For most businesses, email marketing is one of the easiest, best and most profitable ways to improve revenue. With the average return on investment standing at £38 for every £1 invested, email marketing is one of the most effective ways of marketing your business. In this article, we’ll take a look at how you can supercharge your email marketing campaigns and maximise your returns.
One of the simplest ways to improve the performance of your email marketing is by taking the time to personalise your emails. Most email marketing services make this process incredibly simple so if you are not doing this then you are definitely losing out. Including the recipient’s name in your opening is a great way to make your email seem a lot more personal than a generic introduction such as “Dear Sir”.
Don’t fall for the trap of grouping all your customers together into one giant list and sending them all the same email marketing. Segmenting your list into smaller groups will help you further personalise your email marketing and make it specifically relevant to your target audience. Some of the ways that you can segment your email marketing include:
- Purchase history – For ecommerce stores you can use items that people have previously purchased to send them offers that they are most likely to be interested in.
- Location – If you have a multi-location business then you want to make sure you use a customer’s location in your targeting to give them geographical offers that make sense to them.
- Demographics – Don’t forget to segment your lists into relevant demographics which can help you make your marketing more targeted, increase open rates and boost click rates.
The majority of email marketing solutions have built-in tools that can help you segment your lists automatically or of course you can do this manually yourself.
Abandoned cart emails are one of the best performing types of email and one that a surprisingly high number of ecommerce businesses don’t utilise. If someone has taken the effort of adding a product to your cart then they are extremely likely to want to purchase. Offering an incentive such as a discount to complete their order is an easy way to turn an abandoned cart into a new customer.
Test your subject lines
Just because you think your subject line performs well doesn’t mean that you shouldn’t test other options. Emails with a subject line between six and ten words long have the highest open rate so make sure you keep your subject line short and to the point.
It should go without saying but make sure that you are tracking the results of your email marketing campaign. Integrating Google Analytics with your email marketing will help you properly measure how your campaigns are performing and help you identify where improvements can be made. Tracking your emails lets you gain a better understanding of your users and will help to see how your target audience is reacting with your website and the actions they are taking. This can also help inform other marketing channels.