Email marketing is by far one of the best ways to market your business. Year-on-year, email marketing has been rated as one of the best marketing platforms for ROI. It is simple to use, acceptable to consumers and can reach numerous customers long after you’ve sent your email.
However, many small businesses often struggle to use email marketing because, on the first few campaigns, many don’t see the returns they expect. However, email marketing success is dependent on the best practices. There are numerous tips that can help with this. So, here are our top tips for a successful email marketing campaign.
1. Segment Your Email Marketing List
The first thing you should be doing is to segment your email marketing list. Not everyone on your list is going to want the same content. Some will be interested in different products or have differing problems. Therefore, you need to find ways to distinguish between people on your email marketing list and place them in groups.
Once you’ve done this, you can send different content to these groups for higher engagement and conversion rates. This also helps with ensuring that audiences aren’t abandoning your email list because they keep getting content that is of no interest to them.
2. A/B Test Your Content
Do you really know what your audience prefers? The design, including placement, colour and even style of your email can make a huge impact on your email marketing success. The only way to know what your audience really likes is to have your content A/B tested (split testing) to ensure you’re getting the best results from your campaigns.
What you do with this is send two versions of your email and have a single difference on each email. For instance, you could have the colour of the call-to-action button different. Then on the results, you can see which version audiences preferred. Use this in the next campaign and make a new change to optimise results.
3. Use Videos In Your Content
Videos in emails are important. With today’s technology, videos can be hosted on websites like Vimeo, YouTube, or others, that can then be linked to in email for audiences to watch on their email host. Videos offer better storytelling and engagement possibilities. This can increase conversions and improve other results. Plus the videos can be used in numerous videos and in different campaigns (like on social media), so their production costs can be quickly recouped.
Videos should ideally be less than one minute and have a clear call-to-action at the end. All videos in emails should ideally be linked to the content you’re promoting.
4. Keep Text As Short As Possible
One of the most important tips is to make text as short as possible. When you use too many words and characters in an email, you’re going to lose the interest of your audience. This means they’ll abandon your content quickly and you won’t convert them. Ideally, you want no more than 300 words in an email. If you can keep your content to less than 200 that would be better.
A way to reduce words in an email is to use videos, images and other interactive content to convey your message. The audience are more likely to interact with these aspects than read text which takes longer to understand.
5. Regularly Clean Your Mailing List
When an email subscriber goes cold (i.e. no longer interested in your content). It is pointless keeping them on your list. Instead, you should regularly look through your list and identify who has not engaged with your content for the past 10-15 emails. Send them a re-engagement campaign and if they still haven’t engaged, you should unsubscribe them yourself from the list.
This reduces the cost of sending campaigns, improves results and gives you a clearer picture of the value of your email marketing list.
Take These Tips With You On Your Next Campaign
When marketing via email, you want a successful outcome. Follow the tips above for a great campaign as well as a healthy email marketing list that will be profitable and help your business grow.
Do you regularly clean your email marketing list? Do you include videos in your email content?
Let us know in the comments below.