5 ways to optimize your email marketing strategy
You don’t need to be an expert in order to drive results via email marketing. With a few simple tactics, you can prime your email marketing strategy for maximum success.
In this post, we’ll look at 5 effective ways to optimize your email marketing strategy. For each method, there are many email marketing applications such as Newsletter2Go, Sendgrid, or Mailchimp offering a smart, dedicated feature – so implementing them is easy.
Ready to optimize for success? Here’s how!
1. Segment your contacts
The more relevant your emails, the better. Of course, what’s relevant for one reader is not necessarily interesting for another. This is why it’s crucial to segment your audience. Divide your database into mini target groups based on shared characteristics or common interests.
How you choose to segment your contacts will depend on your business. To provide a very simplistic example: a fashion label might group customers by gender, whereas for a travel company, it may make sense to create segments based on geographical location. When it comes to SaaS company, the segments can be created based on subscription types.
If you segment your contacts wisely, it will be much easier to provide each group with relevant content. This will have a positive effect on your open and click-through rates, as the reader is spared the hassle of scrolling through irrelevant content that doesn’t apply to them.
2. Personalize your emails
No one wants to feel like one of the crowd – especially not paying customers. Make your emails personal and show your subscribers that you value them. Something as simple as addressing the recipient by name can help you to make a more meaningful connection.
This isn’t as time-consuming as it might sound, either: all you need to do is insert a placeholder. The software will then automatically pull the necessary data and fill it in for each individual recipient.
The same applies to the message of promo emails. Make sure to use customized messages that are relevant for the selected segment. You wouldn’t like to see an offer to buy exactly the same goods you bought a few days ago, would you?
Personalization has the added benefit of making your emails feel more human. The user feels like they are being contacted by a real person rather than a machine, and this makes the message a lot more convincing.
3. Run A/B tests
There’s one way to find out what really works for your audience – and that’s to experiment. Run A/B tests to see which subject lines, content and design formats perform best. This may vary from segment to segment, but over time, you should be able to identify certain trends.
When running A/B tests, it’s best to test just one element at a time. This way, you can draw definitive conclusions regarding each factor. With email software’s A/B testing features, you can create different versions of your newsletter and send them to sample groups among your contacts. The best performing variant will then be sent to your remaining contacts.
This way, you can be sure to send effective emails that are most likely to achieve the best open, click and conversion rates.
4. Improve deliverability
Deliverability perhaps doesn’t receive the attention it deserves. However, it’s extremely important: if your emails don’t make it to the inbox, all the time and effort spent perfecting them is for nothing.
There are many different factors that affect deliverability. The good news is, there are plenty of steps you can take to optimize your delivery rate. One way to do that is to run your email list through a verification service (there are many great email verification tools on the market).
One obstacle is the spam folder – which you want to avoid at all costs. In addition to avoiding spammy words and phrases in your email subject lines, you can also send your emails via whitelisted servers, do some updates in the code and don’t forget to warm up your dedicated IP address.
This essentially marks your emails as safe, allowing them to bypass common spam filters. Some tools let you send your emails via IP pools but still this isn’t as safe as dedicated IPs.
You can also run a spam check prior to dispatch, enabling you to rectify any errors before the email goes live. At the same time, regularly cleansing your email list will help to prevent bounces.
5. Track performance
For long-term optimization, performance analysis is absolutely key. As your business and your audience evolve, you may need to tweak various elements of your strategy. Track your KPIs so that you can quickly identify any areas in need of optimization.
The most crucial KPIs in email marketing include:
- Delivery rate
- Open rate
- Click-through rate
- Unsubscribes and
- Conversion rate
Email applications usually automatically track each metric and generate a comprehensive report for each email you send. You can then export these reports or view them in your dashboard. And don’t forget to track the results in Google Analytics thanks to UTM parameters.
If you know what KPIs to look out for and how to evaluate them, you are well on your way to perfecting your email strategy.
Finding the optimal email marketing strategy is no five-minute task. Getting to know your audience takes time, and there is plenty of trial and error involved. However, these five tactics provide an excellent starting point.
Also make sure to see these 7 statistics about email marketing infographic, the numbers will help in your email optimization.
Once you have these elements in place, you can observe your emails and make changes as and when necessary. To find out more useful tips, you can check out this Definitive Guide to Email Marketing by AppInstitute.