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So you know who your target audience is and have created special email templates that cater to their specific interests and needs. You also have a filtered and narrowed down list of recipients to be at the receiving end of the barrage of emails that you have scheduled for the coming two months or so. But have you paused to consider whether these will serve a purpose greater than resting comfortably in your recipients’ inboxes, or worse still, spam folders?
The crux of email marketing lies in being an effective problem-solver. You need to effectively answer the customers’ queries and provide solutions to their problems through not only your products and services, but also through every marketing tactic that you put into practice. For example, an academic writing service should effectively present solutions to queries such as “I need a pro to do my homework." Similarly, a downtown vet clinic should make sure all the ‘pet’ peeves vanish in a poof with each of the marketing as well as promotional content that the customers receive.
Amazing email marketing hacks you should be trying right away!
Your emails should transcend the purpose of reaching the inboxes of the target audience. You have not developed a brilliant marketing team only so that the emails can simply rest comfortably in the inboxes of the recipients and that’s all there is to it. Here are some of the best things to try if you want to go beyond the purpose of reaching their inboxes to engage your readers like never before.
® Cut out disinterested subscribers right away
If you are having serious concerns regarding the open rates of your emails, find out if you have been guilty of spamming inboxes all this while. Time to revise your definition of spamming though – nowadays it can also refer to graymail, or email that the subscribers have no intention of opening. There is a reason that subscribers who have not opened a single email from you– they are simply not interested. You do not want to babble on about providing assignment help or prompt financial solutions consultancy to subscribers who are not interested. Instead, cut them out of your emailing list and get working on engaging the ones who do open your emails.
® Craft alluring subject lines that scream, “Open!”
A study reveals that a whopping 64% of the subscribers open emails that have attractive subject lines. Be honest with what you are providing and try to offer solutions to the problems that your readers may have. For instance, an online paper help services can create a subject line like “5 Fool-Proof Ways to Score an A+” while a niche shakes and juices store can go for “5 Summer Smoothie Recipes to Make Your Day”.
Make sure you put a LOT of thought and consideration into what goes in your subject line. Some of the best tricks to practice when writing a subject line is to keep it as concise as you can and create a sense that opening the email will actually be of some benefit to the readers. The inevitable pull of killer subject lines is thus sure to help your opening rates take off for the sky once you start doing it right.
® Refresh your emailing schedule
If you have hit an all-time in terms of emails being opened, maybe it is time that you refreshed your email scheduling. It does not require a PhD in genetic remodelling to know that Tuesdays, Wednesdays and Thursdays work best when it comes to sending out marketing emails. But those are also the days that other companies are doing it, and by sending out your emails on those very days, you are doing nothing more than piling up the inboxes of your subscribers with too many emails.
Try refreshing the emailing schedule and see how a Friday email works out for you. Studies reveal that emails containing a call to actions are more likely to have high open rates when sent on Saturdays. If you are feeling up to it, why not break the weekend barrier and send those emails on Saturdays as well? Try your hand at timing your emails a bit more creatively, and you will see your efforts paying off in no time at all.
® Churn out more interactive content
Gone are the days when you simply needed to remind your consumers of your existence every once in a while through an email. Oh, wait, that never happened. The reason why your emails should do more than remind the subscribers of your existence is that you do not want to end up in the spam or never-read category of emails. Make sure that you deliver a little extra than the others by sending in interactive content in your emails.
Ask your readers to either fill a form, participate in a poll, or watch a video – you can play around with a lot of interactive content when composing your emails. The chances that they will engage way more than before is clear from the response rates that online polls get, so why not make hay while the sun shines? Once you ensure that your emails are more than simply a read-through and have included a specific call to action, you will see the response rates climb up high.
® Play with personalisation
No one likes receiving run-of-the-mill emails that go like, “Dear customer, we appreciate your interest in receiving our monthly newsletter” and so on. Liven up your emails by personalising them for each recipient and try to go beyond the usual “Dear (insert first name here). You have all the details of your subscribers’ lists, so why not make good use of it and personalise the emails a bit further. You can auto-schedule birthday or anniversary greetings coupled with an exclusive discount offer to get them opening those emails fast.
However, steer clear of over-personalising your emails. Make sure that you do not go overboard by quoting their favourite colour, even if you have your hands on data such as that. You do not want to creep them out with information overload, and you do not want to frustrate them by being utterly unavailable either. And by that, we mean sending emails from an automated no-reply account. Nothing estranges customers more than knowing that they will not be able to interact with the one sending the email, making it a total waste of their time.
® Sum up in style for more engagement
Signatures and sign-offs matter more than you know. While some of your emails might tend to be lengthier than the rest, make sure that each one has your signature and a warm sign-off to top it off in style. While signing off your email, you can check the overall tone of the email to determine the kind of sign-off it should have. Do not commit the folly of having one sign off for every email. While reinstating works in some cases, it is best to leave it off the sign-offs in your emails.
Instead, you can simply serve the same purpose by placing your logo intelligently right below your signature. Create a good sign off for each email that is relevant to the content. You might urge your readers to go on a shopping spree after announcing new arrivals in your store alongside the seasons’ greetings when sending out Christmas promotions, for example.
® Always revise before hitting ‘Send’
Finally, this is a golden rule for email marketing. NEVER click send before reviewing it, like, a million times. Bad grammar, poor punctuation, and typos are a huge turn-off and can make you lose those valued customers faster than you can figure out what went wrong. Hence, it is best to revise and edit the emails a few times before you send them out.
Apart from the standardised grammar and punctuation scans, keep an eye out for glitches or discrepancies in the content of the email as well. You do not want to send out emails that say “Free manicures” with an email body explaining do-at-home manicure remedies. You better revise that subject line/content (whichever works for you) asap before they hit the inboxes of your subscribers.
From tweaking the content of your emails to a more interactive stance to knowing when to send them out, you can apply a wide variety of tricks to get more engagement for your email marketing campaign. The best way to go about this is to gather your marketing team around and share the insights that we pointed out. Work out a strategy that is in tune with your industry, and you will find a good grip on your email marketing campaign more taking engagement rates up a few levels. Godspeed!