How to Improve Email Marketing Campaigns: Best Tips for Better Results
Creating a successful email marketing campaign strategy is one of the most difficult but crucial forms of digital marketing. For many years, a rumour has been spreading very fast in the market that email marketing is going to end one day, or someone else will take the place of email marketing, but this is not the case, and nothing like this has happened till now. Email marketing provides you with such an opportunity that you can reach your current and best possible customers and increase the name and sales of your business.
If you plan an effective e-mail marketing strategy, then you can get a high amount of ROI (return on investment). This is the reason most of the B2B (Business to Business) marketers said that it is the best channel where you can meet with the best possible customers and increase conversion rates.
What Are The Tips To Improve Email Marketing Campaigns?
Here are some ways to improve the email marketing campaigns-
Track your emails:
Use UTM codes to track the effectiveness of your email campaigns. To perfectly track the emails to improve the market campaigns, you should concentrate on the key points such as conversion rates, clicks per link, ROI and CTR (click through rates).
To track the whole performance, you should use email analytical tools so that you can track the visitor’s engagement after a click.
Some e-mail service providers generate these kinds of UTM codes automatically. But if they don’t do this, then they should add them to every link in an email. When you consistently add UTM codes, you can see whether your subscribers are converting.
Focus on quality more than quantity:
E-mail marketing is completely based on permission. The subscribers are ready to connect with you.
When you start working with those you’re already connected to, it sends positive signals to your service provider, helping you deliver your email more effectively.
If you are a beginner, then what situations will you face?
The biggest myth in the market is that if you buy an email list, it is the best way to start your email marketing quickly. But it is not like that. You can also incur losses instead of profits in this. Email marketing is one of the best marketing channels because it is permission-based. You need to send valuable and relevant emails to your followers.
The definition of value can vary depending on the following factors-
(i) How many times can you add valuable information to your email? Such as inspirational and educational, etc.
(ii) What do customers think about your business
(iii) You also need to ensure how many times customers can contact you. You should also know this.
(iv) You should also ensure that your distribution list includes the right people. And you should contact only such people. Instead of preparing a large list, it is better to prepare a small but such list which has more contacts.
Automate market campaigns as needed:
Trigger-based emails are sent based on the user’s behaviour.
The most common forms of trigger emails are: transactional emails, educational emails, rebranding emails, discount emails and welcome emails, etc.
The data shows that the trigger emails are considered much better than the traditional emails.
As compared to traditional emails, the trigger emails can boost the revenue of your organisation up to 24 times.
A comparison between traditional email and triggered email
The triggered email performs well because it reaches the email marketing at its highest point.
In today’s world, more than 50% organisations use trigger-based emails. Both traditional email and trigger email can be responsible for approximately 20% of the marketing revenue.
Segment your email lists:
Segmentation is the procedure by which you group customers based on some common qualities.
Director of Digital Communications Sara Vandenberg says that some of your subscribers will be interested in different types of emails, such as news, events and coupons. And it is not necessary that every subscriber is interested in everything. That is why it becomes very important for you to understand and know who you are sending emails to.
If you are giving discounts to senior citizens who have retired and students in your email campaigns, then you should also classify your email lists according to age groups.
If you have a press release now, then it should be emailed to a specific media list instead of the entire media list. Sending relevant messages to your customers and subscribers can increase click-through and open rates, and can also reduce the fear of people unsubscribing.
Clean your email list regularly:
For the security of your email delivery, you should willingly remove subscribers from your list who are not engaged with your list. You should do this do time to time. But how can you deal with the internal stakeholders who think that a large email list is better?
Try to educate the individuals about the drawbacks of neglecting the email list and constantly sending messages to those people who don’t even respond to your message. It can leave a negative impact on their email delivery rates.
You have to remove those subscribers from the email list who have not opened the email list from the last 1 year. You should focus your attention on subscribers who show interest in your campaigns and have engaged with you for a long time.
Some experts suggest following this strategy-
- Focus on the ROI (Return on Investment). You will find the strong possibility that there is no need to spend a lot of money to reach those subscribers who are not engaged in your list yet.
- To prevent the invalid email address from getting on your list, you should use the double opt-in.
(3) Make a sunset policy for the subscribers who do not interact with your email campaigns, or remove them.
(4) Try to make the energetic segments. Here, you have to show what your email campaigns achieve from the most engaged subscribers as compared to the low engaged subscribers.
(5) You should send mobile-friendly emails: In 2022, the whole marketing emails were opened on a mobile.
What do you do after getting up in the morning?
If you are like most people, then your mobile phone is near your bed or near a table, and when you walk up in the morning, first you check the notifications, messages, calls, and the most important thing that we are talking about is email. Received by the others.
Allow the customers to manage the email subscriptions:
The easy solution to decrease the list attrition rates comes in the form of the preference centre. This is said by Shelly Alvarez, a director of client services at a post in an email marketing company.
A preference centre is the landing page of the brand of your website that helps your subscribers to change their email preferences or unsubscribe. You can get the benefit of your email preference and use the glossary we understand your requirements in change. Would you like to get the emails from our side less frequently? Then, permit yourself to choose the frequency at which you would like to get the emails from your side.
To improve the email marketing campaigns, you can allow the customers to manage their email subscriptions by providing easy-to-use options to adjust the frequency and the types of emails they receive.
You can use the Gmail promotion tabs:
The email marketers are always worried about their inbox placement, but when you calm your mind and think about it then you find that your messages are kept in promotional folders, such as the Gmail promotions tab.
Due to being connected with you for a long time, your subscribers also get to know where they can find the content and messages posted by you, so you should adopt this process. You can also suggest that your subscribers take your email to their main inbox, but there are the following reasons why this is so-
When subscribers focus on the promotional tabs then they want to purchase something or decide to buy something. If you can do something to motivate people to want to find their email and wait for it, then it is more useful to say that this is more important than trying to go to any other folder.
Do whatever you can to move your business forward. But there should be something different and different from the plans made by others, and help you to grow your business. Whatever plan you make for your business, share it with your customers via email.
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Monitor and track the performance to adjust the campaigns quickly:
To get good results and optimise your visualisation, you need to track the performance of your email campaign. To track the performance of your email campaign, you need to keep a few metrics in mind:
(1) Click rates
(2) Revenue per recipient
(3) Revenue per email sent
(4) Deliverability rate
(5) Conversion rates
(6) Unsubscribe rate
(7) Email list growth
A report shows that the top 10% of businesses earn 8 times more revenue per recipient and convert 5% more customers than the average.
Implement a campaign optimisation strategy that traces your metrics and adjusts the tasks you are unable to perform, and focuses on the tasks you are currently performing.
Use email list classification for the right engagement:
Promotional emails related to sales are useful to promote your business. But these promotional emails are sometimes not useful because sometimes, if the timing is not right, people ignore these promotional emails.
Many marketing experts say that you should constantly send emails to your audience. These promotional emails work to increase your sales. But not every customer is always ready to buy. Every person buys a product according to their requirements and preferences. That’s why you should always send two types of emails to your targeted audience: one email related to the sale of the product and one non-promotional email. This is the point where you can understand what the customers expect from you, and this is the stage where your customers notice the strategies you use to grow your business.
You should run your business by maintaining a balance between promotional emails and non-promotional emails so that customers do not feel that you are only focusing on promoting your product and ignoring their requirements and likes. Therefore, you should focus on resolving your customers’ doubts and concerns related to your product.
You should develop a strategy in which your products and services help resolve customers’ concerns. This strategy and non-promotional messages can prove useful in drawing people’s attention to your business. And this way, you can stay connected with them without sending too many sales messages.
Your email campaigns should be such that they can connect as many audiences as possible to your business. Your email campaign should be of the following type-
(i) Precious: Why are you sending this email first? For this, you should show your customers something precious in the email, which should not only tell about the discount and deal.
(ii) Relevant: To keep your customers connected with you, every email must be relevant to fulfil the customer’s requirements and preferences. If your brand is worldwide, then you should run email campaigns accordingly.
(iii) Sales-driven: The types of emails you send should be vibrant. You should make sure that the emails you send include emails that promote sales and community.
This also depends on the value, relevancy and sales. A marketing expert says that I not only think about which offer is best for my audience, in fact I also try to adjust that offer according to a specific part of the list. When you divide the list into more and more parts, the possibility also increases that you will find the relevant offers and deliver the best content every time.
Send the emails at the correct time:
You have to focus on the time when you are sending the emails to the people.
Now this question is raised in your mind: Why should I concentrate on the time to send the emails?
Because there are a lot of people in the world who check their emails at different times.
Before sending the emails to your followers, you should have to notice their habits. You have to find out their time zones.
Wednesday is considered to be a good day to send the emails between 10 to 11. Sending the email on this day can help you achieve the best results. Most people open their email messages from 9 am to 5 pm.
You should choose text-based emails only:
In research, experts found that text-based emails work more perfectly compared to picture-based emails. Coplet Broer, who runs the landlord station, provides the online tools and content to the managers in the country.
The pictures seem beautiful, but most email clients block them automatically. It means that most people just see the broken images instead of the beautiful images. That’s why we write short paragraphs with the links to the sites and tag the links. So that we can see what individuals are clicking on and what they are not clicking on.
Keep in mind the preview pane:
The email preview pane is used for previewing the messages for the alert chosen in the alert pane. The email preview pane helps you to know how a message is represented in the recipient’s email list.
Most of the email recipients will view your sending email via the preview pane, where all the pictures are blocked. So you have to make sure that the calls to action and main information are above the upper left fold in the email. And even if images are blocked, images are still visible.
Almost all users decide whether to open your email or not by looking at things like your preview, subject line, and sender line.
Make sure that your subject line is accurate and to the point:
The subject line of your email decides whether you will win or lose as per your marketing campaign strategy. So, make your subject line as attractive as possible and make it such that it can draw the attention of the customers towards your work.
This is said by Michael Weiss, a managing partner and co-founder of C-4 Analytics. You should come up with an offer that your customers like and draw their attention towards your business.
Suppose you have a clothing business. So you can come up with offers like 50% off on the best branded denim jeans and skirts. Along with this, you will have to tell your customers about the quality of your products. Apart from this, you should also have a mailing list according to the specific purchasing habits of your customers.
The subject line should be so attractive that your customers are ready to open the email as soon as they see it, but these emails should not be so friendly that users open your email and close it immediately. The most important thing to pay attention to here is that if there are more than 50 characters, then the chances of opening them are high. If you are running an offer for a limited time, then try to express the urgency in it. But also keep in mind not to put too much emphasis on it.
Some experts say that short subject lines show urgency better. Hurry up! Limited offers! When we send such emails to customers, the open rate of these emails is up to 8% higher than normal emails. The total revenue generated also depends on the offers given in the email.
Add the quality in your emails through personalisation and interactivity:
An email marketer knows very well what can be mapped and what cannot, but sometimes we ignore our emotions. We should know very well what our relationships should be like with our current customers and upcoming customers, and this is also important.When we work accordingly to our email design and brand building, then it can help a lot in building the right relationship with the customers.
You can use GIFs and animations to add something creative to your emails. These types of emails attract people the most.
Bring your data with you if you are switching to ESPs:
If you move ESPs, then it is essential to bring your data with you.
The biggest mistake that customer bring their queries but not their data with them. To perfectly transfer the email marketing data, you can move to the ESPs. For that, you are required to execute and plan the migration process carefully.
You should be aware of all the signals during email marketing campaigns, even if they include negative parameters like unsubscribe. And it is also very important to know. This makes it easy for you to know when someone last contacted you. This also helps you filter your email list. This is also a great way to target people who are interested in your business.
Here are some ways to export the email performance metrics-
(i) Unsubscribers: Your opt and out list
(ii) Engagement: This includes responding, opening, and clicking.
(iii) Deliverability: Spam is reported
Conclusion:
Email marketing constantly provides the best results to marketers. But as the technology developed the email marketing also developed. But now it is not as easy as sending a single email to everyone.
It is time to update your email marketing strategy. Now you will have to send targeted messages to your audience.
The messages you sent should be personalised and can be opened on other devices. So, you should test the new devices.
You need to understand that trends are changing very quickly these days. It is not necessary that what was in trend 6 months or 8 months ago needs to be applicable even today. That’s why you need to always stay updated with the current trends.
When you investigate these factors about which things are important to move your business forward, you will find that you need a good digital marketing agency to promote your business. If you are in search of the best marketing agency in Dubai which helps you to reach your business to new heights, then you can contact us.
You should focus on creating good subject lines and sending your email to people at the right time.
When you add these things to your email marketing campaigns, your customers will prefer to reply to you on time. And your email marketing performance will also improve, which will help in the further growth of your business.
FAQ(Frequently Asked Questions)
Q1. How do email marketing campaigns help me grow my business?
A1. Email marketing uses email as an effective tool to promote a service or a product and boost the consumer’s loyalty. It is a digital marketing strategy which made to connect with the audience and inform them. It is used to provide information about discounts, to give news and to promote the product.
Q2. What are the different ways to improve an email marketing campaign?
A2. To be successful in email marketing, you need to adopt a strategic approach that helps you align with your vision. To be successful in email marketing, it is important to ensure that the marketing you are doing is in line with your business goals and helps you achieve them.
Some email marketing tips can help you get better results from your marketing campaigns and improve your marketing campaigns. These are as follows-
(i) Clean your email list regularly
(ii) Try to know about your targeted audience
(iii) Concentrate on the deliverability
(iv) Execute the trigger-based emails and automation
(v) Merge with the different marketing channels
(vi) Encourage social sharing
(vii) Combines all into action
Q3. What are the ways to measure the success of the email personalisation strategies?
A3. To accurately measure the success of email personalisation, businesses look at CTR (click-through rates), KPIs, conversion rates and open rates on an ongoing basis. When we send different levels of personalised emails to the same audience, you can directly compare the performance of your business with that of other businesses and see the effects of personalisation on your business.
Additionally, measuring the long-term connection of customers who received personalised emails compared to standard emails can help you build better relationships with your customers and gain information about the effectiveness of personalisation.
Q4. What things should I avoid when sending marketing emails to customers?
A4. When you are sending an email to the customer then you have to keep in mind that the email you sent should not be too long, you should not send the emails too frequently if a person should not give the response, don’t add an unclear subject line, don’t forget to check the email’s format.
