If you're like many business owners, you likely have an email marketing campaign that you use to generate leads and engage with your audience. When you consider that email marketing has an average return on investment of 4,400%, it is no surprise that many marketers use this strategy to grow their brand.
The thing to remember about email marketing is you’ll have to make gradual changes to your campaign over time. Making tweaks to your various campaigns can result in more sales, clicks, and brand engagement.
Today we are going to take a look at several things you should think about tweaking if you want to make the most of your email marketing strategy.
Email deliverability is vital to the success of your business. How will consumers know about your updates and offers if they never receive your emails in the first place? The best way to check your deliverability rate is with this simple formula:
- Emails delivered / emails sent = deliverability rate
Let’s look at an example. If you sent out 10,000 emails, and only 9,000 people received your email, your deliverability rate would be 90%. Ideally, you want a percentage that is as close to 100% as possible.
You can improve the number of emails delivered by proactively showing the authenticity of your business to both consumers and email service providers. Your first steps should be to authenticate your domain and use a consistent IP address to send your messages. Both elements help build your reputation with providers, which is essential for reaching your target audience’s inbox.
The next thing you should do is rework your existing campaigns to please new subscribers, which results in fewer spam reporters. People have expectations when they subscribe to your brand. Once someone subscribes, send a welcome email with the discount, lead magnet, or content that you promised to send. Research shows that sending a welcome email to subscribers can boost revenue by 320%.
Create a benchmark report
The next way to tweak your email marketing strategy is by examining the campaigns you've used in the past. Benchmark reports are used to look at data over a series of 3 months to 2 years. When creating these reports, your goal is to look for identifiable patterns that you can use again in new campaigns.
For instance, let's say you want to tweak your strategy by creating an email drip. You would go back and look at your open rates and conversions across various campaigns you’ve used in the past and plot the data on a chart.
You'll notice that many campaigns fall within a specific range. Look for outliers that have unusually high conversions or engagement. Observable patterns in your open rate can help you figure out what you did right, and where you can improve. You can use this data to avoid making the same mistake twice or to capitalize on content with a high performance and engagement rate.
Once you understand what kind of content users want to see, you can start creating goals for your marketing team based on the highest and lowest point on your plot chat. The goal is to slowly increase the number of people who read, interact, and become new customers through your emails.
Segment your leads
There are ways you can improve the effectiveness of your email marketing strategy by segmenting your existing leads. Essentially, list segmentation occurs when you divide up your followers based on their personal preferences and demographics. You can segment based on the content they read on your site, data obtained from your Google Analytics account, or even based on their location.
The purpose of dividing up your lead list is simple. First, you'll have the opportunity to personalize your marketing campaign for each group of users. For example, someone running a website that offers online cooking lessons would likely target their users based on the type of food they would like to cook.
You wouldn't want to suggest Italian food lessons to someone who has consistently searched for ways to cook Asian cuisine. When you can understand the audience on your site and tap into their individual needs, you will have a much easier time segmenting your list. Case studies show that by merely segmenting your lists, you can improve your open rate by 14.31%.
It’s possible to find new information about your various leads by offering feedback forms to existing subscribers and new customers. Let’s say someone signs up for cooking lessons trial. At the start of the trial, ask the user what kind of food they would like to cook. Now you can take that information and use it to craft future content for that customer.
Your website visitors expect personalization when they shop with online retailers. There are countless businesses out there, and consumers know that businesses that want their attention will gladly curate personalized content and product recommendations. Going out of your way to segment leads can help you tune your marketing strategy. It may take some time to get this step right, but the increase in sales and engagement is well worth the effort.
Test your emails
Finally, we are going to talk about the importance of A/B testing your emails for improved interactions and conversions. A/B testing, also known as split testing, is a marketing strategy where you change small elements of your campaign in an attempt to get more people to click on your email and call to action.
There are plenty of different aspects you can tweak when testing your emails. Some marketers prefer to change their text copy in an attempt to make a more relatable and personalized headline. Others prefer to change the way they display their call to action and the images they use in the copy.
The goal is to tweak your emails through split testing for improved performance. When you test your marketing strategy this way, you can improve your conversions by a staggering 49%. Once you understand what people want to see, you can continue creating content that matches the pain points, goals, and demographics of your ideal customer.
A/B testing is a time-consuming process, and you won’t get immediate results. However, with continued testing, you'll be able to identify new patterns in consumer behavior and use it this information to your advantage.
Email marketing is one of the best ways to reach your target audience and grow your business. The key to mastering this strategy is continuous tweaks to your campaign that help you create content that resonates with your target audience, and is easy to understand and navigate.
All of the tips we mentioned here today will help you make smarter decisions about your marketing strategy and increase the number of people that engage with your various emails. As time goes on, you'll want to continue testing and personalizing the messages you send to your audience.
Benchmark reports will help you understand consumer behavior and give you some valuable insight into what kind of content inspires your audience to click your email. You will learn a lot about your subscribers by reviewing your data and compiling a report.
You can master email marketing, but it's not an overnight process. Now you can use these tips to tweak your campaign and grow your business measurably and effectively.