The only reason we follow many email marketing tips is that we want users actually to open the content and gain value from it. We want to reach out to the right audience; people who wish to receive content from us.
However, it is not hard for email campaigns to lose efficiency along the line and land in the spam folder. In fact, it is not even hard for your desired users to ignore your email due to the clutter.
So, what can you do to encourage your users to open your emails? What can you do to improve your click-through rate and increase the possibility of conversion?
We have discussed some tips for effective email marketing campaigns. Use these general ideas to improve your outreach and increase the probability of user conversion. Read on.
If you are struggling with the following questions, it is time to improve your email marketing campaigns.
When you just start your email campaign, it is natural to think of attracting a lot of audiences and gaining too much attention. As a result, in the urge to stand out, a lot of businesses end up purchasing an email list. They use this list to reach out to a huge audience.
However, what's the outcome?
You may get a lot of clicks but inferior conversion. This is because email campaigns can't convert unless you are reaching out to the right audience. This is why purchasing an email list is like putting your money down the drain. Most of the people on the list are not even interested in your services or product.
Instead, build your email list gradually. Encourage your existing users to signup and create a signup form on the website to receive more emails. Even if the method is slow, you can receive quality leads through authentic methods.
SPAM!
After reading it, you already know what we are talking about.
Traditionally, Gmail used to filter emails based on how authentic they look. Today, the situation is not different. The only difference is that Google algorithms are now more efficient in tracking the nature of the email. If you are using content, images, subject lines, or instances that are not desired by your users or seem unclear, your email will directly go to spam.
Here are a few tips to avoid landing in the SPAM box of the user:
Note: Use the authentic SPAM guide relevant to your region and country for correct implementation. The above tips are generic, but you also need to follow specific SPAM rules as well.
Let's portray a scenario here:
You have sent an email to 100 users. Its motive is to get users to click on the CTA and purchase. Simple, right?
Not so much.
The email is not mobile-friendly; this means that the images, content, etc. won't open correctly on mobile phones.
If 50 of your users are checking this email through their mobile phones, there's a huge possibility that 35 of these users would unsubscribe or delete the email in a blink.
Why?
Honestly, no one has the time to check your email on a computer. It is highly unlikely for your users to open their laptop just to check what you have sent.
This clearly means that if you want to convert your users and allow them to send some more time on your email, optimize it for mobile users. It is not a good-to-have option. It is absolutely-necessary.
To make it easier for your team, use the design of a single-column that is best for vertical scrolling options.
Here are some options:
When you are creating an email campaign, formulate the content from a real person since the start. This is because it is simpler to connect with a person than a brand. This increases your open rate.
When your users read that the message has been sent from a person rather than a generic company email, they relate. They don't consider this email as spam or unwanted content.
Therefore, incorporate a personalized sender username in the email campaign to receive more activity on your email campaign.
Note: A lot of experts believe that a certain combination of company and user name performs well. So, use the A/B test to understand the right combination for your organization.
When it comes to subject lines, then its importance can be gauged by the fact that the subject line is the first thing that the user observes. You can't mess with the subject line, and you can't keep a subject like that says click-now-for-bedding-essentials!!!!!
Avoid anything like that at any cost.
See what you can do:
The word assumption is itself negative for an activity that you can test or validate. You don't need to assume your campaign performance when you can measure it clearly. Similarly, don't assume anything when you can use A/B testing.
Check specific email campaign elements with A/B testing to know if the functionality is working effectively.
Here's how you can do it:
Make three groups: A, B, and C group. One specific campaign is sent to Group A. The same campaign with some variations is sent to Group B. The winning campaign is sent to Group C.
With the performance metrics of Group A and B, you can test which group's email is giving better results. Using that email can lead to better conversion and higher engagement.
In a way, A/B tests help you stay confident about your decision.
Just remember that groups A and B are smaller, dedicated segments. You don't need to send these messages to a broad audience to know the impact.
Always measure and benchmark your email marketing campaigns. This would help you analyze your performance.
Measure
You need to measure two important factors in your email campaign. Let's see what these factors are:
You can get an idea of how well your campaign is performing through these key performing indicators. If you have a very less click-through and open rate, you need to change your campaign or modify it for better outcomes.
But, how can you judge if your click-through or open rate is good or not? Read below to know-how:
It is not enough to just track your performance. You need to act on the data that you have received. This would help you reap the benefits of the hard work you have done.
For that, use benchmarks and use these threshold points to reach a specific goal with your campaign every time.
Of course, you can analyze your old performance and create benchmarks based on your previous achievements. But check the below benchmarks and don't go below these numbers.
There's no doubt in the fact that email campaigns are easy to formulate but hard to manage. However, by offering a few things that your customers are looking for, you can make a huge difference. Hence, check the above email marketing tips, use an email marketing tool, and improve the performance of your emails. Through dedicated steps, you can increase your conversion and enhance customer interactions.
