Whether you’re a serial entrepreneur or the new kid on the block, you need to understand how crucial email marketing is to the survival of your business. It’s do or die.
I know, I know. It can seem odd or even outlandish to speak about email marketing with a large group of Millennials. Email? Who communicates through email anymore? Ever heard of Instagram? Snapchat? Yeah, yeah. We know that social media has made an incredible impact on the marketing world, and it will only continue to do so. However, let’s not disrespect and leave out good ol’ faithful. In fact, considering how noisy, obnoxious, and distracting social media can be, email seems like an oasis of zen and tranquility. Currently, there are over 2.5 billion email users worldwide, with about 205 billion emails being sent out on a daily basis. Not too shabby, eh?
It’s true that email marketing has changed a whole lot over the years. Annoying, right? Well, that’s life. Everything evolves ― especially human beings ― and since a great deal of marketing is based on human behaviour, marketers too must evolve their strategies to gain their customers’ attention.
So, without further adieu, let’s dive into the 3 Tips to Improve Your Email Marketing Campaigns that will help you grow that business of yours.
TIP #1: Segmentation
Email marketers are always trying to increase subscriber engagement, but what incentive do they have to engage when your email is completely irrelevant to them?
Picture this: You’re a B2B company sending out an email called “Best Tips for Starting a Business” to your entire subscription list. I’m the CEO of a large, well-established company with over 30 employees. Get the point? I’m sure you’re visualizing the mouse slowly and dramatically scrolling towards the “Unsubscribe” button as you read this. Don’t make this mistake.
A study conducted by HubSpot found that every single Key Performance Indicator (KPI) of email marketing performed better when email lists were segmented. This means open rates, revenue, sales leads, deliverability, transactions, etc. all increased simultaneously when subscribers were targeted more effectively.
The crazy thing is that while you’d think most email marketers are taking advantage of this potent strategy, they aren’t. In fact, about 9 out of 10 email marketers are currently making this hefty error. But you.. You’re different. So, implement Tip #1 into your current email strategy by:
• Segmenting by company size
How many employees does the company have? What is their average annual revenue?
• Segmenting by industry/niche
Are they a B2B or a B2C business? What services or products do they sell and to whom?
• Segmenting by sales cycle (It may be difficult to be aware of this data in the beginning stages of your business, but if you have access to this data, use it!)
Which stage of the Buyer’s Journey is this customer currently in (Awareness, Consideration, or Decision)? What is this subscriber ready and willing to listen to in their present stage?
TIP #2: First-Name Basis
This one may seem like a no-brainer, but people like themselves and there is no sweeter word in the entire world to them than their own name. What’s in a name? I’m glad you asked. Approximately 47% of emails are opened due to eye-catching subject lines, and when the recipient’s name is present in the subject line of the email, you can increase open rates by up to 16%. So, again, what’s in a name? Apparently a whole lot.
While names are important, they aren’t everything. While we could sit here and talk about Amazon’s monster of a marketing strategy for hours, one key factor that contributes to their success is their personalized customer experience. Ever opened up an email from Amazon and see product suggestions based on your buyer history? Yup. That’s how they get ‘cha, because it’s an awesome idea.
A study conducted by Experian showed that personalized emails deliver about 16x more transaction rates. While you can expect an average of $0.11 in revenue per email, a personalized email will throw $1.76 your way. If that doesn’t seem too impressive yet, let’s say that in another way. If you send 10,000 non personalized emails, you can expect a revenue of $1,100. If you send 10,000 personalized emails, you can expect a revenue of $17,600. Put that in your pipe and smoke it!
So, everyone must be doing this right?! Not quite. Over 70% of email marketers still haven’t caught this train. But you.. You’re different. So, implement Tip #2 into your current email strategy by:
• Obtaining crucial information from the get-go
What’s their name? How old are they? Where are they from? What’s their company’s name?
• Using a reply-to email address
If my subscribers want to reply to me, are they met with a “do not reply” message? Am I portraying a sense of credibility and friendliness?
TIP #3: Be Mobile-Friendly
Guys, it’s 2017. Go look out your window. What do you see? I’d be willing to bet that you see at least one person holding a mobile phone, right? They’re probably not even talking to anyone. Their face is probably glued to the screen though as they text their BFF or reply to that hilarious comment they received on their Instagram post. Mobile ain’t goin’ nowhere, so, therefore, you shouldn’t be sending out a single email that is solely desktop-centric. Back in 2012, about 27% of marketing emails were opened on a mobile device. Today, over 53% of those emails are opened on a mobile device, and you can bet that number is going to rapidly increase by the day.
“Oh, the tenth marketing email I received today wasn’t optimized for my smartphone! I’m going to go to their website and search for that specific article they wanted me to read!”, said no one ever. If your email’s font is illegible or its images don’t show up, nobody is going to care. In fact, they’ll probably even unsubscribe because opening your email was a complete waste of time.
While this is such a huge barrier between businesses and their prospective customers, only about half of email marketers are providing mobile-friendly emails to their subscribers. Keeping that in mind, the average revenue per mobile email is $0.40, which is almost 4x that of a desktop email click. Any business, whether B2B or B2C, would be out of their mind not to ensure that every email that leaves their drafts is perfectly optimized to be opened on a mobile device. But you.. You’re different. So, implement Tip #3 into your current email strategy by:
• Using a Responsive Email Design (RED)
Is the user experience of my email optimized on every device and screen size? Am I ensuring that every user has an experience of the utmost quality?
• Making the Call To Action (CTA) accessible and obvious
Does the CTA stand out or does it get lost in translation? Is the CTA large enough for every user to see and click on?
• Keeping the subject line/pre-header short, sweet, and to the point
Is my subject line going to grab their attention? Can they tell what the email is about by simply reading the subject line? Am I using the pre-header text to let them know exactly what to expect in this email?
All in all, while it is evident that email marketing, along with everything else in the digital world, will continue to evolve and encounter trends in the future ― it looks like it’s here to stay. Take advantage of the fact that you can be both creative and personal with your subscribers in a way that is distinct in its own right from other marketing methods. You’ll, of course, need to continue to test and make adjustments to your email campaigns, but that’s just the way it is.
It’s part of the game.
Nonetheless, I can guarantee that if you implement these tips into your current email marketing strategy, you will be greeted with increased engagement and business growth. Be patient, give it time, and you will see improvement.