In case you’re wondering, I didn’t write this article to recommend that you get rid of your email marketing strategy (though, at the end, I will suggest you try something new). I wrote this article to help you develop a better understanding of what makes up your average email, why certain emails perform better than others, and what you can do to ensure your emails are as effective as possible.
Here, we’ll discuss ten tips to effectively clean up your email marketing.
1. Find the best send time for your audience
If you want your emails to be as effective as possible, you need to find the best time to send them. Remember, some people use different emails for different purposes (e.g., marketing vs. sales), so your best guess may not work for everyone.
An easy way to ensure you find the best time to send your emails is to use an email marketing tool that provides you with real-time reporting. With this type of tool, you can view reports that indicate the best time to send your emails based on the recipient’s email marketing behavior (e.g., bounces, opens, click-throughs, etc.).
2. Improve your subject lines
Even if you’ve found the best time to send your emails, your subject lines could still be optimized to increase the chances of your email being opened and acted upon.
According to HubSpot Blogs, subjects lines can account for as much as 44% of all email opens. That’s a massive number! In fact, if your subject line isn’t compelling enough, it could cause your emails to be marked as spam. To avoid this, take some time to improve your subject lines — make them more interesting and relevant to your audience.
3. Use relevant images
People hate spam as much as you do, so make sure you avoid this by incorporating relevant images into your emails.
In one experiment, researchers from the University of Copenhagen found that subjects who received an email with an attached image opened the email 11% more often than those who didn’t receive an image. So, if you’re emailing something that might be of interest to your audience (e.g., an offer for a new product or service), make sure you include an image to grab attention.
If you’re using an email marketing tool that doesn’t allow for images in the body of the email, try a service like Constant Contact that does — it’ll make your emails much more appealing to your audience.
4. Personalize your emails
Another important thing to do if you want your emails to be effective is to personalize them. With automation and real-time personalization options, you can take the guesswork out of sending personalized emails — you can automatically send a different email to each of your subscribers.
So, if you’ve got a list of subscribers who’ve previously expressed an interest in a certain product or service, you can take advantage of this interest by automatically sending them customized emails with information about a recent sale or special offer. The possibilities are endless!
One of the primary ways people discover content is through social media, so it’s important to make sure your social media content is relevant to your email marketing strategy. If you’ve got a business account on Twitter, you can use the ‘@mentions’ feature to add people’s usernames to your tweets — this will then show up as a link in their profile (i.e., when others click on their username, they’ll be directed to your content).
An easy way to ensure your social media content is related to your email content is to use hashtags. So, if you want to promote an event to a certain group of people, you can take advantage of the fact that they’re already following you on social media by using a hashtag associated with the event (e.g., #WWDC17 for ‘World’s Greatest Digital Conference’).
5. Measure the success of your email marketing strategy
To find the best time to send your emails, you need to measure the success of your strategy. There are several metrics you can use to measure the effectiveness of your email marketing, such as open rates, click-through rates, and conversion rates.
If you don’t have the time or resources to manually track these metrics, you can use a tool like Optinmonster to easily setup automated email campaigns that track the success of your strategy (e.g., opens, clicks, and conversions for each email sent).
6. Find the right balance between content and context
While we’re on the subject of measuring the effectiveness of your email marketing strategy, it’s important to find the right balance between content and context. Simply putting out hundreds of text-only emails with no other content would be a mistake — your audience will think you’re spamming if all your emails look the same.
Find the right balance by including images or videos in your emails when possible and making sure your emails contain some text. You can also use software like Sendsnail that automatically analyzes the open rate of individual emails within an email marketing campaign to find the best combination of content and context for each email.
7. Use tools to segment your email list
Once you’ve got a healthy list of email subscribers, you can use tools like Marketing Automation or MailChimp to segment this list into smaller groups based on shared interests. For example, you can use the software to segment your list into groups based on the type of content they’ve previously consumed (e.g., products related to health and fitness, travel, business, etc.).
Once you’ve got your segments, you can then use automation and personalization to send personalized emails to each group. Not only will this make your emails more relevant to your audience, but it will drive higher open and engagement rates.
8. Use technology to streamline your workflow
If you’re looking for ways to improve your email marketing workflow, you’ve come to the right place. Sometimes, the number of emails in your inbox can feel overwhelming, but that’s what makes this tactic so effective — you’ll constantly have new opportunities to improve your workflow and process.
With the right tools, you can completely automate the process of connecting email and social media accounts, finding relevant content, and sending personalized emails. This will dramatically reduce the amount of time you spend on each step of the process and allow you to focus on what’s important to you — expanding your business and gaining more customers.
9. Experiment with different email templates
Depending on your email marketing tool, you’ll have access to various templates that you can use to quickly create emails. If you’ve ever sent an email and wanted to try a different approach, but didn’t have the time to sit down and draft an email from scratch, you can use a template to get the job done.
There are dozens of free templates out there, and if you’re looking for something more unique, you can also purchase a template from an online store (e.g., Bluehost for a simple and clean design; Constant Contact or MailChimp for templates that come with added features).
10. Try something new
Finally, I’d like to end this article on a high note by suggesting you try something new. As I discussed at the beginning, I’m not suggesting you get rid of your email marketing strategy. In fact, you might find that it’s the best way to reach your audience.
However, if you’re looking for ways to improve the effectiveness of your emails, you’ve come to the right place. Hopefully, these tips will help you find the best time to send your emails and improve your overall email marketing strategy. Good luck out there.