Have you noticed a decline in customer engagement with one or more of your recent email marketing campaigns? While many factors come into play when determining a campaign’s effectiveness, subscriber data is the most important piece of the puzzle. When you know your subscribers and their interests, you’re better able to deliver impactful content to help your campaign generate more sales leads, boost sales, and increase customer engagement and loyalty.
Customer and prospect engagement is crucial to a campaign’s success, and content is the critical element that fosters engagement. Email marketing tools can help deliver content that is specific to recipients’ interests. When you use personalized data and advanced automation techniques in your digital marketing strategy, you give your content the best chance of reaching your target audience and successfully converting them to customers.
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Use the following five email marketing best practices to customize content, improve your engagement rate, and boost sales among current subscribers.
Social media outlets set the standard for content immersion, which means investing in emotion-based customer engagement has never been more essential. When subscribers actively engage in promotions and updates companies send, it creates trust and often brings value to both parties.
Think strategically when outlining marketing strategies to emotionally connect with customers. For example, ask yourself the following questions:
By analyzing how subscribers engage with various marketing messages, you can personalize their journey through the sales funnel.
Monitor engagement for your social media marketing efforts by tracking likes, shares and comments. If you want to use social media to build your email list, try to associate your social media followers’ accounts with their names on your email list.
You should also tack your email clicks. This way, you can see engagement in the aggregate and drill down into individual users to see what content they like and engage with.
List segmentation allows marketers to define a target audience by grouping subscribers according to criteria like geography, age, gender or transactional history. This helps companies offer more relevant content to specific email recipients.
For example, say your company is promoting a cosmetics sale. With list segmentation, you can focus this campaign on women and customers who’ve purchased cosmetics in the past.
To further drill down, if your cosmetic product has a skin-regenerating quality for aging, you can focus on cosmetic-buying customers over 30. To get even more granular, direct a campaign for a skin-regenerating product with a moisturizer for dry skin to cosmetic-buying subscribers over 30 who live in northern states during the winter.
Along with list segmentation, other tips to improve your email marketing campaign include writing quality subject lines, incorporating video and dynamic content, and using A/B testing to learn which elements are most impactful.
Email marketing can be daunting and time-consuming for many businesses. Email automation provides a cost-effective solution.
Automation is an easy way to nurture and engage current and prospective customers with minimal effort. Today’s customers want instant responses and interactions, which can be where companies fall short. Email marketing platforms help marketers create customer journeys that dynamically send emails based on individual data on people and their interactions with the business across different channels.
Here are some email marketing automation tips:
By capitalizing on automation’s opportunities, companies can become more productive, interpret data to revive cold leads, and increase total revenue.
Engaging with your audience across different channels at the right time is crucial to a marketing campaign’s success or failure. For example, experts advise following up with inbound online leads within 10 minutes. You should also follow up quickly via email after a prospect engages in relevant on-site searches.
Time of day is also a critical parameter in email campaign engagement rates. Consider geolocation when segmenting your list to ensure you deliver emails when the recipient is most likely to see them. Some email marketing platforms allow you to be more specific and send emails based on individual recipients’ past engagement metrics.
Email marketing software streamlines the process of tracking email analytics and determining how subscribers interact with content and data. Understanding campaign performance helps you develop new strategies and create more centralized audience targeting.
Email marketing platform analytics and tools like Google Analytics and website analytics help marketers make critical decisions about stagnant promotions. If users aren’t responding to broad promotions the way they did in the past, collecting data can help you figure out why.
A robust email marketing service can make all the difference when delivering customized content to subscribers. Here are some of the best email marketing services to consider.
If you’re trying to capitalize on your content, there is no better way to reach your audience and increase brand awareness than by delivering personalized content to a customer’s or prospect’s inbox. Companies pay millions of dollars annually to reach their target consumers and capture their attention. Thankfully, it’s easy to use email marketing to grow your business with the help of exceptional marketing software and personalization techniques.
Megan Totka contributed to the reporting and writing in this article.