Did you know, on average, there are 292 Billion emails sent every day? How will yours get seen, and when seen, get opened?
A strong email marketing strategy can help you effectively reach customers and stand out in a crowd, leading to higher open rates and increased customer engagement. That is how you drive sales.
To create successful email marketing campaigns, you should heed these four tips:
- Personalize emails
The Amazon/Netflix effect has created consumer expectations for hyper-personalized interactions with companies. Personalizing email marketing based on customer behavior, history, interests and preferences can increase open rates and conversions.
Personalize both the To and From. We all easily understand the Personalize To aspect. But also be sure that you personalize the from so that the email recipient knows right away that it is you.
Segment customers and pay attention to customer data so as to tailor messages and personalize interactions with every person on your list.
CRM tools can help create personalized emails that greet customers by name and use data on their past purchases to suggest complementary products or services.
Personalization builds trust and relationships with customers and delivers on customer expectations for tailored, relevant interactions with you. Personalizing email marketing has a positive impact on email open rates. Data reveals that open rates for personalized emails average 18.8% compared to 13.1% without personalization.
2. Create a compelling subject line
The subject line is a make-or-break proposition for convincing recipients to open marketing emails. Readers make split second decisions on whether or not to open an email and that decision is based on the email’s subject line. A marketing email can be visually appealing and contain great content, but if the subject line is not compelling, the email won’t be viewed or read.
Subject lines should be clear, short and attention grabbing and crafted using action words that motivate the recipient to open the email. A good rule of thumb for subject lines is to use 40 to 50 characters, keeping it between 4 and 6 words. Emojis, coupon codes, humor, creating a sense of urgency with a time sensitive offer are other tactics that marketers can use to craft subject lines that increase open rates.
3. Provide value-added content
Email newsletters should include content such as product updates, news, customer success stories and promotions that brings value to the customer. Providing high quality content in email marketing campaigns is critical considering that customers are busy, their email boxes are inundated, and reader attention span has dropped to 8.2 seconds, which is shorter than the attention span of a goldfish, according to a study by Microsoft.
Content should be brief, attention grabbing and relevant to the recipient. Giving customers the news, promotions and offers they want to receive makes it more likely recipients will open the email and less likely that it will be deleted or consigned to the junk folder.
- Pay attention to design
Optimizing marketing emails for design so that they are clear, crisp and creative will keep readers engaged. Eye-catching images, short blocks of copy and use of white space that allows the eye to rest are all design features that can help make emails more engaging.
Marketers can also amp up email engagement by incorporating design features such as animated GIFs, interactive features and gamified experiences that provide an entertaining user experience.
According to the Data & Marketing Association, every dollar spent on email marketing has a return on investment of $42. That ROI is largely contingent on one very key success metric – open rate. Marketers can strengthen email campaigns and increase open rates by personalizing emails, crafting compelling subject lines, providing value-added content and creating eye-catching design.
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