E-mail remains an essential component of digital marketing and continues to be one of the most effective ways to reach your target audience. Within the years, in the email marketing game it’s become increasingly difficult to craft an effective email marketing campaign that stands out from the crowd. With the right combination of data, segmentation, relevant content, and send strategies, however, you can increase your ROI and email deliverability.
To get you started on the right path to successful email marketing, we’ve compiled some best practices and crucial tips for increasing your ROI from this channel.
Best Email Marketing Practices to Improve Your ROI
Create Excitement Through Your Email Content
A successful campaign is one that can grab the attention of your readers in the first few seconds, so it’s important to create an engaging email that leaves them eager to read more. When it comes to email marketing, first impressions do matter.
The aesthetics of your email matter, too. A survey found that only 7% of respondents said they were more likely to open emails based on their aesthetics. What’s more, 47% of respondents said they felt more likely to open an email based on the subject line alone.
Deliver a Yearly Round-up
Your audience might be feeling a bit nostalgic sometimes. With the hustle and bustle of daily life, it can be easy to forget the big milestones that happened just a few months ago.
A great way to increase engagement with your subscribers and improve your customer retention is by sending a year-end roundup. Use this opportunity to showcase your best products and services from the past year and inspire your customers to buy. This can also be a good way to re-engaged inactive subscribers.
Remember that your customers likely receive many year-end marketing emails from different brands. By crafting personalized content that connects, go along with your customers’ email preferences and provides value, you can be sure you’ll be delivering a successful email campaign that makes you stand out from the crowd and help boost sales.
Get Closer with Your Subscribers
While you’re engaged with your email subscribers, be sure to get to know them better so that you can create content that resonates with them. You can track sales for each of your customers to see their purchase behavior or ask them to fill out surveys or invite them to join your email list where they can receive exclusive deals, a discount code, and coupons. By getting to know your customers’ preferences, you can create a tailored shopping experience with email automation that makes them feel acknowledged and valued. This can help increase customer satisfaction and drive sales and repeat purchases.
Share Compelling Information
At the end of the day, your emails are about your products and services—not your brand. Your readers should be able to look at your email and instantly know what’s in it for them.
Find ways to package up your content in a way that shows your customers how your product or service directly benefits them.
You can also send automated emails with valuable content and/or educational content as a follow up to create more traffic to, let’s say, your blog. This is also a great way to increase your emails’ click through rates. Just make sure that this content goes along with your subscribers’ interests.
Inform Them About the Benefits of Your Platform with Relevant Numbers
To establish trust with your recipients and increase sales, send e-mails that highlight the benefits of your platform. By highlighting the advantages of your products, such as lower prices and better quality, you can help your customers make informed decisions. By keeping these points top of mind, customers are more likely to return to your site, purchase again, and recommend your brand to others.
Collect Relevant Data from Your Customers
To truly understand the people you’re sending your emails to, you should know as much about them as possible. However, many consumers are uncomfortable with the notion that businesses have their personal information.
Big technology firms are working to improve privacy in order to reflect consumer sentiment. Brands must strive to change consumers’ attitudes. Brands should be innovating their communications so that consumers understand that sharing their data is a positive thing, and may benefit them.
Your first step should be to segment your mailing list, as a single message sent to all your subscribers isn’t likely to resonate with anyone. Depending on your business, you may have a number of different segments to choose from. By using data from webinars or registration, you can recognize a B2B subscriber’s interest in a subject and use it to inform and influence future content.
The beauty of email marketing is that it allows you to build relationships with your customers over time. It’s a long-term strategy, and one that’s been successful for decades. To make the most of your e-mail marketing efforts, however, you must first understand the strengths and weaknesses of the channel. You must understand why people are engaging with your emails in the first place, and how to go about converting them into customers. It’s important to explore the different strategies you can use to stand out from the crowd. Only then can you truly capitalize on the ROI from this channel.
