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4 Tips to Improve the Effectiveness of Your Email Marketing Campaigns

Animated laptop with icons representing emails.

Posted on 01/31/2018 at 03:36 PM

Email? It is 2018. Who still uses email for marketing? Well honestly, everyone. If you have a connected device, you most likely had to sign into that device with an email address. If your customers or prospects have an email account, you have a direct line of communication to them. So how can you make the most of this channel? We have compiled a list of some of the steps you can take to improve your email marketing and to get that fabled 50% conversion rate (more details on that below).

Avoid spammy keywords

Though we can never know exactly what spam filters are looking for, we do know that they look for keywords that are common throughout actual spam. Some of those keywords include ‘free’, ‘deal’, ‘congratulations’, ‘urgent’, etc. Be sure to avoid these words or to use them sparingly.

Send emails only to those who want to receive them

The idea of “opt-in” is a new practice in the marketing world. As counter-intuitive as it may seem, it does allow you to fine-tune your strategy to target only those who are interested in what you have to offer. Think of it this way; a larger pond does not always mean you’ll catch more fish; a smaller pond with hungrier fish is all you need. Having potential customers subscribe to your email list of their own accord not only improves your chances at conversion, but it also increases your overall potential customer satisfaction.

Imagine: Only getting emails that you are interested in… ah… one can dream!

Another tip for avoiding the spam filter is personalizing the message you are sending using the recipient’s name. This has two benefits: the potential customer feels included and spam filters assume you have a personal connection to the user. A personalized message to “opt-in” subscribers is a winning combination sure to improve your conversion rate.

Optimize your emails for mobile users

Did you know that 54% of emails are opened on a mobile device? If you are not optimizing your email content for mobile displays, you are likely missing out on potential customers. In fact, 80% of people will delete an email that doesn’t look good on their mobile device, so be sure you format your text and images to be responsive to mobile device screens in order to keep the attention of mobile users.

Automate your emails

Though this might be the most difficult step, email automation has been proven to result in a 50% conversation rate in B2C, and a 60% revenue growth in B2B. Email automation has evolved from just schedule based to event-based. One can trigger emails based on online customer engagement, whether that means triggering an email to send when a user subscribes, abandons a shopping cart, or even being notified to re-engage with a customer if an initial visit fails to result in the desired action. These emails further increase the likelihood that a customer will convert on your website.

Global Reach offers mailing list services via SiteViz. For more information about the capabilities of our Newsletters and Mailing Lists features, contact us today!

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