Are you on a quest to supercharge your email marketing performance and achieve remarkable results with your campaigns? With the right strategies in your arsenal, each email you send can yield significant benefits.
Read on for nine valuable insights on boosting your email marketing performance.
1. Shift Focus Away from Open Rates
Engagement is a vital aspect of ensuring your emails reach the inbox. It serves as evidence that you are a legitimate sender whom subscribers eagerly anticipate hearing from. However, open rates, while popular, don’t always provide an accurate representation of true engagement.
Recent developments, such as Apple’s Mail Privacy Protection, have influenced open rates for those who’ve opted in. Moreover, bots can artificially inflate open rates. Instead, shift your attention to engagement markers that signify your email successfully landed in the inbox and triggered genuine human interaction. These markers include:
- Click-through rates
- Unsubscribes
- Sales
- Replies
- Read rates
2. Quality Trumps Quantity
Email marketing is a permission-based channel. Subscribers have willingly chosen to hear from you. The key to improving email marketing and campaign performance lies in delivering high-quality content that adds value to subscribers. Consider the following factors when defining value:
- Subscriber’s position in the customer journey
- Nature of your business
- Frequency of delivering valuable content
- Meeting the expectations set regarding email frequency
Dave Charest, Director of Small Business Success at Constant Contact, emphasises that quality content resonates more with your engaged audience, setting positive signals to your internet service provider (ISP).
3. The Significance of Inbox Recognition
With inboxes becoming increasingly cluttered, instant recognition and credibility are paramount. Implementing Brand Indicators for Message Identification (BIMI) can be a game-changer. BIMI allows you to display your sender logo alongside your emails in the inbox, boosting your credibility and email deliverability.
While subject lines often steal the spotlight, Charest underlines that the “From” name, combined with subscribers’ eagerness to hear from you, holds more importance.
4. No Magic Bullet for Email Deliverability
Email deliverability is a multifaceted process, demanding a combination of factors done right. It involves authenticating your domains and adhering to infrastructure best practices. The number of IPs you use isn’t the sole determinant of deliverability. John Wolf, Director of Product Management at Mailchimp, suggests that the source of your contacts and catering to genuinely interested recipients is key to boosting deliverability.
5. Don’t Worry About the Promotions Folder
Instead of fretting over landing in the promotions folder, focus on sending emails consistently according to your business’s cadence and frequency. Depending on your business nature, people might want to process emails in the Promotions tab when they’re ready to take action. Encourage subscribers to anticipate your emails rather than attempting to manipulate folder placement.
6. Transfer Your Data When Switching ESPs
When migrating to a new Email Service Provider (ESP), it’s critical to transfer your data. Data such as opens, clicks, replies, unsubscribes, spam reports, and opt-out lists are essential for filtering and targeting engaged contacts. This data plays a pivotal role in enhancing deliverability.
7. Regularly Clean Your Email Lists
Cleanse your email lists quarterly by removing unengaged subscribers. Educate internal stakeholders about the drawbacks of maintaining an unresponsive list. Showcase the contrast between engaged and unengaged segments, and evaluate the Return on Investment (ROI) associated with contacting disengaged subscribers.
8. Diversify Your Email Types
Besides promotional emails, introduce non-promotional content that helps subscribers make the most of your product or service. Balance your campaigns with messaging that educates, inspires, or provides value in different forms. This diverse approach keeps your brand top-of-mind without inundating subscribers with sales pitches.
9. Enhance Emails with Interactivity and Personalization
Experiment with interactive email elements, countdown timers, live polls, surveys, or personalization features. Abandoned cart emails and product suggestions based on prior purchases simplify subscribers’ lives and augment email value. Consider incorporating animations and GIFs to inject vibrancy into your emails.
By applying these nine tips, you can elevate your email marketing performance and resonate more effectively with your subscribers. Ensure that you conduct email testing before sending your campaigns to guarantee the intended impression and results.