Email marketing is one of the most effective ways to target your prospects and convert them into active customers. It is a technique that allows you to reach your customers at any time. They are also sources of valuable data that eventually can improve your business performance. Although it is a tried and tested method, it is still required that you keep track of the results that it brings.
This article will dive into eight strategies that can help you improve your email marketing performance. However, before that here are three terms that you must know about emails:
- Open Rate is defined as the percentage of people who open your email out of a total number of people whom you sent it.
- Click-through Rate (CTR) is defined as the percentage of people who click on a link or a call-to-action in your email out of the total number of recipients.
Click-to-open Rate (CTO) is defined as the proportion of people who click on the link in your email out of total people who opened your email.
These three factors define the effectiveness of email marketing and here are techniques that will help you improve it.
- Keep verifying your email list.
Email marketing is based on the quality and quantity on the email addresses that you send your content to. Therefore, it is very crucial to keep editing this list by removing unresponsive and fake emails. At the same time, you must also verify that the people who are receiving your emails are actually interested in hearing from you. This is important to make sure that you are putting in efforts on an accurate list.
- Optimize the content for mobile.
Mostly the emails are immediately accessed on mobile with a very few opened on the desktop PCs or laptops. Therefore, if your email content is not mobile optimized, you are missing out on a huge number of audiences who might convert. Mobile optimization is necessary to ensure good user experience and improve CTR and CTO.
- Ask for permission to send emails to avoid spam filters.
Biggest setback to your email marketing efforts can be landing in the spam folder. Spam folders were created to keep the emails that people did not ask for from appearing in the inbox. Therefore, when you get a new email contact, ask their permission to send emails. For this purpose, you need to deploy clear opt-in forms.
- Personalize the email content for each recipient.
Nothing appeals more to the recipients that the content that is personalized for them. Therefore, you can use automation tools to send emails that reflect the interest of your prospects. It is suggested that you start the email with something like, ‘Hi <recipient name>’.
- Effective subject lines go a long way.
Some people may delete the emails without even reading them because the subject line is not catchy and it gives an impression that the email content is general and promotional. Writing effective subject lines can help you convey to your recipients that the content is of some value and has something important to offer to your audiences.
- Use double opt-in.
One effective way to make sure that the emails that you sent are read and valued is to filter the subscriber list in order to keep only those who want to hear from you. A double-opt in is a way to do that. When you receive a new email id to add to list of your subscribers, ask them to confirm their email address and subscription choice. This will help you weed out people who might have signed up without intending to do so.
- Test and retest email deployment times.
When you send out emails, make sure you track the response and results of it. This will help you find out the deployment times that bring in the best results and you can focus your efforts to that time slot.
- A clearly defined call-to-action in the email is vital.
Lastly, add a very clear call-to-action in your emails in order to make sure that people actually take action after reading your emails. You might send them to a landing page that can offer them something of value like a product on discount.
Email marketing is not going anywhere anytime soon. To know more about how to make the most of it keep checking our blog or contact us at MarkSpace Media.