While email is not new or flashy, it remains an absolute necessity for many marketers. There is simply no more effective method of establishing direct contact with a customer or client than by sending carefully crafted content directly to their email inbox.
When done correctly, email marketing can provide significant benefits to your business, including increased traffic, increased sales, and a stronger relationship with your customers. If you’re not seeing those results, it’s possible that your strategy is out of whack. Here are a few points to consider as you work to re-establish your email marketing efforts.
How to Improve Your Email Marketing Results
1. Get the frequency right
How frequently should marketing emails be sent? Frequently enough to keep your business top-of-mind, but not so frequently that your readers feel spammed. There is no one-size-fits-all solution, but Grammar Chic generally advises our clients to opt for once or twice monthly.
2. Maintain proper timing
When is the optimal time to send marketing emails? The weekday and hour of the day are significant. Experiment with different times, monitor the data, and attempt to find the optimal time for email opens.
3. Get the layout right
Hopefully, you’re using an email marketing platform that makes mobile optimization simple. Additionally, choose a layout that is simple to skim and read, with prominent links and calls-to-action.
4. Ensure proper segmentation
Generally, you’ll want to segment your email subscriber list into multiple groups, which will enable you to more precisely tailor your content to your audience. You may have a lead list and a returning customer list. Alternatively, you may have multiple lists to correspond to your various services.
5. Get the subject right
The subject line is arguably the most critical part of your email, as without a strong subject line, the rest of it will be discarded. A good subject line is never deceptive; it communicates the email’s content clearly through a value statement or a provocative question. And, of course, you’ll want to keep them succinct!
6. Correct the content
If you want people to open your marketing emails, you must first provide them with something of value. This could include compiling a list of recent blog posts and videos, providing breaking company news, or even offering subscribers exclusive offers, discounts, and coupon codes.
With the right approach, marketing emails can help you increase your bottom line and generate a significant return on investment.