If your e-blast open and click-through rates are lagging under the industry standard, you may be looking for ways to connect more meaningfully with your audience. There are many things that you might be doing that are hurting your chances of engaging effectively.
In this list of content marketing metrics, you can see that studies of email marketing have demonstrated how effective it can be in capturing the attention of consumers. However, there are attributes that can help or hinder a quality email campaign.
- Follow-through: A staggering number of companies never follow up on their customers after they click a link. By tracking consumers that have clicked through to your information and offering them follow up content, you are increasing the chances of conversion.
- A better opening: Consumers get so much email these days that they are wary of anything that even has a hint of spam. Close to 70% of consumers can identify spam just from a subject line. Make your subject less of an obvious pitch and you’ll have a better open rate.
- Teacher rather than a salesperson: Another good tactic is to deliver informative content rather than an email that is filled with promotional language. If you can give your customers insight into something that they will connect with and use then they will be much more likely to engage with your product.
- Get video: Everyone knows that video is the king of content right now, but did you know that a video in your e-blast can increase click-through rates by 300%?
The most important thing you can do with your email marketing copy is to make it as individualized as is possible. While you don’t want to be creepy, it turns out over 60% of people will open an email because of a personalized subject line. This combined with list segmentation is the two most effective email marketing tactics.
How to Target More Effectively
Most email marketing platforms provide A and B segmentation. Use this to see how your list responds at different times of the day or with different kinds of branded content. Track open rates and see which works most effectively. While larger-scale reports can tell you a great deal, only you can track your own demographics and see what they really like.
Priorities? Social vs Email
One might think that social media is gaining on email marketing, but for now, leads are predominantly generated and courted through email, accounting for almost 90% of lead generation. And while Facebook can be a powerful force, consumers are twice as likely to engage with a product on email than they are to connect on Facebook.
Ultimately, customers are looking for the most individualized experience possible. They want to feel that you are talking directly to them and looking out for their interests. In emails, this may even mean offering something that actually has value, whether it be a discount or something that offers information that may feel as though it should be proprietary.
Remember that engagement may be more important than keeping secrets about your process. If you can follow some of these insights, you will have a good chance of seeing your open rates go up.