Need details on how to send a successful email marketing campaign? Here’s everything you need to know.
The key to any successful email marketing campaign is knowing your target audience and continually optimizing your campaigns to build on your success. Everything from targeting the audience to personalizing emails plays a role in getting those coveted opens, clicks, and purchases. If you’re less than satisfied with your email marketing campaign results, try one or all of the following tips to give your email marketing campaign performance a boost.
Beginner Email Marketing Campaign Optimization Tips
If you’re just getting started with email marketing, you may not be ready for complex optimizations, like a/b testing. Start with these simple strategies to see if you can get a lift in your email marketing results.
Target Your Emails to the Right Recipients
Most failed email marketing campaigns didn’t work because the sender treated every email recipient the same. The person who loved blue wallpaper got the blanket email featuring the green wallpaper. While the people who like green wallpaper were happy, the rest of the email recipients were alienated. Don’t make the same mistake. Gather as much data as you can, from geographic location to customer buying habits. Study that data and segment your list accordingly. If you have a group of people who love one type of service you offer and another group that couldn’t care less, strategize accordingly.
Personalize Your Emails
Call your customers by name in emails if you can. Send your emails from the same address every time. The more personal you can get, the easier it is to build trust. Personalized emails also have a better chance of your emails being opened and read.
Keep Your Layout Simple
Don’t overload your layout with flashy graphics, huge fonts, and other in-your-face items. Keep your layout clean and simple. Your layout should look professional and easy to navigate. An overly busy layout will turn your recipients off and send your email campaign or newsletter right into the trash file.
Don’t Overload on Copy
It’s tempting to use three paragraphs to describe a product you really love and think your customers should love as well. But don’t do it. Use small paragraphs and economy of language to cater to the short time frame your customers have to go through all their emails. If you have something you want to expand upon, link to the rest of the story via a landing page on your site.
Include a Call to Action
What’s the purpose of sending an email touting products if you don’t ask your customers to do something beyond look? Your call to action can do many things: ask customers to click on a link, ask customers to fill out a survey, ask customers to make a purchase. Whatever call to action you choose, just make sure you actually have one in the emails you send.
Create a Compelling Subject Line
Your subject line will make or break whether customers open your email or delete it. Do your due diligence. Come up with an honest, compelling subject line meant to grab the attention of your customers. Avoid hot-button words and phrases like “make money!” and “earn cash!”. Go for subject lines that pique the recipient’s curiosity, but tell the truth at the same time.
Keep these things in mind when you create and send your email campaigns. While there’s always room to improve your permission-based campaign, these tips will certainly boost your open rates and ROI.
Advanced Email Marketing Campaign Optimization Tips
Once you have a handle on the basics, like subject line, audience, and CTA, you can start adjusting additional levers to get an additional lift in the ROI of your email marketing campaigns.
Use A/B Testing
As a savvy email marketer, you should continuously try new ideas and email strategies to find one that takes you closer to your goals. But don’t just pick an idea (such as a new subject line) and use it in your campaigns blindly. Instead, you can check whether the new concept is stronger than your existing strategy, using A/B testing or split testing.
A/B testing allows you to send emails with one variation of the subject line to a group of your subscribers and a different variation to another group. Once the campaign is complete, you can use your base metrics, such as open rates, to determine which subject line garnered the best results.
Beyond testing subject lines, you should apply A/B testing to determine:
- Whether your subscribers are more drawn to emojis or not
- Which kinds of graphic design and imagery deliver better engagement
- What kind of call-to-action (CTA) button design drives higher volumes of clicks
- Which CTA text drives higher conversion
Broaden your Focus
Email marketing has tremendous potential and can help you to grow your business, but to tap into the full potential of your email marketing campaigns, you’ll need to think about every stage of the sales funnel.
Let’s say you own an e-commerce store. In an average week, you should focus on new lead generation, nurture existing leads, contact customers with abandoned carts, send welcome emails to your newest clients, and run your usual post-purchase campaigns. Tailor each email campaign carefully to match the stage that the prospect or customer is at in their buying journey in order to get more from your email marketing campaigns.
Be Continuously Creative with Design and Formats
Email design cuts across things such as subject line, format, branding, email text, imagery, and CTA. One mistake that some email marketers (particularly those that are just getting started) often make is becoming complacent with email design and format.
With the digital world continuously evolving, so are the needs and preferences of your subscribers. A subject line that drives increased engagement today might not be effective tomorrow or in the months to come. If you don’t use a relevant subject line, you’ll struggle to increase engagement like 56% of marketers today.
If you want to stay relevant in your customers’ inboxes, you will have to keep your email design fresh with visually appealing campaigns. Remember to keep an eye on other marketing email examples, including those that other players in your industry are running.
Stay On Top Of Current Trends
As the email marketing landscape continues to evolve, you have to adapt your strategies to remain successful. Google cookie cutting is one example of an emerging issue that could impact email marketing, and you may already know how the Apple Mail Privacy Protection (MPP) has affected marketers’ abilities to accurately track email metrics, particularly open rates.
With many things outside of your control, you need to remain agile. For example, in the case of the MPP, you can shift focus to look at metrics beyond open rates. Focus on other key performance indicators (KPIs) to guide your strategies and make sure that you can keep tracking meaningful data from your email marketing campaigns.
Whether you’re a seasoned email marketing pro or you’re just getting started, Benchmark Email can help you to engage subscribers, nurture leads, and track results. Want to find out more about how we can make your job easier? Sign up for a free account and see for yourself.