Introduction: The Possibility of Unsuccessful Email Campaigns
You’ve perfected your email— captivating subject and a signature clean design featuring a deal of a lifetime. Optimism ripples as the ‘send’ button is pressed but the results are unchartered territories that include low open rates, disappointing clicks and sales that failed to materialize.
How Many of You Can Relate?
There is more than just a captivating email. Low open rates and poor clicks are a symptom of an email as a last resort form of communication. The market demand is for an email campaign that pushes, entices and tugs at the recipient to open and click. The good news is that you can achieve this with a few easy jumpstart strategies.
This short but engaging blog contains the findings of our successful email campaign jumpstart strategies designed to increase rates of open emails and enhance client engagement.
Can We Introduce Email Campaigns?
Email campaigns are a plethora of emails that are sent to a specific target cohort with an intent to engage for a plethora of reasons that include but are not limited to; promotion, lead engagement, enhanced customer engagement, etc.
Such emails can take the form of:
- Discounts or offers emailers.
- Newsletters.
- Welcome/semi-welcome emails.
- Abandoned Carts.
- Re-engagement campaigns.
There are a variety of customizable designs and styles to an email campaign but the idea is to take a unique and creative approach to adjust the subject lines, emailers, and timing to achieve:
- Open rates.
- Click-Through Rates (CTR).
- Conversion Rates.
- Revenue.
The Importance of Email Campaign Optimization
Before we discuss strategies to enhance email campaigns we must first stress the need for optimization. Email campaigns benefit businesses the most; the rate of returns are from a percentage to over a hundred percent, high CTR and even increased sales can further justify implementing them.
Stronger Customer Relationships: Personalized Emails Build Trust & Loyalty
Follow along for step-by-step optimization for email campaigns.
1. Stronger Subject Lines
Your first line is all the buyers are going to get. Make them want more.
Tips:
Keep it under 50 characters.
Be concise; use curiosity and/or urgency.
Be personal.
Examples:
“Your last chance to win. 50% off your new item. Offer ends tonight.”
“Excuse-me, ([Name]) you for……”
Real world insight:
A/B searching for trends in your buyers leads to up to 20% increase in overall buyer engagement for your campaign.
2. Split Up Groups For Better Targeting
You cannot send the same email to everyone you stupid.
Split:
- Purchase History,
- Location,
- Buyers Activity
- Watched Items
Example:
The ecommerce sends out:
Buyers Get New Items Not Communicated Previously. New Buyers are Informed of Items on Special.
More targeted success leads to more items bought.
3. Go Beyond the Basic Buyers
Names are a new load of crap.
More Advanced Ideas are included as follows:
- You know this.
- Target for yourself.
- Use Birthday for a Targeted Birthday Offer You Good.
Track this new target for you.
Example:
“Since you ordered this Target Item, here’s what you can purchase.”
4. New Designs For Better Conversion
The design of your new item is just as important as neither.
With good design, people are more likely to buy.
5. Better Targeted Designs
Buyers are interested.
Along with this level of focus, your emails must look nice.
Add this because they must follow:
- Keep mobile in mind.
- Use good insight to target with.
- He continued the email to the target you bought us.
6. Simple and Engaging Fix
Be yourself. When done right, the target is there. Keep out the. Offer direct emails to at least keep buyers. Limit your emails to 5 includes with engagement breaking targeting. Limit your buy.
Your email copy has major issues.
Concise sentences get your message through effectively.
Try using comments like:
“YOU’LL LOVE THIS ITEM”
7. Everything is An A/B Test
Guessing vs Optimizing performance based on A/B tests
Test:
- Subject line
- Email open button
- Format
- When to send
Frequent tests with optimization = Scaling.
8. Find Your Perfect Send Time
Open rate is highly dependent on timing.
- Best times to send are
- Mornings or evenings of
- Weekdays, never weekends
Don’t just use general info. Find your ideal timing.
9. Your Email Campaigns Should Send Themselves
Set it and forget it campaigns
Set up campaigns for:
- Email follow-ups
- Engagement
- Abandon cart specifically
A store reported:
- Their abandon cart campaigns recouped 25% of lost sales
- Their sales significantly increased.
10. Shift Your Focus to Email Deliverability
Performance is nothing if no one ever sees it.
Helpful info:
- Don’t write fake emergencies for sales!
- Your domains should be trustworthy.
- Don’t let your email list grow stale. Shrinking hurts.
11. Use a More Compelling CTA
Your actions are defined with
- Brief sentences
- A sense of urgency
- And the right format to stand out.
Try this:
“Save Before You Lose This Deal”
12. Track < Target
Your performance, personally evaluated.
What to measure:
Rates of
Open < Click through < Conversions
Your improvements need purpose.
Know what sells.
Low performance of a small e-commerce.
Example email optimization at Ross Dress for Less
What they changed:
- Analyzed their audience to personalize email content
- Updated their subject line approach
- Introduced mobile optimization
Results
- Open rate: +35%
- CTR: +22%
- Sales: +40%
Optimizing their audience segmentation resulted in improved efficiency.
These email optimizations are errors to avoid.
- Bombarding users with too many emails
- Neglecting your email data
- Relying on boilerplate format
- Forgetting to run A/B tests for your email
- Not making sure emails are mobile optimized
Fixing any of these errors should improve results virtually immediately.
Over Account Based Marketing (ABM) Email Campaigns
1. How many emails are generally advisable?
Think somewhere between 1 and 3 emails are sent out in a week give or take.
2. How do I get more email opens?
Um… more emails/services, stronger subject lines, more personalized emails, and better timing.
3. What do I optimize for?
Um… mailchimp, hubspot, klaviyo.
4. How do I know my campaigns are not working?
Um… bad targeting, bad call to actions (CTAs), and lack of timing.
4. How do I know campaigns are not working?
Um… bad targeting, bad call to actions (CTAs), and lack of timing.
5. How important is mobile optimization?
Most emails are opened on mobile.
Conclusions
Email campaigns are optimized to capture more profit, not bombs out in the ether.
Most important goals of optimized email campaigns:
- Improving the customer journey
- Customer retention
- Email campaigns are more profitable than mailing campaigns.
Call to action
Your email campaigns are likely mortifyingly messy.
Contact an expert.
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