09 Jun 7 email marketing tactics for 2018
An email marketing is an essential part of any marketing strategy. Email is the most cost-effective way to communicate with your customers, promote your products and reach your business goals. On average, for every $1 you spend on email marketing, you can expect a return of $43.
In this post, we will present you 6 tactics to use in your email marketing strategy which will help you to achieve extraordinary results through email marketing.
Personalize your messages
When we say personalized email marketing, we do not mean that you send an individual email to every single subscriber. Personalization means that you use customer data to create a personalized message.
70% of brands don’t use personalization in their email marketing strategy. This means that personalizing your emails will help you stand out from the competition.
The simplest method of personalization is to address the reader by his/her name. Most ESPs (email service providers) offer this within their functionality, and this tactic alone will improve your marketing campaign performance. For instance, email subject lines that are personalized with a recipient’s first name can increase open rates by 16%. Considering that 47% of all marketing emails are opened because of the subject line alone, that is sure a great method to get more views on your email.
Segment your subscribers
Segmentation is one of the effective tactics that you can use to increase the personalization of your messaging and content. This is the method of dividing your subscriber list into various groups based on their common characteristics. For example, you might put those living in a common geographic region with a similar climate into one group, and separate those who live on the other side of the country. You can also divide the lists based on your subscribers’ interests or demographic information.
By segmenting your lists, you are making sure that the subscribers are getting the types of content and offers that interest them most. This improves relevancy, which can lower unsubscribe rates and increase conversion rates. This kind of personalization is often not possible with other types of marketing like direct mail. Which is why it is highly relevant to the importance of email marketing.
Send mobile-friendly emails
In 2012, 27%, in 2014 42% and 2018 54% of all marketing emails had been opened on a mobile device. Whenever you send an email to a subscriber who reads their emails on their mobile device, yet the email is not optimized for that device they will mostly unsubscribe or delete it. To make sure your email is mobile friendly, you should implement responsive email design (RED), keep pre-header and the subject line short and make the call to action (CTA) big and visible. Any media that you use within your content should be small so that they can be quickly and easily loaded and viewed on a mobile device.
Automate email campaigns
Trigger-based email is an email that is sent out automatically based on user behavior.
The most typical forms of trigger emails are ‘thank you’ emails, ‘welcome’ emails, and ‘transactional’ emails, such as order confirmation email and email receipts.
The data behind trigger emails shows us that trigger emails perform much better than traditional email as open rates for trigger emails are as high as 49% which is 95% higher than conventional email open rates.
Also, the average click-through rate (CTR) for trigger emails is more than double the rate compared to regular email click-through rates. And the best converting websites in the world, sites that convert as much as 40% of their traffic, use trigger emails.
Set Up Cart Abandonment Emails
Optimizing cart and checkout abandonment is one of the highest value areas to focus on when it comes to conversion rate optimization. After all, if someone has added an item to their cart, they are a notably well-qualified potential customer.
If you are using software that enables automation, you can quite easily set up a rule that identifies whether a person visits the cart or checkout page, but not your confirmation or thank you page. When this criterion is met, an email can be sent to them asking them why they did not complete their transaction.
Whether you test your email templates, landing pages or home page, testing provides data to make practical decisions which will improve your marketing performance. By sending several variations made to the subject line to a small sample of subscribers, you can calculate the number of leads you can expect to receive based on the results.
You can test not only the subject lines but also the following:
- “From” address: The name that appears in the “from” field has a tremendous impact on whether the reader opens your email. In fact, the sender name is the main reason why people open your email. Test your “from” address by sending your campaigns from a person’s name, person + company or your CEO.
- Plain text vs. HTML campaigns: Have you ever thought about testing an email campaign that is a plain text only? And when you include an element of personalization, plain text emails look to be written just for the reader.
- Short vs. long emails: You can keep your emails sweet and short or, you can create long and detailed emails. Long emails can include more detailed copy while shorter emails will send the reader directly to a targeted landing page.
The best way to learn what works best is to test it!
Take Your Email Marketing Beyond the Inbox
Over the next couple of years, we are likely to see a lot more e-commerce companies joining their email marketing campaigns with social advertising. In a study, a leading American retailer targeted 925,000 email subscribers with both its coordinated Facebook ads and regular emails. And the results showed that consumers who received both were 22% more likely to make purchases than those who only received emails.