Although certain myths always abound as far as email marketing is concerned, it is still one of the strongest ways to convert a potential visitor into a confirmed buyer. You can use email marketing to connect with your customers in a powerful and long-lasting manner. If you didn’t find this convincing, just think of the emails that you receive daily. If you see your name in the subject line, or if the subject line seems inviting, attractive or even mysterious, you cannot help but open it and check out the content. If the content matches the headline and the subject, you find yourself being enticed into the content and start reading it. Sometimes, you even find yourself waiting for the next email. That is how powerful email marketing is.
With this kind of email marketing, you can easily reach your customers and connect with them on a personal level. We all know that in this day and age, the more personalized our messages are, the better the connection we can forge between us and our customers. Everyone wants something unique and customized to their taste and standard. You can easily send tailor-made emails to your subscribers and enable them to connect with you. Whether or not you have your marketing department, look for the best email marketing agency as they are involved in the campaigns day in and day out, and can ensure the kind of results that you didn’t think were possible.
Here are some tips that you can use to increase your conversions as well as your return on investment (ROI) by using email marketing.
1. Use A/B testing
This is one of the most effective ways that you can use email marketing to ensure that you always get the results that you want. As you create and deploy multiple email marketing campaigns, you need to know if they are working or not. You need to know why they aren’t working and if they are working, then what exactly is that worked. You can find out exactly what is working and what is not by using A/B testing. It is also called split-testing. What happens is that you create two different versions of the same email to see which one is more effective. This gives you the information and the details that you can use to make informed decisions, instead of just using predictions and conjectures to fuel your campaign. No more guesswork for you. You can test entire emails, but the best thing to do is to test one element at a time, such as email headlines, subject, body text, call to action (CTA), etc.
2. Know the importance of your subject line
When you first meet someone, they immediately start unconsciously judging you according to the way you look. The same is true for your email. Your subject line is the first thing that you use to interact with your potential clients and customers. If it is boring or if it is the same as everyone else’s then your email will soon find its way into the trash bin or in the spam folder. You will lose that customer and ensure that they never see any of your emails ever again.
Your email’s subject line needs to be enticing enough for your customer to want to open the email. It is not an easy task. Creating the perfect subject line for every marketing campaign is a tough task. Here again, you can use A/B testing to find out which subject lines work better than the others.
3. Personalize the ‘to’ and ‘from’ fields
The more personalized your email is, the more chances of customers there are of actually opening the email. One of the ways you can accomplish this is by using first names in the ‘to’ and ‘from’ fields. This tells the customers that you are a real person and not an automated algorithm that is sending out mass emails. Personalizing your emails will make sure that they get 20 to 50 per cent more opens. It is not advisable to use the ‘no-reply’ prefix in your email address nowadays.
4. Take advantage of the ‘curiosity gap’
Curiosity is one of the most important motivators in all our lives. We want to know stuff and the things that we know would interest us. The curiosity gap is the difference between the things that we don’t yet know and the things that we want to know. You can use this phenomenon to come up with subject lines that pique your subscribers’ interest and make them open your email urging them to know more about it.
This is the same strategy that people use when coming up with headlines for their blogs and articles. Make your subject line is so compelling that your readers have no choice but to click on it and open the email.
5. Create readable, skim-able content
Now we all love to show ourselves as the authority on a certain topic or a niche. Sometimes we tend to show our expertise by filling our articles, blogs, or emails with a heap of content. That is one of the worst tactics that we can use. Long lines of unending text can really put off a reader and make them go away. When you are creating an email marketing strategy, make sure that your content is easily skim-able as people don’t have time nowadays to read lengthy emails. Make sure that they get the gist of what you are offering even if they can’t read the whole thing. Limit your email to one topic, product or service. The content should be as brief and concise as possible. If you are talking about a promotion or a discount, refrain from discussing your company’s history. There will be other times for that.
6. Stick to one CTA per email
Again, this is a very strong tactic that you need to use if you want to convert the maximum number of potential subscribers into confirmed buyers. Every email should contain only one CTA. But then that CTA has to be strong enough to work on the customers. Using one CTA doesn’t mean using it just once. You can use it multiple times in the email. It means that you need to call your customers towards one thing at a time. Add multiple CTAs in your email and you will end up confusing your customers and losing them.
As technology advances, so does everything else related to it and email marketing is no exception. Strategies that were all the rage a few years ago don’t work today. So make sure that you keep yourself up to date so that you benefit from your email marketing campaigns.