Whoever said email marketing is dead had no idea how effective a well-written email was. A Campaign Monitor report in 2020 showed that email marketing can generate up to $ 44 for every dollar spent – which is a whopping 4,400% return on your investment!
However, not all emails are created equal; Some of them work very well, but a huge amount – over 75% – goes straight to the trash.
There’s a fine line separating high-converting emails from the feeds in your inbox, and this line requires a good marketing sense and a keen eye for detail.
In this article, we take you through four very practical email strategies that helped us convert customers and grow our bottom line. Without further ado, they are here:
1. Write to the reader
The fastest way to engage the reader is by filling the need – that is, by writing something interesting, entertaining, or adding value. Think twice: If you were the customer, what kind of things would you like to read about?
A quick search for your niche will reveal popular topics in your field. For example, a web design company might see the following topic suggestions on Google:
- These topic suggestions are useful because they provide insight into what the audience is searching for. The more searches a topic produces, the more chance people will be interested in it.
- Use this to your advantage and design email content around customer intent. Find out what your customers are looking for and give it to them.
- Not only does this increase the likelihood that your emails will open, it also shows customers that you have their interests in mind (as opposed to just stuffing a generic self-service email message in their necks).
2. Make your writing goal clear from the start
The social media site Quickstarter reports that 47% of email recipients choose to open emails based on the subject line only, and if the subject line doesn’t stick, customers likely won’t open your message.
To write a compelling subject line, keep things short, cute, and poignant – also, include some eye-catching words.
A study by Dan Zarella of HubSpot showed that the most clicks on email messages usually contain words like “secret,” “e-sales,” and “cool,” while those reported as spam contain words like ” Confirmation, Features, and Development.
Spend a lot of time drafting, paraphrasing, and mastering your email subject headers. Here are some other things to keep in mind:
- The optimal character count is 41-50 (HubSpot).
- Custom subject line gets 26% more answers (Campaign Monitor).
- Feeling of urgency and exclusivity can increase open rates by 22% (Email Institute).
- The word “free” can boost open rates by up to 10% (online content).
Unattractive subject lines cause 69% of email recipients to classify a message as spam .According to the report many telemarketed final expense leads companies in USA also use the email marketing for leads generation.
3. Divide your audience
As mentioned earlier, effective email marketing starts with the reader in mind. Having said that, it is absolutely essential for companies to identify and classify, thus grouping customers according to well-defined market segments (read: customer categories).
What is the market segment?
Investopedia defines a market segment as “a group of people who share one or more common characteristics, grouped together for marketing purposes.”
In email marketing, segmentation entails creating unique narratives and messages with a customer in mind.
The result is beneficial both for brands that are able to access unique market segments, and for customers who are able to receive products and services that meet their specific needs, lifestyles and demographics.
A global study by MailChimp found that split email lists:
- Increase your click-through rate by 100.95%
- Opening price increased by 14.31%
- Reduced bounce rate by 4.64%
- Unsubscribe decreased by 9.37%
Start by developing a unique buyer persona and grouping existing customers according to their market segments.
Once your market segments are organized, simply build email lists for each (ideally, use email marketing software like HubSpot or MailChimp) – enter to be as specific as possible. As a web solution platform, Vardot can integrate the websites they build with email marketing software like MailChimp or other software to help organizations interact with their customers.
4. Observe your metrics
How do you determine or determine the success of an email marketing campaign? What kind of response are you looking for out of recipients?
A good email marketing should be easy to track and easy to measure. Ideally, you should have a system that allows you to track important metrics like open rate, click-through rate, unsubscribe open rate, and the like. Here are the industry averages for your reference:
- Opening price: 24.79% (2016: 24.88%)
- Click-through rate: 4.19% (3.42%)
- Unsubscribe rate: 0.49% (0.52%)
- Click to open ratio: 11.88% (10.88%)
- Unsubscribe to unlock rate: 2.59% (2.72%)
The best way to track metrics is through your email marketing software (again, HubSpot, MailChimp, and other similar apps). These apps will allow you to organize contacts in market segments, track emails and metrics, and generate reports and analysis
