4 Tips That Ensure Optimal Email Marketing Campaigns
Email marketing is more important than ever. Building an email list is an important step in the process, but you must know how to leverage that list to grow sales. For example, you could build a highly targeted list of prospects but fail to entice them to buy your products or services.
Thus, while list building is important, you must follow email marketing best practices to release email’s full potential. Here are 4 tips to help you squeeze the most out of your email marketing campaigns.
1. Use a Memorable Signature
Your email signature is a valuable tool in terms of email marketing context. While email subject lines get people to open your message, your signature can drive leads to your business. In some cases, a person who opens your email even by mistake might follow up with you thanks to an attractive signature.
They might notice you advertising a lead magnet, or some offer in your signature and click on it. For instance, you could advertise a free checklist or helpful tool in your signature and drive clicks to your landing page. Your signature is a non-intrusive way of advertising your business since you give the recipient the choice to click on it and explore further.
The best email signatures display your information clearly and communicate the value you offer. For instance, go beyond listing your job title and communicate what you do. Are you a salesperson, or do you help your clients solve pressing issues through a great product?
Be innovative and show off your personality in your signature. Signatures also introduce a visual element to your emails. Prospects might get bored with a wall of text in your email body but will be attracted to the visual elements in your signature.
So, use your signature wisely. It’s an extremely powerful marketing tool.
2. Take Time with Subject Lines
Your subject line is the most important part of your email. It can make or break your open rates. There are several subject line formulas you can copy to boost open rates. However, you must match the subject line formula to your audience’s preferences.
For instance, a cheeky “Don’t open this email” might work well in industries that are famously informal, such as marketing. However, use the same subject line in a financial context or industrial sector, and you’ll come across as unprofessional.
The best way to create great email subject lines is to test different versions. Use A/B testing to measure open and response rates. Take care to measure the right variables. For instance, open rates are great, but what you want to measure are CTA conversion rates.
If one subject line delivers high open rates but comparatively lower conversion rates than another subject line, it makes sense to go with the second option. Email marketing success comes down to measuring what works and running with it. Keep refining your methods through experimentation, and you’ll draw massive results from your campaigns.
3. Deliver Engaging Content
Delivering engaging content might seem like a no-brainer, but most email newsletters get this point wrong. Instead of delivering great content, they push sales-oriented material to their subscribers. This approach alienates many potential buyers and reduces revenues.
Instead of pushing your product or services, invite your prospects to explore your product at their pace. Talk about the issues your prospects face and include a very light sell at the end of your email. This approach leaves the option to proceed with the recipient, something they’ll appreciate.
This approach also builds your authority in your industry. By offering talking points, you’ll build a reputation amongst your customers and prospects, leading to more organic sales over time. While the soft sell approach takes time to work, it will yield terrific results over time. So be patient and resist the urge to push your product all the time.
Segmentation is highly important when it comes to email newsletters. The good news is that emails give you an easy way of segmenting your audience. For instance, you can send polls and other interactive material via email and measure responses that inform segments.
One of the reasons many email campaigns fail is they neglect audience segment needs. Your audience has several reasons for subscribing to your newsletter, all of them different. Identifying those reasons and engaging them with content is critical.
For instance, a subscriber who has interacted with your website several times before needs a very different approach compared to a user who has interacted with you just once. The former needs very little convincing to buy your product while the latter will be turned off by a hard sell.
Thus, take the time to identify your audience’s needs and segment them accordingly. The more accurate your segments are, the better your newsletter engagement rates will be. Note that segmentation alone doesn’t guarantee more sales. It will boost the probability of success, though.
Essential to Digital Marketing
Email might seem like an old-fashioned form of communication on the internet, but it’s extremely valuable from a marketing perspective. Follow these 4 tips to ensure you always create email campaigns that leave a mark on your audience and boost sales.
11+ years strategic communications, marketing, and project management experience. I am a trainer at StarWood Training Institute, focusing on online courses for project management professionals.