Email marketing is often criticised and praised in equal measure by bloggers and industry professionals. The truth is that email marketing can be an incredibly valuable and efficient means of interacting with your customer base and engaging them with your content or products.
But this is only true if you take advantage of all that email can do for your company. Email is your ‘digital passport’ and you use it for almost every application that you interact with online; sometimes without even knowing it. You use it to sign up to social media platforms, such as Facebook and Twitter, you use it to shop online and you use it to share your holiday snaps and special moments with your friends and family.
If you only take your email list and dust it off every few months to send generic update emails, it’s unlikely that this will result in high level of engagement. It’s important to look at the capability of email as a whole in order to be creative and innovative with your marketing. Here are some tips to help you get those emails opened and clicked on!
1. Use pop culture references in the title
Just a fun tip to get you started! It’s been proven that using movie titles or song titles in your email subject field can improve the number of people who will open them! It may sound tricky but it can be quite easy once you get your creative hat on. If you’re a DIY company and have an email about a new toolbox you want to sell, can you resist calling the email campaign “Stop … Hammer Time!” Okay maybe that example’s a little too corny but once you get thinking, you might be surprised about how naturally your ideas will come, and it’s not necessarily a bad thing to give your brand a bit of humour!
2. In your analysis, prepare for accidental clicks
As Statement we are great advocates of monitoring the success of any marketing activity you do, and it’s always great when you look at your statistics and see that a marketing campaign appears to have been successful. But something you should, at the least, be aware of - is accidental clicks. With an increasing volume of people now reading emails on their mobile devices, fingers can get in the way and it’s easy to click an unwanted link on occasion. For this reason, some suggest that measuring success on the volume of people opening emails should to be reconsidered and that there should be greater focus on actual engagement.
3. Prune your email list
Pruning your email list of hard bounces can be a simple way of improving success rates and also reduces the amount of emails going to recipients’ spam folders. If you’re constantly emailing non-responsive emails, it’s likely that spam filters will pick this up and you’ll quickly see the problems this can cause. Taking a quick half an hour to look at the hard bounces in your email campaign and removing them from the list is a simple way to keep your businesses’ reputation a positive one.
4. Improve content
This is a simple common sense tip really. If you improve the quality of your content, it’s likely that you’ll see an improvement in your engagement statistics. Perhaps you could use videos or infographics to appeal to a range of learning style. Including links to case studies and positive testimonials is another way to improve trust and encourage higher click-through rates.
5. Message automation is key
Message automation is becoming more and more popular and quite rightly so. This type of email targets those prospective customers and clients that might otherwise ‘slip through the net’ or be attracted to another brand by a more attentive campaign strategy. It’s a great way to personalise the emails you’re sending out. Try automating your emails upon:
- Welcoming new subscribers and giving them incentives to make their initial purchase or contact with your company;
- Birthdays or anniversaries to thank customers for their business and offer them a reward
- Detecting an abandoned cart.
- Sending a receipt – include a message of thanks.
- Noticing that a user has been inactive for some time.
- Acknowledging active users and implementing loyalty campaigns
6. Link your email campaigns to social media.
Emails are a great way of increasing awareness of your social media platforms and vice versa. Increasing your fans or followers gives you further opportunities to have more to share information about offers and discounts with a wider audience in the future.
7. Some questions to ask in your analysis.
Lastly, here are some questions to ask yourself when you’re analysing email campaign data in terms of specific people. This is the best way to prepare for personalised content. Take some individuals from a chosen demographic and ask yourself what their email behaviour has been like. The best way to improve on your email campaigns is to analyse and analyse! Obviously, this type of analysis can only be carried out if you capture relevant information about your audience, e.g. type of customer, information about their demographics and so on:
- Which emails have been opened by each group?
- Which emails haven’t been opened by each group?
- What type of offer does each group respond to? Discounts? Buy-one-get-one-free? Gifts? Free delivery?
- When was their last engagement? A matter of days, weeks or years?
Once you’ve answered these questions, it’s time to personalise the content of each of your email campaigns, tailor your marketing messages and send emails differently depending on your customers’ behaviour.
We’re not claiming that this is a comprehensive list of strategies, but they are certainly methods that should be discussed with and considered by your email marketing team. You might be surprised at how a few small tweaks can have a big impact! If you want any further help, don't hesitate to contact us about how we can help you on a one-to-one basis with your email marketing campaigns.
Image Credits: Sumall