How To Improve Your Email Marketing Campaigns?
How Email Marketing can help your Brand
Email marketing has the highest ROI of all marketing channels, especially if it’s done well. Yet, many of us go after what seems quick and easy, rather than pursuing a more thoughtful course of action.
In reality, it doesn’t have to be that difficult as long as you understand the goals of your email marketing and follow a systematic process to create your emails.
Major players will tell you that instant gratification isn’t always the best path for winning over your audience. According to Tara Chiarell, this can often end up costing you more time and money in the long run.
Thoughtful email marketing can help your brand, but how do you begin improving your email marketing campaigns?
Ways To Improve Email Marketing Campaigns
Focus your email marketing campaign efforts to convert abandoned carts
Sending out one or two remarketing emails can recover between 5-11% of lost sales caused by abandoned shopping carts. If you’re serious about improving your conversions, then you’ll need to put a heavy focus on your email CRO efforts.
Use dynamic content
These days, customers don’t have time to read through a block of digital text.
To keep emails engaging, it’s time to spruce up your email marketing. Using dynamic content like gifs, videos, and even interactive polls and surveys can do well to vastly increase engagement.
Send interactive holiday catalogs with a flip-through effect, insert looping videos, or even embed or link to a personalized message from your company to different customer segments.
Maximize the use of the email preview text
Don’t underestimate the power of a great email preview line. This is the line of text that typically appears as a sneak peek for your email list subscribers.
As a best practice, make sure your preview text doesn’t repeat your subject line and doesn’t contain text like “having trouble viewing this email?” or “unsubscribe.” You can use it as a witty way to add curiosity for the contents of your email, or put in a call-to-action right away.
Combine email marketing with other channels
While email marketing is a powerful tool all on its own, you can use it with other channels to make sure you deliver a seamless brand experience for your customers.
For example, using email marketing to drive traffic back to your website can do well to boost your SEO by reducing bounce rates or getting reviews on your business page.
Ask for feedback and suggestions
If you truly want to involve your customers and get to know their thoughts and opinions, you’d do well to send emails asking for their feedback and suggestions.
This lets customers be a part of your business in some way, by helping you either create better content or products or get to know what they’re looking forward to seeing from you next.
Asking for feedback and suggestions from your customers can be as simple as sending a link to a survey form or using dynamic elements like one-click polls right in the body of your email.
Include a call to action
With all this focus on getting the customer’s attention, it’s easy to forget the initial intention of the email. Are you reminding them that they have an item in their cart? Alerting them of a sale? Promoting new products? A clever subject line may improve your open rate, but to increase engagement, you have to increase your click-through rate, or the percentage of subscribers following email links to your webpage. This is where you’ll need a call to action.
When is the Best Time to Send Emails?
The best time to send emails depends on your audience. According to aggregate data, the most likely times for customers to open emails are 10 a.m. on Tuesdays and 3 p.m. on Thursdays; emails sent at these times will likely deliver results, even if they are marginal. For optimal results, however, you need to study your specific email lists and campaign analytics. Customer feedback and interactions should drive your email timing, not general industry data.