The days of ‘spray and pray’ marketing have gone. Marketers now accept the fact that targeted email marketing campaigns give enormous returns. A study conducted by Econsultancy/Adestra Email Marketing Industry Census in 2017, reveals that 73% of companies, rate email marketing as ‘excellent’ in terms of return on investment even if the budget allocated to this medium is just 15%.
But, only click-through-rates (CTR), delivery rates or conversion, cannot be measures of success. You have to also consider the inbox placement, list growth rate and delivery rate. Monica Savut, Head of Research Services at Econsultancy, believes that maximum value from email marketing can be reaped when investment is proportional to potential returns and email marketing strategy focuses on continuous measurement, testing and optimization. Thus, it’s important to test and measure the performance of your email marketing campaign.
Assess and improve your email marketing strategy
A. Below average click rates and high open rates:
Such a response is mostly generated from emails, which encompass offers (discounts or coupons). When recipients click on these emails they are led to landing pages. But, recipients might not click on the links in the email. The reason for this might be that the offer isn’t too attractive or just not relevant to stimulate a response.
1. Targeted campaigns
In such a case segment the customer database according to demographics, industry, persona or any other criterion that is important to your business. Design email offers that are targeted at individual segments and provide solution to their pain points. Create campaigns where the initial and subsequent lead nurturing emails are in line with the targeted audience.
2. Relevant subject lines
The subject line should represent the content of the email and should offer a value proposition to the recipient.
3. Clear call to action
Simplify your email to keep it short. The CTA shouldn’t be hidden among bunch of other links. Clarify the offers, focus on a single CTA and have an action oriented CTA.
4. Don’t sell too hard
Almost everyone recognizes marketing emails; they find such emails with lot of formatting, flashy images and branding, too common. They often reject such mundane emails. So, keep your emails simple with minimum text and images as they drive the best results.
5. Check the response to newsletters
Recipients get weary of weekly emails that bombard information summarizing blog posts, offers and updates about your company. If recipients aren’t reading them, change the frequency or stop sending them.
B. Emails that are never opened:
Some emails are never opened. What do you do with such emails?
1. Personalized emails
Emails with personalized subject lines are most likely to be opened; they improve the CTA and conversions. An email should be from a person to a person and should say something interesting. After you segment and target the campaign, be sure that you use relevant words in the subject line. The message should be adjusted through different stages of buyer’s journey.
2. Triggered emails for relevant information
Send automated emails instantly after the contact responds in a particular fashion. For example, send detailed product information when a customer is on the product features page. This provides relevant information to the potential buyer and he can instantly make a buying decision.
3. Mobile friendly emails
Most subscribers first open emails on their mobile devices. So, design and test emails if they are mobile responsive and easy to read. Let the CTA be visible and compelling on the mobile device too.
Get in touch with Juvlon to improve the response to your email campaigns and fine tune your strategy to meet your campaign goals.