With multiple digital marketing strategies evolving in today’s market, one question that keeps coming is: “is email marketing still effective?” The answer is yes. This is because email is still considered the third most influential source of information for B2B audiences, after colleague recommendations and industry-specific thought leaders.
59% of marketers consider email marketing campaigns as the most effective channel in terms of revenue generation. And, 77% of B2C customers prefer email to other methods of marketing. These are a few statistics that prove email marketing is here to stay.
Although this marketing method is better as compared to others, you need to constantly keep improving it for better ROI. This is because emails are more than just messages. They are an effective medium to reach your target audience and convert them into customers. iTMunch brings you a list of 10 secrets that will help you improve your email marketing campaign and increase the conversion rate. Keep reading to know more.
1. Segment your email lists
Every consumer expects something different from an email. Some of your subscribers might expect coupons, while others may be interested in events or news. It is very rare to have customers who are interested in all three. Hence, you need to understand and segment your customer groups. For example, if you offer discounts for students or for retirees, you can segment your email list by age group.
2. Make sure your emails are mobile-friendly
According to a research by Litmus, “71 percent of people will delete an email immediately if it doesn’t display correctly [on their mobile device.” To avoid your email being sent to the trash folder, focus on creating mobile-optimized content that is eye-catching and engaging on a smartphone. To simplify this, you can use an email marketing service like MailChimp which allows you to test how your messages look across a variety of devices.
3. Check if you are making it into the inbox
Today, many email service providers are no longer vouching for deliverability. Hence, it has become importance for you to ‘authenticate’ your emails, and make sure your spam complaints are being addressed.
4. Choose text-only emails over image-based ones
Images might make your email look pretty and more attractive. But, most of the time people just see the broken stuff instead of an image. Hence, to be on the safer side, you should consider writing short yet descriptive paragraphs with links to the site.
5. Make sure you have a compelling subject line
Your subject line decides the success of your email marketing campaign. Either you need to make an offer that customers find hard to resist or inform customers of something special that’s happening. The more compelling your subject line is, the better effect it will have on your campaign. Make sure it is short, to the point and fewer than 50 characters. For example, “last chance”, ends tonight”, and others.
6. Personalize your emails
74 percent of online customers are frustrated when they receive content that has nothing to do with their interests. Hence, you need to opt for personalized emails can encourage contacts to open the emails and then interact with the content on the inside.
7. Don’t miss a CTA (Call to Action)
Your customers have opened your email and read it. But what are they supposed to do after that? To persuade them into buying your products or visiting your website, you need to ensure you include a CTA.
8. Track your reports
Creating compelling emails with good subject lines and content is the first step to an effective campaign. To make sure your efforts are not being wasted, you need to track your campaigns. This will help you understand consumer interaction with your messages over a period of time and how you can improve it during the next.
9. Keep the preview pane in mind
Most recipients view emails through a preview pane with images blocked. So, make sure the key details and Call to Actions are above the fold (the upper left quadrant in email) and visible even when images are blocked. Based on the preview pane and the content displayed on it, customers will decide whether to open your email.
10. Find out the best time to reach your potential customers
When scheduling your emails, consider the time zone of those in your database. this will ensure that an email is sent to your target audience at an optimal time based on their time zone. Finding a suitable time to reach your audience will eventually help you improve the open rate.
These are a few secrets that will help you improve your email marketing campaigns, make them more effective and improve ROI. For more such blogs, updates and developments in marketing, keep reading iTMunch.