Email marketing is a great tool to use when connecting with your customers. The majority of marketers know that emails provide the highest ROI of any marketing program, and the main objective of most marketers with email is increasing engagement. However, there are common pitfalls that limit the effectiveness of email campaigns. You can improve your efforts and ensure you have a more successful email marketing campaign by following some of these best practices.
Despite using email for increasing engagement, 15% of those surveyed don't even track how many people open and click-through emails. Only 23% are capable of tracking what happens after a click.
This is the first area to work on. Creating and executing an email campaign shouldn't be the end of the process. Think of this as the halfway point instead. To successfully execute a campaign, implementation is the first step and tracking is the second step. This tells you how successful your efforts are and gives you feedback on where to go next.
Also consider your tracking technology. You might be able to see if someone clicks a link but what about after? Tracking technology has abundant potential that can gauge search results, all pages viewed and how many times a page is viewed. All this helps inform your picture of clients so you can personalize their content with what they want most.
This feeds into a common mistake. Tracking should be in place so that you can segment your email list. If you send the same thing out to everyone, this decreases the chance of success. Many people don't like generic emails, and it's difficult to find a one size fits all approach that will resonate with everyone and still sound authentic. Divide your email list into different groups and create emails for each group. You might do this by age, location, gender, the type of products one purchases or more.
Trust but Verify
Think back to the days when direct mail campaigns were more predominant before everyone had the email accounts. Making sure your list was accurate and that the mail went to the right recipient was more important because stamps, envelopes and paper all had costs associated with them. Email blasts seem like a free way to market and advertise, so why bother checking if you reach who you want to? Having a high bounce rate makes getting to more people difficult as it can lower your Sender Score – check out our knowledge base for more deliverability tips.
Each email you send should provide value to the reader. Define objectives and ensure you're offering value to clients that help meet these objectives. The email must achieve two things: satisfying a need both for your company and your clients. These things should work together.
For example, your goal may be to increase customer loyalty. One common tactic is to include coupons in your email campaigns. However, this idea may be better suited when trying to increase business or sell a certain product. If the goal is customer loyalty, maybe your email should provide knowledge that will help readers use your product or promotes a free app from your company.
Call To Action
You don't have to be cagey about your goal when it comes to giving readers value. Let the reader know what they should do next with a call to action. This tells them how to get the benefit they want. This sounds like common sense but is frequently overlooked. In one study, 70% of small business did not have a call to action anywhere on their website. The call to action doesn't have to be complicated, it could be as simple as, "For more information about creating successful marketing campaigns, contact us today."
Check back on the blog for more information about creating successful marketing campaigns and other small business tips.