Dropdown Menu

Monday, December 2, 2013

Tactical Tips for Improving Your Email Marketing

By: Lauren Drell

It's one thing to get consumers to open your emails; it's another entirely to keep the audience engaged. Below, we've rounded up a few factors that could improve your email marketing strategy:
    • TimingIs your email sent at an optimal time of day, and is your messaging timely? An email marketing survey found that late nights and weekends are excellent times for email marketing — there's less competition, so open rates are higher (as are CTR and revenue per email) for the night owl crowd.
    • PersonalizationYou have a lot of data about each of your customers. Consider clustering your email list into several different groups, based on shopping habits, location or interests, to make your messaging more relevant.
    • PurposeIs there a call to action? Is the consumer being engaged? What's the purpose of your email?
    • Subject lineYou don't want to tell the whole story, or else readers won't need to click. And even though you might be excited about the email's contents, an all-caps subject line with multiple exclamation points is a surefire ticket to the spam folder.
    • Mobile optimization Nearly half of emails are read on mobile devices, so if your emails can't be read on mobile devices, you risk losing the consumer — 30% of consumers will unsubscribe if an email doesn't render properly. And yet, less than 12% of email newsletters boast responsive design, according to a 2013 study.
    • Exit Surveys A simple exit survey can help your business glean insights into why consumers are leaving, which you can use to inform your strategy moving forward. It helps to offer multiple choice buttons ("Too much email," "No longer need your service," "Information isn't useful," etc.) along with an optional field where consumers can write in feedback.
    How has your business reduced unsubscribe rates and driven engagement and conversions via email marketing? Tell us in the comments.

    Read more about the author, Lauren Drell

    No comments:

    Post a Comment