Struggling to get good returns from your email marketing campaigns?
1. Use the Double Opens Strategy
More subscribers will open your emails which always means a potential increase in revenue.
So, what is ‘double opens strategy’ exactly?
Basically, it means you should resend the same email to the subscribers who did not open your first email, but with a different subject line.
The reason is that 7 out of 10 people on your email list won’t open your email the first time. By re-sending the same email to these non-openers you can boost your open rates and email marketing ROI.
Before you resend the same emails, pay attention to these things:
• Create better subject lines that captivate non-openers to open your emails.
• Optimize your preheader text.
• Pay attention to your send time.
But, don’t resend it straight away. Wait for say 3-5 days before you resend the same email so it is not familiar.
2. Use a ‘Cliff-hanger’ in Your Subject Line
Get more people to open your emails by hooking recipients with your subject lines and making them curious by using a ‘cliff-hanger’.
It’s an old-school copywriting technique. ‘Cliff-hangers’ holds something back from the readers, a tease to want them to know more.
e.g. Here are two real-life examples of subject lines in emails from online travel websites:
• “Wake up like this…”
• “The secret to a great vacation…”
Both these subject lines are incomplete and an ellipsis follows them, you are lured into wanting to know more.
Caution: But don’t overuse, it can become annoying and become negative.
3. Pay Preheader the Same Attention You Give to Your Subject Lines
Preheader text is important. The more enticing your preheader text, the better your open rates.
(A preheader is the short summary text that follows the subject line when viewing an email from the inbox. Many mobile, desktop and web email clients provide email preheaders to tip you off on what the message contains before you open it.)
Using the preheader space effectively is one of the easiest ways to increase engagement. But many marketers neglect this space and don’t pay it the same attention as they give to their subject lines.
So, learn to optimize both your preheader text and subject lines.
Especially by using preheader space to add value to the subject line.
4. Make Your CTA Buttons Contextual
An eye-catching subject line and compelling email copy is essential, but especially so is the (Calls to Action) CTAs that encourage subscribers to click on your messages.
Avoid, if possible, generics such as “shop now” or “buy now’’ and come up with something that hooks the recipients interest a little bit more. Also, when thinking about CTAs qualify to yourself are they:
• Easy to act on?
• Hard to miss?
The aim is for the CTA button to create a strong sense of urgency to help drive action and also gel well with the subject line and email copy.
5. Make Engagement a Priority
Typically Email marketing is intended to boost sales.
However, that can put people off if too aggressive. The aim is to keep building a relationship with your subscribers. They typically have opted in to receive useful and informative information about your company and/or the marketplace and not necessarily because they want to buy products from you.
CTA’s could be more able further information – a downloadable White Paper or an expert Opinion Piece.
Remember engagement is the key to driving good returns from your email campaigns in the long run.
6. Keep the Subject Line Concise to Standout in Mobile
That will increase your email open rates.
Ways of doing this include:
• Numbers, symbols or emojis
7. Use Frequency Capping
Every subscriber has their limit when it comes to how many messages they receive, and if you cross that limit there are consequences.
Nearly 46% of subscribers will mark your email as spam or unsubscribe from your email list if they get annoyed by the frequency, don’t believe the content is of value or relevant etc.
How do you avoid over emailing your subscribers? Just limit the number of mailers your subscribers will receive during a particular time. It seems obvious, but it isn’t a common practice, especially for B2C companies.
Its all about managing your lists.
8. A/B Test Your Email Copy Frequently
Regular split testing is one of the best ways to improve your email campaigns.
The more you test, the more patterns you’ll start to spot, and the better you’ll be able to adjust your email strategy, especially if you base your decisions on data rather than guesswork or intuition.
What elements of the email should you split test?
• From line
• Subject line
• Preview text
• Email copy
• Call to action
Test only one element at a time (either subject line or preheader text) for the most accurate results.
Use A/B testing, not your guesswork to pick what’s right.
9. Maintain Your Email Lists
To get good results from email marketing, you need to remove the bad addresses that affect your reputation as well as your overall deliverability. This is a must because it affects your ability to send via email platforms like Mailchimp.
It’s not about volume, it’s about getting through to inboxes, quality and the percentage of positive outcomes.
10. Keep It Short
Shorter emails appear to perform better.
Whilst there is no conclusive evidence, conduct your own A/B testing to see what results you get.
11. Stay Updated
Email marketing is continually evolving. What worked in the past may not necessarily work now or in the near future. Behaviours change. So trying new things to be aware of what is and what is not working, is very important to keep learning.
Around for years, email marketing is relatively easy to do and works better than perhaps it should (ROI is still far superior to Social Marketing), it requires continual experimentation .
What is key, is to focus on what you believe your target audience will value and keep testing, everything.