Customers are becoming increasingly savvy at filtering out brand communications from their inboxes, meaning you must work harder if you want to up your open rates. Customers know what they want in their inboxes and will not hesitate to unsubscribe from your list if the content isn’t engaging or relevant to them. But how can you adapt your email approach to better meet the evolving expectations of your customers?
Email Marketing Is Your Secret Weapon
With the number of global email users expected to reach 4.3 billion in 2023, email marketing enables you to connect with a global audience and build brand awareness at a relatively low cost compared to mainstream marketing channels. On average, email marketing boasts an explosive 4200% ROI and a conversion rate that is around 3 times higher than social media. It’s no surprise that 89% of marketers use email as their primary channel for generating leads. But how can you improve your performance and create even more success from your emails?
Split Your Email List into Segments
Dividing your email list into segments is a highly effective way to improve your overall campaign performance. You’ll probably have subscribers who are only interested in certain emails and don’t want to receive the full range of emails that you send. A recent study exploring what customers want from email found that above all else, customers value relevance the most. Splitting your email list into different segments allows you to provide relevant messages to each group and encourage higher open rates, click-through rates and fewer unsubscribes.
A/B Test Your Emails
If we could only offer one piece of advice to help you improve your email marketing, it’s to A/B test everything. A/B testing involves sending one variation of an email to one subset of your subscribers and a different version to another subset to see which version generates more opens and clicks and why. A/B testing can reveal everything from which subject lines resonate most with your audience to the best time to send your email. The data from your A/B tests will help you to understand how your audience interacts with your emails and improve the overall performance of your campaigns.
Capture More Clicks with Compelling CTAs
By using calls to action (CTAs), you can drive more traffic to your website or another landing page of your choice. HubSpot found that CTAs using anchor text (visible text with a clickable hyperlink) increased conversion rates by 121%, while emails with a single CTA increased clicks by 371%. To ensure your emails drive results, your CTA buttons should be large to draw attention and easy to read. Utilise action-orientated text like “Get this offer” and “Enquire now” to create a sense of urgency and generate high click-through rates. To maximise their success, your CTAs must be short – ideally two or three words but no more than six.
Personalise Your Message
Most email marketing tools available today offer the ability to personalise your message based on data about your prospects. Personalisation engages your customers in a more meaningful way, improves your open rate and increases return on investment as a result. 71% of customers agreed that a personalised email would influence their decision whether to open and read a branded email or not. Integrating a level of personalisation into your emails gives your brand a human touch and may go a long way to improving your campaigns’ results.
Ready to Take Your Email Marketing From Unsubscribed to Inspired?
With an incredible ROI and the power to cement long-term relationships with customers, you can’t underestimate the potential of email marketing. If you’re not sure where to start, we would love to help get you on track. Drawing on years of experience, we’ll craft branded emails that utilise clever subject lines, personalised customer data, compelling CTAs and exciting content, adding value to your brand and strengthening your customer journey.
Are you ready to take your email marketing from unsubscribed to inspired? Start your journey.