Optimizing Your Email Campaigns
It’s very frustrating when you send out an email campaign that you have worked really hard on and your results are disappointing to look at. On the other hand, put yourself in the shoes of your customer. We all get so many emails a day, how many do you actually open? There is more to an email campaign than just an email and content. Below are some dos and don’ts and other “best practices” you can apply to your email campaign for success.
Segment Your Contacts
What’s relevant to one reader might not be relevant for the next reader. This is why it’s very important to segment your contacts. Grouping your audiences into “mini” target groups helps. If you are a travel agency, group by geographic location. If you are a SaaS company, group by solutions. If you segment the right way, it’ll be much easier to provide each group with relevant content that they will want to engage with.
Personalize Your Emails
Nobody wants to feel like a number. When an email is sent to your inbox and you read it, but it’s pretty general, you can tell it has been sent to a number of people. You don’t feel special and you likely don’t bother to click links or read all the way through. We know personalizing every email sounds time consuming, but honestly it isn’t. All you have to do is insert placeholders to auto-populate fields in your email subject line and content, and you are golden! Personalizing the email makes you more human and makes your content more inviting.
When it comes to emails, nothing is worse than being sent straight to the spam box. All your hard work and efforts have gone to waste if you end up in the spam box. So, how do we avoid this? Use an email validation service to validate the email addresses you are sending to. Email marketing platforms can mark your IP address as not safe due to high bounce rates, so make sure to verify the email addresses before sending. Another great way is to come up with a catchy subject line. Be sure to avoid certain words that seem “spammy”, such as: act now, quote, free, or winner; and definitely don’t add exclamation marks. To check for more spam subject line words, just head on over to your spam box. 🙂
Use Split A/B Testing
Split testing is the best way to test your email marketing and find the most favorable solution for subject lines, content, CTA’s (call to action), and send times. Essentially, it’s an experiment to help you identify trends in your email marketing campaigns. Send out 2 different emails with different subject lines, different CTA’s, and send them at different times to see what works best and what your customers are responding to and engaging with. According to Hubspot, the best time to send out an email campaign is Thursday between 8-9 am. The times to avoid sending emails are Tuesday and Wednesday between 8-10am. Try them both and see what works best for you.
As you can see, email marketing isn’t difficult, but there are details you need to focus on to be successful with your campaigns. Make sure you have great content that is engaging and personalized. Come up with a subject line that will catch their attention and not just filter into spam. Finally, validate your emails before you choose the perfect time to send it out. Follow the “best practices” above and you should see a huge jump in engagement with your email campaigns. And of course, if you have questions, we are here to help!