well for email media as print materials.
In addition, you need to ensure that information such as links, addresses, phone numbers, etc., are linked directly to the proper website pages. It can be frustrating for recipients if an email contains a link to click on, but all they see is unrelated when they follow it up! Also, remember that not everyone uses their mouse pointer when surfing the web, so make sure you use text rather than image-based links if you send an email to a mobile phone user.
Use Effective Call To Actions
If someone has already opened your email, then it is time to get them involved and interested in what you have to offer – make sure there is something for the recipient of your email to do which requires their active involvement. Rather than just reading emails, subscribers should be encouraged to take the next step and get directly involved with your business.
For example, if you own a music shop, then give readers a free download or direct link straight away. In addition, avoid making forceful requests such as ‘click here now’ or ‘don’t forget this…’. These are much better suited for text-based marketing platforms than email marketing which should be informative and engaging.
Use Proper Email Software
For any company, email marketing campaigns are vital for encouraging new sales leads and keeping existing customers in touch with your business (and brand). Use a system that enables you to customize an email template easily (so it can be sent out to all subscribers without being repeatedly altered) and provides detailed statistics so you can monitor how successful each campaign is at a glance.
Statistics such as open rate, click-through rates, etc., will allow you to work out whether or not your email marketing efforts are generating money for your business – if they aren’t, then it’s time to revise your strategy! Once you have the right software in place, make sure you keep your design software and graphic presentations up to date. If you don’t, your emails could well end up looking out of date or unprofessional – which is not the impression you want to give off!
When you are developing an email strategy, A/B testing is essential to any business’s success. This involves sending out two versions of an email campaign; one version contains elements tailored towards new customers (for example, a banner advertising your latest sale), while the other is specifically designed for existing ones (like a discount voucher).
Comparing statistics will show you which version performed better, enabling you to focus on including more appealing ‘bait’ in future email campaigns if it was new customer-oriented or make adjustments based on what worked well with the existing customers if it was geared towards them. This is a great way to improve your email marketing strategy, and it only takes a few minutes to set up!
If you have any doubts about email marketing here you can check our latest article: Is email marketing dead?
Get To Know Your Audience
Who are they? What topics do they enjoy? How old are they? Many factors determine the type of information you should include in your email campaigns, so make sure you find out what these are first! For example, if your subscribers come from an age group with a higher income than those who don’t, it makes sense to include more offers and promotions designed for this particular demographic.
Likewise, if most of them live in cities and urban areas rather than rural ones, then focus on sending content about events or products that city dwellers would be interested in. When you know these things, it will be much easier for you to tailor your email strategies accordingly, leading to higher click-through rates and more money in your bank account!
When emailing existing customers, it is important to remember that the aim of each campaign should be to find new ways of luring them back into your stores, rather than simply sending out promotions about the same products they have previously bought.
This will increase your customer base and improve the quality of those you already have by making you seem like a reliable all-around retailer. This company will appreciate their custom and offers something different with every purchase. When these individuals recommend other people to shop at your store, this will also help you sell more – so it makes sense to work on improving how well you keep in touch with your existing clients!
If you are interested in knowing differences in click-through rate compared to click rate check out our latest article
Have a Clear Call To Action (CTA)
Each email campaign should have a specific purpose and goal; this goal is the CTA. A good way to create an effective CTA is by making it seem like you are offering something for free (even if only temporarily). Offering something you have in stock for nothing will always catch someone’s attention, so use this to your advantage and ask people to sign up to a mailing list or fill out a form if they want their copy of what’s on offer!
Providing them with clear instructions on how they can complete these tasks will help everyone who receives your email to follow through without any problems – don’t forget that the faster you can get individuals to take action, the more likely it is that they’ll do business with your company later on!
Include a call to action in any email that you send out; this can be as easy as asking people to open the message, or it could be a request for feedback on your products/services. It is important not to lead customers too much, so keep things vague and decide if they want to act on what you say. This way, you will retain some degree of control over their actions but still give the impression that you are willing to listen.
Most trading emails should include at least one CTA, either at the beginning of the email or near the end, depending on how long they are and how much content there is. However, the more CTAs included in an email generally results in lower click-through rates, so don’t overwhelm your readers – keep it simple with one clear message/call to action, and you will be more likely to see a positive response!
Use Email Marketing Automation Tools
Email marketing automation is a great way to keep in touch with your subscribers, as it allows you to focus on other tasks while it handles the grunt work for you! Several companies provide this service, most of which offer similar services but at different prices and varying features.
Some email marketing tools can even tell you which topics are receiving more interest from your audience. In addition, they will help you see how people are interacting with what you send out – so if someone clicks onto something related to one of your emails in particular, then this could indicate that they like what they see and would be interested in making purchases from your online store/charity donation page(s)!
These types of tools are invaluable to anyone who has an email marketing campaign as, by using them to their full potential, your customer base and profits will both grow at a faster rate!
Include Information On Other Products/Services
Using knowledge of the most popular products in your store is an effective way to encourage sales; it’s surprising how many companies don’t use this particular tactic in their emails due to laziness or because they don’t know what the best-sellers are yet (!).
In addition, sending out relevant offers that highlight products that individuals have already been discussing amongst themselves can help you appear knowledgeable and competent, as well as showing customers that you care about their needs (which, naturally, will increase the number of people who feel comfortable sending messages asking you questions/making suggestions).
Host Contests With Prizes
Everyone loves a good contest; they keep individuals interested as there is always the chance that they might end up winning something worthwhile! The trick here is not to give away something completely unrelated to your store/charity; for example, offering a bracelet might make sense if you run a gift shop, but offering an Xbox would be irrelevant and not as effective.
Avoid Sending Out Irrelevant Emails
For the most part, people hate having their time wasted, so if you have created an email campaign that doesn’t include any relevance whatsoever, it will probably end up being deleted or ignored by subscribers. If your emails appear too sales-oriented, then this will affect click-through rates negatively, as well as make certain individuals feel like you are only contacting them because they spend money with you rather than because you care about what they think or experience – instead of sticking to topics related to products/services, focus on including fun and interesting information.
Try to Avoid Using Too Many Images
If your email looks like it is just an image sent out due to lack of time or effort, you probably won’t get many responses! You should also make sure that text isn’t hidden behind images; this can be useful if you want to create a visually appealing email, but it might not always work as best practice – some people may have images blocked, after all.
And to wrap up, here are a few quick facts about email marketing that you should be aware of:
- Email messages can often be traced back to their source, so try and avoid mentioning confidential information!
- Emails with multiple CTAs tend to have a higher click-through rate than those with just one.
- Using images in emails tends to lead to more sales.