6 Tips to Make Your E-mail Marketing More Effective
Email marketing can be extremely beneficial for your business. It helps create strong customer loyalty and, as a marketing channel, delivers one of the highest ROI (return on investment) for businesses. If you’re just starting out your email marketing campaign or are looking to revamp your CRM style, read on to discover our expert tips on making email marketing more effective for your small business…
Don’t Overwhelm the Reader
The average person spends around 12 seconds reading email newsletters. That means your main call to action must be at the top of your newsletter. And don't make your newsletters too long. Image focussed, simple layouts are much better performing CRM templates.
WOW them with your subject line
The subject line is the first thing your readers will see and is what will drive them to click through to the email itself. Typically, a subject line is around 30 characters. A short, snappy but compelling opening line for your email will make all the difference between people scrolling past in their inbox or clicking on it. You need to make sure that the subject line reflects what’s inside your newsletter and doesn’t mislead the reader.
Understand the data
The data you receive after sending an email newsletter will be critical in forming a longer-term CRM marketing strategy. Here are some of the key terms you need to 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 subject line is compelling. Looking at your open rate trends over time can give you a good idea about the way people engage with your emails. If the open rate is low you may be sending too many or too few emails, or that you may be targeting the wrong people.
Click-Through Rate: The percentage of people who have clicked on a link in your email. This metric is great for indicating which content is driving people to your website and hopefully converting. As with the open rate, a low click-through rate will indicate irrelevant content. Using a tool that offers heatmaps of your clicks you will understand where your content should change even further.
Conversion Rate: The percentage of people who have performed an intended action. Each business will have a different metric depending on their industry. For online shops, conversion will relate to purchases. But for service-based businesses, this could be the percentage of people who have subscribed to an email, signed up to your service or booked online. A good conversion rate ranges from 2% - 5% and is one of the most important metrics in determining a strong performing e-mail.
Unsubscribe Rate: The percentage of people who unsubscribed from your mailing list after receiving an email. This is a natural part of CRM marketing and shouldn’t be disheartening. The average unsubscribe rate is 0.1% - if your rate goes higher than this you should look at consolidating your mailing lists or ensure the content is more personal to the mailing list you’re targeting.
Personalisation in e-mails is proving to be one of the most beneficial marketing techniques. There are plenty of marketing tools, such as 12Handz, which will allow you to add your customer’s name into an e-mail or subject line, target your mailing list geographically or add in countdown clocks for time-sensitive promotions. Simple additions such as these will give people on your mailing list the feeling that they are opening an email created just for them.
Personalisation doesn’t always have to mean physically personalising the content to individual customers. Once you have succinct mailing lists and understand how people respond to different emails, you can tailor your content to ensure the best outcome for each email. For example, if you run a cleaning business and one of your mailing lists contains a group of people who have signed up and only used your service once, you can try sending an email offering a discount off their next booking. This is not only relevant to their behaviour and relationship with your brand, but is enticing and can lead to new bookings from disengaged customers.
Keep Your Mailing Lists up to Date
Customers’ behaviour naturally change over time and so will their engagement with your emails. Reviewing your mailing lists, and removing customers who don’t engage with your emails will benefit you in the long term and drive your click-through rate and open rates higher. However, there is so much more to mailing lists than simply consolidating them regularly. As your email marketing strategy becomes more refined, you will want to target different people at different times. By segmenting your emails to different ‘pots’ of recipients you will be able to target and personalise emails much more effectively.
Test, Test, Test
E-mail marketing is a long-term marketing tool. For many businesses, it takes months of planning and testing to know what works. Testing for Customer Relationship Management (CRM) could be anything from A/B testing time of sends, different design layouts or subject line copy ideas. Many companies will also use their segmented mailing lists to test what offers, promotions or products appeal to which customers. Once you have your findings from testing, you will easily be able to boost sales and engagement with e-mails by acting on the results.
With easy-to-use features that will help with automated emails, segmenting, managing mailing lists and testing a tool such as 12Handz can help your business drive its email marketing strategy. Visit our website today to find out more about our CRM tool.
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