Email marketing is a great way to reach consumers, but it’s not always an easy strategy to maintain. Fortunately, there are several steps you can take to ensure that your email marketing stays effective and continues to bring in new customers.
The goal is to have a continuous lifeline of communication between you and your clients so they stay engaged with your brand at all times. A few essential tips to ensure your email marketing strategy is on point include:
1. Personalization
Personalizing your emails is the most effective way to build relationships with your customers. If you want your message to get opened and clicked, then it needs to be relevant to those who receive it. By tracking user behavior and collecting data about the recipient, you can create personalized campaigns that are more likely than generic messages to get opened.
Emails with personalized subject lines get a 26% boost in open rates.
2. Short Targeted Subject Lines
When writing your subject line, keep it short and sweet. The longer your subject line gets, the less likely someone will click on it. A good rule of thumb is to keep your email subject lines between 12 and 15 words.
3. Send at the Best Times
You want to make sure you’re sending emails at the right time. This is especially important if you’re sending a lot of marketing emails, as it impacts how your customers perceive your brand.
This seems obvious enough, but it’s actually one of the most common mistakes brands make when they’re trying to increase their open rates and click-through rates. If your client is a working professional with a 9-5, then sending an email at 10:30 am in the morning may not be helpful.
99% of email users check their email every day, some as much as 20 times a day!
4. Use Freebies
Give away something valuable, something your customers are interested in, and something that will help them. Your freebie should be something you can use to promote your business and build trust. This could be a discount code, training opportunity, or digital download.
5. Make Everything Mobile Friendly
You can reduce your bounce rate by ensuring your emails are readable on mobile devices. Be sure to use a responsive email template so your email marketing strategy will automatically adjust to fit the screen size of the device they’re being viewed on.
42.3% of people will delete an email if it’s not optimized for mobile. So, if your email marketing campaigns aren’t mobile-friendly, all of your hard work will go to waste.
6. Differentiate Your Subscribers
Segmentation divides your subscribers into groups that are more likely to respond to a particular message. For example, if you’re targeting people in different countries, it would be helpful to know what language they speak and where they live. This allows you to target those with their own interests and preferences for receiving emails from businesses like yours.
7. Don’t Forget Inactive Leads
You should also use email to re-engage with inactive customers. This can be a great way of reminding them about your brand or offering them a discount or freebie. For example, you can send an email that offers 10% off as a promotional offer.
8. Use Metrics and Analytics
Analytics are essential to succeeding in today’s marketplace. For example, Apple recently released a new Mail Privacy Protection system that allows users to hide their IP addresses. This can negatively affect your email marketing strategy because it makes it harder to see the demographics of your readers.
However, if you use up-to-date analytics and email metrics, you can still get enough segmentation to work around these new tools.
Shoppers spend 138% more when marketed through email, as compared to those who do not receive email offers.
Wrapping it Up
The best way to keep your email marketing strategy effective is to always look for ways to improve it. This means staying up to date on what your customers want and need, testing different approaches, and then figuring out what works best for your business.
Don’t forget that even though the internet has changed so much in recent years, people still respond well when they feel like they are being spoken directly to by someone who cares about them as an individual.
That is precisely what our team at Griffon Webstudios does to help. We design email marketing strategies that speak directly to your high-value target markets so you can get the highest ROI from your messaging. Schedule a consultation with our team today, and let’s help improve your email marketing.
