Today digital marketing experts know that email marketing is a good medium in the marketing domain. However, some email marketing campaigns fail due to poor email marketing strategies. Often the email marketing strategy decides the profitability of a campaign, that obtains high ROI. Email marketing is one of the highest ROI rank holders among all digital marketing mediums.
While planning an email campaign one should work on a few strategies explained in this article.
Top Email Marketing Strategies To Boost High ROI
A strong email marketing strategy consists of a few individual strategies carefully planned and curated. If you take care of each email marketing strategy, the possibility of getting better ROI from the campaign will be higher.
- Make A Strong Database
To achieve the goals of an email campaign one has to have a database of email addresses as large as possible. If the reach is high, the chances of opening the email and the click-through rate will also be higher. In addition to the existing email list, you should try to gather email addresses in every possible way. You can try 3rd party services to enhance the list. Other sources are surveys, social media advertisements, and your website visitors.
- Clean and Validate The Email Address
It is important to have the correct email addresses to maximize the delivery of the emails. Many 3rd party software or services are available to clean your existing data and keep all incoming databases clean regularly. More delivery leads to a more successful email campaign.
- Analyze Previous Campaign Data
If you have run any email campaign earlier, it is important to analyze the result data before planning your next campaign strategy. This will help you to understand what type of email subject line attracted your audience, and how many of them clicked through the call to action button. The result will also show the bounce rate. This way you can segment your audience which will help you to personalize the emails.
- Segment The Audience
Segmenting the audience helps curate a personalized message and reach your target audience. Segment them based on the previous campaign result analytics into prospective buyers who are already a purchaser of your brand, have unsubscribed, etc. Once you segment your audience, the next step would be curating a message keeping in mind their stage in an email marketing campaign. Automation can help you conduct a successful email campaign if you can provide well-segmented data.
- Set An Objective
Setting an objective is the first thing to do when you have a database to start your campaign. Mainly marketers run campaigns for four major objectives:
- Brand Awareness
- Prospect Conversion
- Upsell or cross-sell
- Customer retention
Design your email, keeping focus on the objective of the campaign. Excess of sales and promotion emails may irritate people. Innovative ideas and objectives would help to engage your subscribers.
- A Strong Magnetic Subject Line
The subject line is the face of the email which will appear in the mailbox without opening it. If this can grab the attention of your audience then chances are high they will open the mail at least. You can try different methods to write one good subject line such as adding a time limit, igniting curiosity, and personalizing the subject line by adding the email holder’s name.
- Personalize The Message
In 2024, personalized messages do not mean only addressing someone by their name or company name. Now it refers to precise messages that have significance in their life or field of work. Personalization of messages is a crucial part of a strong email marketing strategy. This kind of personalization is possible if you analyze the previous result data. For example, by analyzing previous result data, you will know the action history of the email addresses. Whether they opened your mail earlier, clicked through the call to action button, or made any purchase. Based on these analytics, you should curate your next message to them.
- Don’t Miss The Call To Action Button
The design of the email campaign template must have a call to action button and if possible more than once in the mail body. The button must be positioned in a manner that it will be noticed by everyone who opens the mail.
- Optimize Design For Mobile
Keep in mind that most of us use mobile for primary email checking as it is handy and time-saving. The mail should not be hard to open on a mobile device. Many images and videos make the email heavy and it may take a long time to open. Studies show that people stay on a page for 10 seconds on average. If your mail takes more than 8 seconds, they might not look at what is written inside.
- Keep Evolving
With time everything is changing, thus you also need to evolve with new strategies and offers. Whether you are selling a product or service, an evolving and flexible email marketing strategy will help.
Final Words
Following all the above email marketing strategies is important for adopting a strong email marketing strategy that will help to achieve higher ROI. But without measurement, the effort gets wasted. So it is equally crucial to measure or analyze your email campaign results regularly. This will help you to understand which strategy is working out and which is not useful for you. If you need to change anything in the campaign, always try it in a controlled environment. Otherwise, you may mess up the whole campaign. The proper segmentation and personalization help to succeed irrespective of industry and provide the best ROI.
FAQ
Q: How can I measure the success of the email campaign strategies?
A: The success of an email campaign strategy is measured by the key performance index(KPI) which consists of open rates, click-through rates, and conversion rates. You can immediately compare the performance to understand the impact of personalization by distributing two versions of an email to similar audience segments with varying levels of customization.
Q: What strategy should be followed to increase the email open rate?
A: The first thing that will appear to your audience is the subject line of the email. Make sure you spend some time curating a short but impactful subject line. If the subject line gets some attention from the receiver of the mail, then open rates will increase. You can test with different subject lines in a controlled database before launching the campaign.
Q: Does automation help in email marketing campaigns?
A: Yes automation is a great help to execute the whole campaign uninterrupted. The successful implementation of automation will depend upon the configuration of the conditions required for the campaign and well-segmented email list.
Q: What are the points that need to be considered in mobile optimization?
A: The points you should consider for mobile optimization are –
- Short and impactful subject line
- Simple design that opens quickly and where the message is clear
- Avoid adding multiple images
- Visible Call To Action button
Q: How can I improve the email delivery rate?
A: Make sure the email addresses that are listed for the campaign are correct and not opted for unsubscribe. You can try automation to clean and validate email data before planning for the campaign. This way delivery rate of emails can be improved.