Due to its versatility, email marketing is one of the best ways to market your business. Not only can you leverage email to reach your audience, but you can also use it to build trust, get important feedback, announce new features, keep customers coming back, and so much more. But, because email marketing is so popular, with millions of emails going out every day, you have to put in the effort to stand out to your readers, not only to keep their interest but also to meet your marketing goals.
In this article, we’re going to provide you with some email marketing tips that will not only convert but will keep your audience engaged in today’s market.
Email Marketing Tips: Segment Your Subscriber Database
Email can be used for a number of different marketing campaigns, whether it be welcoming new customers, announcing new product releases, sharing promotions, and more. Segmenting your subscriber lists is a great way to be strategic with your email campaigns to ensure that you are getting the best engagement possible. It will allow you to group your customers into smaller pools, so you can better target their interests and needs.
Here are just a few of the ways to segment your audience list:
- Demographics – Use your CRM to pull a list of emails based on a specific location. This is a great option if you are wanting to advertise a promotion in a specific area.
- Engagement – If you don’t get great engagement on an initial e-mail, you might want to send out a second, slightly different email to subscribers who didn’t engage with your first one.
- Stage of the Customer Journey – This segmentation allows you to cater your offers for new customers vs. Long-time customers.
Not only can segmenting your subscriber list help to boost your overall email engagement, but it can also improve your customer’s overall experience. They will much prefer receiving an e-mail that is more specifically targeted towards them than receiving an email that is generic and seems impersonal.
Experiment With Emojis
Emoji’s have been popular in both texting and social media for years now, but what you might not be aware of is the fact that they are becoming increasingly popular in email marketing. While they might just seem like fun illustrations, they can help improve open rates in emails. Kim Courvoisier (Formerly from Campaign Monitor) claimed, “brands that are using emojis have seen a 56% increase in their unique open rates.”
Try adding an emoji to the subject line of your next e-mail campaign to see if it boosts your engagement and open results! You can quickly grab emojis that you can copy and paste into your emails here.
Leverage CTAs, But Stick To One
Adding a call to action (or CTA) to your emails is a great way to drive traffic from your email to your website. It is easy to add a CTA button to your email and call it a day, but if you aren’t creating CTAs that are engaging and make your customer want to click on your messages, you are losing out on potential engagement. Rather than using something generic like “Click Here” or “Shop Now”, craft something that has a hook and will make your readers want to click through to find out more.
When you craft your CTA, ask yourself these 3 questions:
- Is it easy to act on?
- Is it descriptive?
- Is it easy to miss?
If the goal of your CTA is to encourage your customers to visit your shop or buy a specific product, consider leveraging a CTA that acts as an incentive for the consumer. If you are running a sale, rather than use a simple “Shop Now” CTA, try something that has a bit more urgency to it, such as “25% Off Sale!”. Creating urgency and exclusivity for your consumers is a great way to not only catch their attention but also make them want to visit your site and buy your product.
Utilize A/B Testing
It is no surprise that not every email is going to cater to every single person on your consumer list. We all have different tastes and view content differently, so an email that might seem interesting to one person may not seem interesting to another. A great way to get to know your audience and how they engage with your email campaigns is through A/B testing.
Starting with your subject lines is a great place to start. Most email marketing platforms will have an A/B testing option that makes the process simple and easy to do. Simply create two different subject lines for the same e-mail and see how they both perform. If one subject line performs better than the other, compare the two to see what the differences are.
Utilizing A/B testing is a great way to do your own research on your audience and adapt your email campaigns to best engage with them moving forward. Aside from the subject line, here are a few other elements of your email that you can A/B test:
- From line
- Preview text
- Email copy
- Call to action (CTA)
Experiment With the Right Email Sending Time
If you are wanting to boost your email open and engagement rates, experimenting with email sending times is a great place to start. We are always surrounded by technology, whether we are looking at our phones first thing in the morning, scrolling through social media on our lunch break, or browsing the internet in the evening.
Because we’re always consuming some sort of content, being strategic with when you send your email campaigns can be a great way to catch your consumer while they are actively engaged with their phone or computer.
This article by HubSpot highlights some key metrics surrounding the best times to send emails. They note that if you are sending emails that include a sale or promotion, try sending them over the lunchtime period. Your customer will be more likely to be checking their emails during that time, so you might have a better chance of grabbing their attention and prompting them to open your email.
Experimenting with different send times can be a great way to both learn more about your audience as well as boost overall engagement with the emails you are sending.
Optimize for Mobile
There is nothing worse than opening an email on a mobile device that is not optimized for mobile viewing. One statistic from Campaign Monitor claims that if an email displays poorly, regardless of how good the content is, it is likely to be deleted in three seconds. On top of that, as many as 15% of your email users will even go as far as unsubscribing. So, what qualifies as poor formatting for mobile emails?
- Oversized or poorly formatted images
- Large blocks of text with no spaces
- Layouts that contain multiple columns (without a mobile-responsive template)
While it might seem time-consuming to have to worry about optimizing your emails for mobile viewing, many email marketing platforms allow you to preview your email in both desktop view and mobile view. This makes it super easy to see exactly what your email will look like when viewed on a mobile device. Taking the time to ensure that your email campaign will look as good on mobile as it does on desktop will help ensure that you are getting the best engagement possible.
Leveraging some of these tips within your own email marketing campaigns can be a great way to improve your overall engagement and open rates. Not only that, but by better understanding your audience, you will be able to better market to them and their needs to create a memorable customer experience.