The more effective your email campaign is, the more revenue and conversion rates you will get from your campaign. But the question is, how can people make their email campaigns more effective to increase conversion rates?
Introduction
Even though they’re statistically the most viable option to drive your sales, many companies try to avoid email campaigns, having synonymized them with spam email. If an email you send out to a potential customer is only going to annoy him, then you’re better off not sending him one.
But here’s the thing, it doesn’t have to resemble spam. That’s right, if you manage and create your email campaigns the right way, you won’t drive customers away but rather gain a larger following. Here’s how you can make your email campaigns more effective:
Send targeted and personalized emails
You probably already know the niche or market your particular service or product appeals most to (and if you don’t, it’s high time you find out!), so why not just focus your email marketing efforts to just those people who would actually be interested in what you have to offer, instead of advertising to everyone willy-nilly? You can even go one step further and create personalized emails for different users. Send different emails based on the age, demographics, region, interests of your users; the more personalized your approach is, the better.
According to findings from Instant Page, companies that tailor their promotional marketing emails experience an 11% increase in open rates compared to those that do not personalize their messages. Additionally, a substantial 74% of marketers have expressed that utilizing targeted messaging and email personalization leads to enhanced customer engagement rates.
Get to the point with your emails and their subject lines
Be concise and to the point with your subject matter. You want to communicate what you’re offering to your reader as simply and clearly as you can, providing a link to a resource if they’re interested to learn more. Similarly, your email subject lines should summarize what the email is about in just a few words. Long enough to convey the purpose of the email but lacking in actual details to make your reader want to know more.
Be sure your emails provide value to your readers
Everyone, even those who create advertisements themselves, hates being advertised to just for the sake of being sold a product at their expense. The trick here isn’t to sell your customers the product, but to convince them of the value your product will provide them. Applying this concept to email marketing, you need to make sure your emails provide some sort of value to your customers. Put the customer first and he’ll always appreciate your attention.
As stated in an article featured on the Indeed website, achieving sales success in a competitive market involves demonstrating to customers how your business can outperform your competitors in meeting their needs. A customer value proposition serves as a valuable tool, both for internal and external purposes, in articulating the distinctive attributes of your business.
Write short emails with lots of white space
Since the majority of the people you reach out to are going to be reading your emails on their smartphones, you need to optimize your writing style to make reading on a small screen less of a chore. Keep your emails short, with even shorter paragraphs and plenty of white spaces in between. All these things make your content more scannable and thus easier to read.
Use Split batch testing to figure out what works
No matter how much time you spend drafting an email campaign, you’ll only know if it works once you send it out. As such, you may have drafted more than one email and would probably be debating on which one to send. Our advice? Send all of them to different batches of receivers and note the results. This split batch testing procedure will quickly highlight what marketing strategies work and which ones to avoid in the future, meaning you’ll be better informed the next time you’re ready to send an email out.
According to The Marketing Platform, the size of your test sample from your contact list should depend on the number of splits you are testing. It’s essential to strike a balance between having a statistically significant sample size and not using too much of your overall contact list. A practical guideline is to allocate 5% of your list for each variation. For instance, if you’re conducting a test with three splits, you should have 15% of your contacts participating in the split test, and the winning campaign will then be deployed to the remaining 85% of the list.
