6 Tips On How To Improve The Success Of Your Email Marketing Campaigns

Improve The Success Of Your Email Marketing Campaigns

Sending the same email to everyone on your list will most likely get your message deleted. Studies show people respond to emails better if they seem personalized and not the same generic message blasted out to everyone. Your list includes different people who are interested in different things. When you split your list you can then tailor the wording and format of your email to better resonate with the interests of the specific groups, or “segments”.

There are a number of different ways to segment your list:

• location
• age
• gender
• industry
• persona
• relationship to your business

You can also send specific promotions to specific contacts greatly improving your open rates and decreasing your unsubscribes.

The main goal of sending an email to your contacts is to get them to respond to your offer, or to “convert”. Your call to action will tell your reader what the next step is, whether it is to sign up to a newsletter, purchase a product or service, or simply visit a specific website page. If a recipient of your marketing email cannot figure out what they should do within 5 seconds of opening your email they will quickly close it. Be sure to be very clear with your CTAs.

Hint: Before sending out your email make sure to test all of your links to ensure they are redirecting people to where you want them to go.

Take your segmentation even further with personalization. This makes your messages appear as if they were written specifically for the individual person receiving it. When you use an email marketing service program you can use automated personalization tools that will drop in your contact’s name, their company, city, and many more personalization aspects. You may also use programs to see where your visitors are in the buyer’s journey and what pages of your website they have visited. Then use this information to send emails about the specific products they viewed making it seem as if you were just sending a personal email checking in.

A subject line is your email’s first impression and must be compelling enough to get your recipient to open the email. Subject lines must be short and simple, less than 50 characters is best. Another way to get your emails opened is to convey urgency in the subject lines such as “last chance”, “act now”, or “ends today”. People respond well when they fear they are missing out, so conveying a need to respond quickly will get your emails opened.

Your email should clearly state who it’s from, with an actual person as the sender. Emails from noreply@company.com or sales@company.com will quickly get deleted, and in some countries this is required by law. In Canada, CASL (Canadian Anti-Spam Laws) require that emails are sent from an actual person. Your audience will feel reassured when they see that they are not receiving automated emails from no one in particular.

Now more than ever people are viewing their emails on their mobile devices so optimizing for mobile should be a part of your email marketing strategy. Sometimes pictures and text can get cut off when viewed on smaller screens so be sure to test everything before sending. Your CTAs should also be big enough for big thumbs and fingers to click on them easily.

Mawazo Marketing creates strategies for email marketing and executing them on behalf of our clients. We have, in almost all cases, exceeded industry averages for open rates and click rates. Contact us to find out how email marketing can increase your bottom line.