Email marketing remains one of the most effective digital marketing channels for engaging both new and existing customers. When done right, email delivers $42 for every $1 spent, the highest ROI of any marketing channel. However, with expanding consumer inboxes and shortening attention spans, brands need to constantly refine their email marketing strategy if they want to cut through the noise.
Here are 5 ingenious tips businesses should adopt for click reference and for getting more opens, clicks and conversions from their email campaigns:
- Optimizing Subject Lines Through Testing
Even the most well-crafted email content falls flat if a weak subject line fails to entice subscribers to open. Marketers estimating subject line effectiveness will always lose out compared to data-backed certainty from subject line A/B testing. Serious email marketers should leverage split testing tools to evaluate multiple subject lines before sending campaigns.
Testing different elements like emotional triggers, urgency, personalization, emoji, questions and more allows you to learn exactly which subject line formulations grab more attention for each campaign segment. The lessons gleaned from experimentation can boost open rates tremendously over time.
- Matching Content Style to Subscriber Personas
Email subscribers don’t represent a homogenous group but contain different personas with unique preferences. Sending a uniform email style to all customers inevitably means poor resonance with some segments. Savvy email marketers overcome this issue by tailoring content style to align with different subscriber personas.
For example, an ecommerce retailer may craft emails for their “discount hunters” persona using urgent emotive language and bright contrasting colors for highlighting deals; while drafting more subtle, informative content for “product explorers” interested in making informed purchase decisions. Aligning content style and messaging to what clicks with different audience groups significantly amplifies email relevancy and engagement.
- Teasing with Partial Content in Preview Text
While many email subscribers may not open a message right away, even unopened emails often still display a short preview text. Smart email marketers utilize this preview snippet strategically by only revealing a portion of the full content. The incomplete peek works as a “cliffhanger”, enticing readers to open for getting the full information or completing the story.
For example, preview text like “Top 3 strategies for cutting business costs…tip 1 is..” or “You won’t believe what this celebrity said about…” give readers a tempting flavor of more intriguing content awaiting inside the email. This triggers curiosity gaps that boost the motivation to open.
- Grouping Low Email Openers for Reactivation
Despite best efforts, every subscriber list contains contacts who rarely ever open. Instead of immediately removing these low openers, leading email marketers first make strategic efforts toward reactivation. A smart approach is to pull low performing contacts into a separate segment for a specialized re-engagement campaign.
This allows crafting messaging that directly addresses open and engagement barriers, or highlights subscriber benefits being missed out. Low performers could also be incentivized with special personalized promos or exclusive content upgrades reserved for reactivated subscribers. Savvy senders give cold contacts a second chance before writing them off.
- Planning Email Series for Long-Term Nurturing
The most successful email marketing occurs over a sustained period through multiple touches that gradually nurture subscribers. Interactions should map to the typical customer journey to attract, engage, convert and retain audiences as relationships evolve.
For example, an onboarding drip campaign focused on product education makes subscribers sticky by revealing fresh utility in purchased solutions over time. Big picture thinkers plan out quarterly email editorial calendars anchored to key business objectives, campaigns and special events. This long-view approach amplifies email’s ability for multi-channel brand building beyond isolated messages.
Getting more mileage out of email marketing isn’t rocket science, but it does require going beyond conventional wisdom to incorporate smart, unconventional strategies. The five tips above illustrate how the best practices can evolve when marketers commit to continually testing, optimizing and innovating their approach to email. Keep experimenting with these and other clever ideas to master the art of skimming greater engagement from subscriber inboxes.