As we have mentioned on many occasions on this blog, email marketing functions as one of the best channels in terms of results and engagement. Overall, there are 3.7 billion email users worldwide, with 233 million of them in the US. Given the large reach that email marketing can have, combined with email outperforming other channels, it becomes clear why marketers should make email a priority. That means focusing on delivering outstanding email experiences for users, prospects, and customers, while also working behind the scenes to improve results, achieve goals, and support business needs.
Email Marketing Engagement Improvement Tactics
That’s why we have compiled a list of the 5 best approaches for boosting email marketing metrics. Get ready to learn what best practices you can apply for your email activities, in which areas to increase effort, and what new tactics to develop to take your email marketing to the next level. Email marketing can be a fantastic tool for gaining the attention of your target audience, but you must approach it strategically.
1. Improve Your Email Deliverability
Because deliverability is a crucial part of any email marketing strategy, it is vital to focus on improving it. Email deliverability is currently in the spotlight, and for good reason – it can be a serious challenge for marketers, especially when it comes to making sure that your emails end up in the inboxes of your subscribers. The best way to ensure that is by avoiding spam tactics such as bulk emailing and sending unsolicited emails. In addition, you should also invest in making your email marketing app compliant with anti-spam laws and industry regulations.
An email verification solution, such as the one provided by DataValidation, can also help you remain compliant with email regulations, reduce bounces and protect sender reputation. Email verification is the process of confirming if the user of an email address actually exists or not. Email verification can be done manually or automated, with various programs available on the market that allow you to do so. While manual solutions are great for small-scale emailing, they are not ideal for large-scale campaigns. Instead, we recommend investing in an automated email verification solution. More specifically, DataValidation offers a powerful and highly customizable email verification solution that helps marketers reduce suppressed emails and bounces, as well as deliver emails to the inboxes of recipients.
At its core, DataValidation is a powerful IP reputation management platform that helps businesses verify if their users are legitimate or not. It can also be used for managing unwanted traffic on different online properties. The DataValidation solution is designed for all types of businesses – from e-commerce platforms and online marketplaces to software developers and other SaaS companies – who need to protect their sender reputation and improve their email deliverability.
2. Consider Multi-Channel Delivery
Email users are increasingly using multiple devices and channels to access their email accounts. This makes it crucial to devise a multi-channel delivery strategy. By sending some of your emails from different channels, such as SMS or via social media, you can increase your reach and improve the number of opens and clicks across different devices and platforms.
The best way to engage with your audience is through email marketing, alongside social media, or paid advertising. If you are interested in learning more on this subject, we highly recommend you read some of our articles focused on these topics:
It’s important to take advantage of all the tools, platforms, and apps available and integrate them into a successful omnichannel marketing strategy. Many companies are still unaware of the power of integrating their email campaigns with other channels, such as social media or SMS marketing to increase the reach of their message.
3. Optimize Your Emails For Mobile Devices
According to CampaignMonitor, 41% of all emails are opened on mobile devices, which is steadily becoming the most impactful platform, leaving behind desktop devices and webmail clients. In this context, there are many opportunities to boost mobile activity through optimized emails. In fact, the best email marketing providers offer features that allow you to send responsive emails that expand or shrink automatically when they reach recipients’ inboxes. You can also use click-to-call links that convert mobile users into callers or customers in-store or online.
These are just some of the ways that you can harness the power of mobile email marketing to drive sales on all channels. Here are some other things you can try out to ensure that your email deployments perform well on mobile devices:
- replace large images with smaller, more impactful ones
- keep the body copy short and to the point
- include the most relevant section above the fold
- make it easy for recipients to share your email campaigns
- include links to your mobile site or app
- make the CTA (call-to-action) buttons clear and simple
- include actionable CTAs in your email content
- build links to your social media profiles
4. Pay Attention To Content Personalization And Learning
Personalization has proven itself as one of the most effective tactics for getting email results, but it is still not widely adopted by marketers (only 28% do personalization). When it comes to personalizing content, there are multiple ways to achieve this goal: including personal information about subscribers in subject lines, displaying content based on previous interactions with the subscriber, and designing more personalized templates that incorporate information from user profiles such as gender, age, and location.
In addition, you can personalize content by creating smart segments based on engagement with previous emails (useful for inbound marketing purposes). Another way to boost engagement through personalization is by integrating email marketing with CRM tools so that you can interact with subscribers based on their individual preferences, behavior, and purchasing history. To take full advantage of this tactic, make sure that you have an email app that will enable you to do this seamlessly – if your app does not offer CRM integration features already built-in then consider implementing one syncing or integration app instead.
5. Use the Power of A/B Testing
We have left the best method for boosting email marketing results last. The reason for this choice is because A/B testing is already well-established, but also because we wanted to offer you some out-of-the-box solutions first. But ignore the potential of creating variants of your email campaigns at your own peril.
A/B tests are based on the principle that one version of a message can be universally better than another, but it doesn’t necessarily have to be. As a result, the idea is to create 2 versions of every campaign and then test which one performs better with your audience. It sounds simple enough, but the power of A/B testing is its ability to identify something that works for your audience while simultaneously providing an interesting insight into how to improve future campaigns.
Here are a few tips for using A/B testing:
Start small. The point of this process is to determine what works and what doesn’t, so you should start with a small sample size and gradually increase as you see results. For example, start by testing two different subject lines in groups of 100 recipients. This way, you can precisely determine the relative effectiveness of each version without wasting significant resources.
Analyze your results. Once you have reached the end of your A/B test, it is always worth analyzing the results in detail. This will help you understand the differences between each version and the reasons why one may have performed better than another.
Communicate your results. Ultimately, you cannot improve without identifying shortcomings in your campaigns, so you must communicate your findings to other members of your team who will be able to use them appropriately. This can be done through meetings or emails sent from marketing managers to the rest of the team.
To get a deeper analysis into A/B testing principles, we have an in-depth article you may want to check out: Email Marketing A/B Testing Best Practices
Email marketing is an essential component of any business’s marketing strategy, but it must also be treated as part of a wider campaign approach that will ultimately lead to increased profits and sales. Therefore, while email remains important, it must be regarded as part of a wider marketing strategy.