If your e-blast open and click-through rates lag under the industry standard, you may be looking for ways to connect more meaning, unfortunately, in addition to that, your audience. As a result, you might be doing many things hurting your chances of engaging effectively.
Email Marketing by the Numbers
In this list of content marketing metrics, you can see that email marketing studies have demonstrated how effective it can be in capturing consumers’ attention. However, some attributes 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. You increase the chances of conversion by tracking consumers who have clicked through to your information and offering them follow-up content.
- 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 from a subject line. Make your subject less of an obvious pitch, and you’ll have a better open rate.
- Teacher rather than salesperson: Another good tactic is to deliver informative content rather than an email filled with promotional language. If you can give your customers insight into something they will connect with and use, 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%?
Get Targeted
The most important thing you can do with your email marketing copy is to make it as individualized as possible. While you don’t want to be creepy, over 60% of people will open an email because of a personalized subject line. These are the two most effective email marketing tactics combined with list segmentations.
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 demographics and see what they 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 via email than they are to connect on Facebook.
Ultimately, customers are looking for the most individualized experience possible. They want to feel you are talking directly to them and looking out for their interests. In emails, this may even mean offering something that has value, whether a discount or offering 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 increase.
