Harnessing the Power Of Email Marketing

Email Marketing Setup & Metrics

To set up any email campaign, you’ll need to do the following:

• Identify your target audience
• Add a contact list, and create segments based on user behavior
• Create the campaign
• Select the list
• Choose a suitable template
• Write an impactful subject line
• Design the email
• Include a relevant call-to-action (CTA) at the end
• Schedule the email to be sent at an optimal time
• Track email performance, which includes the use of A/B testing

Key email marketing metrics to track include:

• Open Rate 

  This is the percentage of the total number of recipients opening an email

• Clickthrough Rate (CTR) 

  This is the percentage of recipients who clicked on your CTA

• Response Rate 

  This is the percentage of the total recipients who clicked on the link of your email campaign and completed an action.  A/B testing is also critical to any email marketing campaign. An example is using two different subject lines for an email. A/B testing analyzes which of the two subject lines is more effective. This analysis can lead to higher open rates, potentially resulting in more sales.

Optimization — Best Practices

Sometimes, it’s not enough to send an email. The following are some tips for optimizing content in your email marketing campaigns:

Optimizing the Subject Line

Research shows that interesting subject lines can boost email open rates. Use these strategies to develop one that resonates with readers:

• Include a Number

  They’re shorter and easier to read.

• Include an Emoji

  According to Campaign Monitor, subject lines with emojis have higher unique open rates.

• Personalize It

  According to an Experian Marketing Services study, emails with a first name in the subject line can increase open rates by 29 percent.

• Use Title Case 

  Capitalize All Words In An Email Subject.

• Keep It Short

  According to Campaign Monitor, the ideal length of a subject line is 17-24 characters. This is especially important to consider since many people read their emails on mobile devices.

• Develop a Sense of Urgency
  

  If a coupon expires soon, include the promotion in the subject line.

Optimizing Email Content

To drive more engagement from your consumer base, the following tips can help:

• Write a captivating subject line
• Include relevant content
• Use bullet points
• Use compelling imagery
• Ensure emails are mobile-friendly
• Proofread to avoid grammatical mistakes
• Personalize by using sender and recipient names
• Choose ideal fonts and colors
• Build rapport with customers by sharing insights they value
• Add a clear CTA to every email, rotating them to avoid overselling

Types of Campaigns

There are four main types of email campaigns:

• Newsletters
  

  These keep customers updated on your products

• Promotional Emails 

  These drive revenue by sending special offers

• Abandoned-Cart Emails

  These are reminders to customers who have added products to their carts but haven’t followed through with their purchases

• Re-Engagement Campaigns 

  These are designed to incentivize inactive subscribers for a higher inbox placement ratio (IPR)

Tips for Engaging New Subscribers

There are several ways you can engage new subscribers while also being subtle, such as creating clear, concise, and compelling subject lines. You’ll want to thank new subscribers for signing up, and send emails at the best time of day to ensure higher open rates. This ideal time of day may be based on various factors, such as what you’re selling and your target audience.

You’ll also want to be transparent by including your customer’s privacy policy, and making it easy for customers to reach you easily; avoid using a no-reply email address when you send out promotional emails. Finally, because you want to avoid violating any spam policies, it’s essential to give recipients a simple way to unsubscribe at any point by including an unsubscribe link that’s easy to find. The power of email is undeniable. It’s a way to reach audiences personally with relevant information, and it should be part of any marketing strategy. Luckily, there are several email marketing platforms available, like those from MailChimp, HubSpot, Marketo, ConvertKit, Sendinblue, and AWeber. Explore your options, choose the platform you feel will work best for you, and get started with that first campaign!

For more comprehensive email marketing expertise, enroll in Simplilearn’s Advanced Email Marketing Certification Training and learn how to draft an email that can be both intriguing and influential for the readers.