Email marketing is a tool that can cover multiple levels of customer engagement in one go. It can help you engage new prospects, educate them about your business, encourage them to buy from you, and understand their preferences.
However, every email marketing campaign that you have set up might not be as successful as you want it to be. So, to help you out, here are 5 useful tips to improve your email marketing campaign.
1 – Segment Your Email List
If you’re aiming to increase customer engagement, you should segment your email list according to your subscribers’ behaviors. Some behaviors that you can target include inactive subscribers, new leads, and cart abandoners.
For instance, if someone visited your website but didn’t purchase anything, you can send them a reminder email. Similarly, a prospect who abandoned their cart can be sent emails with customer testimonials to build trust.
2 – Ensure Your Emails Are Mobile Friendly
Research conducted by Litmus reveals that 71% of people will immediately delete an email if it doesn’t open properly on their mobile device. To prevent your email from going straight to the trash, you should work on developing mobile-optimized emails.
It would be best if you went with a single-column design that is compatible with the vertical mobile screen. Use bold headlines and keep your subject lines short and sweet. Include adequate white space so that it’s easy for smartphone users to read the email. Lastly, ensure that your CTA buttons are big enough to be tapped easily.
You can use email marketing services such as MailChimp to test how your email will appear on different devices and inboxes, such as Gmail on Chrome or the Outlook app.
3 – Personalize Your Emails
Just the way you receive several promotional emails every day, the people on your list also get plenty of marketing emails. You need to remember that if you don’t capture your recipient’s attention, they will either delete your email or ignore your message.
Personalizing your emails is a great way to grab people’s attention. You can begin with a basic “Hi [recipient name]” to engage your reader and get them to at least start reading your message.
4 – Test Multiple Deployment Times
To improve your email marketing campaign, you should consistently experiment with multiple deployment times. For instance, you could start by sending the email to half of your list in the morning and the other half in the evening. From there, you can see which one had higher open rates. In case your opening rates in the morning were higher, you could split your next email into several morning hours to identify your peak performance time.
5 – Have A Clear Call to Action (CTA)
One of the most common mistakes in email marketing is not having a clear CTA.
It doesn’t matter if your objective is to get people to call you, visit your website, or submit a form. If your reader doesn’t know what they have to do within 5 seconds, they’ll probably delete your email. When you create a marketing email, show it to a friend. Give them 5 seconds to view it and ask if they know what they have to do.
Last Few Words
At the end of the day, email marketing is all about experimenting and maximizing your campaign’s performance. So, make sure you follow the tips above to improve your email marketing campaign to get higher open rates and more customers.
