Despite the influence of social networks such as Twitter, Facebook, Instagram or Snapchat, emailing is not dead. Far from it. In fact, it’s still one of the best ways to find new customers, make more sales, pass on important information, create a tribe of loyal clients – the company’s success depends on it. Small and medium-sized enterprises have a lot to gain from email marketing, but many of them are unaware that they can lose big time with poorly managed emailing campaigns.
Emailing can be a true digital communication science, from segmentation to automation, from A/B testing to personalized dynamic content. Without needing to go into too many technical details, here are some practical tips and tricks to optimize the performance of your email marketing.
Be clear in your message
Newsletters are a great way to bring more visitors to your website. But if the real objective of your email marketing campaign is to increase sales, your main focus should be to generate more conversions and not just visits.
For example, suppose you have a commercial offer for a specific product. In the message you send out, make sure that the subscriber immediately understands what the deal is about. Make sure to offer enough relevant information to generate the famous click to the product page (optimized of course). If the recipient has to search for information or if the content in the email is not consistent with the subject of the email, all the effect sought by your newsletter will be in vain.
Most emails are read on mobile phones
Not surprisingly, more than 75% of Swiss people between the ages of 15 and 74 surf on their mobile phones every day, and a large proportion of them read their e-mails when they are on the move. It is therefore important to adapt your message to the mobile devices.
Browsing through your inbox, there are still companies neglecting the importance of Responsive Design and adapting the content to each screen size and format. This results in newsletters that don’t display correctly, images not adapted to the small screens of smartphones or tablets and users being frustrated.
Monitor results and be responsive
If you take the time to set up email marketing campaigns (preferably automated), make sure to also set up a monitoring system to track e-mail opening rates, number of unsubscribes, click through rates, etc. Plan corrective measures in case of poor results and reiterate the improved message to your customers and prospects.
Newsletter marketing is a continuous process and you need to improve until you achieve the desired results. As you become more familiar with your customers’ data, you will be able to create good marketing automation scenarios, perform market segmentations and A/B tests. This will allow you to send the right offer at the right time, with a text adapted to the target audience. A good emailing and reporting system is the key to success. If you don’t go through an agency specialized in the field, there are several tools to manage your mailings and statistics such as Mailchimp, SendInBlue, MailJet or GetResponse… to name but a few of the best known.
Keep an eye on your competitors
As in every professional field, it is important to keep up with the latest market news and your competitors activities. This also applies to emailing marketing and with a little trick of the trade you can do this easily: simply subscribe to their newsletters. By receiving their information you can evaluate what technologies they use, how their content and design is structured and how they construct the landing pages to optimize conversion.
The intention here is not to copy their ways, but to get informed and inspired to create your own quality campaigns.
Create a content marketing strategy
Here is a concept that should be well established but is not always applied: having a dedicated content strategy for your newsletters. Don’t just send out universal messages to everyone on your mailing list, your customers deserve better. Before you click on the “Send” button of your cool emailing tool, take a moment to establish a clear strategy and specific objectives.
Content marketing can be a great lead nurturing tool if you adapt your communication accordingly.
Last but not least: make it easy to unsubscribe from your newsletter. It is better to have someone unsubscribe rather than your company being labeled as SPAM. Once you are on a customer’s blacklist, it will be very difficult to get regain trust again.