8 Ways to Improve Your Email Marketing Campaigns Immediately
Over the last two decades, email marketing continues to remain one of the most effective ways to convert prospects, as well as existing customers, into sales and revenue.
A well built and curated email list gives you the ability to reach your audience at any time -- your prospects and customers now have their mobile devices on them 24/7. Email marketing also provides you with endless amounts of data to be analyzed allowing you to evaluate performance and make improvements -- open rates, click-through rates, spam complaints, unsubscribe rates, etc.
So, what can you do to improve your email marketing performance and take full advantage of one of the most effective forms of online marketing? Following are eight ways to get the most out of your email marketing efforts.
1. Verify and scrub your email list regularly.
When a user is adding his or her email address to your list it's possible that they make a mistake, or even provide a fake email address altogether. They may even change their email address as time goes by. This can result in a negative effect on your email delivery performance as emails bounce, land in spam, or worse yet, get labelled as spam. It's well worth the effort to regularly submit your list to through a scrubbing or verification service. This way, you are always working with an accurate and updated list.
2. Use personalization for each recipient.
It is imperative that you grab your recipients attention immediately. Think of how many promotional or marketing emails you receive every day-- well, the people on your list are no different. Personalizing the introduction with a simple, ‘Hi [recipient’s first name],’ can help to engage the reader enough to get them to at least begin to read your email.
3. Use emojis in your subject line. 😃
Yes, you read the right! Emoji's are fun and very effective at eliciting an emotional response- and most important? They are a very effective way to communicate. Take a look at your last few text message conversations and see how many emojis were used by either you or who you were communicating with. Emojis are a great way to make your email stand out in the subject line when surrounded by several other emails in your inbox. What's more, when A/B tested with identical subject lines, emails with the emoji added continue to have a much higher open rate than those without.
4. Test multiple deployment times.
All audiences are different. Start off by first sending the message to half your list in the morning, and the other half later that evening. Review the results and determine which had the stronger metrics. From there you can narrow it down and experiment with closer deployment intervals. Over time, you can quickly determine when is the best time to deploy. After all, there is nothing worse than a high no-open rate.
5. Build a double opt-in list.
Believe it or not a smaller more responsive email list is much more effective than a large list where no one opens your email. If a user has taken the time to opt-in to your list that means that they are genuinely interested in your company and what you have to offer. This user is much more valuable than 10 users who never open your emails. I always advocate for a double opt-in.
6. Segment your email list.
Email marketing has come a long way and so have the tools that can be used for your campaigns. Segmenting your email list is a great way to help you achieve more favorable open rates and click-through rates. When you send messages to targeted groups within your list, your audience finds your message more relevant, ultimately providing you with better results. Every list has subscribers who are interested in different types of offers -- coupons, news or special events and segmenting allows you to give your subscribers exactly what they want.
7. Use a custom responsive email template.
The world is mobile. Most of your subscribers will reading email on their mobile devices, therefor it is extremely important that you use a mobile friendly template. All of the major players such as Mailchimp or Constant Contact offer mobile templates that are responsive to all screen sizes. Tip: Go ahead and give your email a professional look by taking it a step farther with a custom designed template branded to your company that you consistently use.
8. Have one clear call-to-action per email.
Without a clearly defined call-to-action, you will experience minimal results. There's no way around it. Your subscribers don’t have time to read through long emails (do you?), trying to determine what exactly it is that you want them to do or your offer is. Your recipient needs to know within seconds what you want them to do, whether that’s visiting a page, calling a phone number or completing a form. If they don't, they will most likely send your email to the trash bin and move on.