If there is one daunting question that today’s digital marketers have, then it is- How effective is Email Marketing?
A lot of marketers fail to understand that marketing a product is about providing value to your consumers/audience. This rule is especially liable in email marketing which by the way isn’t dead. It’s still considered an effective tool for conversions.
A high open rate will ensure that you have a good audience base and that the audience is interested in your content and of course, it’s a good way to earn a return on investment.
To begin with, let’s understand open rates first
It is the percentage of people that have successfully seen and opened your email campaign. The higher the percentage, the better is the success of your campaign.
So how do you know if you have good open rates?
On average a good open rate would be somewhere between 15-25%. If you have an open rate which is 2% or less then it’s time to consider some good campaign optimization tricks.
There are a few reasons why your email campaign may be failing:
- Having more fake audience accounts than real ones
- Not having clear lists
- Restriction of the number of emails that you can send in a day
Typical email plug-ins are not effective in this scenario as they don’t have features like list creation and clean up like our product. Email Subscriber will ensure that redundant and fake accounts get eliminated and your lists stay focused in your WordPress domain. After all, you want to reach the right people.
So now that you know the importance of open rates, let’s discuss how you can achieve the same through some simple tips:
1.Headlines and Subjects
The first thing that catches a person’s eye is the headline/subject line. Having a catchy headline gives an edge to your content. Now, we understand that not everyone may be good at creating catchy headlines, it needs practice. If you have bought Email Subscriber (ES) then you may have headline swipe templates that you can choose from, this can cut down your work and enable you to focus on other areas of your campaign. A few helpful tips and examples that you can follow are:
- Keep the headlines short
Email headlines get cut off when they’re too long. Hence, keeping them short will ensure that your recipient has read it.
E.g. Baking Tips at Your Rescue!
- Make use of numbers in your headlines
Numbers are known to hook a person’s interest immediately. They invoke a subconscious reaction in the brain.
E.g. 10 Effective Way to Use Baking Soda or Earn 10,000 Leads in Just 3 Days
- Make sure your topic is clear
Your headline gives a gist of your entire content to the reader. It shouldn’t be too clever or too cryptic, it may leave your reader confused. If your content is about feeding puppies then your headline could be:
How To Feed New-Born Puppies or The Secrets of Huntington Beach
- Ask questions
Questions help evoke curiosity. They’re a good way to create expectations about the content.
E.g. Are You Ready For These New Clothing Trends of 2020? Or Did You Know of These 5 Ways To Use a Blush?
- Have a conversational tone
Conversational tones are a good way to personalize the feel of the write-up.
E.g. Here’s Why Political Debates Are Necessary Or Why I Sold My Shares in 2 Days.
2. Segmenting your lists
What’s the best way to reach a specific audience? Categorize them! You may have a set of new users and a set of old users. You may also have users that live away from your country or belonging to a specific geographical area. Reaching them could require some customization but how would you reach them if you haven’t bifurcated them?
Therefore, segmenting users per different lists can help you maintain data and send customized email campaigns. For eg. You can send an email campaign with new offers to newly registered users only, this will require you to create a list of new sign-ups. Email Subscriber has a special list building feature which allows you to segment user data, you can use this tool to your advantage.
3. Keeping cleaner lists
As we mentioned above, having a targeted audience list can go a long way to build a loyal audience base. While some plug-ins can help you create targeted lists, not all allow you to create and clean up your lists from time to time. Email Subscriber ensures that your lists stay up-to-date, it has a special feature which creates forms for your user base. This way, you’ll be able to collect user information, so you can build your lists and manage it accordingly. P.S: The forms are customizable!
4. Optimizing email content
While you optimize blogs for more views, optimizing email is equivalent to gaining more clicks. Keep the following points in mind for optimizing content:
- Ensure your content is grammatically proofread
- Add pictures and infographics to enrich
- Your content needs to be in clear precision of your topic
- Make sure your images are of smaller sizes so as to not make the loading slow, an ideal size would be to have images that are less than 1 MB in size
- Re-check in your links and CTA are working and not broken
5. Personalization is the key
Your content may be great, but is it personalized for effectiveness? It’s always better to write like you’re writing to a friend rather than for a general audience. This gives the email a feel of personalization rather than spam. Hence, creating familiarity can engage customers and motivate them to open your mails in the future. To help you with the same, we do have some great templates for newsletters and post notification in Email Subscriber to enhance your campaign. If you don’t have Email Subscriber then you can look at the below example to understand what we mean:
How has your Sunday been? It has been an amazing week for our company and we thought you’d like to know about some recent developments …”
6. Sending emails at the right time and place
Timing is everything, especially in email marketing. After you create your list, the first thing you need to ensure is that you send the email at the right time. It can be tricky to operate full time especially if your audiences live in a different time zone. This can be hard work especially if your plug-in doesn’t have a scheduling option. Hence, keeping this in mind, Email Subscriber can help you schedule your emails to the right audience at the right time. All you have to do is build up a list, create content and then schedule it. Half your work is done right there!
7. Being Mobile friendly
Digital content begins and ends with mobile phones. The world does everything on mobile, including checking emails. Optimizing your email content to become more mobile-friendly is the best way to root success for your campaign. Big brands are following up on the trend and ensuring that their offers don’t get missed. Here are a few examples we can learn from.
8. Track open rates from time to time
Tracking open rates from time to time will give you an understanding of your campaign’s performance. Apart from this, it will also suggest how many people are interested in your company. Hence, it is important to keep a tab on it.
The best way to track open rates would be to install an Email Subscriber. It’s a tool that allows tracking of the open rates for free and it also analyses them to provide you a detailed report on open rates as well as conversion rates. Not all plug-ins have the facility to give you an analysis of your campaign like Email Subscriber. It's designed for marketers by marketers.
The free version of Email Subscriber is equipped with features that can help you with your campaign, however, the pro version is equipped to enhance your brand as a whole with quality features.
In conclusion, now that we have established the importance of gaining good open rates, it’s time to start considering the above steps. Inevitably marketers find innovative ways to land on an audience inbox and not spam. It's a never-ending struggle, however, we hope that this article helps you in gaining some clarity. Share your views and opinions & leave a comment below.