Is your email marketing program fizzling? Here are 10 ways to improve your email marketing strategy to drive higher response and engagement.
1. Deliverability, verifiability, and bounce reduction.
Permission-based lists and clean data have the best chance of getting response. Make sure your email solution has high deliverability rates and can track message activity (deliveries, bounces, clicks) or you’re just wasting marketing dollars.
2. Aim before you send.
Email marketing starts with targeted, clean and compliant lists. Build your email lists based on specific attributes and behaviors of your target audience to best capture attention and encourage response.
3. A marketing ecosystem that walks, talks and works together.
Your email campaigns, website, social media channels and sales team all need to have the same key messages and value propositions. Give your prospects an easy way to respond to your offer – wherever and however they find it.
4. Give your lists a fighting chance.
Build trust with prospects by providing them with opt-in opportunities, delivery preferences, and privacy settings. Follow up with valuable content with relevant subject lines and messages. Avoid spam-trigger words: “Free,” “Discount,” or “Click.” Test before launching.
5. Don’t ignore opportunities to improve conversions.
When analyzing the success of an email, determine what recipients clicked on versus what was ignored. Note where the majority of prospects navigated away from your content and adjust future email campaigns based on these results.
6. Email haiku – only 3 seconds to make an impression.
Can you answer these three questions: “What am I asking them to do?”, “Why should they care, or do it?”, and “Am I making it easy for them to act?” Have just one objective in an email, and make your call to action clear and easy to respond to.
7. Be human.
Write your email as if you are speaking to an audience of one. Ask the recipient’s opinion and present future content that addresses these conversations. And whenever possible, have the email come from a real person, such as the CEO, CP of Sales, CMO, or other appropriate contact.
8. How to beat the preview pane.
Don’t make prospects click “Download Image” to even understand what you’re offering. Focus attention on the message and call to action. Downsize your banner and make it clickable. Shorten horizontal graphics, move up a promotional message or add header box to increases response rates.
9. Track behaviors and metrics!
Demographics, psychographics, online and offline interactions, transactions, and responses deepen customer profiles. These should be used to drive personalized, relevant and timely communications, as well as sales engagement.
10. Drive conversions through social media.
Take conversations outside the inbox and integrate socially by creating a site with social media sharing capabilities. When a prospect shares your content, track the activity to gain knowledge for future campaigns. Social sharing is the new viral marketing.
Guest Author – Act-On Software is the maker of a cloud-based marketing automation platform.