You’re probably no stranger to the fact that email marketing is one of the most popular marketing tactics of this era.
Today, almost all brands have email marketing as a part of their marketing strategy, and if you know a thing or two about it, you know that if a marketing tactic doesn’t work and prove itself able to drive results worthwhile, they’ll stop doing it.
In fact, a study found that for every $1 spent, email marketing generates $38 in ROI. But while the numbers clearly prove email the power of email marketing, let’s not get blind here.
The fact is that email is yet another tool for marketers, and tools are only effective if you use them correctly. An electrical screwdriver is a tremendously helpful tool, but if you haven’t’ charged the battery, the screwdriver won’t be very helpful, right?
This means that email marketing – just like all other marketing tactics have no guarantees that they will work. Because after all, they’re just tools, and how helpful and effective a tool is has everything to do with how you use it.
The good news is that in marketing, there’s always room for improvement, but that demands you to actually invest time and resources into looking at the things you can do to improve your email marketing results.
In this post, we’re looking at 5 clever tactics to skyrocket your email marketing results.
1) Run A/B Email Marketing Campaigns
In marketing, small changes can make a huge difference. In fact, by changing the button colour of their call-to-action button, Acuity saw a 94% lift on clicks of that single button.
This just shows the immense potential in A/B testing.
But unless you experiment and try, you’ll never know how you can improve your ROI, nor will you be able to identify the things that work and the things that don’t. In fact, it might be the case that you are running email marketing campaigns that are driving terrible results, but since you haven’t tested anything else, you don’t know the potential your email marketing campaigns actually have.
The good news is that this principle can be applied to email marketing as well.
But how can you do this?
You can, of course, do it all manually, but when you have tools at your disposal that can save you both time and energy, why not leverage them?
With Sendpulse, you have access to A/B testing/campaigns which allows you to effortlessly try different approaches to your email marketing, and try making small changes, that might make for huge differences in your results.
Too many people run one single campaign and then draw the conclusion to whether or not something works off of that one time, but Sendpulse removes that friction and allows you to identify what works best right from the bat and not having to learn through trial and error, but rather through optimizing and improving.
2) Measure Results
This one tactic to improving email marketing results is so obvious, yet despite this, I constantly see marketers who neglect this step of email marketing as they believe that once the emails are sent, the campaign is over. The actual truth, however, is when the emails have been sent then the fun part begins.
I get it, measuring results from your email marketing campaigns without tools is almost impossible. So why aren’t you leveraging the tools that are right in front of you?
Sendpulse has an insanely thorough and detailed Analytics and reports tool that allows you to see data about every metric needed in order to improve your email marketing campaigns to generate better results the next time. With the analytics tool, you’ll be able to see the most crucial statistics such as your open rate and click-through rate, but you’ll also gain access to much deeper information that will ultimately allow you to optimize your email campaigns for better results in the future, which includes information such as where in the world people who open your emails are from, and which device they open your email from.
If you’re not measuring, you’re guessing, remember that.
3) Segment Your Email List by Country
This is one of my favourite email tactics that have proven to dramatically improve the results of my campaigns, and if you embrace it, you will too!
Chances are, your email newsletter subscribers will come from different parts of the world. This also means that they live in different timezones, and therefore check their email at different times.
This is something you want to have in mind when sending out emails to your subscribers because it makes absolutely no sense to send people emails in the middle of the night when they’re sleeping anyway. If you’re sending emails to people in the middle of the night, what will happen is throughout the night, they’ll receive new emails, which means your email will be pushed farther and farther down their inbox, continuingly decreasing the chance of them reading it.
The good news is that there’s a solution for this, and it called segmentation.
First off, you obviously need to identify the different countries that your email subscribers are from, and then, you need to identify who those people are, so you, in turn, can segment them.
With Sendpulse’s analytics tool, you’ll be able to see where in the world the people who have opened your emails come from, and you’ll also be able to see how many people have opened your email from respective countries. In that way, this information is tremendously valuable since you can now segment your email list based on the country where your subscribers are based, and then send them emails on different times, at times when they are actually awake and maybe even checking their email.
4) Segment Your Email List Based on Time of Subscription
With Sendpulse, you’re not just limited to segmenting your subscribers based on where they live, but you also have a number of other ways which you can segment your email list and thus be able to send more targeted and relevant emails which can drive better results.
Time of subscription is a great way to segment your email subscribers since it allows you to send emails to people on specific dates to mark something.
A popular way to segment based on the time of email subscription is to mark for example one month or one year since the person subscribed. Now, this may not sound like the biggest deal, but by doing so, you show your subscribers that you appreciate them and that you acknowledge them. By sending these types of emails, you also personalize the experience much more as opposed to constantly sending them offers. This contributes to making them feel more appreciated and loved by you. The good news is that doing this significantly decreases the risk of them unsubscribing, as well as increases the chance of them opening future emails from you and valuing them more.
Another way that segmentation based on time of subscription is valuable is to send reactivation emails to customers who signed up but never did anything. After all, the purpose of your email marketing efforts is to get your audience to take action, where the ultimate goal is to get them to purchase from you, and in that way, segmenting, for this reason, allows you to send reminders to the people who didn’t take action, and thus increase the number of people who do.
Email marketing has time and time over for the last decade proven itself one of the most cost-effective and powerful marketing tactics there is, and this has, of course, lead to it becoming part of the marketing strategies for the vast majority of brands – from startups to multimillion-dollar brands.
However, not all marketers are seeing desirable results from their email marketing efforts, but this is not because email marketing doesn’t work, but rather because it is a marketing tool, and a tool is only as good as the user.
By optimizing and improving, you can identify the things that work well and the things that don’t. The key to successful marketing campaigns is not by using a set and forget approach, but constantly improving and optimizing because few things are successes right from the start.
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