Check yourself before you wreck yourself
Our previous blog showed you how you might be messing your campaigns up. In this one, you get to see the strategies you should implement in order to rectify those errors.
This time, it’s personal
A good 70% of the world’s brands don’t even make the effort to personalize their emails. That means there’s scope for you to distinguish yourself. Personalized subject lines can improve open rates by up to 50%. There are over 280 billion emails being sent on a daily basis, that’s more than 40 per day for every single person on the planet. This opportunity to stand out from the crowd wouldn’t be one you’d want to pass on.
The current generations are among the loneliest generations ever. With populations rising steadily, instead of feeling better connected, we’re feeling even more distant. No one wants to feel like just another entry in a list. We want things designed for us, crafted with care, keeping us in mind.
Emails with content curated according to the interests of the reader in question have a substantially higher chance of generating clicks. Content relevant to the readers’ interest makes them more comfortable and inclined towards reading your emails.
It would be a good practice to get your readers to pick topics of interest while signing up for your email list. Then you could streamline your process by picking certain pieces of content for each topic and sending those to all the people who selected those topics.
Makin’ it Mobile!
35% of all business professionals read their emails on mobile devices. People want to check their emails on the go. We don’t really want to dedicate time to answering our emails, a lot of us just look at it as a task we can complete while traveling.
We know that almost 62% percent of all email opens occur on mobile devices. It doesn’t make sense then, that practically half the emails sent are not optimized for mobile.
Here’re a few tips to make sure that yours fall in the half that is optimized-
Stop including your CTAs in text. Text links are a bit harder to click, especially on tiny screens. Utilize buttons for your CTAs. These stand out and are easier to click on.
Be a detective
With device detection, emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.
Keep it compressed
Imagine this, you’ve taken the effort to create an ultra-high quality image. You’re thinking about all the value your audience will get out of it.
And then, POOF…its gone! Your beautiful image isn’t being displayed to your readers because it’s not mobile optimized. Use a lower file size as well as a smaller image size to make sure that it’s displayed.
Ain’t got a choice
Using a lot of CTAs sounds like a pretty good idea, doesn’t it? After all, the more chances they have to take action, the greater is the likelihood of them actually taking action, right? WRONG. In fact, too many CTAs can make your readers feel like not taking any action at all.
1 or 2 great CTAs are much better than a million mediocre ones. Any more and you’ll just make your readers experience the paradox of choice.
And you will be heard
Your audience wants to know that you’re open to listening to what they have to say. Using a ‘noreply’ email address essentially says 1 thing to your readers, ‘I don’t care about what you have to say’.
Your emails should serve as a tool for building relationships with your readers. After all, better relations equal greater trust. And you’d only want to do business with someone that you trust.
Send your emails from an address that they can reply to.
An even better idea would be to send them from the address of someone high up in the organizational hierarchy. Your readers would appreciate this as they’d feel like there’s a more personal relationship between them and your organization.
Divide and conquer
If you know that it’s a bad idea to put all your eggs in one basket, why would you put all your leads into the same basket?
Segmentation is key when it comes to email marketing. With segmented lists, you don’t have to go with a general, ‘one size fits all’ approach to your email content. You can choose content relevant to the segmented list, which leads to them being more interested in your content.
If your content is relevant to your leads, they might actually look forward to receiving emails from you.
Coming back to the point made while discussing personalization, you can segment your audience with ease by asking them to choose topics of interest while signing up for the email lists. Another viable option would be to consider demographics and psychographics while conducting your exercise in segmentation.
How often do you switch up your copy, designs, subject lines…your email content in general? Regularly? Sometimes? Never?
Well, if you’re like most email marketers, you fall under either the second or third category. And if you do come in the first category, the next question is, ‘Are you measuring the results of each variation?’.
Good email marketers change up their content every once in a while. Great ones do so often, and they measure the results. For former US President Barack Obama, doing so was the difference between getting $403,603 and $2,673,278 in donations for his presidential campaign. That’s more than $2.2 million extra from just changing up his content and measuring the results across small samples, which let his team estimate which variation would work best.
Lead me on
What’s the one thing you need to run an email marketing campaign? Leads. But where do you get them?
One option is to buy an email list off a shady website, and hope that at least a few of these would be interested in what you have to say to them. But now you realize that at least another 17 marketers are using the exact same list. A day later, it dawns upon you that you run the risk of getting into some serious legal trouble because you have no idea whether those people even consented to being on that list.
Why would you want to deal with that mess? A better idea would be to get people to sign up to your email list. But let’s face it, that takes too much time and effort. And you need to find leads fast. Here’s your best bet, use a service like LeadMi that crawls the internet to find you the kind of leads that actually have a good chance of working for you.
You’ve used Google to crawl the internet to find you the most relevant search results. LeadMi is essentially the equivalent of Google in the world of lead generation.
Why is an email marketing strategy important?
Emails can give you a return of up to $51 for every dollar spent. But with nearly 300 billion emails being sent on a daily basis, your emails need to stand out from all the fluff. A good email strategy can help you get the most out of your email marketing efforts.
How do I optimize my emails for mobile?
Utilize buttons that stand out and are easier to click on for your CTAs. Use a lower file size as well as a smaller image size to make sure that it’s displayed. Facilitate device detection, so that your emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.
Using a single email list does not allow you to send the readers content that is relevant to them personally. Segmentation is of utmost importance as it lets you divide your audience and send them content that they are genuinely interested in.