Email was a popular way of communicating back in the mid-1990s. Because everyone was excited to receive messages, email open rates were around 90 percent! Fast forward to today, and very few people look forward to checking their email. People still spend a lot of time doing this, but it’s not something they get particularly excited about.
Knowing this, you might be wondering if email marketing is still the best way to reach your customers. As long as you follow the best practices, email remains an effective way to communicate with your audience and keep them connected to your brand. Below are five tips that will help you make the most of your email marketing strategy.
1. Grow Your Subscriber List with Incentives
Nothing gets people more interested than a good incentive. That’s why incentives are the first step in growing your email list. People usually aren’t too excited to join another email list, but if they want to stay in the loop and have access to special offers, this is the best solution. Give customers a nudge by offering them an incentive for signing up – a welcome offer, discount or free item.
2. Segment Your Audience
One of the reasons why people don’t enjoy looking through their emails is because many aren’t relevant to them. New tools like Mailchimp and Constant Contact allow you to split up your list of subscribers and target them with different information. When you view your mailing list as individual subscribers rather than one big group, you can be more effective in sending out relevant information.
3. Be Helpful First
Don’t use your emails to be salesy. This is not their purpose. Instead, emails are meant to educate your customers, provide something of value and earn their trust. If all you’re doing is pushing your products and services on your audience, they’re going to unsubscribe quickly.
4. Use A/B Testing
One of the best ways to improve your email marketing strategy is with A/B testing. This allows you to test the different components of your email – the title, image, headers, CTA, colors, etc. Test only one thing at a time so that you can keep track of what components are leading to better conversion rates.
5. Offer Variety in Your Content
Avoid sending out the same emails all the time. Otherwise, your audience will get tired of reading the same information. Combine evergreen content with trending content so that you appeal to the most people. Also be sure to focus on how your emails look. Aim for short sentences and paragraphs, subheaders and headers and lots of supporting visuals.
These five tips will help you achieve better email marketing in 2021. Focus on sending out emails on a regular basis so that you stay connected to your audience. If you’re still having trouble, contact WSI Internet Partners. We can help increase your open rates, click-through rates and conversion rates.