How to Use Your Email to Boost Your ROI
Email marketing campaigns are by far the cheapest advertising strategy, with great visibility. If you execute them properly, that is.
The key trick is to get the recipients to actually open the messages, and there are several simple hacks to it.
Some encouraging statistics show that 90% of emails reach customers’ inboxes. Compare the percentage to the 2% visibility of Facebook’s newsfeed and you’ll have no difficulties understanding why email marketing matters. Big time!
First Things First
The first two things to keep in mind is that all emails should be mobile-ready and that they feature eye-catching subject lines.
- Going Mobile
Research has shown that mobile devices are all the rage these days. Most emails are being accessed on the go, and all the action and interaction appears to be taking place in the same manner.
In fact, 70% of mobile email readers re-read the messages, with 65% of them performing an action. In fact, one-third of all clicks are performed on mobile devices.
Finally, you are most likely to reach new subscribers on the go. An overwhelming percentage of new subscriptions take place on mobile devices.
- Subject Lines
Email open rates are directly linked to the quality of subject lines. According to stats, 47% of emails are being accessed solely based on the subject line. And 69% of emails are flagged as spam based on the same criterion.
Compelling subject lines address recipient’s needs and are written to appeal to their tastes. How do you know someone’s tastes? Simply make use of demographics!
Various studies performed by marketing experts indicate that subject lines containing the “don’t miss out” string are likely to appeal to recipients’ curiosity. Other popular ones include the following phrases: “limited time offer,” “important” and “breaking.”
The art of composing compelling emails is similar to the art of writing a sales pitch… except it offers additional ways to be seen and remembered.
Emails are beneficial in that they allow for adding various content including images, videos, links and calls to action.
The latter should conclude each of your messages, or else no matter how compelling the message, there will be no CTRs.
The single most important thing an email should do is deliver on the promise. Fail to do that only once, and you are likely to lose customers rapidly.
You know that saying: “Trust takes years to build, seconds to break and forever to repair?” It’s exactly true in the case of email marketing.
Personalization is of utmost importance for the success of an email marketing campaign.
Virtual marketing doesn’t differ that much from the traditional one. Every good seller will want to make their customers feel special… and that is exactly what your email should showcase.
But, fear not! Personalization doesn’t mean you need to get to know each of the thousands of your customers. Admittedly, that would take some time!
Email marketing campaigns should be fine-tuned to demographics, which will tell you more than enough to get to know what the recipient is interested in.
There are various ways to collect information about the customers, notably via the sign-up forms and surveys. Depending on the type of products your business sells, you may need different bits of information.
Common determiners include the age, gender, location and personal interests. The latter is easily observed via the browsing history, wishlists and cart abandonment.
Further out, there are templates and templates that will help you automate your campaigns while remaining cordial. Use personal names instead of the generic “you.”
Deliverability is the single most important trait you should familiarize yourself with to the letter. Simply put, if your messages are not getting through, no one will even get the chance to decide whether to open and read them.
Make certain to comply with the CAN-SPAM Act as to avoid your messages getting flagged as spam instantaneously, and always include an unsubscribe button at the bottom of each of your emails.
Getting to Know Your Customers
As stated above, the key of a successful email marketing campaign lies in knowing your customers. That, and attaining new ones.
Thankfully, some studies show that emails are 40 times more effective at acquiring new customers than some social media channels, notably Facebook and Twitter. The trick is in keeping the recipients engaged.
The best way to do that is to be omnipresent, yet not pestering. Emails that are welcome include newsletters, announcements and reminders, among others. Remember to be polite and unintrusive, and keep personalization in mind.
Don’t overdo it, though. It’s a fact that 78% of subscribers have been shown to unsubscribe from newsletters that arrive too often. In case of newsletters, the best practice is weekly, bi-monthly or monthly.
Use segmentation to help you with personalization. Not everyone is looking for the same offer, so align your campaign with demographics, behavior, location and purchase history. Segmentation is the most successful strategy in email marketing, knowing to boost business’ ROIs up to 760%.
Add Emojis for Personalization
Emojis are getting more popular by the minute, but use them sparingly. Too many emojis in a subject line are certain to send the wrong message. Your business has some reputation, and it should maintain it by always appearing professional.
That is to say, add an emoji to get the message across or depict a sentiment only. Also, make certain to test the message – not all browsers and devices show emojis in the same way, and some may not even display them.
Also, depending on your target market, know that some email emojis are more popular in some countries than in others:
According to Jeremy Burge, founder of Emojipedia and creator of World Emoji Day, “The most popular emojis at any given time are smileys, hearts, humans, and hand gestures. Even though there is a long list of animals, sports, objects and symbols, it seems that people want to see themselves or their emotions reflected in the emojis they use.”
In a Nutshell
As you can see, there are possibilities and possibilities to boost your ROI with the help of email marketing campaigns. Don’t worry about getting everything right the first time, though. It takes time to get to know your customers, and that is completely fine.
Encouraging people to leave feedback will help you personalize your email marketing campaigns the fastest, so don’t shy away from communication. Simply keep to the “being unintrusive” principle, and you’re good to go.