Improve Your Email Marketing With These Tips
Email marketing should be your top-performing marketing tool, not a chore you have to do every week.
Email can be a very effective marketing tactic when done properly. But at the same time, when done wrong it can be a waste of time and money.
If you’re finding that your email marketing isn’t bringing in the results you were hoping for, it’s time to start branching out and trying new ways to reach your customers. Just as the digital world around us changes every day, so does email marketing — and you need to be ready to change with it.
From utilizing mail merge technology to increase personalization to improving customer engagement, there are a variety of ways you can stay ahead of the changing needs of email marketing.
In this article, we’ll take a look at a few tips to help you improve your email marketing and continue to change as the technology around you does.
Here’s a quick look at the email marketing tips we’ll cover:
- Why sending personalized messages is so important
- How you can use email campaigns to reach your goals
- How you can improve your customer engagement with email marketing
Learn about your customers and send them personalized emails to increase engagement. Personalization can make all the difference when it comes to engagement and conversion rates.
Send Personalized Messages
Personalization in email communication is no longer a nice to have. It’s something that you need to build into your email marketing strategy and practice on every message sent out.
In fact, users say that if they don’t receive a personalized message, they are 52% more likely to go elsewhere for their needs. That means by not taking the time to personalize your email marketing, you’re potentially losing half of your customers to a competitor.
While it might sound intimidating at first, adding personalization to your email doesn’t have to be difficult. With the help of technology such as mail merge, segmentation, and automation platforms personalization can be as simple as adding a token to the body copy.
Of course, you have the opportunity to expand your personalization beyond simply adding a name of a subject line or segmenting customers based on their geography.
Here are a few examples of how you can take your personalization to the next level:
- Provide product recommendations based on users browse behaviors
- Segment your customer lists to provide the most relevant information to different groups depending on interests
- Use personalized imagery to build interest with your customers
- Learn more about what offers customers engage with and send personalized offers
The possibilities when it comes to personalization are nearly endless — you just need to know what works for your customers.
Using email campaigns to target your customers at different phases of the journey will help you reach your goals. Whether it’s welcoming new customers or retaining potential churns, there’s a way to build a campaign for the needs of your customers.
Use Email Campaigns to Accomplish Your Goals
Just sending one-off emails periodically to your customers won’t get you the results you’re looking for. You need to work for the support of your audience and build a relationship that is meaningful to them. That’s where email campaigns come into play.
There are a number of different types of email campaigns you can use to reach your customers. They can range from welcome campaigns for brand new customers, loyalty campaigns for those who love your brand, and retention campaigns for those who may show signs of churning.
Let’s take a quick look at how you can use each of these campaigns:
- Welcome Campaigns: When a new subscriber joins your email list, you’ll want to enroll them in a welcome campaign. These types of campaigns help new customers learn about your company and help warm them up.
- Loyalty Campaigns: These types of campaigns are meant to foster relationships with your most loyal customers. They thank and reward customers for frequently shopping with your company. Loyal campaigns are very important because your loyal customers are often your brand advocates.
- Retention Campaigns: Retention campaigns, on the other hand, are meant to reach those customers who are the most inactive. These customers risk churning or becoming inactive in the near future. Retention campaigns are important because it’s much cheaper to retain a customer than it is to acquire a new one.
Engaging your customers has never been easier. Utilizing the stats you have on hand and knowing what is performing and what isn’t allows you to easily adjust and provide your customers with exactly what they’re looking for.
Improve Customer Engagement
Customer engagement is one of the most important email metrics to consider. It tells you just how well your content is resonating with your audience and where you may need to make improvements.
There are a few different ways you can improve and increase customer engagement. Implementing better list segmentation, optimizing email send times, and learning what your customers interact most with will help you provide a better experience and see improved metrics.
Here are a few ways you can work to improve your customer engagement stats:
- Improve List Segmentation: Segmenting your subscriber list is a great way to increase engagement. List segmentation will allow you to provide a more personalized experience for your customers.
- Optimize Send Times: As you send more customer communication, you can begin to see patterns and learn more about their activity levels. This should help you optimize email send times for better performance. Knowing when your customers are most likely to open an email and sending your email in that timeframe is a huge opportunity.
- Know What Your Customers Want: Sending the right content at the right time can make all the difference. Learning more about where your customers are on their personal journey and what content they need will help you improve their experience and boost engagement numbers.
Understanding your customers and learning from their actions will help you improve engagement and see better metrics across the board. Taking the time to understand your customers on a more granular level will be a big benefit to your email marketing strategy.