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Email marketing is a well-known tool that entrepreneurs and marketers use to grow their platforms in an easy and affordable manner. As technological trends evolve, effective strategies change too. Emails are no exception to this matter. An effective email marketing campaign now has to tackle aspects like interactivity and personalization in order to stand out from the clutter of emails that fill a user’s inbox. In this article, we explore some of the ways you can optimize your business’ email campaigns.
1. Make it personal
The biggest flaw of a marketing email is generalized content. The more generic an email is, the more likely a user is to report it as spam or send it to the trash folder. There are simple ways to create a personalized email without making it too complicated and using too many resources. An opening line like “Hi, [user]” is a small change that goes a long way in creating a more approachable demeanor that connects with the user. The more tailor-made your email is, the more likely the user is to open your email and interact with it, leading to greater leads. Brands like Spotify or Amazon go a step further and recommend songs or products that are based on the user’s past purchase history, making user interaction all the more likely.
2. Eye-catching Subject Lines
A unique subject line can boost your lead rate by leaps and bounds. The first thing users see before opening an email is the subject line. A good subject line piques their interest and curiosity, encouraging them to open the email. A great analogy is that a subject line works the same way news headlines work. The more eye catching and unique, the more likely an individual is to read more about it. Subject lines also have a limitation in that they need to be as short as possible. Users are more likely to just skim through their emails, so a subject line that gets straight to the point while keeping it interesting is much more likely to be clicked on.
An advantage of email marketing is that, unlike other forms of social and general advertising, the marketer or business has total control over who is viewing the email. This advantage can really stand out if you incorporate segmentation in your email strategy. Email segmentation creates tailor-made messages that link users with content that truly interests them. Not all users like the same thing, so segmenting them according to demographics like age or location is the best way to add personalized content that can cater to various marketing preferences. A variation in content can occur through the visual presentation of content, tone of language, past product references and more.
4. Mobile Optimization
Optimizing your email for mobile is an aspect that is often overlooked. Creating an email that only caters to laptop and monitor displays is a recipe for disaster once the same email is opened on mobile. Errors like bad design and missing buttons are unfortunate mishaps that can occur if mobile layouts are not considered. Creating content that is in one column, adding simple call-to-action buttons that are easy to find, and centering your information are simple but effective ways to help your email reach users on mobile devices successfully.
5. Timing is key
It is crucial to pick the right time for email sending. There is no right time that every business can use, rather it is dependent on variable factors that are influenced by the type of users that you are targeting and your business brand. Moreover, the frequency of emails is also a matter to consider. A high frequency can turn users away from your emails and cause them to unsubscribe to your mails. A low frequency can damage your campaign in a similar way due to the fact that they won’t have a connection due to the unfamiliarity of the email. Finding a time and frequency that works for your business ensures that your email campaign is set up for success.
The best way to ascertain what works best for your business is testing your email campaigns. This is a continuous process since user preferences can change over time. Investing time and effort into ensuring that these aspects are covered can increase user communication in the long run, giving you a leg up against your competitors.
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