7 Must-Have Email Marketing Tactics for Your Email Program
Email marketing usually outperforms other online marketing activities. It is the highest ROI generating source when it comes to digital marketing. According to the 2018 data presented by DMA, you can expect an average return of $32 for every $1 you spend. This data will surely make email marketing your favorite channel for promotion. But before you jump into the conclusion you should know that not all email campaigns are this successful. Then what makes few email initiatives so impactful to fetch such result? After a thorough study, a number of email marketing strategies were listed that are believed to fetch greater results if implemented in the right manner.
1. Personalization of message
47% of emails are opened due to a good personalized subject line. Now if a subject line can make such a big difference, imagine the impact of highly personalized email. A simple form of personalization involves addressing the recipient with the name. Most of the email service providers offer this feature where you can use the name of the user with a simple excel upload. This eliminates manual effort and offers an easy way to personalize email messaging.
Subject line forms an important part of the messaging strategy. Keeping it too long could often hide the essential components to the subject and keeping it too short would not serve the purpose of letting the receiver know what is being conveyed in the message. Therefore, finalize on your subject line and email messaging very carefully.
Apart from the customer name, other data that can help you in your email personalization are the company name, location, designation, etc. Usage of such details in a tactical way will give you impressive results.
2. Time of send
Time is an important factor to be considered before you send initiate an email campaign. There is no defined time that has to be adhered to. Such a decision depends on the audience you are targeting. B2B marketing data would differ from B2C. Same differentiation can be noticed across age wise targeting. A 50 year old senior professional might look at the email in the afternoon or might not see it until Friday. On the other hand, a college-going student might open the email first in the morning. Therefore, understanding the recipient is extremely important.
As per the research was done by Propeller CRM, entrepreneurs and senior management respond best to B2B emails that are sent over the weekends.
3. Optimize for Mobile Devices
Data shows that 61% of the email is opened in mobile devices. This data is emphasized on ensuring the mobile compatibility of your emails. Mobile optimization will ensure that your email aesthetically aligned, readable and takes the least time to load. A study by Flexmall shows that 36% of the B2B companies noticed that email campaign performance showed better response when the email was optimized for mobile devices.
4. Audience Segmentation
Instead of randomly sending your emails, try using segmentation strategy. Plan your email campaigns from the perspective of your target audiences. Bucket them in small lists so that you know what message is more suitable to respective list of audiences. A study done by Hubspot shows that email marketing achieves the defined KPI when segmented list is used for targeting.
Before you finalize the segmented list of audiences, run that email addresses through Clearout to verify valid and genuine email ids. This process would weed out the junk, duplicate and fake email ids which will help you save a lot of money that otherwise you would spend on those addresses which will reach no one.
5. A/B Testing
A/B testing is an amazing way to test what works out and what does not. You can test out on various elements like subject line, CTA, landing pages, etc. Test data can provide you with invaluable data which can further help you to strategize your marketing communication. The conclusion that personalized emails work better than generic email is the result of data from A/B testing. Ensure that you do multiple A/B testing on sample data sets to conclude what works better and use the final template for sending out emails to the whole universal dataset. This will ensure better results with low cost.
6. Use Automation for email campaigns
Automated and trigger email has shown splendid results. According to Forrester Research, email marketing using automated triggered emails have earned 4X more revenue and generated 8X more profits. Most of the companies ignore marketing automation and tend to lose the sweet spot that triggered emails can hit.
The best example to understand the effect of triggered emails is experienced almost by everybody. Do you remember receiving an email with all your favorite products from the website you visited in the past few minutes? Such triggered emails get 5X higher open rates. These triggered emails generate more results because the message is based on what the user likes. Some of the examples of automated emails that work best for B2B companies are:
• Activation Emails- These are welcome emails where you help your customer to activate their account. You also guide them on how to use your product and invite them to ask questions. • Retargeting Emails- Retargeting emails are triggered to those users who have visited your website, did some research but did not buy anything. You reach out to them with the features they showed real interest in. Retargeting emails can also be sent to those customers who are about to reach an end to their subscription. You can win back these customers by sharing new upcoming features, discounted subscription, updates, etc. • Customer Engagement Emails- These kinds of emails act like good surprises for your customers. Customer engagement emails help you to work on building customer loyalty by providing gift cards, extended subscriptions and much more.
7. Learn, Implement & Repeat
Each email campaign result will give you some insights. A B2B campaign, targeting the same age category will show a different result compared to a B2C campaign. Analyze the data and learn what changes you can make in your next ad campaign, try to implement the same and see what impact the new insight added. Repeat the process. Practicing this procedure will help you identify the loopholes that you can find a solution to and improvise with every emailing campaign.
Email marketing continues to be a popular marketing channel which also drives extremely good results. With the evolvement of technology and data, new strategies can be used to make email marketing more relevant to your business.
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