OPTIMIZE YOUR EMAIL MARKETING CAMPAIGN

OPTIMIZE YOUR EMAIL MARKETING CAMPAIGN-Overview:

Email marketing continues to be one of the main digital strategies that you should consider within your company. Its benefits are diverse and, in addition, it is a tool that requires a moderate budget.

Although the multiple digital marketing strategies have become the focus of attention in recent years, professionals in this area continue to consider mailing the most effective channel. Both in terms of attracting potential customers and generating income. And is that email is still widely used by most prospects.

So let's know a couple of tips that will help you optimize your mailing campaign to achieve the goals you want. Keep reading!

EMAIL MARKETING STATISTICS 2021

Various studies have been given the task of analyzing why email is the most effective channel for strengthening valuable links with the target audience . Let's review some statistics that will convince you of the usefulness of this strategy:

By 2021, more than 3.5 billion people are expected to use email.

Segmented email marketing campaigns manage to increase opening levels by 15%, on average. Plus, targeting your contact list raises your click-through rate by roughly 60%.

The opening levels of personalized emails reach 19%, on average.

59% of companies whose business model is B2B, say that email is their most effective channel to increase their income levels.

50% of users buy at least once a month through the email marketing campaigns they receive from the brands that are of interest to them.

Welcome emails generate 320% more revenue, compared to other emails with mere promotional information.

Undoubtedly, emailing continues to establish itself in the market as one of the most valuable marketing strategies out there, so it's time to optimize your campaigns!

EMAILING HAS EVOLVED

As technology has advanced, so have online sales strategies, and email marketing is part of this evolutionary wave. Although it is considered the most effective communication channel to connect with users and increase sales, there are practices that are already obsolete and that make its tactics less effective.

The massive sending of emails has led email servers to use more rigorous filters to detect which emails contain information considered "spam". Something that has tarnished the image of this strategy and, mainly, has reduced the trust and credibility of users when sharing their email with brands.

Hence, some users only read the subject line before deleting the email. What affects the reputation of the brand and, of course, the results of the emailing campaign will be negative. Therefore, it is important to optimize email campaigns.

CREATE MORE SUBSCRIPTION OPPORTUNITIES

Email marketing is a strategy that works hand in hand with various formats, so it's time to make the most of it by creating more subscription opportunities. That is, placing various content with forms at different points on your website to increase subscriptions. Like a blog newsletter subscription form.

Of course, this is not a guarantee that the emails will be opened or that the contents will be downloaded in greater volume. However, it will improve the quality of the lists and, therefore, the open rates and clicks of the campaigns that are sent will be of a better quality.

● SEND A REINSTATEMENT EMAIL

To know what percentage of your subscribers have not interacted with your emails in recent months, you must analyze the opening rates in relation to the number of subscribed users. Then, that segment of users who have not interacted should receive a reinstatement email from you to encourage interaction.

Make sure the subject line says something like "I have not heard from you in the last few months" or "summary of what you have missed in the last few weeks." These types of emails can increase the interest of potential customers. Remember to use automation software to corroborate the results of this campaign (opening, clicks, etc).

● OPTIMIZE PREVIEW TEXT

Some users' inactivity could be due to the preview text not being attractive enough to grab their attention. Optimize it! The idea is that the preview shows lines that seduce the user, to the point of leading him to open the email to obtain more enriching information.

Optimize preview text in emails

Not so short and not so long, the length can be between 35 to 90 characters. Although this will depend on the email marketing software you use to send your campaigns. The idea is that you include, perhaps, a second title or a summary of the content. Also, include the most relevant keywords , create urgency, be creative and generate intrigue.

● INCLUDE IMAGES, BUT CAREFULLY

Multimedia content helps increase conversions and makes text more attractive. But both their selection and inclusion must be careful, since many applications block the images. This means that users may not see them, so include text and images, and compress the size of these.

Adjusting the frequency of sending email marketing campaigns is also necessary. Sending two to three emails a week is more than enough.

HOW TO OPTIMIZE AN EMAIL MARKETING STRATEGY

Email marketing is an affordable strategy for entrepreneurs who have tight budgets and want to increase their customer base. Although it is also a strategy that adapts to established brands that seek to maintain direct and persistent contact with their users. Either way, optimizing is everyone's job.