Everyone agrees to the fact that there is always two sides of a coin, same goes with Email Marketing! Email Marketing also has two sides- one is good email and the other one is not so good (bad) email marketing. Majority of audience can spot the signs of a bad email campaign, from missing call-to-action, irrelevant or boring messages and confusing subject lines.
It’s not that all email campaigns are – bad; email marketing programs are doing a great job of connecting and engaging with customers. To move your email performance from ‘good to great’, there are a few things a marketer should keep in mind:
- Clarity on Expectations: Low click through rates and high unsubscribe rates could be a result of mismatch of expectations or lack of proper understanding of messages conveyed. Readers should have a clarity regarding purpose of your email, content and frequency, right from sign-up to actual message delivery
- Personalized Approach: One Marketing Sherpa Case Study showed that personalized email subject lines experienced a 17.36% higher than average click through rate. It is always a best practice to personalize the greetings in most messages. Everyone likes personalization; who will want to start up an email conversation by calling out someone with a wrong first name or a made-up name.
Your each and every email conversation will help in nurturing your sales process.
- Categorize Recipients: You might have tons and tons of customer data, but do you need or want to target them all at the same time? It’s a call that you have to take. For better responses you should always slice and dice email lists and send out more targeted messaging. A recent MailChimp study found that segmented lists resulted in 14.4% higher open rate and 14.9% higher click rate then non-segmented email messaging lists.
- Create Buyer Personas: Best way to ensure email relevancy and impact is by segmenting buyer personas. You can also segment your list according to department, role, pain areas, past interactions, trigger events and so on. The subject line then must strike an emotional chord with each persona.
- Learn on the Go: Every email messaging that one sends out acts as an opportunity to learn more and more about messaging that can engage positively with audience. Hence, Testing is an integral part of email marketing to test one variable at a time like subject line, creativity (copy and design) , message timing or call-to-action, etc. . One-by-one you can test every attribute that can add value to your email marketing program.