The power of email marketing in enabling businesses to establish connections with customers and spur outcomes remains unwavering. Nevertheless, the escalating daily email volume renders it difficult to make one’s email marketing campaigns distinguishable. This paper puts forth five optimal email marketing practices geared towards enhancing results and refining the general email marketing strategy.
Personalization
This can include using the recipient’s name in the subject line or salutation, recommending products based on their past purchases or browsing history, or even dynamically inserting content based on the recipient’s location or interests.
Personalization can have a significant impact on email marketing results. According to a study by Experian, personalized emails generate six times higher transaction rates than non-personalized emails. Additionally, a study by HubSpot found that personalized calls-to-action resulted in a 202% higher conversion rate than basic calls-to-action.
Email marketing campaigns can incorporate personalization by utilizing marketing automation software that can automatically insert dynamic content based on the specific recipient’s data. This data can be gathered through various sources including website activity tracking, email interaction, and customer relationship management (CRM) platforms.
One example of a business using personalization effectively is the e-commerce platform, Amazon. Amazon’s email marketing campaigns are highly personalized, with product recommendations and deals based on the recipient’s past purchases and browsing history. This level of personalization creates a more engaging and relevant experience for the subscriber, leading to higher conversion rates and customer loyalty.
Clear Call-to-Action (CTA)
The backbone of any successful email campaign is a simple and actionable CTA. The CTA informs the audience how to take the action you want from them, whether to make a purchase, register for a webinar, or download a resource. CTAs are omnipresent in marketing, yet some really bad examples can still be seen today. Here are some ways to craft a CTA that converts:
a. Stand out with design
This should make your CTA different from other elements in the email. The use of contrasting color, bold fonts, and adequate white space will make it stand out. For example, if the dominant or recurring color of your email is blue, then use a bright orange or green button for the CTA. This can vastly improve click-through rates.
b. Use Action-Oriented Language
Similarly important is the wording of your CTA. Stay away from vague wording like “Click here.” Instead, use active verbs that promote immediate action and give a sense of what will result from that action, such as “Get Your Free Trial,” “Shop Now,” or “Download Your Guide.” This specificity does more than raise interest; it defines expectations about what the target should get when clicking.
c. Limit Choices
Don’t have too many calls to action in your letter so that your audience is not overwhelmed. If possible, one main action should be what you want the recipient to do. In case of the need to have secondary CTAs, they should clearly be demarcated and not contend for the same attention. This will give one a smooth way of guiding the recipients toward the action one wants them to take.
Mobile Optimization
With the rise of mobile devices, it is crucial that email marketers optimize their campaigns for mobile. According to Litmus, mobile opens accounted for 46% of all email opens in 2020. This trend is expected to continue, making mobile optimization a critical component of any successful email marketing strategy.
Mobile optimization for email marketers involves several essential factors. First, emails must be easily readable on small screens, which can be achieved through the use of a single-column layout, large font sizes, and prominent calls-to-action. Second, buttons and links should be designed to be easily clickable with fingers, to facilitate user engagement with the content.
Another important consideration for mobile optimization is load time. Emails that take too long to load can frustrate users and lead to higher unsubscribe rates. To optimize load time, email marketers should use compressed images, limit the use of heavy HTML and JavaScript, and keep the email’s total size under 100KB.
Segmentation
Segmentation is the practice of dividing an email list into smaller groups based on shared characteristics, such as demographics, interests, or behavior. By segmenting an email list, businesses can create more targeted and relevant messaging for each group, leading to higher engagement and conversion rates.
For example, a clothing retailer may segment their email list based on gender, age, or location. This allows them to send tailored promotions and product recommendations to each group, such as women’s fashion deals for female subscribers or seasonal clothing recommendations based on the recipient’s location. By providing relevant and personalized content, businesses can increase the likelihood that subscribers will open, click, and convert on the email.
Testing and Optimization
The email marketing best practice that drives results is testing and optimization. Email marketing is not a one-size-fits-all approach, and it is essential to test different elements of a campaign to determine what works best for a particular audience.
A/B testing is a common method used to optimize email marketing campaigns. This involves sending two versions of an email to a sample audience and analyzing which version performs better. Elements that can be tested include subject lines, calls-to-action, images, and copy.
Another important aspect of testing and optimization is analyzing email metrics. Key metrics to track include open rates, click-through rates, conversion rates, and unsubscribe rates. By analyzing these metrics, email marketers can gain insights into what is working and what needs improvement.
It is also essential to segment email lists and tailor campaigns to specific audiences. By segmenting lists based on demographics, behavior, and past engagement, email marketers can create more personalized and relevant campaigns that drive higher engagement and conversion rates.
Conclusion
Email marketing remains a powerful tool for businesses to connect with their customers and drive results. By following these five best practices, you can improve your email marketing strategy and see better engagement and conversions. Remember to personalize your messaging, use clear CTAs, optimize for mobile, segment your list, and test and optimize your emails regularly. By taking a thoughtful and strategic approach to your email marketing, you can build stronger relationships with your customers and achieve your business goals.
