Get more out of your email marketing campaigns by using the simple yet powerful strategies outlined in this article.
Email marketing is often touted as the most effective online marketing channel available. It beats social media, SEO, and content marketing — but many businesses are underperforming.
3 Tips That Will Take Your Email Marketing to the Next Level:
- Segment your email subscribers by behavior
- Resend emails to people who didn’t open the last one
- Create an email series to keep people engaged
1. Segment Your Email Subscribers by Behavior
Traditionally, the most common segmentation method was based on demographics. The problem is that two people with the same income, age, family status, etc. may have completely different wants and needs.
That’s why behavioral segmentation is so powerful. It lets you personalize your messages based on actions individuals have taken.
There are many ways to go about it.
Those Who Cannot Get Enough of Specific Pages
Email subscribers are raising their hands and telling you they’re interested in what you’re offering. This goes beyond what they click on and takes their browsing behavior into consideration.
Look at the frequency of their visits and set up triggers that start email sequences once someone has visited a specific page at least twice. If you know the average number of times someone visits before purchasing then set a number slightly lower than that as the trigger.
Pro tip: Layer on dwell time as an email trigger. For example, instead of sending emails if someone visits the page twice, they need to visit twice plus stay for one minute before they’ll get the triggered emails.
Opening Emails or Clicking Links
If you’re like most organizations, you have multiple lead magnets or offers. You take advantage of content upgrades, dedicated landing pages, and more to grow your mailing list. You can use that information to segment people, but they may have multiple interests.
For example, a website that shares insights about list building, traffic generation, and conversion rate optimization (CRO) may have multiple lead magnets. If someone signs up for list building, that doesn’t mean they’re not interested in conversion rate optimization.
The solution is simple. Send out a variety of emails and track the ones they open or click through. If you see they’re opening emails about traffic generation but ignore CRO then you can assume those are the topics they’re interested in.
You can also ask about their preferences directly. For example, after someone signs up for a list building blueprint, send a welcome email that asks what they’re most interested in.
In this email, we ask new subscribers what their goal is so we can send tailored content to them.
Proper customer segmentation can help you send the right message to the right person but what happens when they don’t open that message? You resend it.
2. Resend Emails to People Who Didn’t Open the Last One
According to Radicati, there are 124.5 billion business emails and 111.1 billion consumer emails sent every single day. The average office worker receives over 100 emails a day.
There’s a deluge of emails and there’s no guarantee — no matter when you send your messages — that it’ll be seen by the recipient.
When seen, it may not be a top priority at that moment. Even if they have plans to revisit it later, it may not happen because life is busy.
Increase your total open rate by resending a similar email to the recipients who didn’t open the initial one after a few days. In fact, plan ahead and create an email to specifically send to those recipients.
In this example, Dermaflage received 30% more opens by sending an email with the same message a few days later.
Don’t send the exact same email to subscribers that didn’t open. Use a different subject line and tweak the content within the email to improve your opens and click-through rate even further.
3. Create Email Series to Keep People Engaged
TV shows that stand the test of time are good at doing something you may or may not realize. They end episodes in a way that makes you want more so you’re excited about the next episode.
My question is this. What’s stopping you from making your email marketing just as exciting?
There are multiple ways to go about this:
1. Email Courses
Email courses allow you to educate your subscribers about a specific topic or series of topics while introducing them to your products and services.
They can be useful for everything from e-commerce to B2B and SaaS software. It can also be made as plain text emails or even a series of videos. Below, NuSchool targets designers.
When you’re creating an email course, there are a few things to keep in mind:
• It should be between 7–21 days.
• It should address a specific customer pain point.
• It should tie in with a product or service you’re selling.
Keeping these in mind and actually using them in your email course will do wonders.
2. A Challenge
Challenges are as effective as email courses. People sign up with the understanding that they’ll only get results by participating.
With an email course, a few people will put the lessons into practice but the percentage that takes action during a challenge is much higher.
The image below shows how you can structure the challenge sign-up page.
The challenge lasts for 21 days and shows what participants will gain. You can choose any amount of time for your challenge but it has to last long enough for people to get a result.
For example, it wouldn’t make sense to create a 7-day “everything there is to know about SEO” challenge. However, you could create a 7-day writing challenge to help build the foundation for a writing habit.
Challenges are a unique opportunity to naturally pitch relevant products. Think about what your customers struggle with and use that as the focus of your challenge.
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