Five Tips for Improving Your Email Campaign Results - Denise O'Berry

Five Tips for Improving Your Email Campaign Results

Please enjoy this guest post from Simon Grabowski the founder of GetResponse.

Everyone’s talking about “engagement” these days. And rightly so. According to our own recent study, less than 1 out of 3 US recipients opened marketing emails. In Europe, the rate was just above 40%. So what’s going on?

MarketingSherpa reported that the main reason people unsubscribe is that the emails they receive aren’t relevant. Does relevance relate to engagement? Of course – if you’re not paying attention to subscribers’ needs and preferences, they’re not going to open and click through your messages. But engagement is about more than opens and clicks , it’s about creating trust, brand loyalty and repeat business.

The following are some tips on how to use best-in-class email marketing tools and practices to keep your audiences engaged and maximize your results:

How to Improve Your Email Marketing Results

  1. Use follow-up autoresponders – Use autoresponders to build trust, increase response rates, and move subscribers through the sales cycle. Communicate regularly, effectively, and according to their preferences (survey often). Once you’ve earned their trust, they’ll gladly open your messages and click through. And don’t forget, it can take 5-7 contacts to make a sale.
  2. Personalize your messages – Consumers today appreciate the “human touch”. A 2009 GetResponse study showed that personalized subject lines averaged 26% higher open rates and 130% higher CTRs than emails without. But don’t “get personal” if the recipient isn’t used to getting emails from you or it could backfire in spam complaints. Most importantly, maximize results by personalizing your message and your offer. They’ll respond if you make the effort.
  3. Segment your list – After list hygiene, this is probably THE most important list management practice because it impacts relevance. Use email analytics and surveys to capture data e.g. response rates, product preferences, buying history, etc., then use it to target your messages and offers. Sure, it takes time and effort, but you’re going to get far better results from fewer emails!
  4. Use social media/sharing – Social media can be a cost-effective and powerful viral marketing channel. Just remember to share, rather than pitch your products, stories, events, or issues, and make it easy for others to share. Also, social media is really a conversation, so you need to stay engaged ? and that takes time and effort. But according to Marketing Sherpa, 49% of Twitter users said they made an online purchase because of an email. Looks like social media has high-ROI potential!
  5. Add multimedia – Audio-video can obliterate email fatigue like no other tool out there. According to analyst David Daniels at Forrester Research, putting a video link in an email, “can increase click-through rates by two to three times.” Why? It addresses a consumer need for more personal, “face-to-face” communication. The newest example of this is text-to-speech in email messages, so mobile, multitasking consumers can access emails hands-free. And, thanks to recent technical advances, these are all point and click tools.

No matter what media or method you use, if it’s targeted, relevant, and engaging, you’re going to win. With these inexpensive, easy-to-use tools at your fingertips, you can finally level the playing field for your small business.

Simon Grabowski is the founder of GetResponse, a leading email marketing platform for the SMB sector and flagship product of online solutions provider Implix. In 1997, at the age of 17, he started working on GetResponse, with only $200 in his pocket. Today, GetResponse has more then 140,000 users from 172 countries, delivering 5 billion permission-based emails per year.

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