Email marketing is a powerful strategy. Unlike other marketing activities, it allows you to land directly in the inboxes of your prospects and customers and build a direct one-on-one connection with them.
The influx of tools and software today allows marketers to get really creative and deliver a truly enjoyable experience for customers without things getting too complicated.
And it’s worth it: the ROI of a well-thought-out email marketing strategy is high. In fact, you get a higher ROI than any other marketing method, with a median of 122%.
But, to get good results, you need to create a strategy that consistently converts.
This means putting a number of email marketing tactics in place throughout the sales funnel so you can adjust, measure, improve, and continue to deliver a great experience to subscribers.
It is not enough to write a couple of emails and send them sporadically throughout the year. Instead, we’ve put together some key strategies you can use to improve your campaigns and turn them into a powerful marketing asset.
12 Effective Email Marketing Strategies to Improve Campaigns
Segmenting your subscriber list into groups of like-minded people allows you to send emails that are highly relevant. You can decide to segment based on customer behavior, interests, actions, or personality information, such as where subscribers live or what job title they hold.
Bundling your email subscribers together greatly eliminates the risk of sending content that isn’t relevant and ultimately turning potential customers off. Research also shows that segmentation can increase revenue by up to 760%.
Start by thinking about the different types of people that make up your email list, and start grouping contacts based on similar characteristics.
You can use your signup form to collect this information, such as asking about your job title, tracking behavior within your emails, grouping people based on links they clicked, and segmenting your list based on lead magnet subscribers who were subscribed to in the first place.
Read our detailed guide to email segmentation.
A/B testing (or split testing, as it’s also known) allows you to experiment with different content and subject lines in the same email to see what works best.
The information you get from each A/B test can be used to drive future campaigns. For example, if subject lines with questions open more than those without, make sure that future campaign subject lines include a question.
Elements of your emails that you may want to test include:
- Email subject lines
- Email content
- Links within the email
- when you send emails
For best results, only modify one element at a time so you can see what really makes a difference.
70% of brands do not use email personalization, that is, they use the names of subscribers to greet recipients and personalize content. As a result, they’re probably missing out on a huge chunk of revenue, as 52% of consumers say they’ll find another place to shop if an email isn’t personalized.
Personalization is simple but key and can include:
- Use subscriber names in the subject and body of the email
- Content that is relevant to the subscriber’s interests
- Product suggestions based on the subscriber’s previous purchases.
Spend time on your issue
Your subject line is the first thing your subscribers will see (35% of email subscribers open an email based solely on the subject line). If it’s not compelling enough, they won’t click and you may not have sent the email in the first place.
That’s why it’s important to spend time on subject lines – it can mean the difference between lots of clicks and none.
- The length of your subject line (6-10 words is the sweet spot)
- Use power words based on actions
- Set expectations for the email body
- Use subscriber names in the subject line
Send emails at the best time
An email that arrives during the day is going to have a very different open rate than one that arrives in the middle of the night.
Think about when your subscribers are most likely to check your emails. If your goal is to catch them while they’re at work, you’ll likely send your emails between 9-5 and get better results than sending them on a Saturday morning.
Experiment with sending your emails at different times and recording open and click rates. Sendinblue has a special Send Time Optimization feature that uses a machine learning algorithm to find the best time to send.
Test email content
Mix the content of your emails and share links to different types of content. Try to send subscribers to valuable blog posts, longer case studies, video series, and other media that they like.
SurveyMonkey invites its subscribers to take a food quiz.
Not only will this keep things exciting for your list, but it will also allow you to track what types of content work best with your audience.
Provide value at all times
If you consistently provide value, your subscribers will consistently open and read your emails. In fact, they may even begin to eagerly anticipate your messages arriving in their inbox.
Think about what your customers want and need from you and build your email marketing strategy around that.
You can also get first-hand information:
- Surveying customers to see what they want from you
- Ask subscribers to reply to your emails with their ideas and opinions.
The key is to make sure that each and every email is at least one valuable item that leaves subscribers wanting more.
Make sure your emails are mobile friendly
61.9% of all emails are opened and read on a mobile device. This means that more than half of your subscribers will see your emails on a smaller screen. As a result, you need to ensure your emails are responsive and mobile-friendly by:
- Image optimization
- Making sure the text doesn’t run off the screen
- Make sure the text is big enough to read and the links are clear
- Your subject line still packs a punch when trimmed to fit mobile devices
Re-engage Inactive Subscribers
Subscribers who haven’t opened your emails in a while can still become valuable customers. They may have simply forgotten about you and need a reminder about who you are and what you have to offer.
Create a re-engagement email campaign strategy with the goal of warming up more engaging subscribers. This may include:
- A message that reminds them about you and the value you can offer them
- An exclusive offer
- Brand new content
- Invite them to answer a question
Create powerful calls to action
Your calls to action (CTAs) can drastically affect the click-through rates of your emails. A weak CTA means fewer visitors and ultimately fewer sales, so it’s worth spending time on your CTAs to make sure they pack a punch.
Experiment with using buttons and text CTAs and focus on making sure the words you use are compelling enough for subscribers to click on.
Here are some of the best tips for making your calls to action as powerful as possible:
- Start with a strong command verb, such as “buy”, “purchase”, or “download”
- evoke emotion
- Give subscribers a reason to click, like “shop now for 50% off.”
- Tap into FOMO, like “take your seat, there are only 5 spots left!”
Run Trigger-Based Campaigns
Trigger-based campaigns execute the actions of your subscribers.
For example, a link to a piece of content in an email can trigger a series of three follow-up emails that are sent only to subscribers who clicked the link.
This can also work in reverse.
If you send an email and a subscriber doesn’t click the link, you can send another email with a question or content they might like.
Share user-generated content
Word of mouth marketing is an incredibly powerful tactic, and user generated content (UGC) is basically the digital version of this. When subscribers see that other customers enjoy your brand and products, they will want to know more.
Integrating things like photos, videos, reviews, and customer-created stories into your emails creates a sense of community and encourages more clicks. According to research, UGC leads to a 73% increase in email click-through rates.
Make your emails work harder for you
Your emails are the backbone of your marketing strategy. They are how you connect with your audience, drive sales, and build a community around your brand. The key to a successful email marketing campaign is optimizing every element, from the subject line to the content to the calls to action.