Email Marketing: How To Make Your Campaigns Effective?

July 21, 2020
effective email marketing campaigns

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.

Tips To Improve Campaign Efficiency

If you are struggling with the following questions, it is time to improve your email marketing campaigns.

  • How do I capture user interactions
  • How do I ensure that my email is reaching the right audience?
  • How can I make targeted campaigns?
  • Are you able to provide what your users need?

To find solutions to these questions, check the below email campaign tips.

Don't Buy an Email List.

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.

Follow SPAM Rules

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:

  • Use a valid address for the postal address; for every single email, you send to users.
  • Allow users to opt-out. It is natural and only fair. Why would someone still receive your messages when they are not interested in your product? Don't you think? So, offer a visible and reliable unsubscribe option to your users.
  • Be clear about three things: To, From, and Reply. Clearly, adding these fields help users to identify you.
  • Don't send email campaigns with no-reply. These can restrict users from opting out, and that's not good.
  • Don't put a different subject line and different content in the email. That's like cheating your users.

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.

Make Mobile-Friendly Content

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:

  • Use bold headlines and larger images.
  • Leave white space so that the user can scan easily.
  • Use larger CTA buttons to allow the user to click CTA easily.
  • Use email-marketing tools to check how the email will look in a smartphone.

Send Through a Real Being

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.

Make Clear Subject Lines

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:

  • Use super concise, super understandable, and super clear subject lines.
  • Use less than 50 characters. More than that would be cut off in mobile devices.
  • Use a familiar language.
  • Use action-oriented phrases and verbs to create excitement.
  • Use time-specific subject lines to ensure immediate action.

Perform A/B Tests

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.

Measure and Benchmark

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:

  • Your email open rate. It gives the number of emails that were actually opened by your subscribers. When you are just starting the campaign, your open rate is more. But, it decreases in later stages. Don't worry, this is natural. After the first or second email, only users who are interested in your service or product would open your email.
  • Check the click-through rate to know the percentage of users who have clicked on your CTA. This click-through rate is approximately thrice of your conversion rate. This is because not every user that clicks on the CTA converts. They may buy at a later point. It is not necessary for every user to purchase a service or product immediately.

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:

Benchmark

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.

  • If you are doing everything right, you can receive up to 20% open rate. This is quite good and can give you good business.
  • Similarly, your click-through rate should be 5%, depending upon your offers and content of the email.
  • It is possible to get 20% or more revenue from email marketing if you use the above tricks to improve your campaigns.

Conclusion

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.