Three Tips to Make Your Email Marketing Campaigns More Effective
Email marketing is a powerful tool for getting targeted information in front of your customers and prospects. The benefits of working email into your marketing strategy are many. Here are just a few:
- Personalized communication
- High-impact, targeted messaging
- Maintain consistent, relevant communication
- Control the message and who sees it
- Opted-in subscribers are already tuned in
- Improves brand awareness and recognition
While email offers a ton of benefits for your business, it can also be time-intensive, as it takes high-quality content, catchy subject lines and a focused strategy to be successful. With that in mind, we’ve put together three tips to help you focus your email efforts and execute more effective email campaigns.
Segment your email lists
This is where the personalization piece comes into play. By segmenting your lists, you can target the contacts in each list with content that’s more specific and relevant to them.
Your customer base isn’t composed of just one type of person. You likely have multiple customer segments, and each segment requires an understanding of that segment’s specific needs and differentiation in the way you communicate with them.
A recent study by Lyris, Inc. showed that 39% of respondents saw an increase in open rates and 24% saw an increase in sales leads after segmenting their email lists. These increases are likely due to the email recipients connecting more with the message they received, since the content was crafted with a focus on their particular needs and persona.
How to segment
There are a number of ways you can segment your lists. To be most effective, consider breaking down your email lists by some of the following types:
- Interests (type of content)
- Campaign (how you collected the contact)
- Behavior (how they interact with your site)
- Funnel stage (awareness, evaluation, conversion)
- Demographics (gender, age, etc.)
- Location (geographic space)
Once you have your segments created, you can target more personalized content to each of your lists. The key, however, is to be consistent and avoid overdoing it.
Be consistent with your emails
The key, now, is to send emails consistently without being a pest. It’s a fine line to walk, so this part may take some testing to get it right and find that sweet spot for your audience.
I personally send between 2-4 emails per month. It really depends on what’s going on that month and what content would be relevant to each audience. Don’t send emails just for the sake of sending emails. If you find it hard to produce more than two relevant emails per segment per month, then two is your sweet spot.
Most people check their email between 1-3 times per day, so if you stay consistent with the number of emails you send and the timing, you position your emails to appear regularly in your contacts’ inboxes without pushing them to the point where they want to unsubscribe.
Get to the point with your email message
Think about the types of emails that come through your inbox. Do you ever read the emails that look more like blog posts? Very rarely, right?
If you want your emails to really connect and earn clicks, craft a message that’s short and to the point. If you have a call-to-action included in the email, don’t bury it six paragraphs down.
Give yourself 150 to 500 characters to get your point across. Highlight the most important things up top, and you’ll see better results.
These tips are a great place to start to gain more traction, increase your opens and clicks and improve the results of your email marketing. Start here and then do your research. The great news is there are so many excellent resources available to help you be better at email marketing.
Stay tuned to The Spark for more articles on ways to improve your email marketing. And check out our other articles about being more effective with social media, improving your content marketing and more.
Anthony serves in the Director of Marketing and Business Development at Granite Creative Group. He is a storyteller, a strategist and eternally a student of marketing. Most recently, he served in leadership roles for a global content marketing agency, a highly regarding institute of higher education, a software company and in the legal world.