The most obvious advantage of email marketing is sales growth from 10% to 65% with minimal financial costs. And the conversion rate is a priority metric for email marketing productivity.
Now we will share with you 9 proven tips to help you improve the effectiveness of your email campaigns.
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Use a trusted email marketing automation service
Of course, the effectiveness of an email campaign does not only depend on how catchy your email is. Salespeople perform many tasks at once: they must send different types of emails to different recipients segments, track deliverability, open rates, email click-through rates, and other metrics to analyze the success of email campaigns.
Also, they are required to synchronize the “email routine” with other day to day tasks. And there are a lot of effective instruments for that: advanced software helps increase productivity by automating routine tasks (email logging, outbound call logging, activity capture, meeting scheduling), identify opportunities, quickly craft the perfect email response, and create leads, contacts, and opportunities without leaving the inbox.
Salesforce Inbox is one of such widely used tools, but it has certain limitations. If you’re looking for a more advanced solution, you should try Revenue Inbox, # 1 Salesforce and Email & Calendar integration, and one of the best Salesforce Inbox alternatives.
Easily integrating into your Outlook/Gmail with Salesforce, Revenue Inbox offers automated data-capture from all your communication channels for getting more pipeline and growing revenue. In addition to the fact that it greatly enhances Salesforce Inbox’s functionality, the integrated AI provides you with auto-generated suggestions for your daily tasks.
2 .Build targeted segments based on individual subscriber experiences
According to statistics, the effectiveness of segmented email campaigns increases up to 760%.
It is imperative to link the products and services you offer to your customers’ experiences. For example, you can:
- submit a special offer for buyers who made huge purchases;
- create offers based on previous purchases;
- offer coupons to people who haven’t bought anything yet but are actively browsing your site;
- segment content based on demographics;
- create a segment of inactive users.
3. Think about when, where, and how people will open your emails
Get ready: a significant portion of your emails will be opened in Outlook, including the old versions. This means that for the sake of efficiency, you will have to forget about using some attractive design elements, focusing on the key points of the letter.
It’s also important to understand when the best time to send newsletters is. According to statistics, in the B2C segment, the most effective days are weekends. In B2B, people don’t read work emails at this time.
Many studies show that the largest percentage of B2C email openings occurs between 4 pm and 9 pm, while B2B emails can be opened at a different time — during lunch, after returning from the office, or during work hours. Make tests and find the perfect one for your newsletter!
4. Consider how many emails you need to send to subscribers
According to various studies, email open rates and click-through rates drop when marketers send more than 30 emails per month. We are not talking about universal mailing for all subscribers, but about the total number of letters sent to different groups of users.
Companies that send from 16 to 30 emails per month receive the maximum open rates and link CTR. In this case, these indicators reach values of 32.4% and 6.5%, respectively.
Send several emails to your subscribers per week. The optimal number of messages depends on your industry, the nature of the messages, and audience characteristics.
5. Email campaigns should fit the sales cycle
While in B2C a simple message about discounts in an online store can show high efficiency, then in B2B things are much more complicated. In this segment, the purchase is usually discussed by a group of people (decision-making unit), and possibly more than once.
You should consider all the important elements in your marketing strategy and use email chains. These chains must correspond to the sales cycle of the product: at each of its stages, there will be various target recipients who can take the action that is important at that moment.
Also, you can try a different approach to composing your letters: for example, for DMU members, you can fill mailings with your competitive advantages, and the “bosses” should find out the financial benefits.
6. Experiment with content and split testing
This is a simple rule yet it is very important.
The longer a user has been a subscriber to a company, the weaker his engagement is. Therefore, to maintain the interest of recipients in mailings, it is necessary to regularly fight for their attention and create various creative campaigns.
Try adding helpful videos, interactive elements, and GIFs to emails.
7. Reactivate passive subscribers and remove inactive contacts
Track those recipients who stopped opening the mailings and reactivate them. Motivate passive subscribers and increase customer retention.
For example, offer them a personalized discount or other benefits that encourage them to take action.
8. Optimize your email templates for mobiles
According to Litmus and Equinux, 48% of people use smartphones to check emails, and 69% of subscribers delete emails if they are displayed incorrectly on mobile devices.
Consider these simple rules:
- shorten your title to 7 words;
- simplify content, so it will be easier to understand;
- avoid using a lot of images (the letter will take more time to load);
- place your call to action at the top of the letter;
- use a font size of at least 14 px;
- highlight the CTA with a contrasting color and make it at least 44×44 pixels, so that it is convenient for the recipient to hit the button;
- do not use hyperlinks, replace them with buttons.
9. Don’t overload your mailing
Oftentimes, email marketers try to do several things at the same time. For example, too many CTA elements at once (read the article, join the webinar, download the e-book) may confuse the subscriber.
Add no more than three buttons to your mailings. Also, do not forget about the ideal structure of the letter: make your introduction 500-700 characters long, and place no more than 200 characters in front of each button.
Interesting Related Article: “7 Tips For Creating An Engaged Email List“