With 59% of people selecting email marketing as their preferred marketing channel, it’s no surprise that email marketing is one of the most important marketing channels to get right.
Mastering email marketing can be the thing that transforms your small business into a thriving SME. However, it’s critical to maximise the engagement rates on your emails – if no one’s interacting with your email, then you’re missing out on sales.
Read on to find out Intuition Media’s top three tips for how you can improve your email marketing engagement rates!
Include Relevant Information
Customers unsubscribe from mailing lists for many reasons. However, one of the biggest reasons is that they receive irrelevant information from emails.
It makes sense – if you received an email from a company with information that doesn’t provide value, you’d likely unsubscribe.
The problem is that it’s quite hard to identify what ‘irrelevant information’ is, as each customer has a unique definition; what’s relevant to one customer might be completely irrelevant to another.
Therefore, it’s vital to segment customers into different categories. This allows you to send the right emails to the right customers and, more importantly, avoid sending the wrong emails to the wrong customers!
For example, a long-time customer that has been part of your email list for a year will find a ‘welcome email’ highly irrelevant and confusing.
On the other hand, a new customer will find the email valuable, helpful, and useful.
Ensure that you’re sending appropriate and relevant emails to maximise your ROI and customer satisfaction!
Personalise Your Emails
Personalising your emails is one of the most important factors influencing your email engagement rate.
According to Statista, emails without personalisation are much more likely to be opened than non-personalised emails.
However, personalising both the subject line and the message results in a disastrously low click rate percentage – just 0.2%.
This could be confusing for many beginner email marketers, as many sources state that personalising emails is the key to engagement.
It’s equally as important to keep messages authentic instead of overly personal.
Customers appreciate a brand taking the time to mention their name and see relevant products in an email.
On the other hand, packing your email with the customer’s name and personalised details can come off as scammy, inappropriate, or even creepy.
Consider including simple and appropriate personalised content such as the customer’s name, some relevant products, or some helpful information.
Mastering this strategy will ensure that your emails are opened more, enjoyed by customers, and extremely profitable!
Conduct A/B Testing to Optimise Your Emails
Conducting A/B testing is one of the most valuable things that you can do to turbocharge your email marketing campaign.
A report from Litmus states that companies that utilise A/B testing in their email marketing campaign enjoy an ROI of 42:1 (compared to 23:1 for companies that don’t test).
Even a simple A/B test can provide valuable data; consider sending the same email to two groups of customers, but slightly change the email header of one of the emails.
After analysing the results of the A/B test, you might find that one email performed significantly better than the other.
Using this information, you can now send the new, optimised email to all of your customers and truly maximise your ROI and engagement rate!
You can experiment with more advanced A/B testing methods including different layouts, different personalisation strategies, and different email wording.
Conduct your test, analyse the results, and slowly optimise your email campaigns to maximise your engagement rate!
Final Thoughts
We hope that you found this guide helpful! If you’re unsure where to start with email marketing, look no further than Intuition Media!
Our new EmailPlus packages are perfect for business owners looking to set up effective email campaigns that are sure to succeed!
Make sure to visit our EmailPlus package page to find your perfect email marketing solution today!
Sources:
- https://dontdisappoint.me.uk/resources/networking/email-statistics-uk/
- https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf
- https://mailchimp.com/en-gb/help/about-email-marketing-engagement/
- https://blog.hubspot.com/marketing/increasing-email-engagement
- https://www.oberlo.co.uk/blog/email-marketing-statistics
- https://unsplash.com/