Email marketing is an essential part of any business's marketing strategy. It can build customer relationships, drive website traffic, and convert prospects into leads and sales. It's also the most cost-effective way to get in touch with prospects and customers than any other form of digital marketing.
But like any other marketing channel, email isn't immune from challenges. If your emails aren't performing well in terms of open rates or click-through rates (CTR), there are steps you can take so your business doesn't miss out on potential revenue. In this article, I’ll show you six easy ways you can improve your email marketing campaigns.
The Benefits of a Successful Email Campaign
According to a study by MailChimp, email marketing contributes over $40 billion annually to the U.S. economy through increased revenue, decreased churn, and improved customer retention rates. That number is expected to grow by 30 percent over the next three years!
Email gives you direct access to your customers, so you can provide personalized content that they find valuable. It's also an effective way to generate leads and nurture potential customers who aren't ready to make a purchase yet.
Email marketing can also be a highly effective tool for boosting sales by upselling products, cross-selling complementary products, or generating more revenue from existing customers through loyalty programs and discounts.
But what if you aren't getting the results you want from your email marketing efforts? You may feel like you're sending out perfectly crafted emails, but they aren't converting into sales as well as they could be.
Email marketing is one of the most powerful channels for driving sales, but it's also one of the most challenging. Setting up a successful email marketing strategy takes time and effort, but you can reap huge rewards once you do.
Tips For Improving Your Email Marketing Performance
Whether you’re looking for ways to improve your email marketing performance or you want to optimize your well-performing email campaign- there are several simple ways to optimize your email marketing performance and increase the number of conversions you get from each email campaign. Here are some tips for improving your email metrics:
1. Test subject lines.
One of the most critical parts of an email campaign is the subject line—it could make or break whether someone opens your message or not. Testing your subject line is an efficient way to find out what works best for your audience. The data you gain from A/B testing your email subject lines will help you quickly determine if it is indeed simply a subject line issue.
2. Optimize your email layout for mobile devices.
Emails are opened on mobile devices more than any other medium. Optimizing your email layout for mobile devices guarantees that readers are significantly more likely to open your email and click-through rates.
3. Send your first email within 24 hours.
Make sure you send an email within 24 hours of the subscription. Subscribers that receive an email within 24 hours of signing up for a freebie or mailing list are more likely to take another action with the company. Sending an email as soon as possible can help build trust, ensure customers continue buying from you, and even increase sales.
4. Use social media to drive traffic.
Social media is a great way to attract new subscribers. Instagram, Facebook, Twitter, and LinkedIn are excellent platforms for sharing email signups.
Canva is an excellent free graphic design program that can help you create engaging graphics to post across channels.
Don't be afraid to share your email newsletter with friends on Facebook or Twitter. You should also consider using paid social media ads that direct people toward your site, where they can sign up for your mailing list.
5. Make sure your call to action is clear and concise.
Your call to action should let people know what they'll get if they click through. That could be an e-book, video, or other content pieces to help educate them on a topic they're interested in learning more about. Don't make them guess what they'll find in your email; tell them immediately.
6. Include images that complement your messages.
Images can increase engagement by up to 86%, so make sure yours are quality images that relate well back to the theme of your message. Link your pictures to your website to increase the chance of a conversion.
What is Data-Driven Email Marketing?
Optimizing your email marketing can be a windy path. Make sure you keep track of your steps, so you don't get lost. A/B testing is a simple but powerful way to use data-driven decisions to improve the performance of your email marketing campaigns.
It allows you to run two versions of your campaign—the control and the variation—and measure the differences in their performance. You can determine which approach works best for your audience and maximize your ROI from each campaign by making small changes, like different subject lines or offers, and measuring the results at each point.
What else can affect the quality of my email marketing?
If you've tweaked your A/B testing to its limits and still aren't happy with the results, it's time to look at your messaging. It isn't always easy knowing what to say in your email. Take a look and make sure that the purpose of your email aligns with the content of the email. You can also look up examples of high-performing emails on some e-mail service providers' websites for free.
What copywriting tips can I use to improve my email marketing?
There are formulas that copywriters like myself use that have been proven to efficiently guide your prospect through their buyer's journey. Following these guidelines, a copywriter can create an email that grabs the reader's attention and compels them to keep scrolling through your message.
Since 1898, the AIDA method has been one of the most effective techniques for getting prospects to take action. It mirrors the process of a standard sales funnel, taking the reader from the awareness stage to the action stage. And it works!
Here's how to use AIDA to get your emails read
Attention- grab their attention with an exciting or quirky hook
Interest- engage by speaking to their pain points
Desire- share the features and benefits of your solution
Action- call your readers to act to make their lives easier
Reach Your Email Marketing Performance Goals
With these tips, you are on your way to optimizing your email marketing performance goals, and it won't be too painful! Thanks to A/B testing, you'll quickly discover the magic potion that supercharges your email campaigns. And if all else fails, you can always seek professional help.
With over three years of specializing in email copywriting, I'm here to help you with any of your email needs. Reach out when you need me!
p.s. If you've been putting off cold pitching prospects, check out my article that gives you the answers to make cold emails your next revenue stream.