Contrary to what some may believe, email is not dead, as it is still one of the top marketing methods for growing your business since it serves so many purposes. With the right email marketing strategy, you can announce new products, get feedback, increase customer retention, build trust, and more. And, if you still do not believe that email marketing is worthy of your time, the following statistics from OptinMonster do not lie:
- 99 percent of email users check their inbox every single day.
- 61 percent of customers prefer email as their point of contact versus other avenues.
- There is an average $42 return on investment for every dollar you spend on email marketing.
What is the downside of email marketing? The fact that your emails can get lost in a sea of competitors’ messages. To help you stand out from the crowd, we will share several email marketing tips to boost your clicks and conversions.
What is the Purpose Of Email Marketing?
Before we jump into our list of email marketing tips, we should discuss why this marketing method is worthy of your time. In the past, companies used direct mail marketing to deliver messages to prospective clients via their mailboxes. While email marketing aims to contact consumers similarly, the fact that it is done digitally allows you to spread your message at a lower cost while reaching a broader audience in less time.
Use email marketing correctly, and you can spark and grow relationships with customers in many ways, such as:
- Providing education or entertainment.
- Promoting sales or new offerings.
- Increasing brand awareness.
- Generating feedback to improve business practices and products.
Read: How to Compose and Send HTML Email Newsletters
What Are Some Tips To Improve Your Email Marketing?
Now that you see the benefits of email marketing, here are some tips you can implement to make the most of this business growth strategy.
Optimize Your Messages For Mobile
Thanks to smartphones and similar tech, many people can check their email on the go, no matter where they are. In fact, statistics show that well over half of all emails are opened on mobile devices.
Keeping this in mind, optimizing your messages for mobile viewing is essential, so they are as easy to read on a smartphone as they are on a laptop or desktop computer. If an email is not optimized for mobile, you could fail to get your point across or make it difficult for the customer to engage.
As for what optimizing an email for mobile entails, here are some examples:
- Making your email buttons (calls to action or CTAs) easily viewable and tappable.
- Using colors and fonts that are both pleasing and practical.
- Allowing your reader to digest all relevant text from a single screen without switching over.
- Ensuring that the email message and landing page (if there is a CTA) load quickly.
Give Plain Text A Try
Although it may be tempting to overload your emails with dazzling graphics, know that the minimalistic approach may work better in certain situations.
A plain text email can seem more personal as if it came from a friend. It can also give readers’ minds and eyes a break from the information overload they get via TV, social media, and the like.
Need another reason to use plain text for at least some of your emails? It can look better on mobile devices, especially smartwatches with tiny screens. And while plain text is easy on the eyes, it can also get through filters for privacy, security, and spam easier so your message reaches its intended destination.
Read: Internet Marketing versus SEO
Connect With Email Newsletter Subscribers Using Emotion
No matter what your business is, you can use emotion as an effective tool to connect with your readers. To use the correct emotions, make a list of pain points for your customers and address them with your messages.
For example, you may have an accounting business. While it may seem like a dull, black-and-white venture, you can use the emotion of fear in your emails to connect with customers. Reassure them that by hiring you to handle their accounting, they can stop worrying about submitting their taxes on time. Then, give them peace of mind by letting them know that you can also get them the highest return.
If you want another way to make strong connections with readers, use stories. They do not necessarily have to be long, provided they are compelling and address the reader’s needs somehow.
Use Trigger Emails for Your Marketing Campaign
A trigger email is a message that is automatically sent when a condition is met. For instance, you may send specific emails as soon as a reader does the following:
- Subscribes to your list.
- Orders a product.
- Abandons their shopping cart.
- Reaches a milestone.
By sending a trigger email, you connect with the reader when they are already engaged. This leads to a much higher open rate in most cases, so as long as you make that message count, the likelihood of the reader performing your desired action skyrockets.
Read: Simple Tips to Improve Your Website Ranking
Segment Your Email Newsletter Subscribers
By segmenting your list, you can personalize emails for different readers to make a much more significant impact. You can segment subscribers according to source, such as where they first gave you their contact info (your website, an advertisement, etc.) You can segment based on where they are in their journey, such as first-time versus long-time customers. To make more connections, you can segment based on engagement by sending second emails to people who did not open your first message. Or you could segment according to demographics and other factors.
The goal here is to split up your subscribers into different groups so you can tailor messages to each. In doing so, you increase your chances of engagement and conversions.
Split Test Your Emails
Split testing or A/B testing helps you fine-tune your messages so you can send emails that your customers like. Even though you may think your messages are on-target, you will not know for sure until you split test based on subject lines, copy, calls-to-action, button colors, pictures, and more.
To make the most of your A/B tests, change just one thing at a time. For example, if you are split testing subject lines, you can use the same messages while simply tweaking the titles, such as:
- 9 Ways To Start Saving Money
- Spend Less Cash With These 9 Tips
- Are You Spending Too Much? 9 Signs Say Yes
Solve Problems With Your Emails
You may have an email list for the sole purpose of selling your products or services. Even though your customers may know that, avoid the trap of selling all the time without providing value to the reader.
What provides the most value? Solving people’s problems or addressing their pain points. So when writing an email, do so with the reader in mind. Think of whether they care about what you are writing and how it can positively impact their lives. If not, you will need to tweak your message.
For example, you may have a company that develops productivity apps to help workers become more efficient. If you have a new app that can save someone a ton of time in their hectic schedule, discuss the benefits to them, such as how many minutes they can shave off work per day.
By doing that, instead of talking about how long it took for your company to develop the app, you will make a better connection. And once that connection is made, you can then pitch the product to get a sale since you explained how it could directly solve the reader’s pain point.
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