Email marketing continues to be one of the most effective ways to reach potential and existing customers. It’s an important piece of any inbound marketing structure, and even the most basic structure can result in some pretty decent customer conversions. But if you really want to ensure you are converting prospects into sales and revenue, check out our list of things you can do to enhance your email marketing.
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7. Verify Your List Data
If a prospect makes a spelling error in their email, has an old email listed, or even provides a fake email altogether, this can have a negative effect on your email delivery performance. The emails will bounce, go directly into spam folders and get you labeled as a spammer. Go through your list once in a while and make sure all the contacts you have are real people with up to date email addresses.
6. Deploy Multiple Times
This doesn’t mean send off the same email to everyone three times in a row. That would just be annoying. What you should do, however, is send your emails off in during different deployment times throughout the day. Don’t assume everyone will receive or open your email at the same time of day, but rather spread it out and see what time of day you get the most engagement. You can then use that data as valuable feedback to better optimize your next set of email deployments.
5. Personalize to Each Recipient
I hate getting emails that are clearly sent out in mass. While I know this is the most efficient way to do things, adding a simple Hi {first-name} field can go a long way. Just adding that small, personal touch can differentiate your email from the hundreds of promotional emails your prospects are getting each day. It’s a great way to pull the recipient in to help ensure that he or she will actually read what you are offering.
4. Segment Your List
Every list has groups of prospects that are interested in different things. Take advantage of this by sending messages to more targeted, or segmented groups within your list. It will provide more relevant and useful content to the right people, and almost always results in better open, click-through, and conversion rates. Learn what your list wants, and deliver it to them.
3. Make Your Emails Mobile Friendly
Cynthia Price, vice president, marketing of the email marketing software, Emma says, “Research from Litmus [and BlueHornet] shows that 71 percent of people will delete an email immediately if it doesn’t display correctly [on their mobile device].” Avoid having your email being sent straight to the trash by optimizing it for mobile. A single column, scroll style works best, and use bold headlines with appropriate images.
2. Have Your Emails Come From a Real Person
Think about all the emails you receive on any given day. Whether or not they are promotional, you’re probably more likely to click on an email if it comes from a real person with a name. The effect of an email coming from a person rather than some generic address like noreply is staggering. According to Steven Macdonald, of SuperOffice, “Sixty-four percent of subscribers open an email based on who the email is from.”
1. Include a Clear Call to Action
Most people don’t have time to read very long emails, and if you don’t have a very clear call to action, you are missing out on optimizing your email’s results. Make it extremely easy for the reader to figure out what you want them to do or where you want them to go. You can test out an email’s design layout by giving it to your spouse or a friend, have them look at it for 5 seconds, and see if they can figure out what they’re supposed to do. If they can’t figure it out in 5 seconds, chances are, no one else will, either. Make sure you enhance your CTAs so you give your campaigns the best chance of converting.
What other techniques do you use to enhance your email marketing? Let us know below!
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