Whether you’re already an expert in email marketing or starting out new, your goals should be the same; to send effective emails that will engage your prospects or retain customers, which in turn will you help increase your sales.
As email marketing remains one of the most effective ways of reaching your prospects and customers, in this blog, we explore 6 ways you can improve your email marketing campaigns to enhance performance and keep your readers engaged.
Share content in a scannable and digestible way
It’s important to remember that your readers are busy and will often only skim read emails. This is why it’s vital to ensure that your email is written in a user-friendly way that is easy to digest.
Remember you only have a few seconds to make an impression, so create an email that has captivating headlines and use bullet points and headings to break up your content into sections. To ensure you grab your reader’s attention, keep your messaging short, succinct and to the point, so readers can understand the highlights of your email clearly.
Send emails at the right time
One of the best ways to improve the performance of your email campaigns and increase conversions is by ensuring that you are sending emails at the right time.
According to GetResponse there are two time slots in the B2B industry you should be aiming for in order to get the best email open rates and click-through rates (CTR). This includes 9-11am and 3-5pm. However, it’s important to remember that the optimal time for email sends will alter slightly per sector due to customer preferences. To ensure you understand which time is optimal for your readers, your company should be tracking results from every email campaign. This data will be vital in understanding when you should send your emails in the future.
Use welcome emails to build strong relationships
Welcome emails are a key part of building strong relationships with your contacts and is arguably one of the most effective emails you can send.
Recent data has revealed that welcome emails have seen a staggering open rate of above 80%, with a click-through rate of around 22-25%.
A welcome email reassures your new lead that the signup has worked and that their content is on the way. A brilliant benefit of using email marketing within your marketing automation platform means companies now have the option to automate emails for every piece of content when it is downloaded via a landing page.
By offering something valuable or exclusive in your welcome email, you create a connection with leads and open new doors to further conversations.
Only send emails that are valuable
Your emails should always contain content that is valuable to your reader. When setting up your email campaign, ask yourself, why would the audience benefit from reading this email? Why would they open it?
If you keep this in mind, you will create and offer content that you know is helpful, useful and beneficial to your readers. This approach will also ensure that your reader engages with your content, resulting in more click-throughs, conversions, and sales.
Don’t bombard your contacts
It’s essential to remember the saying ‘less is more’ when it comes to your email marketing campaigns.
Although it can be difficult to find a happy medium, sending your contacts too many emails will see your engagement rates fall.
Each sector will vary, but it’s important that companies find the balance between making an impact to your reader, but at the same time not bombarding their inbox, so they feel that they have no choice but to unsubscribe.
Track your data
Tracking your data is vital to understand what is and isn’t working within your email marketing campaigns.
The only way to improve your performance is to understand what was and what wasn’t successful, and which tactics got you this result
Tracking your data via platforms such as Google Analytics or via a marketing automation platform, allows you to view how your emails are driving traffic to your website, and how those visitors behave once they arrive on your site, which can influence how you market to these people in the future.
If you want to know more about how Napier helps clients with email marketing, check out our case studies here, or get in touch to find out how we can help you.
