Last year, email celebrated its 50th birthday. But brands have only been using it for the last 20 years as a revenue generating channel. It’s understandable: it is frustrating to have a channel where the audience is not opening your messages, or when it does, is not interacting with your brand. But somehow it all comes together in the email rulebook, where it is the most common tactics that work.
As a marketer, email best practices should be your bread and butter. Thanks to the avalanche of technology advances in recent years, it’s getting easier and faster to do so today. So, what are you waiting for? Make 2020 the “email resolution year”. Start using existing technology better. Remember that email marketing has an ROI of 4200% (yes, you read that number right!) According to the following email marketing best practices, where should your customer engagement be in your marketing scale? You execute more openings, clicks and conversions.
Without further a do, here are the tips you need to know:
1. Improve your email delivery
You may find that your messaging system has deliverability issues. Here are the most common delivery problems:
- Your contacts complain about unwanted/spam emails
- Your emails go to the junk folder
- You are sending to spam traps
- Your content contains spam keywords
Taking preventive measures will save your delivery capacity for a long time. If you don’t do what’s needed to solve these issues as soon as you identify them, then it might take quite a lot of time to resolve them.
For this reason, it is important to send only the required messages and only send emails to people who open your emails. You need to make sure you have explicit consent from the receiver, and you need to ensure that you obtain the data that provides that consent through a robust process, such as double opt-in. Keep in mind that the Internet police is out in full force and will find those who don’t follow the rules. Don’t neglect to keep your contact list clean. Sending passive contacts to ISPs is no advised and could jeopardize your sending reputation.
2. Mind the subject line
The subject line is responsible for a big part of the success — or failure — of your email campaigns. This is an indispensable part of your copy and getting it right can change or break the dimensions of your campaign. Communicate with clarity about your email and its content. The best way to optimize your copy is to test: perhaps your audience responds well to emotional language, or will using emojis attract more attention?
3. Personalize your content
Managing your email content to adapt for each recipient can be hard, and it depends a lot on how many data points you capture during the process. Speaking of information, make sure you don’t ask for too much or for too little. Tell your subscribers the reason you want to learn more, and in the exchange offer them more personalized content. 77% of users want personalized content, so it’s not as silly as it may sound! You can use data to personalize data in two ways: using dynamic content, or segmentation, or both.
Relevant data includes:
- Product Preferences
- Life cycle interests
4. Use split testing to increase engagement
Split testing (AKA A/B testing) is the best way to find out what the right email content and presentation should be for you. The most important advantage with testing is that you can try changing and alternating many things: name, subject line, content, call-to-action, send time, and more. We’ve already included subject lines, so let’s now consider the body copy.
Here’s a checlist of the items that are most likely to impact your engagement:
- At least one picture
- CTA as a button or link
- Shop/Buy now
- Best Sellers
- Blog Placement - right or left?
Speaking of testing, you can even use multivariate testing; this means that multiple email components can be tested simultaneously for a more optimized campaign.
5. Use clickable stories
Storytelling is one of the most important marketing strategies in email campaigns. People will imagine your product and its features and benefits in their search for an emotional connection. If you can’t tell a good story, how are you going to sell your products and services? Creating an emotional response from subscribers means you have to reduce the rhetoric. Put yourself in your readers’ shoes and focus on authenticity to trigger emotions. Potential customers need to see for themselves how your products and services are being used in the real world —. through your story.
Here are some tips:
- Share your customers’ experiences through reviews and interviews
- Use people’s name in your stories - not your business name
- Avoid the classic sales pitch in favor of some inspirational editorial
- Be real: use realistic pictures, videos and commentary to support your stories
6. Use contact behavior analysis
Don’t give up just yet: there’s more to do. Starting with the fact that emails should be relevant messages. Subscribers respond positively if they are engaged through some of their previous activities. Be smart about it: and when you get an abandoned funnel or cart recovery campaign, take the actions necessary to follow up.
Sending these emails is not rocket science. There are two data streams that go into your omnichannel marketing automation platform:
- Website Behavior Data — Check out what contacts are made and send them an email completing their previous work. Is this a high-purpose page to follow from a sale? Perhaps this is a high value product page, which should repel contact.
- Order History — Once customers start buying from you, they will begin to understand what they like and how much they are willing to spend. Use product and purchase data to let customers know what email product recommendations they respond to.
7. Measure and optimize campaign results
Open rates and click rates are the most obvious metrics to measure for your email marketing. Instead of measuring the campaign by campaign, look at your measurement some time (i.e. 30 days). You may find that email engagement fluctuates due to the day or month or content you send.
Dimensions to be considered:
- Unsubscribe Rate - You want to reduce the exclusion and maintain lists. Ask for feedback on why people dropped the subscription and make adjustments accordingly.
- Complaints rate - Detecting your email as spam is a serious matter. If this rate goes up, check to see if you have purchased lists, missed unsubscribed links, sent irrelevant content, or sent them to old addresses or mailed regularly.
- Conversion Rate - Completing the required operation depends on many factors. So, for people who click through your website, make sure it is optimized for conversions.
- Bounce Rate - Calculates the percentage of emails that are not successfully delivered to recipients’ inboxes. It is advisable to take care of any delivery issues.
- Forward / Share Rate - This is a good judgment for how many brand ambassadors you have. You want to increase it and generate more leads / customers.
- Campaign ROI - Easy to calculate on a campaign-by-campaign basis. But campaign performance is far from over; Today’s campaign will lead to ROI in the coming months.
- List Increment - List Attenuation happens when people subscribe and emails get worse, which is a big challenge for online businesses. Increasing your contact database is a necessary solution: you can do this with pop-ups and perks.
Psst… To keep your list healthy, keep your contacts happy with relevant content.
When you change the email variable, treat these dimensions like an eagle. They are a good indicator of optimization and where to focus your efforts. To stay on top of your email marketing performance, download our email scoresheet here.
Make email great again
Email is always the favorite channel for the seller. But success comes in the best possible way. You can’t optimize everything at once, so start with one exercise and move on to the next.
Hit the nail on the head and be very engaged in all the training you do - the results will help your business grow.