Email marketing is a powerful way to build brand loyalty, generate leads and drive conversions. It’s an essential part of every digital marketing strategy and can help you achieve your business goals & KPIs. However, success is more than just sending out a few emails.
It’s about a well-thought out plan that includes the right strategy, campaign, content, and tools to increase open rates, click-through rates and engagement. There are a number of different factors that you should consider, including list segmentation, personalization, timing, and email template quality.
Personalized Emails Have Higher Open Rates
A great way to increase your email marketing open rate is by personalizing your messages with each subscriber’s name and details. This helps make your message more relevant to them and increase their likelihood of clicking the links that you include in your messages.
Segmenting Your Mail List
Email platforms allow you to segment your contact lists by demographic data such as age, gender and location. This makes it easier to create personalized campaigns for each subgroup. You can also segment your lists by purchasing behavior, based on how subscribers have acted in the past.
The best way to segment your list is by creating separate lead magnets and opt-in forms for each step of the buyer’s journey. This allows you to send separate emails to each group, increasing their attention and making your campaigns more personalized and effective.
You can also create a custom landing page and use an automation engine to trigger emails that match each customer’s specific needs and behaviors. This can save you a lot of time, and can be especially helpful for e-commerce campaigns that require more personalized touchpoints than other types of email.
Getting Started
The first step to sending successful email campaigns is to get your database up to date with fresh, opt-in email addresses. This will improve your deliverability and ensure you’re only sending your emails to active and interested subscribers.
Aim to keep your list clean and up to date, removing unengaged contacts as soon as they’re no longer actively engaged in your email campaigns. This is crucial to keeping your email deliverability high and avoiding unwanted spam filtering.
When you do send an email, always include a clear unsubscribe link and let the subscriber know how they can easily remove themselves from your list. This is important under GDPR, and will help you avoid any future legal issues.
Using Templates is a Must
A good email template can save you a ton of time and work, so it’s a must for any marketer. They can be found from many reputable email service providers, and are proven to be effective in driving open rates, click-throughs, and conversions.
Responsive Emails Have Higher Conversions
A responsive email template automatically adapts to your recipient’s screen size, so it’s easy for them to read your content and convert on your offers. This can be especially useful if you’re promoting a mobile-friendly product, as 41% of all emails are opened on a mobile device.