Email marketing still has one of the highest engagement rates and return on investment of any marketing strategy. Instant messaging, social media and advancing technologies haven't killed off this powerful marketing tactic.
Successful marketers are using email to reach new subscribers, encourage upsells, and reengage customers who have been missing out on new products or services. One metric that matters to email marketers is the open rate.
Are your email marketing campaigns performing as well as they should or as well as they could? As you look to improve your email marketing efforts and open rates, consider these three easy ways to keep your readers clicking.
Satisfy with Subject Lines
The subject line and introductory paragraph of your email can make all the difference in open rates. If you're offering a discount, limited or exclusive trial, or running a promotion, make sure to include that information in your subject line and/or intro.
Focus on fascinating your audience. Whether it's a teaser, a lust-worthy offer or an interesting question, the subject line, and the introductory paragraph, must be attention-grabbing. If you're sending an email based on a trigger (an action taken by the customer that automates an email response), ensure your subject line and introductory paragraph tie directly back to that action so that this email is a fresh, yet readily associated, impression on the customer.
Timing is Everything
Segment your database at random. Then, send one segment the email during the morning, send another segment the email midday, and send the final segment the email at night. The results will differ from business to business, but this is a great way to start optimizing the timing of your email blasts. Again, a triggered email should be timely (within the hour), so make sure your timing with email automation is on point.
Pop with Personalization
Customers want to feel a connection. They don't want to be just another name, email, or face in the crowd. Personalizing emails is an excellent way for your business to increase its open rate.
Include personal touches in your emails to make an immediate connection with your reader. Segment your list separately by social data, such as birthdays and likes, and then include a personal touch and you'll be able to foster the relationship that's already begun. Be cautious of going overboard but keep the conversation friendly and personable.
Email marketing is a key component of both B2C and B2B marketing strategies. As customers' inboxes become flooded with huge amounts of businesses, how do you ensure yours stands out? A great subject line and a touch of personalization within an email sent at the right time are where you can get started ramping up your email marketing efforts and open rates.
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