Strategies For Better Email Marketing Campaigns
| Suhani Sachdeva
When you follow these email marketing strategies, email will become your most important channel too!
1. Personalize your messages
When we say personalized email marketing, we don’t mean that you send an individual email to every single subscriber. Personalization means that you use customer data to create a personalized message.
A great example of a company that does personalization well is Amazon.
All of Amazon's emails are personalized.
It's not "Dear valued customer", but "Dear Steven".
It's not, "You might like these... (randomly generated)", but "You might like these (based on my purchase history)".
This means that by personalizing your emails, you stand out against the competition.
The simplest form of personalization is to address the reader by name. Most email service providers (ESP) offer this within their functionality and this tactic alone will improve your campaign performance.
Outside of using the customer’s name, here are a few more tips to help you get started with personalization:
- Ask for the right information upfront:Great personalization starts way before you hit the ‘send’ button. It all starts with your sign up form. Without data such as name, company and location, you will be very limited with your personalized communication. Remember to only ask for the information you need, rather than the information you want. This is one of the ways that GDPR has impacted marketing teams.
- Use a real reply-to email address: When you use firstname.lastname@example.org, it takes away the authenticity from the messaging. You want your readers to engage and respond to your campaigns. Use a real reply address will improve credibility and appear more personal.
- Use your real email signature: Just like using a real reply-to email address, you want to use real contact information within the email and the best way to do that is to include your contact details in the email signature. Giving your readers the opportunity to contact you or connect with you online is a great way to be personal and build a relationship with them.
2. Segment your subscribers
According to email marketers, segmentation is second on the top initiatives list this year.
How can you expect to get the best turn out for your event?
The answer is segmentation.
The best way to get small business owners to turn up to your event would be to create a segment of people who list themselves as a small business owner that lives within 20 miles of your event and then send them an invite by email.
The segmentation part is simple and can easily be done through CRM software.
Compare this to sending one email to your entire database, with subscribers spread across the country (or continent).
How annoying is it to receive an email that invites you to an event that is located on other side of the world?
It's very annoying!
If you segment your lists, you get better open rates, revenue, leads, transactions and more customers.
So, here are a few examples for you to get started with segmentation:
- Segment by industry:Do you offer services and products to businesses or consumers? Knowing the industry of your subscribers is a great way to segment your email campaigns. For example, a business that sells car parts would engage at a much higher rate if they receive email campaigns on car products, compared to a business that sells software.
- Segment by company size: Also known as account-based marketing, segmenting email campaigns by company size or annual revenue is a great way to increase response rates. A small business that employs 5 people is not likely ready for the biggest industry conference of the year, whereas a business that employs 750 people might be a better fit.
- Segment by sales cycle: Early stage buyers will not be ready for an aggressive sales pitch or one-to-one demo but, they will be more appreciative to receive an industry research white paper. On the other end of the cycle, buyers who are ready to buy will respond well to product webinars or free trial offers.
3. Send mobile friendly emails
what do you do as soon as you wake up in the morning?
If you’re like me, I’m guessing you have your phone next to your bed and the first thing you do each morning is check your phone for calls, messages and yes, you guessed it, emails...
Don’t worry, you’re not the only one 50% of us do this.
When you send an email to a subscriber who reads their emails on their mobile device, but the email is not optimized for that device, what do you think they do with?
Mostly, they will unsubscribe or delete it.
So, how do you optimize your campaigns for mobile devices?
Don’t worry, here are some tips on how to do that.
- Implement responsive email design (RED): Creating a responsive email design means that the user experience is optimized regardless of the device or screen they use. Most email service providers (ESP) offer this solution within their email functionality.
- Keep the subject line and pre-header short: The subject line is crucial. Keep it short so the reader knows exactly what the email topic is about. And the pre-header text (also known as snippet text), don’t let it go to waste by using “To view this email in your browser…”. Instead, summarize the email or include a call to action (i.e., Use “FREESHIP” to get free shipping).
- Make the CTA big and obvious: Mobile device vary in size. While a text link may work on a tablet or larger screen, you might be alienating your readers who have a smaller screen (or bigger hands!) if your call to action is too small. Make the call to action, big, bold and simple to click.
4. Automate email campaigns when possible
Trigger-based emails are emails that are sent out automatically based on user behavior.
The most common forms of trigger emails are ‘welcome’ emails, ‘thank you’ emails and ‘transactional’ emails, such as order confirmation email and email receipts.
The data behind trigger emails shows us that trigger emails perform much better than traditional email.
Consider the following scenario;
You visit a website, browse the product line and add items to your shopping cart but, you begin to have doubts and decide to leave before completing a purchase.
This happens to every single eCommerce store, every single day.
But what if, one hour later, you receive an email that includes the exact product you were shopping for?
And what if this email included not only a quick-link back to your shopping cart but, a free shipping code or 10% discount?
You’re now more likely to complete your purchase, aren’t you?
That’s the power of trigger emails.
But setting up triggered emails is expensive and complex, isn't it?
It doesn't have to be. You can start by using auto-responders in your customer service software to replicate the automation aspect. That's what we do for all of our existing triggered emails and we're happy with it.
Here are some examples of trigger mails you can send;
- Activation: A new user creates an account but, they do not use your product within the first 7 days. Create an "activation" campaign that sends an automated email with their login information, steps on how they can get started and include a video demonstration for additional support. You can also invite them to a one-on-one meeting to walk them through the product and answer any questions they may have.
- Win-back: An existing customer is soon approaching the end of his yearly subscription. The customer hasn't used your product in 3 months and you need a way to win them back and keep them for another year. Create a "win back" email that sends an automated email to all customers that are coming to end of their contract with a list of new product features and a short plan on expected releases in the next six months.
- Surprise: Customer loyalty is the key to success. And you can reward your loyal customers by giving them something for free every now and then. Create a "surprise" email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but, the reward is huge!