Email marketing campaigns are one of the fastest growing sales funnels, and the reason is two-fold. Firstly, every grown-up with access to the internet uses the service on a daily basis — making the pool of potential clients nearly limitless, and the other — it is the cheapest way of advertising — by far.
However, some rules have changed considering the rapid developments in the IT industry. For one thing, email campaigns should be mobile-ready. Statistics shows that 70% of emails accessed on mobile devices are re-read, with 65% of the re-read messages resulting in a click. Nearly all subscriptions happen on mobile devices, as well.
Deliverability, Personalization, and Tracking
The first thing to keep in mind is increasing deliverability. Not all emails reach customers’ inboxes and of those that do, not all are even opened or read. To increase deliverability of your messages, check out CAN-SPAM Act to learn which trigger words to avoid.
To boost your ROI with the help of email marketing, you should know exactly what the customers wish to see. Using insights, personalization, and targeting is great help in that regard. Personalized product recommendations and shopping cart reminders are the two types of email that you shouldn’t overlook. Using demographics and purchase history will help with further insights.
Finally, tracking the effectiveness of the campaign is also important in boosting your ROI in the long run. There are numerous platforms that can help you with this, including Constant Contact, SendinBlue, and Drip.
Types of Email Customers Want to Receive
The first rule of a successful email is by knowing your clients. By listening to feedback, a business can considerably improve its marketing performance.
Further out, some rules also apply. You should mind the intervals when sending emails. Sending too many messages will only result in your address being blocked, so always send only relevant and concise offers customers look forward to receiving.
Welcome messages, order status messages, announcements, and newsletters showing forthcoming benefits are always welcome. Remember the golden rule of keeping your messages short and clear. Newsletters that are too long are less likely to render desired results. State the benefits first and always include a call to action and an unsubscribe button (applies to all emails).
When it comes to online purchases, customers always welcome transactional emails or those order, shipment, and delivery confirmations, as well as receipts and tracking messages. The latest can make or break a business, so make certain to include the offer.
- Email marketing campaigns generate ca. $44 per every dollar invested
- Automated email campaigns have a 50% conversion rate
- Targeted email campaigns generate more than 75% of the total email revenue
- Transactional emails get eight times more clicks than other email types
- Transactional emails generate six times more revenue than other email types
- 77% of marketers use email to send personalized content
- 67% of marketers use big data to personalize email campaigns
- 64% of marketers use mobile-optimized designs for email campaigns
- 61% of consumers opt for brands contacting them via email
Boosting Email Campaigns
List segmentation is the first thing to pay attention to regarding campaigns. Figures show that segmentation may boost ROI by approximately 760%, which is not to be easily overlooked. To make the best out of segmentation, leverage demographics, behavioral data, and customer purchase history.
Optimization comes next. As mentioned above, the majority of emails are accessed on mobile devices, with mobile phone usage having increased 394% and tablet usage at 1,721%. Keeping all this in mind, it is no wonder that there are numerous mobile-ready templates around. They can help with some things, but others must be performed manually.
One example is optimizing subject lines. These are the first thing recipients see and if they don’t like them, they will also be the last thing they will see. Therefore, it is crucial to master the art of composing killer subject lines and pre-header text. They need to grab the reader’s attention and keep them interested to read on. Desktop clients display up to 80 characters and mobile phones up to 30. Subject lines should, therefore, be short, concise, and tempting. Pre-header text should be 40 to 50 characters long and explain the subject line in more detail.
Last but not least, landing pages should be mobile-ready, too. Otherwise, what’s the point of attracting customers’ attention if they can’t complete the action from their mobile device? Each click through that results in a purchase or a subscription is one more potential long-term customer. And each of them may or may not recommend your services. The finest of email campaigns feature a large call to action button leading to the store.
Other tactics also come to mind, but these should be brainstormed first. Growing the list of customers will become considerably easier once you have learned how to keep the audience interested and which special offers they look forward to receiving. After all, email marketing follows the same rules traditional marketing does. The only difference is that it is cheaper and has a greater reach. Use these benefits to your gain. Optimize, observe, and learn on the go!
Guest Blog Author Bio: Emily Woodman is a long time digital marketeer and writer for Mailbird – an email client for Windows OS. All views expressed in this article belong to the author of the post.