Email marketing is still one of the most potent techniques that an organization can employ to reach out to its customer base, nurture relationships and convert them. However, engagement rates are tricky because most businesses have low open and click through rates. In this blog we share the five tricks on how to overcome low email marketing engagement rate and reap the benefits from your email marketing campaigns.
Improve Targeting and Segmentation
Unrelatedness and personalization are the most common causes of low email opens. By better targeting and segmenting audiences, brands can make sure their messages are sent to those who actually read them and drive higher open and click rates.
Segmentation is the process of dividing the email list into groups based on shared characteristics (demographics, interests, past behavior). Targeting then lets the business customize the messages, deals, and CTA’s for each segment so that the email can be useful to the target.
To deploy individualized and segmented approaches, organizations must:
* Gather and filter data about subscribers’ curiosity, habits, and preferences.
* Create buyer personas that can guide content and targeting.
* Using A/B testing and automation tools to maximize emails segment performance.
Optimize Subject Lines and Headlines.
Your email subject line and subject line are the first words a reader will see when reading an email and are responsible for attracting the viewer’s interest and triggering their response. To drive up the open rate, companies should strive to craft relevant, short, and engaging subject lines that align with the email content.
Previewed text (the line of text below the subject in some email programs) should also be optimized to give the recipient context and open the email.
To create engaging subject lines and previews, businesses must:
* Don’t write too many subject lines (ideally, less than 50 characters)
* Draw attention through clear language, personalization, and numbers.
* Make sure your preview text matches the subject line and adds value.
Enhance Email Design and Content
Engagement depends on the content and design of the email. Emails that are beautiful, readable, and contain relevant information will be read, opened, and replied to.
Organizations should: 1. Create effective email content and design for email marketing.
* Keep it simple, consistent and orderly, high in hierarchy and white space.
* Use pictures and images that support the message and branding.
* Write short, impactful copy that makes the reader want to take action.
* Design the email to be mobile friendly because most recipients will open the email on a phone or tablet.
Establish a Consistent Sending Schedule
Consistent emails, sent simultaneously, can build expectation, engage audiences and boost response. Rare emails help businesses build a relationship of familiarity and trust with the reader in order to encourage them to read it.
Companies should: (I) Establish a regular sending routine and follow the following steps.
* Estimate the frequency you should use according to your audience’s behavior, interests, and behaviour.
* Send emails multiple times to determine when the audience is most likely to read and open an email.
* Automation: send emails based on subscribers’ actions or habits.
Monitor and Analyze Performance Metrics
Fourth, in order to continuously increase email marketing effectiveness, businesses need to continuously monitor and analyze metrics such as open, click, conversion, and bounce rates.
Tracking these metrics lets businesses discover trends, find out what’s working and optimize their email campaign accordingly. That may mean experimenting with subject lines, words and graphics, further targeting the audience, or altering the frequency of delivery.
In order to measure the performance of email marketing campaigns, companies need to:
To Clearly Identify Goals and Mission for Each Campaign.
Enterprises should establish specific business objectives prior to the execution of an email marketing campaign in order to plan and measure the success of their campaign. These can be driving people to a website, selling or generating leads, increasing brand awareness or building customer loyalty. Calculating these targets enables companies to measure campaign results easily and take informed decisions.
A business that wanted to sell via email marketing, for example, might decide that they would like a 10 percent conversion rate per campaign. This goal defines a precise success score for the campaign and gives the organization the ability to adjust its email marketing strategy accordingly.
Using Analytics Software to Track High Impact Indicators and View Trends in Performance.
To monitor and measure the performance of email marketing, companies should use analytics tools that highlight performance indicators and visualize trends. These apps allow business owners to track everything from open rate, click-through rate, bounce rate, conversion rate, and user engagement for their email campaigns.
Google Analytics: Google Analytics enables companies to understand the exact amount of web traffic generated from emails. When you integrate Google Analytics into email marketing software, you’ll be able to see exactly what people are doing: Time on site, Pages visited, Conversions.
Monitoring and Reviewing Statistics Continually for Decisions on Strategy.
Lastly, companies should be able to learn and keep understanding what data comes out of their email marketing analytics platforms in order to make strategic changes and improve performance. Timed performance checks enable companies to quickly identify issues or potential areas for improvement of email campaigns.
In these audits, brands should analyze the raw data as well as the charts generated by their analytics platforms in order to have a holistic view of how successful campaigns are. A drastic decrease in opens, for example, might signal a subject line problem, which might prompt the business to test new subject lines for future campaigns.
Furthermore, businesses should look at how the performance compares with other campaigns to see if patterns are emerging. This holistic view is what can allow businesses to rebalance their email campaigns and take a data-driven decision to go for it. For instance, if there are certain content types that are click through friendly, a company could try to incorporate the content type in future emails.
Conclusion:
In short, these five tips will help businesses bypass email marketing low open rates and create engaging, effective email campaigns that draw and engage audiences, form relationships, and convert customers. It’s continual testing, optimization, and data driven decision making that will set you apart.
