Did you know that emails existed even before WWW (World Wide Web) was born? people would send emails without internet via rotatory phones during that time. But today, we know that we can store emails on cloud and is the centre of our communication with clients, businesses, and internal consumption. Developing the right email marketing strategies helps increase open rates, deliverability, and build long-lasting relationships. Even though the golden strategy "Word of Mouth", was considered to be the most effective way to earn your customers trust, emails on the other hand, when personalised, and used in collaboration with other communication tools such as CRM, can create an even greater impact. As technology evolves with the boom of the internet, catching people's attention is not an easy job. In 2020, over 306 billion emails are sent per day worldwide says Statista. What if even in this clutter, you can make your emails stand out by implementing a three-pillar strategy? Let's look at what makes the three pillars:
Audience segmentation is categorizing or dividing your audience into smaller segments, and sending them contextually relevant emails at the right time based on the criteria including demography, geography, user interest, purchase history, and more. Also, analysing their behavioural activities can increase the overall performance of your email deliverability. The activities to look for includes the following:
- How frequently do the recipients open your emails?
- When was the last time they saw your email?
- How much time does it take for them to click an email?
Analysing these metrics helps you to understand and segment your audience effectively.
Email personalisation is an effective marketing strategy that uses the information of the audience to send targeted emails. It pays individual attention to the audience and doesn't make it feel automated. Personalized subject line alone can boost 50% of the email open rate. Using a dynamic and relevant subject line can have a significant effect on the open rate.
For instance: Let's say you want to send a follow-up email thanking the participants for attending your meetups. Instead of sending them "Thank you for attending XYZ meetups", you can say, "Great meeting you at XYZ meetups last week", which would captivate the participant, and the chances of opening the email are high. Bombarding people with too many emails might mark you as spam. Also, ensure you lead the email to a call-to-action. Take some time to create personalized emails.
Once the campaigns are sent to the target audience, how often do you measure the data? Possibly a day after the campaign to see the open rates? You'd then move on to the next campaign. We miss measuring the crucial parameters such as conversion rate, click-through rate, list growth rate, and email share that could improve the overall ROI of the campaign. As the saying goes "what goes unmeasured, goes unmanaged", so it is important to consider each metric and analyze them to understand why someone opts out of our mailing list.
Sending targeted, personalised emails with frequent data analysis can improve the overall yield of your email marketing campaigns. Now, it's your turn. Comment below with your email marketing campaign strategies to help others scale their email marketing efforts.