Email marketing is a very valuable tool that every business can use to stay in touch with current and prospective customers, build brand recognition and increase sales.
However, there is a big difference between just adding individuals to your contact list and operating an effective email marketing campaign that will increase customer loyalty and generate sales for your company. Here are 5 essential email marketing tips to help you get the most out of your campaigns and list:
1. Run Split Tests On Your Opt In Form
Split testing is one of the most powerful techniques that can be used to increase any type of marketing’s effectiveness. Different variables that are part of your website can be tested in your marketing campaigns to see which combination of factors generates the most sign ups for your email list.
For example, you can test various placements of your opt-in form as well as other elements such as the color used on the “Sign Up” button, and headlines. Test one element at a time for best results. Over time, you can dramatically increase your opt in rate by continuing to run split tests.
2. Split Test Your Broadcast Messages
Your broadcast messages are the emails you send out spontaneously as opposed to the ones you have queued up in a schedule to be mailed out at various intervals.
Broadcast messages are most often used for communicating time sensitive information like sales promotions and product launches, so you want these messages to be as effective as possible. You can test things like the call to action and subject line to determine which versions are the most effective. Use your findings to help you craft even more effective broadcast messages in the future. Keep in mind that even slight improvements in open rates and click-through rates can significantly impact the profitability of your marketing campaigns.
3. Survey Your Customers
Having your customers’ email addresses provides you with great market research opportunities. You can set up surveys about what products your customers would like to see from you, get their feedback on your customer service performance, ask them for their preferences on two versions of a product and for many other situations where you could use some feedback. Your surveys can also be used for collecting demographic data about your customers.
4. Provide Value Now And Sell Later
Some businesses make the mistake of using their email lists to only send out sales pitches. However, that can be very shortsighted. You should instead send your list emails containing valuable information to help develop stronger relationships with your customers and build trust. That way when you do have something to sell, people will be more likely to buy from you.
5. Segment Your Email List
Your marketing messages will be more targeted and effective if you segment your overall email list into smaller groups. You may want to have a segment for customers who have made recent purchases with you, have spent the most money with you, or on other criteria such as how often individuals open your emails. Various groups of people may respond better to certain marketing messages than others.
Use the email marketing campaign tips above to maximize the use of your list and increase the profits of your company. All it really takes is consistent effort and providing your customers with value. Your efforts will definitely be rewarded in the form of higher sales.