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There is no doubt that email advertising is one of the most profitable paths for marketers to take.
For every dollar spent on email marketing, the ROI is between $45 and $32. This is not surprising since the majority of consumers check their email ten times a day, every day. What else? Among these consumers, those who actually buy products marketed by e-mail spend 138% more than those who do not receive offers by e-mail.
With this in mind, companies that want to get a head start on the market competetion should look to the following strategies for maximum success.
1. Show you care
Believe it or not, something as simple as addressing customers by name can make them more likely to engage with your emails.
When Experian Marketing Services compared cookie-cutter generic promotional mailings to personalized mailings, they found that personalized emails have 29% higher unique open rates and 41% more click-through rate per person. Moreover, according to Harvard Business Reviewpersonalization can increase the return on investment of marketing spend five to eight times and increase sales by more than 10%.
2. Data is power
Remember in 2013, when Edward Snowden revealed that the National Security Agency (NSA) gathered mountains of private and personal information about millions of people? Morals aside, the NSA saw the data for what it was: a key to power. Although you don’t need to go to such extremes, the principle remains the same. The more you learn about the person or company, the more you can use that knowledge to your advantage in building a relationship or closing a sale.
At Outreach Chimp, we write cold emails for businesses seeking guest blogging placements by studying their website analytics using SEO data providers such as MOZ, Ahrefs, and SerpStat. The purpose is not only to present our services, but also to provide valuable information on the shortcomings of their website and suggestions for improvement.
It might seem like a lot of work for a cold outreach campaign, but with automation and the use of application programming interfaces (APIs), it only takes minimal effort to achieve major results.
3. Write click-worthy subject lines
Every competent marketer knows the marketing mantra: “Provide value. Troubleshoot.” Nobody likes clickbait, and if you use them, prepare to never open your emails again.
Topics like “10 Ways to Eliminate Fat from Your Body in Five Minutes!” are reasons to be labeled as spam, and while your email may be helpful and highlight ways to shed fat in a short time, the subject line belittles the content within. If the title of your email reads like a title out of National applicant, People Where BuzzFeed, people won’t open it – and rightly so.
4. Be mobile
Today everyone has a mobile call; some people have three. In 2014, data from the US Consumer Device Preference Report revealed that 65% of emails were opened on the phones. Now more than ever, it’s important to make sure your emails are suitable for reading on such devices.
5. Target your list
The Data & Marketing Association has found that segmented email campaigns offer a 76% increase in revenue for traders.
By segmenting your subscribers, readers, or buyers, you can narrow down their demographics and sort them by criteria. For example, if 10 of your subscribers open emails about SEO keyword optimization, you can assign them a special category. This category means they will only receive SEO-related emails tailored specifically for them, while other segmented subscribers will receive a different set of emails.
It is important to target your list with specific promotions and offers related to the segment of your lists. Gone are the days when we could cast a wide net and know that at least 10 out of 100 people would take the bait.
6. Test everything
Without testing your messages, subject lines, or any other aspect of your emails, you won’t know what works and what doesn’t.
The study of these metrics is called A/B testing, and it’s an invaluable tool that every email marketer should know about. You’ll also be able to test the subject lines that open your emails or not, which is great information to have. Now, that doesn’t mean it’s a universal fact – hence the importance of testing everything.
Analyzing the numbers for inbox rates, open rates, bounce rates, response rates, and unsubscribe rates can help you make your email campaigns more effective.
7. Follow up within reason
Let’s imagine it’s a perfect world. The emails you send have a 65% open rate (I said perfect, not unrealistic), average response rates, and above-average subscribe rates.
People buy the products your emails promote. Now let’s say you start adding an email or two every other day. Although the numbers are dropping a bit, you’re still sending emails to “get your name in their face” and become as relevant as Coca-Cola. In a few days, your e-mails are no longer opened at all; dozens of people quickly report them as “Spam” or send your work to the trash.
What is the solution ? Email follow-up tools, which you can use to set up reminder emails on a schedule that add value without annoying your customers.
Related: The art of tracking
It used to be that we gave cold emails the benefit of the doubt. We might not know who the sender was or how he got our email, but as long as it was relevant to our interests, it didn’t matter.
But this is no longer the case. Today, hyper-personalized emails that add value are key to attracting and retaining customers.