5 Ways to Improve Your Email Marketing Campaigns

March 29, 2016

Among all the digital channels that companies use to sell their products, email still offers the highest ROI of them all. That is one of the main reasons as to why it’s so important for every company to be constantly collecting their customers’ email information, delivering a consistent and engaging email campaign.

There are many factors in creating the best performing campaign possible, so we’ve listed some of the most important ways to improve your results.

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5 Ways to Improve your Email Marketing Campaigns

  1. Segment Your Audience: Like most marketing tactics, a one-size fits all option just doesn’t work. With all the data available, you can segment your email audience by their demographics, by their geography, by the products they bought, and by the information they want to receive from you. This way, you can deliver relevant content for each different group; this gives you the highest possible chance of keeping them engaged, and selling more products.
  1. Track Your Analytics: Last week we talked about Google Analytics and how it can help with your website. Well, it turns out that it can also help with your email campaigns. When you combine the power of Google Analytics with an Email Marketing Software like MailChimp you can track:
    • Open Rate: The percentage of people who actually opened your email
    • Clickthrough Rate: The percentage of people who click on a link in your email
    • Conversion Rate: What percentage of people became customers after reading your email
    • Site interactions: How people who come to your website from an email campaign interact with your website
  1. Consistently Test: Tracking all your metrics won’t be of any help unless you’re always trying to improve them. That improvement happens by changing just one aspect of your email campaign, and watching to see how it effects your metrics. For instance, you can change your subject line for better open rates, the formatting of your email for better bounce and clickthrough rates, and the landing pages for better conversion rates. Remember, you can segment your audience so the changes are only sent to one group of people. This is especially useful if you have a campaign that’s already performing well.
  1. Optimize for Mobile: Over half of all people open their emails on their phones. Unfortunately, If your email wasn’t made to fit the unique properties of a mobile device, it can be hard to read. More often than not, this means that your audience will just close the email and never open it again, if not delete it outright. To make sure this doesn’t happen, use responsive email templates. These templates will change based on whether the reader is using a desktop or phone, and will ensure the best experience possible for your readers.
  1. Write Compelling Content: The biggest mistake you can make is to make your emails nothing more than sales pitches. The same rules that apply for any inbound marketing campaign apply for your email campaign as well. Make content that your audience wants to read. Make it entertaining and informative, and build trust with your readers. Only then, will they buy your products.

If you follow these simple tips, you should see some amazing results with your emails. Whether you’re trying to sell products directly, or performing lead generation, a properly utilized email campaign can be an incredibly useful tool. Good luck, and see you next Tuesday!

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