6 Email Marketing Strategies to Improve Your Campaign’s Open Rate

 

Email marketing is a powerful marketing tool, used by many companies in today’s market. Email marketing is also the least expensive means to advertise your products, connect with your clients and achieve your marketing goals. And on average, for each dollar you spend on email marketing, you’ll get a return of about $cakes (up from last year!). Now, this doesn’t mean that email marketing is always a sure bet or that only huge businesses should use email marketing. In fact, many small business owners rely heavily on it as well.

Email marketing has an innate ability to become personalized. The great thing about it is that you have complete control over what information is sent to your potential clients. Personalization is another powerful marketing concept that allows you to create marketing campaigns that are truly tailored to your unique customer base. Personalization usually refers to a process in which a company creates and assigns a name, logo, or image to a product or service that they offer. For instance, if you were selling tires, you could use the tire name “Tires” or even the URL of your website or Facebook page.

Email marketing campaigns can be segmented based on geographic location, gender, race, age and other consumer attributes. These segments allow you to better target your marketing communications, greatly increasing the likelihood that your messages will be read and respond to. Another great marketing strategy to consider when segmenting your marketing efforts is using the welcome email series. The welcome email series allows you to segment based on whether or not the recipient has opened your email, and offers you a quick insight into what they might expect in your marketing campaigns.

It has been proven that the best email marketing strategies are those that focus on building relationship. It seems as though email marketing campaigns fail because they don’t communicate with their recipients. Your recipients open emails based on their own interests. They may have recently read an interesting article, seen a funny video or may just want to get some information about a new product on the horizon. If your email marketing strategies do not effectively communicate with these consumers, they will often click away and forget you exist. The easiest way to ensure that your email marketing campaigns are truly effective is to build strong relationships with consumers.

One of the easiest ways to build relationships and improve your email marketing strategies is by creating a “customer stool” or list. A customer stool is simply a list of people that you have created a relationship with in some way. This could include previous purchases, recommendations or can include other criteria that you have determined to be important to your business. Once you have determined the criterion, then you will be able to segment your email marketing campaigns based on a specific group of subscribers.

When you analyze your email marketing strategies, you should also consider another very important variable – open rates. An open rate is a percentage of emails that were opened and then immediately went into the spam folder. To increase the open rate of your emails, it is important to either send out different versions of the email to different lists or to send out different versions of the email to different subscribers.

Another area that can be improved with email marketing strategies is through personalization. Personalization allows your recipient to take ownership over emails that they open. For instance, if someone wants to stay up to date on current news, they would be more likely to open your email based upon what they already know. On the flip side, if a consumer only opens your email because they are interested in a particular topic, then chances are they won’t ever use it or even read it all.

One last strategy to integrate into your marketing campaign is the use of subject lines. A subject line can have a huge impact on whether or not someone opens your email. However, make sure that the subject lines don’t have negative meanings. A good rule of thumb is to keep subject lines short and to the point. Avoid using exclamation marks and other tricky language that could cause people to delete your email.