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The key to a successful email marketing campaign lies in the method you use. It starts with the tools you use, how to build and segment your email list, and studying the results of your marketing campaigns. Here are some tips to help you improve your email marketing strategy:
1. Use email marketing tools
Standard email services such as Microsoft Outlook and Gmail are not suitable for email marketing. When you use email marketing software, you can easily manage your contact list, generate leads, and send and track bulk and mass emails. Many tools for email marketing include features or integrations with other types of software that aid in marketing, such as CRMs and landing page builders.
2. Proactively build your email list
You’ve probably already collected your customers’ email addresses after interacting with them, but you can also do more to build your email list. Whether you sell physical products, digital products, or services, you should have some valuable information that you can give away for free or via email address. Offer potential customers an e-book, free trial, coupon or webinar and all they have to do is provide their email address.
These free offers you create can be published on your website, and you can promote them on social media or digital advertising. As your email list grows, you can start segmenting, which helps you market to each group with better intent.
3. Segment the list based on user intent
Segmentation is one of the key elements of effective email marketing. When you segment your audience into different user interest groups, you can create more personalized marketing campaigns. At a minimum, you can segment your audience based on purchase history (customers vs. prospects), but you can get more granular. Try segmenting by geography, purchase type, and website interaction.
You can even send surveys or set up signup forms to let your customers and prospects tell you what they’re interested in, making it easier to segment them. Some of the best email marketing services include automated segmentation, which builds lists based on sales history or how users interact with your website.
4. Engage readers every step of the way
Creating effective marketing emails involves more than just the body of the email. You can improve your open and click-through rates by adjusting many elements of your email, starting with the sender and subject line.
- from: Try to avoid using generic “from” names. Use your brand name or a name that users will recognize.
- Subject line: A variety of email marketing software can help you keep your subject line short so it grabs your recipient’s attention. The title line is the content that appears after or below the subject line, which may be longer and contain more enticing information to encourage clicks. Make it fun with an emoji or two.
- main body: This is the core of your message. You want your content to be short but informative and lead directly to the action you want your readers to take.
- Call to action (CTA): These buttons or links prompt email recipients to click through to your website, form, or product page.
Also, make sure to optimize your sending time. The best times to send emails vary, but the consensus is that 10 a.m. to 2 p.m. on weekdays is the best time. To further hedge your bets, send on Monday; 22% of marketers say Monday is the best day to get high open rates, according to HubSpot.
5. Measure your email marketing campaign results
One of the best ways to know if your email marketing campaign is effective is to check your reports. Most email marketing software includes at least basic reporting such as open rates, bounce rates, and click-through rates.
If you use split testing or A/B testing on your subject lines, body copy, and CTAs, you’ll be able to see which ones perform best and which ones don’t. Use the data you collect to refine your email marketing strategy to increase your open and click-through rates.
6. Scrub, rinse and repeat
You will receive a bounced email. You only need to worry if this happens too often or if you don’t clean out the bad emails. A high bounce rate may affect where your emails end up being sent to your readers; that is, your emails may end up in the spam folder instead of the inbox you intended.
Just make sure to clear out those email addresses that were not delivered for any reason (for example, fake email addresses or blocked emails). You should be able to easily delete the bounced email addresses and continue your marketing campaign (with a few tweaks to get better results the next round).
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