Many businesses still rely on email to communicate with their customers. Recent surveys show that 80% of marketers prefer email to social media.
Unfortunately many marketers do not utilize email marketing best practices. As a result they do not achieve their desired level of success.
Here are the recommended ways to generate more profits with an email campaign that many business owners ignore.
Split Email Campaigns
You increase your chances of success when you split your email campaigns into segments or groups based on similar characteristics. For instance, it is advisable to split your campaigns by certain demographics such as location, purchase history, age group, gender or industry.
In this manner you can send customized content to each group. Remember, you want to deliver content that is relevant to your audience as this will increase conversions and engagement.
Personify the Content
No customer wants to be bombarded with impersonal and irrelevant email content daily. People like engaging with content that is directed at them.
Thus, by personalizing the email content, you create a connection to it. This results in more conversions, higher open rates, and better click-through rates. Make sure you use personalization tokens such as the company name or customer name.
Although personalization is vital you should not substitute it for relevancy.
Decide On Goals & Frequency
What goals do you want to achieve? Are you emailing quarterly? Monthly? Weekly?
The type of content you create should be based on the goals you want to achieve.
Avoid emailing your subscribers too frequently as this will cause them to become annoyed and they will end up unsubscribing. Likewise, if you rarely email your subscribers, you will become invisible to them. The idea is to determine the right frequency for you and your customer.
Create Targeted Campaigns
After determining when you should be sending your email messages, you need to think about the content itself. Make sure you always pay attention to your goals.
- Do you want to improve brand awareness?
- Are you driving traffic to your offers or website?
- Do you want to close a sale?
It is advisable to create different emails for each goal as this will help you create more targeted email campaigns.
Track, Measure & Optimize
Many marketers track email engagement. However, this is not the only metric you should be tracking. Depending on the email marketing platform you use, you can track other metrics such as open rates, links clicked, and customers who have unsubscribed.
All the above data is important as it helps you understand strategies that work and those that do not. Always review email analytics regularly and make necessary adjustments to your campaigns. In this way you can improve results as you move forward.
Create a Nice Layout
There is a need to pay attention to the visual component of your email campaign. This will ensure you deliver visually engaging content to your subscribers.
Avoid using an unorganized email design and over-stuffing it with content. Rather, make sure to strategically place your content and utilize negative space as this will make it easier for users to navigate the content. Be sure to make use of bulleted lists, headlines, and short paragraphs.
Use Fonts Carefully
Many marketers like using lots of fonts in their email content. Unfortunately, this makes the email message look cluttered.
Remember the font used in the design platform might be different when the message is delivered to the customer’s inbox. As a result, the email might end up appearing completely different.
It is advisable to use one or two fonts in your email. Only use multiple fonts if they are easy to read and complement each other.
Use Responsive Designs
Over half of global traffic is derived from mobile phones. However, few marketers and business owners optimize emails for mobile devices.
Make sure you use responsive designs in your email marketing design. The responsive design automatically changes its format to match the size of the screen used to view it. Also, users can read emails effortlessly no matter the device they use.
Use Video
Many businesses use video in marketing campaigns for different reasons. Video content has been found to increase leads and conversions.
It is advisable to add videos to your email marketing campaigns. Other than using it to promote your product or brand, it can also increase conversions and improve customer engagement.
For instance, if you are selling a technical product, you can use video to demonstrate how the product works.
As a marketer, email is one of the most powerful tools you have. Use it well to grow your business, build relationships, and engage with your target audience. Make sure you engage in best practices.
You will be ahead of your competitors if you implement these email marketing strategies. Remember email is a powerful tool if used correctly.
