Email marketing remains widely used by businesses, and we hope that by increasing your click-through rates, it will potentially improve your conversions. Here are 7 email marketing tips you need to know of.
1. Know and segment your target audience
Consider these statistics by Mailchimp, which revealed that segmented campaigns get 14.37% more opens and 64.78% more clicks than non-segmented ones. By segmenting your target audience, it will allow you to deliver more targeted content to your audiences which leads to higher conversion rates.
According to Neil Patel, these are some ways you can start segmenting your audiences by:
- Geographic location
- Past purchase history
- Amount spent
- Frequency of purchase
- Audience personal interest
Knowing your audiences and knowing what they want and need will allow you to deliver content that matters to them. This is a simple strategy that will make your email feel personalised and relevant to them, which gives them a reason to read and continuing subscribing to your emails.
2. Personalise your email
Ever received an email that addresses you by your name? Or did you recently abandon your cart and got a follow-up email on it? These emails sound as if they are speaking directly to you and your buying history and experience, doesn’t it? Don’t underestimate the power personalised emails can drive. Consider these statistics by Ted Vrountas:
- Personalised emails deliver 6 times higher transactional rates
- Personalised email marketing a median ROI of 122%
- Emails that are personalised, segmented and targeted generate 58% of all revenue
Segmenting your audiences, as mentioned above, is one of the ways you can make readers feel that the email is personalised to their experience. Avoid sending out emails that look mass sent and irrelevant to your audiences but make it specific and relevant to their needs.
3. Add emojis to your subject line
Companies that use emojis in their subject line have a higher opening rate that is as much as 56% more than companies who do not do so. Be careful not to overuse emojis, but keep them relevant to your email content. Emojis are an excellent way to help you convey an emotion or even to tell a story. Utilise emojis well, and you can get the attention of audiences with a higher opening rate.
According to Constant Contact, these are the top ten emojis that are being used in email subject lines:
- Red heart ❤️
- Smiley face😁
- Smiling face with heart eyes😍
- Eyes 👀
- Sparkling Heart💖
- Trademark ®
- Raising hands🙌
- Thumbs up 👍
- Pointing finger 👉
- Beating heart💓
4. Test your emails
Send out a test email to check if it is working optimally and ensure you got mobile view covered as well. There are various marketing tools out there that allow you to test preview your emails and one of them is Mailchimp.
Besides that, you can do A/B testing to determine which variation of your campaign produces the best results. You can test everything from your subject lines to colour of backgrounds to your copy on call to action. A/B testing is one of the best ways to evaluate and determine what works best and increase your click-through rates.
Here are some things you can do A/B testing for:
- Subject lines
- Length of email
- Word order
According to campaign monitor, A/B testing has allowed them to gain a 127% increase in click-through simply by testing different templates against each other.
5. Have a call to action button
The purpose of your email is for audiences to respond to your call to action, so never end off your email without one. Some great call-to-actions are: ‘’Join Now’’ or ‘’Shop Now’’. Make sure the call to action buttons are highly visible. Here are some tips you can consider:
- Use action-packed words
- Have a button colour that stands out
- Large and visible text
- Create urgency
- Use graphics along with your buttons
- Test your buttons out
Ensure that your call to action buttons are clickable to save time and effort on the audiences’ side. Get creative, fun and test your controls out to see which works best for your campaign!
6. Use email automation
Email automation is likened to a lifesaver to some businesses as it allows them to focus on other aspects of their core businesses with their emails covered. Email automation is the creation of emails that will reach targeted audiences with the right message at the right time.
Consider the benefits of email automation, according to Mailchimp:
- Personalises your audience experience
- Improves employee productivity
- Improves your customer retention rate
- Makes your marketing strategy scalable
There are generally two types of automated emails you can send out: Event-based trigger emails and Drip-feed email content.
Trigger emails occur based on your subscribers’ behaviour, such as when consumers abandon their carts, an abandoned cart email will be sent out. Other trigger emails include welcome emails for a product or service. Consider this statistic on the effectiveness of trigger emails:
- According to Epsilon Email Institute, triggered emails have a 70.5% higher open rate and a 152% higher click-through rate compared to the usual email newsletters
Drip emails are sequential based emails that get sent out over a timeframe and move your subscribers onto the next step of your marketing funnel. Consider these other statistics on why more businesses are choosing to use email automation:
- 85% revenue growth and 69% productivity are the top reasons why organisations are implementing lead nurturing
- 49% of companies are using marketing automation
- 63% of companies are outperforming competitors with marketing automation
Email automation is a powerful way to get relevant and targeted content out to your subscribers in one of the most productive and efficient ways possible.
7. Measure your email performance
To know whether your email marketing strategy is working, you have to measure and track results to evaluate its effectiveness. Only by measuring your email performance can you see what you have to improve or change in your strategy.
Based on the various tools available in the market, you will be able to track and analyse if your emails are translating into clicks and conversions. It is essential to measure your open rate and know how many of those clicks led to conversions. One of the ways you can test email performance is through A/B testing to compare email performances and determine which strategy to go for.
Email marketing is highly used, and we hope these tips will help improve your click-through rates and conversions as a result.
If you need a free consultation to properly grow your business, email us at firstname.lastname@example.org today