How to Get the Most Out of Email Marketing

Katya Chubuk
20.02.2018932 views Write the first comment
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Undoubtedly email marketers dream of the success of their efforts.  However, not all of them have the talent to make their subscribers wait for each new message as children would wait for the owl from Hogwarts. So how to optimize and enhance your newsletters? In this post, I’ll walk you through tips for improving email marketing campaigns our team has collected along the way. 

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Email newsletters are the true lifesavers for marketers. First of all, they cost lower than other marketing channels. Also, they are easy to create and measure. With email marketing services you can track open rate, click-through, and conversion rates.

Here’s one more key point about email newsletters: according to the latest report of Direct Marketing Association, every $1 spent on advertising is returning roughly $43 and some as high as $70.

Catch 6 hacks to arp up your Open Rate and stand amongst the competition.

1. Write attractive subject lines

According to SuperOffice research, 47% of email recipients open an email based on the subject line. Usually, marketers care about the whole content of the email and added pictures or videos. However, boring or spammy subject line spoils everything.

Say, it’s the first date with your customer, you’ll never have another chance, and only creative approach сan make him call you back. In your case, to click on your link and buy your product or read the post featured on your blog. With that in mind, you have to make subject line as bright as you can. For example, write something like “What are you doing this evening?” or “We have absolutely no grace”.

Also, a subject line should be clear. Get rid of the trite words similar to free, support, download etc. Remember that your customers receive a lot of emails every day and they just skip those ones with trivial subject lines.

2. Make engaging newsletters

Ringostat email campaigns usually contain links to the posts about web analytics. At first sight, these posts may seem difficult for understanding. However, every time our email marketer comes up with new ideas and makes this information simplified. What is her hack to create interesting email campaigns?

The most important rule of engaging newsletters is to write for people. You’re not a robot, and your subscribers aren’t robots as well. Imagine you’re telling your friends a story while drinking tea in the kitchen. Let your tone of voice be human, friendly, and cheerful.

If you’re a crazy fan of Game of Thrones or Sherlock, make the newsletters in the style of these movies. Write about things you really like, and naturally add the information about your company’s updates. Experiment with different news, and present your insights in the style of popular current events.

Another great hack is to add your picture and a themed quote at the end of your newsletter. This makes your subscribers read until the end.

Here’s our example. It was a newsletter in “Blade Runner” style where we added the quote from this movie.

crhby

3. Don’t overload your email campaign

Sometimes marketers try to do too many things at once. They want to add to the email campaign as many CTAs as possible. That’s okay if your weekly digest includes a webinar invite and blog news. However, info about blog posts in the triggered emails can mislead your subscribers.

The overloaded email campaign is similar to the huge supermarket with endless product varieties. Buyers face up with the eternal problem of choice. The more options they have, the less satisfied they feel.

We usually add no more than 3 buttons to the newsletters. Also, we came up with the perfect length of the newsletters. The introduction contains about 500-700 characters and we don’t put more than 200 characters before each button.

So cut the fat. Avoid problematic misunderstanding and focus on the high-priority CTAs. Bring an additional value to your subscribers but don’t overwhelm them with lots of text.

4. Maintain a clean email list

Removing unengaged subscribers from your list is a necessity. Apart from reviewing your bounce and deleting emails with typos, you have to pay attention to subscribers who haven’t opened your newsletters for a couple of months. Otherwise, you risk wasting your time and effort on people who aren’t interested in your business.

What is a good method to re-engage your subscribers? You can send them “we miss you” email or try a survey to determine their interests. Take into account that in this case, the email subject line should be catchy to draw their attention.

5. Personalize your approach in writing

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In 21st century people prefer to get personal attention more than ever. How can you give it to them? The answer is very simple. Personalizing your email with ‘Hi [recipient’s first name]’ can help encourage the reader to at least begin to read your offer. It’s proven that emails with personalized subject lines are 26% more likely to be opened.
However, when personalizing your email, you have to ensure that all the recipients correctly put in their names. Sometimes your subscribers may make a mistake and enter the surname instead of the name or misspell some letters. The newsletters with these mistakes can annoy them. So it’s crucial to ask your recipients to confirm the data accuracy.

6. Give the chance to unsubscribe

This rule is the last but not the least. Don’t ignore it. If you don’t have the button “Unsubscribe”, dissatisfied subscribers will send your letters to the Spam folder. Provide them with an opportunity to unsubscribe from your emails by making this button easy to find.

Summary

To improve your email marketing campaigns and surpass competitors, you should follow these 6 rules and keep it as the apple of your eye.

  1. Create catchy subject lines.
  2. Make your newsletters specific and interesting.
  3. Don’t put many CTAs in the one email.
  4. Clean up your email list.
  5. Personalize the attitude.
  6. Don’t forget to add Unsubscribe button.
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