Think email marketing is dead? Think again. According to recent stats, the return on investment for emails is 4,200% (yes, you read that correctly). Email newsletters should be a key part of your marketing tool belt. However, if you think you can treat them as a one-and-done thing, think again… again.
Email marketing is something that needs to be constantly nurtured and improved. The first step to begin your email marketing program is to send your first email (we have a handy guide to help you here). Then, once you’ve got the hang of it, here are some ideas of what to do next.
Resend Your Email Newsletter to Non-Openers
There are many reasons why your subscribers may not have opened up your email. Maybe they meant to check it out but forgot. Maybe it got lost in the content overload of their phone — whatever the reason, it’s likely not personal. After all, they subscribed to your newsletter for a reason: they like what you do.
By resending an email to people who didn’t open it the first time around, you have another shot at capturing attention and engagement with minimal effort. You’ve already done the work to make the email, now it’s just a matter of slightly tweaking and setting up another scheduled send.
But why bother sending it to non-openers? Surely it doesn’t make a difference, right? Well, one experiment done by a Forbes contributor found that their resend to non-openers had improved the overall open and click-through rate of their email by a whopping 53% and 51%, respectively! More people opening up and clicking on your email means more leads, which means more potential customers.
It’s not necessary to do this for every single email, either. Use your judgement when deciding which emails to send back out into the world. Is there an email you thought could have performed better? What about an email that promotes your exciting new product or deal that you want to get more eyeballs on?
While you’re at it, don’t be shy about testing different parts of your email, like images and copy, to see if you can boost engagement even more.
Create an Email Content Calendar
Email may seem like the dinosaur of marketing, but like dinosaurs now, it’s a fuel that keeps your lead generation engine running. (Though usually, we prefer to think of email in terms of renewable energy, like a powerful river of content that keeps our turbines spinning.)
Forty-two percent of organizations believe that email is one of their most effective lead generation channels. Not only that, the average conversion rate for email is roughly 15%, while the average Facebook ad has a conversion rate of roughly 9%.
However, in order to take advantage of this powerful lead generation and conversion tool, it’s best not to treat emails as a one-and-done thing. Otherwise, you risk not growing your audience and/or not engaging your current one.
Sixty-one percent of consumers want to see at least one email a week from brands they follow. According to Campaign Monitor, on average, the best frequency for newsletters are no more than twice a week and at least once a month.
We recommend making an email content calendar to plan your emails. There are free templates you can find online, or you can start plugging in your known emails into your email marketing platform (here’s a handy comparison guide for email platforms!).
Segment Your Audience for Targeted Email Sends
When organizations first start with email marketing, they typically have one general audience that they send all of their emails to. However, you probably don’t have the same shopping habits or interests as your elderly next door neighbour or your teenaged barista, so why expect every member of an email audience to?
While not a small task, segmenting your audience has many benefits. For one, you can better connect with your audience by sending them emails they’ll resonate with, based on their preferences, age, gender, interests, psychographics, etc.
By tailoring your content to specific audience segments, you’ll also be able to improve your open, click-through, unsubscribe, and bounce rates. This is because you’ll be able to more easily manage, test, and track what works (and what doesn’t) for a specific part of your audience, and optimize your future emails based on the data.
Send Automated Personalized Emails
Remember, when you were a kid, getting a keychain with your name on it? (Or, for many of us, feeling frustrated that the gift shop never seemed to have our name.) Well, we grew up but our secret love of personalization never went away. In fact, according to SmarterHQ, 80% of frequent shoppers only shop with brands that personalize the experience.
Automated emails, or emails that are built and sent without the work of an employee, are an excellent way to send personalized emails easily and efficiently. Customer anniversaries and birthdays are a great place to start.
As well, automated emails come with many benefits, such as improved employee productivity and customer retention (among other benefits),
Try to Engage Your Email Subscribers Across Other Platforms
When it comes to marketing, more is more — that is, the more platforms you can reach an engaged audience on, the better. To stay top of mind for your customers, it’s a good idea to reach them on multiple platforms. Plus, in our ever-changing world, it’s good to not put all your eggs into one basket.
One way to get your email subscribers to engage with you on other channels is to add a “follow us on social media” banner block or to include social media icons in your email header or footer. Additionally, you could send a dedicated email about your social media channels, for example, sharing your top-performing posts or embedding your Instagram feed into the email body.
Analyze Your Emails and Look for Areas of Improvement
Now that you have your emails running like a well-oiled machine, it’s time to analyze how they’re doing. How many people opened the email? Where and what are people clicking? These are things that you can (and should) be tracking.
In our How to Write an Effective Email Newsletter blog, we discuss how to measure and optimize your email newsletter. Here, you can view handy metrics to track.
Based on what sections people are engaging with — or not — you can keep this in mind when looking forward on your content calendar, as well as when you’re building the emails.
Create Amazing Email Newsletters with Sparx
At Sparx, our mission is to create content to make the world better.
If you want to create amazing email newsletters but aren’t sure where to start, the experts at Sparx Publishing Group are always available to chat. We help purpose driven organizations secure their website, create great content, build experiences to delight their customers, and help grow their business. You can reach us here.