EMAIL MARKETING TIPS
FOUR WAYS YOU COULD BE GETTING MORE OUT OF EMAIL MARKETING
1. Testing, 1-2-3.
Invest a little extra time in testing and you might be amazed at the way you can pump up the performance of your next email campaigns. Today, we can test subject lines and calls to action in real time and enhance campaign performance.
What things should you be testing? Your offer, the design (html vs. text, layout), subject lines, messaging, send times and more. And it may sound basic, but make sure you’ve tested whether your images show up properly across major email services (AOL, et al). We were surprised to find out that fewer than 50% of companies create marketing emails that render appropriately, per Email Experience Council studies.
2. Remember: not all email lists are created equal.
In the past, email marketing often consisted of “batch and blast” – one impersonal blast was created with the assumption that every recipient would have the same interests. There are more than 78 million Baby Boomers; no way do they have all the same interests.
And some consumers may have the same interests but might be at different stages in their journey to purchase. Imagine how it feels to be at an auto dealership, just beginning your research. At that point, you’re not even sure if you’re really in the market for a new car. And along comes a high-pressure salesperson who’s got a contract in hand. That’s how an ill-timed email can feel to your prospects.
There are many ways you can segment your lists. One MarketingSherpa Email Marketing Awards-winner segmented their audience according to past activity. They enjoyed open rates of up to 58.33% and click rates of up to 55%.
Other ideas include segmenting by whether they’ve visited your location or not, by how frequently they’ve told you they want to hear from you, by persona, by geographic location (“one-time event for New Jersey residents”) or by what triggered them to sign up for your emails in the first place. Then tweak your content, subject lines and calls to action appropriately.
Segmenting will result in email campaigns that are more targeted, more interesting and more effective. Additionally, recipients are less likely to report your emails as spam if they feel that your email is relevant to their interests or needs.
3. Measure twice, cut once.
This little adage is commonly used on woodworking projects to minimize waste. It’s equally true for emails.
Marketing vehicles must work harder than ever, and you need to know what to cut or on what you can build. If you’re not actively reviewing the performance metrics of your email campaigns, you have no way to know what works and what doesn’t. You could be throwing away some great conversion opportunities.
Make sure your metrics go beyond whether the email was delivered. Consider open rates, click rates, conversions, forward rates and more.
4. Have you forgotten your manners?
Is the world getting ruder? Certainly more abrupt. In the digital space, brevity is required. Twitter limits us to 140 characters; text messaging can feel like a new language (TTFN; I’m ROFL & wl CUL8R).
In 2009, 75% of adults said that America was becoming ruder and less civilized. Older consumers (particularly the members of the Greatest and Silent Generations) were raised in a time of good manners. But the desire for politeness cuts across all demographics evenly, said pollsters.
As Jennifer V. Miller, blogger for The People Equation, has written, “Simply because our technology allows us to do things faster and with a broader reach, doesn’t mean we should forget the foundation upon which all of this rests: human interaction.”
What does this mean for email marketing? First, be a human. Make sure your email campaigns contain truly helpful content. Make them “from” a real person (not sales@). People want to deal with people.
Next, interact. Set up an autoresponder or assign a team member to email “thank you” when prospects and customers follow your call to action. That “thank you” email can provide further information, as well, so you can maintain momentum. (If it’s a really big action and the person is 65+, mix things up and send a hand-written thank you. Politeness + the power of multichannel marketing!)
A fifth way to get more out of your emails?
Call Creating Results. We have created a new bundle of email marketing services to help you save time and improve your results. It includes reviewing your current program to identify opportunities from segmentation, updating email templates for social sharing, enabling a/b testing and improved metrics, and reporting that alerts your sales team to “hot” leads based on interactions with email messages.
For more information about Creating Results and email marketing, call 703-494-7888, ext 11, or email firstname.lastname@example.org.