Email marketing has never lost its ability to help companies build relationships with their customers and trigger actions. However, with the ever increasing email volume per day, making your email marketing campaigns stand out is difficult. In this article, we present five best email marketing practices that will improve the performance and optimize the overall email marketing strategy.
Personalization
You can do this by including the recipient’s name in the subject or email header, suggesting items based on their purchase history or browsing history, or even dynamically delivering content based on where they live or what they like.
Email marketing performance can be highly influenced by personalization. Experian Research has shown that personal emails lead to six times more sales than non-personalised emails. In addition, according to HubSpot study, personalised calls-to-action were 202% more successful than simple calls-to-action.
Email marketing campaigns can be personalized by using marketing automation tools that will generate dynamic content based on the data of each recipient. This information can be collected in various ways such as website traffic, emails, and CRMs.
Amazon, for instance, is an example of a company that successfully applies personalization. Amazon’s emails are highly personalised, with products suggestions and offers based on previous purchase history and visits. This degree of customization provides the subscriber with a more relevant and engaging experience, leading to higher conversions and loyalty.
Clear Call-to-Action (CTA)
A straightforward and concrete CTA forms the core of every effective email campaign. The CTA tells visitors what to do, so that you can buy something, sign up for a webinar, or download something. CTAs abound in marketing, and some extremely pathetic ones remain. Some tips on creating a conversion-driven CTA:
a. Stand out with design
This should set your CTA apart from other parts of the email. It’ll have contrast color, big fonts and the proper white space. For instance, if the primary or repeating color of your email is blue, you can use an orange or green CTA button. This can drastically increase click-throughs.
b. Use Action-Oriented Language
So too should your CTA language. Avoid vague phrases such as “Click here”. Rather, employ active verbs that encourage immediate action and tell you what will come out of it (“Get Your Free Trial,” “Shop Now,” “Download Your Guide”). It’s not just this detail that draws attention, it tells us what the target should see when clicking.
c. Limit Choices
Don’t overdo it in your letter — don’t overwhelm your readers. At least one key move should be something you want the receiver to take. If you need second CTAs, make sure that they are clearly marked and not vying for the same space. This will make it easy to guide recipients into what you would like them to do.
Mobile Optimization
The advent of smartphones also means that email marketers must optimize campaigns on mobile devices. Litmus reports that 46% of all email opens in 2020 came from mobile devices. This will be the case going forward, making mobile optimization an important part of any successful email marketing campaign.
Email marketers have to take into account several key aspects of mobile marketing. First, emails should be legible on small devices using one column, large font size, and large call to actions. Second, links and buttons should be clickable by finger for the purpose of engaging with content.
Load time is another crucial aspect of mobile optimization. Long loading emails frustrate your audience and get them unsubscribed. Mail marketers should compress the images, eliminate heavy HTML and JavaScript to ensure a fast load time, and keep the size of the entire email under 100KB.
Segmentation
Segmentation is the process of subdividing an email list into small categories, based on common traits (demographics, interests, or actions). Through segmenting an email list, companies can create more relevant and relevant messages for each individual group, which in turn results in better engagement and conversion.
A fashion brand, for instance, might split email lists by gender, age or region. This enables them to deliver personalized offers and recommendations for each user segment, including women’s fashion discounts for women subscribers or clothing suggestions for the season according to where the recipient is located. In the case of email, businesses can create relevant and customized content to improve the chances of opening, clicking, and converting an email from subscribers.
Testing and Optimization
The most effective email marketing strategy results in testing and optimization. Email marketing is not a one-size-fits-all strategy, and it is necessary to experiment with aspects of a campaign to see what works best for an individual.
AB testing is a typical technique used to maximize email marketing campaigns. This involves sending two versions of an email to a test audience and figuring out which version performs better. Subject lines, calls-to-action, photos and copy are examples of elements that can be tested.
Email metrics are another crucial part of testing and optimizing. The important things to measure are open rates, click-through rates, conversion rates, and unsubscribe rates. Using these data, email marketers can understand what’s working and what isn’t.
You’ll also want to segment email lists and focus campaigns on specific demographics. By separating lists based on demographics, behavior, and past activity, email marketers can deliver more relevant and individualized campaigns for greater engagement and conversions.
Conclusion:
Email marketing still provides companies with a means to get in touch with their customers and generate leads. If you follow these 5 best practices, you’ll be able to improve your email marketing and increase engagement and conversion. Make sure you personalize your messaging, have crystal-clear CTAs, be mobile-friendly, segment your list, and continually test and improve your emails. Taking an active, planned and calculated email marketing approach can further connect with customers and serve your business objectives.
