Email marketing has become more and more challenging over the last few years. With people signing up for multiple email accounts, Gmail changing where your messages go, and more people deleting your emails than opening them, running a successful email marketing campaign requires a lot of work.
There are a few ways that you can take your email marketing to the next level. This can help you send better emails to the right people at the right time. Once you strategize and streamline your email marketing, you will see a measured improvement in how your email marketing performs.
Here are a few ways that you can improve your email marketing this year.
Send emails only to the people who want them
A lot of the reason that your email marketing may be looking like it is failing is because you are probably sending your emails to people who don’t want them. People who get your emails, but don’t want them usually end up deleting them without opening them or marking them as spam. These are not the people you want on your email lists.
Whenever you continue to send emails to people who don’t want them, your domain reputation is hurt. This can leave you scrambling to clean up your domain reputation for months.
Avoid this by scrubbing your email lists once a month. Take out all of the people who haven’t opened an email from you or haven’t engaged with one of your emails and send them one reactivation campaign. Getting them out of the general email list helps keep your domain reputation healthy and your email marketing profitable.
If the subscribers still don’t open or engage with your emails after the reactivation campaign, take them off the list. This leaves a lot less clutter for you to clean up later.
Give each email a goal
If you are not sending each and every email with a goal, stop sending them. You have to have a clear goal laid out for each email before you send them. You want to cue your email recipients with the action they should take with each email.
Make sure that there are multiple ways for your email recipients to achieve the goal of your email. Add buttons with links, photos, video, and good subject lines. You want the point of the email to be clear right when they open the email.
Sending an email just to send an email isn’t going to help you or your customer. It wastes everyone’s time and makes your customers less likely to engage when you really want them to. Give each email a goal and you won’t have this problem.
Personalize the emails
Email personalization really works. When you stick with the basics like the subscriber’s name or company, they are more likely to engage with the email.
Email personalization is relatively simple now with email marketing platforms. Above all, do not send a “dear customer” or “dear client” email. It won’t get read and you will have wasted your time.
Test sending your emails on different days
There is a ton of data out there that says that sending your email on Tuesdays or Thursdays are the best days. While that may have been true at one point, it’s not the case anymore.
In order to send emails that people will engage with, you have to test sending your emails on different days. Find out what works for you and your company. What matters isn’t when the most people are sending emails; what matters is when most people are engaging with your emails.
Test sending on different days and at different times. This will help you develop the most optimal plan and get your email engagement rates up.
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Donna M Sands, SandsOnlineVentures@gmail.com