Tips for effective email marketing
April 11, 2023
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The average person spends about 12 seconds reading electronic newsletters. That means your main call to action must be at the top of your newsletter. Your newsletters should not be long, focus on an image and have a simple layout.
The subject line or subject line is the first thing your readers will see and is what will make them click through to the email itself. Typically, a title sentence is about 30 characters. A short, concise but catchy opening sentence for your email will make the difference between people just scrolling through their inbox or clicking on it. You need to make sure that the opening sentence reflects what is in the content of your newsletter and does not mislead the reader.
The data you receive after sending the newsletter will be key to forming a longer-term CRM marketing strategy. Below are some of the key terms you should know when it comes to email data and how it can be used to improve your email marketing strategy.
Open rate: the percentage of recipients who open your email. This is a key indicator that your cover sentence is compelling. Tracking trends in the number of email opens over time can give you a good idea of how people are engaging with your emails. If your open rate is low, you may be sending too many or too few messages, or you may be targeting the wrong people.
Click-Through Rate: The percentage of people who clicked on the link in your email. This metric is great for showing what content is driving people to your website and hopefully converting them. As with open rates, a low click-through rate will indicate irrelevant content. Using a tool that offers heat maps of your clicks, you’ll understand where your content needs to change even more.
Conversion rate: The percentage of people who took an intended action. Every business will have different metrics depending on their industry. For online stores, the conversion will refer to purchases. But for service-based businesses, this could be the percentage of people who have subscribed to an email, signed up for your service or booked online. A good conversion rate ranges from 2% – 5% and is one of the most important indicators for determining a successful email.
Unsubscribe Rate: The percentage of people who unsubscribe from your mailing list after receiving the email. This is a natural part of CRM marketing and should not be discouraging. The average unsubscribe rate is 0.1% – if your rate is higher than this, you need to consolidate your mailing lists or ensure that the content is more personal to the mailing list you are targeting.
Personalization in emails is proving to be one of the most useful marketing techniques. There are many marketing tools, such as InOne.mk, that will allow you to add your customer’s name to your email or email header, geographically target your mailing list, or add countdown clocks for promotions. time sensitive. Simple additions like these will give people on your mailing list the feeling that they’re opening an email made just for them.
Personalization does not always have to mean physically personalizing content for individual customers. Once you have accurate mailing lists and understand how people react to different emails, you can tailor your content to ensure the best outcome from each email. For example, if you run a cleaning business and one of your mailing lists contains a group of people who signed up and used your service only once, you could try sending them an email and offering them a discount on their next booking. This is not only important for their behavior and relationship with your brand, but it is enticing and can lead to new bookings from disinterested customers.
Customer behavior naturally changes over time, and so does their interest in your emails. Reviewing your mailing lists and removing customers who show no interest in your emails will benefit you in the long run and increase your click-through rate and email open rate. However, there is much more to mailing lists than simply organizing them regularly. As your email marketing strategy becomes more refined, you’ll want to target different people at different times. By segmenting your emails to different groups of recipients, you will be able to target and personalize your emails much more effectively.
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