How to get the most out of your email marketing
Published: 27th September 2017
So you've done your first email marketing send..what next?
In this week's video, we are going to look at how you can really get the most out of your email marketing, by understanding and reacting to your results.
The temptation is often to just to look at opens, then just send the same campaign again. If we take the time understand these results and try some changes, then this can have some really positive effects.
So let's dive straight in and look at some of the key areas:
#1 Look at the number of clicks versus the number of opens
What we are trying to establish here, is how successful the current design is in converting viewers to clicks.
Smart Insights say that we should expect to see 12.5% of our opens then going through to click on our links.
So, if we use this benchmark when looking at our next campaign we can decide if we need to make some changes to our mailer.
If the clicks through that we are receiving are on the low side, then perhaps it's worth
considering making your links bigger, more attention grabbing or change to text that is being used.
The beauty of email marketing is that you can view these after every send and keep making small changes until you find the formula that works for your business.
#2 Change the Call to action
Every mailer should have a clear purpose, after reading it, what do you want your recipients to do? this instruction to do something is called the ?Call to Action'
Your mailer will live and die by how effective this call to action is. By making small changes to this, you can see dramatic effects. It's always worth trying this.
#3 Segment Data
After you have sent your mailer, when looking at the analytics, you'll notice that different people reacted differently to your send.
If you have a few different links on the mailer possibly to different products, then you'll see click through statistics for each of these.
So it's worth perhaps creating a new sub list of people that have shown an interest in different products. These people could then be remarketed with a mailer that focuses entirely on their previous preferences.
# 4 Look at open time trends.
You will also see the times that people clicked on links, you could then develop sub lists of
people that opened your mailer either in the morning, afternoon or evening.
So when your next send your mailer you can send to each group at a time that they are receptive.
Ok so there we are, that's four quick and easy areas to look at after you've sent your
mailer. If you follow these, you'll really start to see some big jumps in you email marketing.
10 Reasons why your email marketing deliverability might be poor
Whether you are new to email marketing, or have been doing it since the dawn of time, chances are that you know in order for email marketing to be successful, people need to be receiving it ok.
When you send out email marketing, it will have to pass through various filtering, all email browsers employ this. Some companies also have an extra layering of filtering by using third party software or hardware to scan their email. If your email passes this filtering, it will be delivered to your recipient’s inbox, if not, it’ll be filtered through to junk and your recipient will never see your mailer
Poor deliverability is something that can kill off any email marketing, if you’ve quickly designed it yourself, or engaged the services of a design company - if people aren’t seeing it, it isn’t working.
So, in this video, we are going to look at the main reasons why deliverability can suffer.
For further reading, have additional information on inbox testing over here:
What are Transactional emails and how to use them sell
In this week's email marketing video we take a look at transactional emails. First up, we take a look at what they are, then how you can use them to sell.
Transactional emails are often overlooked, they can be a really great platform to sell from.
Email Marketing trends 2019
As part of our email marketing round up for this year, we shift the focus to next year. In this video, we take a look at our predictions for email marketing in 2019.
It's been a big year for email marketing, with some significant leaps forward in the functionality available; adding some great new email marketing features and benefits.
For additional information on email marketing and how to get started, we have put together a dedicated 'how to' page below:
Email Marketing tips: How to write Good Subject Header Lines
In this week's email marketing tips video, we take a look at how to write good email subject header lines.
It's often overlooked, but incredibly important, this is often what your viewer will make their decision to read your email on.
In this video, we run down the top ten tips to write really good subject header lines. Try employing some of these in your next email marketing campaigns and watch your open rates improve.
Want to find out how spam friendly your email marketing is?
Lets talk about Spam Score, we've just launched this great addition to our email marekting software.
Spam score will run thousands of tests and checks on your mailer, before you've sent a single email. Spam score gives you everything you need to find out if your mailer will be delivered into the inbox or into the spam folder.
Email Marketing workshop: How to turn email readers into buyers
In this week's email marketing video, we take a look at how to turn your readers into buyers.
It often takes a little bit of time and patience to fine tune the formula for succesfull email marketing.
This video outlines 10 great tips to try in your next campaign, to help you turn your email marketing readers into buyer