Can You Improve Your Email Marketing Performance by Working on Its Relevance?
The success of any marketing initiative depends on how relevant your marketing message is to the targeted audience. In the case of email marketing as well if the message is not relevant to the user, you will not get desired results. When it comes to email marketing, think from the recipient perspective. Does the user look forward to your messages? Is it delivering enough value to the recipient? Try to analyze such questions and make your emails more effective. It is important here to understand that there are certain etiquettes to follow while sending emails. Adhering to these methods you can ensure high response rates and better performance. Listed below are six of the most important elements you should keep in mind while sending emails to potential clients.
1. Frequency of communication
Frequency is nothing but how often you tend to send an email to your list of subscribers. Frequency of email communication is very important to pay to adhere to because if the frequency of emails is high, the user tends to get annoyed and ends up unsubscribing you. Holiday season or in discount seasons many companies tend to send more emails with the expectation of more revenue. But this tendency might lead to more unsubscriptions. In order to avoid this and to procure better performance, it is recommended to use strong CRM packages and analytics platform. This way it is easy to identify times and periods when people are most accessible to email messages.
2. Use Quality Content
Data shows that email marketing which is content-based work show higher performance compared to those that are sales driven. Therefore, focus on providing quality and meaningful content to the recipient. Most of the emails are major sales driven and have clear promotional content which is rambled on and on. This not only makes the reader lose focus but in the long term can often end up causing the person to mark such emails as spam. Matters that need to be discussed should be dealt with in a straight forward manner. Test out various content and see which gets the most response. Try and make the email content more interactive. Quality content not only makes the receiver pay attention to your email communication but will also increase the trust factor for your brand.
3. Use Segmentation wisely
Segmented list of the audience increases the response rate because they are highly targeted. The term segmentation is used to describe how the email address lists are bucketed. There are many ways in which email lists are segmented like based on income, demography, age, type of content they engage with, etc. This helps you to identify which type of product and content will be appealing to which segments of audiences. The whole procedure aims at making your communication more relevant to the audience. Email marketing to a segmented group of audiences has shown 100.95% increase in clicks compared to the ones send to non-segmented email list.
4. Use a flexible approach
Rather than sending emails one after the other as in most email campaigns, it would be advisable to try and be flexible in the approach. Here feedback to emails sent earlier can be one of the main concerns regarding the approach to emails. Powerful CRM packages would mean that it is possible to have good feedback to emails sent and how they are handled by each of the recipients. It is important in the email campaigns to understand the target audience properly. Once this is done, then writing the proper content would be the next priority and a much easier task to boot.
5. Clean the email lists
Most of the companies consider the list of email addresses as assets. But is your email database really prove to be an asset? The answer is No.
Most of the email databases erode over a period of time due to various reasons like user changed company or the company server has blocked promotional emails etc. There is also a high probability that a certain percentage of subscribers do not open promotional emails. Therefore your real assets are the email addresses that would interact with your email communications. Use the following methods to ensure that you use a healthy list of email database:
• Validate your email list- Run your email database through a validation check using email verification tool. This will help you filter large datasets and remove invalid, inactive and junk email ids. • Re-engagement campaigns- Run re-engagement campaigns for your subscribers to filter out those users who identify and engage with your email marketing communication. If a user does not open your email at all after 3 to 5 attempts, there is a high probability that they will never interact with your future emails either. Therefore it is futile to send them emails. • Include Unsubscribe option- Use this as a default practice in all email marketing campaigns. Provide an easy unsubscribe option for users. This will reduce the risk of you getting marked as a spammer. Also, you will be able to identify the users who do not wish to receive email from you.
6. Use a good Domain Name and Sender ID
One of the main reasons why emails find themselves in the spam is because of the issues with the sender id. If the recipient does not recognize you with your sender id then your email may end up in the junk folder. Use a relevant sender id and domain name that makes it easier for your subscribers to recognize you. There are a few things that you should ensure while selecting a domain: • The domain name should be clearly representing your brand • The domain you use for an email marketing campaign should have a good reputation • If you are using a new domain then ensure that you warm it up
These methods are included in the checklist to ensure that your email messaging stays relevant to your audience. Make your email messaging more relevant which will directly impact your marketing performance positively. There are a lot of tools that can help you with email verification, content correction, email personalization and much more. Try to use whatever is more appealing to you to make your email marketing more effective.
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