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Want to Add Value to Email Marketing Campaigns? These 8 Best Email Marketing Practices Can HelpSujain Thomas
Email engagement is a basic premise of marketing automation! New age marketers need to make their email marketing campaigns work. Other than reader engagement, they aim for conversions and increased revenue. This at times becomes stressful for most email marketers. However, today several tools help to enhance email performance. But before that, let's look at two interesting findings about the subject.
First, Marketing Land surveyed ways to write better emails for work. Approximately, 80% respondents rated spelling and grammatical mistakes as grave errors to avoid. And 70% respondents considered excess punctuation, irregular fonts, and absence of a subject line as unacceptable email errors.
Second, experts confirm that segmenting email campaigns is essential. That way, marketers can generate and offer better-personalized email content. A study conducted by MailChimp affirmed the positive results of this practice. It highlighted that segmentation maximized email open rates by 14.31% followed by clicks at 100.95%. The unsegmented campaigns scored less.
Say ‘yes’ to smart email marketing best practices Do you want your target audience to open and read your emails? If yes, here are few useful email marketing practices of all times. Seasoned and novice email marketers can use these eight smart practices.
Follow the K.I.S.S tactics This means Keep It Simple and Strong! The moment an online reader clicks open your email or reach the landing page, via the link shared in email content, you’ve got only a few seconds to grab their interest. To get maximum attention keep the content free of jargons. Use a conversational tone to weave in rich facts and observations. The 21st-century online reader, is more into catchy email content.
As you set out to write catchy emails, make sure you humanize your communication. Readers respond to an email sent from a person better than a company. This personalizes the email and creates better engagement. However, popular global brands/companies like Sephora or Banana Republic are an exception here.
Create a fixed schedule for sending emails There is no fixed rule as to how frequently emails can be sent to customers. However, if you mail too often, that will disturb your customers or subscribers. They would treat your mail as spam and might unsubscribe from the mailing list. Some companies send mails daily and others that stick to a bi-monthly emailing strategy.
Experts suggest that it’s best to send an email once a month. That would keep the subscribers and customers engaged in a meaningful way. However, there is no “one size fits all” in email marketing. Though it’s always beneficial to stick to expert suggestions, companies also need to experiment. That way, they will arrive at their ideal “email sending frequency” resulting in customer delight. If you want professional assistance in this, you can get in touch with experts at SEO services Chicago.
Manage your subject lines better Want to know what increases your email open rates? It’s the email subject line. Research suggests that subject lines between 60 and 70 characters are unyielding. They neither contribute to click-through engagements or open rates. Surprisingly, if your subject line is more than 70 characters, it adds to click-to-open rates. And subject lines lesser than 50 characters maximize open rates. Simply put, open rate is the percentage of email opened in comparison to the entire delivered message in the list. Click-to-open-rate denotes the subscribers who clicked on anything in your email as compared to the ones who opened it. So, go ahead and customize the subject line accordingly.
Make sensible use of SEO keywords Why is it essential to use keywords in your email marketing copy? It helps to draft a copy that grabs your reader’s interests. And secondly, it also enhances your site’s success in search engines. For this, your email content needs to be fact-driven and well composed. Anything that sounds “spammy" or "sales-y" to the readers with forced use of keywords will go against you.
Place your CTA’s smartly It’s always best to have CTA (Call to action) button atop the fold. Refrain from placing it in some isolated corner of the website below. Don’t shy away from adding more than one CTA buttons. Also, ensure that the CTA copy is appealing. Though generic words such as “Submit,” “Download,” “Sign-Up” or “Click Here” works, it has a chance to become jaded. The objective is to stir up your customers’ imagination and engage them. A copy with CTA commands like “Enjoy the Benefits Today” or “Join the Fun” will always work better.
Stick to HD images An HD quality image grabs the reader’s attention! So, opt-in for apt sized and clear pictures that fit into your email copy. If you are sending an email thanking your customers for their support, use faces of happy users in the image. Readers are usually attracted to clear facial features in images.
Think beyond your newsletter at times Many B2B studies and research suggest that about 77% of content marketers resort to email newsletters. This is one of the core tactics that boosts a company’s content marketing strategy. Though emailing newsletter is an essential tactic, but you can certainly grow beyond it. It is time that marketers say ‘yes’ to behavior driven automation triggers, with email dissemination.
The report highlights that automated emails scores a 152% increased click rates as compared to broadcast emails. When executed correctly, automated emails improve your bond with customers. The automation triggers need to be based on personalized purchaser behavior. The common choices comprise the following:
Add incentives when you can Your users will appreciate giveaways and interesting contests. Are you focusing on maximizing your Twitter and Facebook follower list? For this, you can simply introduce a giveaway. For instance, the first 100 or 200 extra followers on both these social media pages can win a free eBook. You could also include any of your products and use it as a giveaway. This will maximize not only the response rates but also your email engagement.
Personalized emails have a powerful way to connect with your audience. You can use up the space of your email copy to answer queries from online readers and convert them to diligent customers of your brand. Both start-ups and established brands need to evolve their email marketing tactics from time to time. The above mentioned eight best email marketing practices will surely create a visible difference in your email engagement. |
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