Knowing the right tips and tricks can be the difference between a successful campaign and a failed one. To effectively navigate this landscape, here are some targeted tips to help you create campaigns that make an impact.
1. Segmentation and personalization
Segmentation allows small businesses to divide their subscriber base into smaller target groups based on demographics, behavior, or purchase history.
Create personalized content for each segment to create highly customized messages that convert, whether your goal is to increase signups, subscriptions, or sales.
Small businesses with limited resources can focus on specific users and build a loyal customer base.
2. Send emails at the right time
Timing affects how likely recipients are to open and access your email.
By sending emails when your subscribers are most active, such as at certain times of the day or on certain days of the week, you increase the chances that more people will interact with your content.
When is the best time to send emails? Understand your audience's behavior patterns, preferences, and time zones. This way, you can pinpoint the best times to send emails to different segments.
GetResponse research analyzed 2.85 million emails to determine the best time to send emails. Research shows that the best time for open rates is 4 a.m., and 6 a.m. is ideal for the highest click-through rates. As for the best days, the best day for open rates is Friday, and the best day for click-through rates is Tuesday.
By strategically scheduling your emails, you can avoid overwhelming your audience. After all, sending too many emails in a short period of time can lead to subscriber fatigue and high unsubscribe rates.
3. Compelling subject line
First impressions are important. In email marketing, the subject line determines whether a customer reads your email or not.
Creating a compelling subject line has several implications. It could be a question about user needs, a surprising statistic for your industry, or even mention an interesting news article.
Here are some examples of engaging subject lines from HubSpot.
- I saw you checking us out 😏 – DollsKill
- Best of Groupon: Deals that make us proud (unlike our nephew Steve) – Groupon
- Please do not open this email* – Manicube
- I got Botox injections – this is what it looks like – Refinery29
- Beware of Amazon Phishing Scams – Wired
No matter what angle you choose, it's important to consider what will attract your readers. A good subject line can help you stand out in a crowded inbox. You need to pique their curiosity and convey a sense of urgency to open the email.
4. Images with alt text
Alt text provides a textual description of an image. It is designed for readers who are visually impaired or who use assistive technology to read the image content.
The image may not load because your email client has blocked it. Using alt text for photos in emails allows you to display a text description even if the image doesn't display correctly.
For calls to action (CTA), it's best to make the alt text actionable, such as “Click here to download the PDF.” This way, the recipient can understand the intended message even if the visuals are missing.
5. Clear call to action (CTA)
A clear and prominent call to action (CTA) instructs recipients to take action when they read your email. This can lead subscribers to make a purchase, sign up for a service, or visit your website.
First, define your specific email goals. What does your audience get when they click your CTA button? Consider your value proposition when writing email copy that leads to a CTA. Having a value-centered approach motivates people to take action.
When you're ready to create your CTA, use concise, impactful language that tells your audience what action you want them to take. It's as simple as “Buy now,” “Subscribe,” “Learn more,” or “Get started.”
The visual presentation of your CTA is also important. Use contrasting colors, bold fonts, or buttons to make your CTAs stand out visually. Additionally, strategic placement is also important. Experiment with CTA colors, buttons, and placement, then optimize your buttons based on your insights for better results.
6. Automated email marketing campaigns
Keeping on top of email marketing copy, design, and analysis can be difficult, so automation is key.
Effective email marketing automation tools allow marketers to send emails based on user behavior or predefined timelines. This gives marketers more time to focus on strategy and content creation.
Automated email sequences also ensure your subscribers receive messages at the right time. There are two main types of email sequences.
- Trigger-based sequences: Triggered emails are sent based on user actions such as sign-up, purchase, or cart abandonment. Examples include a welcome series initiated by a brand subscription or a follow-up email initiated by a product checkout.
- Time-based sequence: Scheduled emails follow a predetermined timeline. These sequences are sent at scheduled intervals, such as weekly newsletters, anniversary emails, and post-purchase emails.
7. Social sharing buttons
Social sharing buttons allow your subscribers to share your email across their social networks. Extend your message beyond your inbox and reach a wider audience.
When your subscribers share your content on their social profiles, it increases your credibility. Recommendations from friends and connections are often given more weight because they are what people trust the most.
According to Todd Patton, 82% of Americans seek recommendations from friends and family when making purchasing decisions, so don't miss this opportunity.
8. Mobile-optimized email
There are over 7.1 billion mobile users worldwide. That's why optimizing your email for mobile is essential in today's digital world.
Here's how to do it:
- Responsive design: Use responsive email designs that seamlessly adapt to different screen sizes. Use a single column layout, large fonts, and plenty of white space for easy reading.
- Clear and concise content: Keep your content concise and easy to read. Use short paragraphs, bullet points, and headers to make your content easier to consume for mobile users.
- Optimized images and media: Compress images to reduce load time. Avoid large files that can slow down email loading time on mobile devices.
- CTA accessibility: Make the call-to-action (CTA) button tapable on mobile. Use widely spaced, easily identified buttons to avoid accidental clicks.
- Testing the device: Send test emails to multiple mobile devices and email clients to ensure compatibility and readability across different platforms.
- Accessible links or elements: Links, buttons, and clickable elements must be touchscreen compatible and appropriately sized and spaced to prevent users from accidentally clicking the wrong link.
- Minimal scrolling: Aim to keep the most important information visible without excessive scrolling. Place important content and CTAs within the first screen view for easy visibility.
9. Analysis and optimization
Email marketing metrics provide valuable insight into what works best for your audience. These help you understand your audience's preferences and guide your personalization and segmentation efforts. That way, you can create targeted campaigns that meet your customers' needs.
Here are some standard email marketing metrics you should know about.
Open rate
Open rate refers to the percentage of recipients who open your email. A high open rate may indicate that your email subject line is appealing. According to CampaignMonitor, a good open rate is around 17% to 28%, but this can vary depending on your industry.
Click-through rate (CTR)
CTR refers to the percentage of recipients who click on links within an email. Measure the effectiveness of your content and CTAs. A good CTR is around 2% to 5%.
conversion speed
Conversion rate refers to the percentage of recipients who complete a desired action, such as making a purchase or signing up. As a general guideline, it's best to aim for a conversion rate of 2% to 5%.
bounce rate
Refers to the percentage of emails that cannot be delivered to recipients' inboxes. A high bounce rate indicates that your email may be classified as spam. In general, a bounce rate of less than 40% is ideal.
Unsubscribe rate
This refers to the percentage of recipients who opt out of receiving emails. High unsubscribe rates mean you need to evaluate subscriber satisfaction and the relevance of your content. If your unsubscribe rate is less than 0.5%, you're in good shape.
Futures/Stock Rates
This metric refers to the percentage of recipients who forwarded or shared your email. Indicates the quality and shareability of your content.
list growth rate
Growth rate of subscribers. The ideal email list growth rate is 2.5% on average.
Email marketing software like Mailchimp, Zoho Campaigns, and Drip allow you to monitor campaign analytics. Check out our list of email marketing software to narrow down your options.
10. A/B test email
A/B testing emails allows marketers to compare different versions of an email to determine which performs better.
As your audience evolves, it's important to identify what resonates with them. Experiment with different elements to learn what increases open rates, click-through rates, and conversions.
Here's a list of things you should A/B test:
- Name or sender name
- Message preview
- subject
- copy
- image
- layout or design
- CTAs
- Sent date and time
How long should you run an A/B test? According to Zapier, the sweet spot is about 4-5 days. Otherwise, the results may be ruined. Not surprisingly, email's influence diminishes over time.
