Email marketing is just 5 years away from being half a century old and yet is still changing and evolving as much as any millennial. It is anything but dead for sure. On the contrary, email marketing continues to be one of the top performing tactics, though at the same time, it is getting harder and harder to do well.
With as many as 3 billion emails users predicted by 2020, it’s absolutely necessary to understand how to up the email marketing equation, to optimise ROI and drive better revenue.
Here are 9 ways to up your email marketing equation in 2018 –
- Send emails to lists that want to hear from you: Stop sending to emails to the email lists with low rates of engagement activity. Every time you send an email to a list with low open and engagement rates, it not only lowers your chances of connecting with other potential customers, but also hurts your domain reputation. When you receive aplenty emails from brands you don’t engage with, does it really excite you? Empathize with your audience and treat their inbox the way you would want your inbox treated.
- Have a goal for each email before you press “send”: Have a clear goal in mind before you send out an email, for without a goal in mind, your audience will be kept guessing as to what to expect. Once you define a goal for your email sends, you can define success and build a list to make that happen. Goals for your emails could be a contact filling out a longer form, or redeeming a promo code, or downloading a content offer. Provide with calls-to-action and links in-text, so they have multiple avenues to achieve your goal. Everyone’s behavior is different, so make your emails flexible.
- Personalize and test your emails: There can be absolutely no second thoughts on the importance of personalization. Email personalization works, big time. When it comes to personalization, stick to the basics. Personalize according to recipient names and company names. Coming to testing, A/B testing is a must-have for any email marketing plan, in order to optimise conversions. Test for subject lines, image-based vs plain-text emails, or even calls-to-action.
- Send emails from a personalized account: Don’t send emails from a “noreply” email account. Email marketing is much more human than any other form of marketing; such emails feel as good as speaking to a wall. Sending emails from a personalized account sounds more real and credible and hence boosts engagement. The next time you send out a campaign, personalize the “from” email address to drive replies from subscribers to a real person([email protected]) instead of [email protected].
- Experiment with sending emails on different days of the week: Tuesdays are overrated. Like, seriously. Tuesdays, Wednesdays, and Thursdays are the most popular days to send email, but that’s why you should try the different. Sending out a campaign on such days will only mean you add to the already saturated mailbox, thereby severely affecting the chances of your mail actually being read. Experiment with different days to optimise engagement.
- If people are unsubscribing, don’t worry too much: How much you try, you can never please everyone. Hence, unsubscribes will happen. Period. However, if the unsubscribes go unusually high or even seems to be building up over a few campaigns, try identifying the potential cause. Consider sending fewer emails, or even suppressing the lesser engaged contacts.
- Be thoughtful about your subject line: Your email lines are not supposed to be a bait for the audience. Misleading subject lines could backfire in the most unexpected ways. You not only affect your clickthrough rates, but also lose credibility as a brand. Put yourself in your contact’s shoes. Try imagining your reaction if you were the recipient of the email. Would you open the email, if it was sent to you? Would you feel the email was relevant to the subject line and not just another clickbait?
Email marketing is definitely getting harder, but it’s still working wonders. With every passing year, engagement rates further slip, and it just gets all the more uphill a task to reach people’s inboxes. And, this definitely doesn’t mean email marketing is losing its efficacy, on the contrary it’s just getting more and more competitive. The divide between email marketers who know what they’re doing and those who don’t is growing fast and deep. Make sure you don’t find yourself on the wrong side.