7 Ways to Reinvent Your Email MarketingApr42022
Email marketing is one of the best digital marketing strategies. An average return of 4,200% means you can expect a whopping $42 for every $1 spent! It’s a massive opportunity.
Unfortunately, email marketing isn’t as straightforward as most marketers imagine. As a result, several digital marketers rarely get anything from their campaigns. A particularly interesting case is the publishing company that spent $5.3 million on email marketing over nine years with not much to show for it.
So, how do you avoid similar losses? How can you make email marketing work for you? We’ve rounded up seven practical tips to get you on the right path.
1. Keep a high-quality email list
Email marketing success begins at your email list. While a high-quality list gives you the platform to drive a high-ROI marketing campaign, a low-quality list is a recipe for disaster. It creates the risk of inaccurate personalization, low deliverability, low open rates, and a high number of spam complaints that can damage your reputation.
HubSpot has identified several ways to improve the quality of your email list. These include choosing the right email marketing provider, reducing spam complaints, and regularly “scrubbing” your list to remove unresponsive contacts.
2. Continually grow your email list
It’s similarly critical to keep growing your email list as this is the only way to expand your customer base. A bigger contact list means you’re guaranteed more leads and customers even if the conversion rate doesn’t change.
Fortunately, there are many ways to grow your email list. For instance, consider using more forms and spreading your nets wide. Mixing up floating and popup forms can help you catch more leads. You can even use gated content if you wish. Additionally, consider exit-intent popups, giveaways, and contests.
3. Use branding for easy email recognition
One of the biggest challenges for email marketers today is cybercrime. Digital consumers are so fearful of viruses, malware, and ransomware attacks that they question everything. So, when they receive an email, the first thing they ask is – can I trust it?
Branding eases cybersecurity fears because incorporating your branding effects, including images, logo, text, and colors, allows recipients to identify your emails easily. This can greatly impact your email open and click-through rates.
4. Keep the main message and CTA above the fold
Like it or not, we’re in an era of very short attention spans. The endless options on the internet allow consumers to be very choosey/selective without significant consequences. So, you must pass your main message early and tell them what to do right after. Otherwise, they’ll head elsewhere, and you’ll miss out on tons of potential click-throughs.
One way to fix this problem in email marketing is to keep the main message and call to action (CTA) above the fold, i.e., the portion of the email that’s visible without scrolling. This way, your contacts don’t have to expend extra energy to “get” your message or click on your CTA.
5. Reinvent your subject lines
You’ve probably heard this line a million times before. Well, it’s that important. The subject line determines whether the recipient opens or ignores the email – and this applies to all the recipients. Moreover, it can send you to the recipient’s spam folder in one click.
So, maybe it’s time to find out whether your subject lines are helping or holding back your email marketing campaign. The best subject lines are powerful, concise, and highly personalized. Additionally, avoid false promises. Here’s a comprehensive email subject line dos and don’ts from HubSpot to use.
6. Consider email automation
Email automation isn’t a new concept per se. However, a few people still overlook it, and many of those who use it undervalue its importance.
Just so you know, email marketing automation improves lead generation 80% of the time and conversions 77% of the time. Automation also increases qualified leads by 451%, on average. In fact, triggered emails have a 70.5% higher open rate and 152% higher click-through rate than generic emails. Even better, email automation shaves off repetitive tasks by 36% and increases productivity by 20%.
7. Make A/B testing a habit
Finally, many marketers often forget that success only comes through constant improvements and that to improve, you must first identify the shortcomings of the existing processes. That’s where testing comes in handy.
Regular testing allows you to uncover weak links in your email marketing strategy. But, more importantly, it directs you to the right solutions for each problem. A few areas to constantly test are subject lines, message types, best send times, your CTAs, and content length.
Talk to An Email Marketing Expert Today
You should be able to roll out many of the above tips without expert skills and can find even more tips at HostingCT.com. However, don’t hesitate to call us for clarifications and professional guidance. You can reach us at 860-683-4201.
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