A lot of businesses struggle with their email marketing. They find it hard to know when their campaign is working, and they also find it difficult to know if they are even sending out enough emails as well. If this sounds like you then you have nothing to worry about because there are a ton of things that you can do to try and boost your own marketing campaign.
Customer Retention
Personalisation is vital for customer retention and it is way cheaper than trying to constantly acquire new customers as well. Personalisation also helps to keep your customers engaged. If you are struggling to make your emails personal then consider sending out cart abandonment reminders and also send out personalised copy that leverages the customer data that you have collected. Location-specific images are also fantastic, as they can help your emails to feel more relevant than ever before. When writing your emails, it is important to make sure that they are written for people rather than for a computer, so don’t be afraid to incorporate a little humour now and again.
Creating your Subject Lines
Your subject line is the only part that a lot of people read. It usually determines whether people actually open it up or not. Out of all the personal data you can collect, one of the most important pieces of information that you can include in an email is your subscriber’s first name. In fact, subject lines that have your customer’s first name in them have a 26% higher chance of being opened. When writing your subject line, it’s also a good idea for you to consider the length. 50% of emails are opened up on a mobile device and iPhones can also show up to 38 characters when viewing in portrait mode. For this reason, your subject should be up to 5 words in total where possible.
Segmentation
When you know a little bit about your customers, it is then time to split everyone into categories. You can do this based on their behaviour, their interests and more. You can also find out how they have interacted with your site in the past. This will give you the chance to deliver emails that contain the most relevant content when it is needed the most. You could even send out emails on their birthday for added personalisation. This can work wonders for your average email open rate.
Dynamic Content
Dynamic content gives you the chance to customise everything about your email. When you invest in the right software, you can easily customise hundreds of campaigns without having to go through each one individually. If you are able to implement coding as well then this can help you out even more, not to mention that it will also help you to boost the relevancy of your messages. Little things like this can save you a ton of time and they can also make your email campaigns that little bit more effective.
Track Behaviour
When you have a website tracking snippet, this gives you the chance to track your user behaviour. You can then use Google Analytics to make sense of this data. This can really help to improve your segmentation, and it also helps you to guide your customers through the sales process. Your cart abandonment level will be much lower and it will also help you to get more sales. The best thing about this is that it gives you the chance to find out what is working and what is not, so you can customise your entire campaign from start to finish.
Timing
Sometimes, driving emails is all about timing. Research shows that the best time of day to send an email is between 10am and 11am. Monday and Sunday has a higher transaction rate, but Tuesday has the highest open rate and click-through. It will take some time for you to find out what is working and what isn’t, but by using your data you can be sure to get the most out of your campaign. When you combine timing with some of the above tips, you will soon find that more customers open your emails than ever before and you will also see your sales go through the roof as well.
Data in general is invaluable to a business, and this is especially the case when it comes to email marketing. If you are sending out emails without a point or call to action then this will only hurt your customer retention rate and this is the last thing you need.
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Founder Dinis Guarda
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