E-mail is the best platform for communication between businesses and customers. However some people believe that it is an ancient form of communication, but it still plays a pivotal role in helping brands to reach their customers.
According to the E-mail Statistics Report 2018-2023, the number of e-mails between consumers and businesses will reach 400 billion by 2023.
This vast number suggests that the people involved in e-mail marketing should initiate trying new and effective strategies to beat the competition.
E-mail marketing is a type of direct marketing that uses e-mails to promote your business’s services and products. It assists in marketing and promotions of your latest offers and items.
What is E-mail marketing?
E-mail marketing can also teach people related to your brand and engage them between purchases.
There are several benefits of e-mail marketing for small businesses, and E-commerce businesses can opt for e-commerce e-mail marketing best practices to attract more and more customers to their platform.
E-mail marketing for b2b companies?
B2B e-mail marketing is a concept that deals with exchanging valuable insights, information, products, and services between two companies. Companies must set a few B2B e-mail marketing benchmarks to get high results from the e-mail marketing campaign.
To get the best output, you need to follow a few B2B e-mail marketing strategies, including:
- Know what type of business you need to target
- Define the persona of your B2B customers
- Create goals for an e-mail marketing campaign that can be measured easily
- Always plan to stay ahead of your competitors
- Analyze what is working with you and what’s not.
Goals of E-mail Marketing
How to build a successful e-mail marketing campaign?
An e-mail marketing campaign is an e-mail sent from a business to one or more prospects and customers.
I recommend following the e-mail campaign best practices shared below:
1. Build a targeted e-mail list
2. Know your goals for doing an e-mail marketing campaign
3. Set e-mail conversation rate benchmarks
4. Understand the types of e-mails
5. Know the complete details of your audience
6. Make proper use of technology
7. Plan an e-mail follow-ups schedule
Why it is essential to have a high e-mail conversion rate
The E-mail conversation rate is the percentage of subscribers who finish your e-mail marketing campaign’s goal action after reading the e-mail. It is an essential metric because the average e-mail conversion rate indicates the efficiency of an e-mail marketing campaign and tells the ROI of your campaign.
What is the e-mail open rate?
There are many views on the internet about the open e-mail rate calculation, but you should always trust the factual data behind the e-mail available rate.
An e-mail is only considered to open when the following things occur:
The receiver of the e-mail or the reader enables images in the e-mail to be displayed in the preview pane or a full view of the e-mail.
Email service providers calculate the open rate by taking several people who have opened the email and dividing that number by the number of emails you have sent that did not bounce or failed to reach the recipient.
For instance, if you send 100 emails and ten emails bounce, this amounts to 90 delivered emails. Moreover, from those 90 emails,
let us assume that ten emails are opened. It gives you an open email rate of 11%.
Emails that do not deliver cannot be opened, so the number is not involved in the open rate percentage.
The success of your email marketing campaign depends on your email open rate. If nobody opens your email, you cannot build a new business from email marketing. That is why it is essential to get an excellent open rate.
12 Secrets to encourage your customers to open your marketing emails
1. Build your subscriber list
Do you have a long list of emails for clients? Great, continue adding to it.
Subscription forms must be on your home page and where you can fit them without eliminating essential matters. For instance, ensure your list grows with a signup feature on the website.
2. Encourage readers to reply
Email marketing enables honest conversations with people interested in your business, which is impossible in direct messaging.
Just giving information to clients leads to a waste of time, so make sure to focus on various things shared below:
Irresistible subject lines
Communicate with readers directly and offer them something that interests them. The best way to do that is with automated options that personalize your emails. An entertaining and distinctive voice
Even if readers open your email, do not believe that they would not delete them. So, make sure that the mail message gives the impression that it came from someone who cares for readers.
3. Targeted content
Segmenting your email makes creating a message that connects with your reader’s needs and interests easier.
It makes your readers more likely to accept an offer, connect with you, or even pass it on to other clients.
The above points focus on encouraging readers to respond. Encourage readers to respond to your emails and show that you hold an interest in your subscribers.
4. Go Personal
Try to add a personal element to your emails. Most email tools allow you to enter shortcodes that will be replaced by the recipient’s name when you send out the email. If you own a business that works with several industries, send out different versions of the email, each giving out specific information.
5. Keep emails out of spam folders
.Sometimes even carefully constructed emails keep flagging as spam, which is the worst. Ensure you avoid all caps, exclamation marks, and hyperbolic phrases. Emails go through several spam filters, and every spam filter is different from each other. So make sure to avoid poorly formatted HTML as well.
6. Create clean and crisp emails
Just an engaging headline would not work; keep your emails more engaging. It means-
- Use short paragraphs to ensure that keywords and phrases are engaging and stand out.
- Include points to help readers read the vital things.
- Insert images that convey your message and make the content more engaging.
7. Include links and call to action
Most email companies aim to increase traffic on a site, sometimes on a specifically designated page. No clicks mean no clients, as simple as that. So, always include links and text to give more than one opportunity to interact.
8. Make easy to unsubscribe
If you allow your readers to opt out and remove your name from your lists, let them do that easily. Because if they cannot do that, they will flag your emails as spam, which will cause you problems in the future.
9. Make emails mobile-friendly
Most of the people open their emails first thing in the morning. According to a study, 66% of email opens occur on smartphones and tablets. If your emails are not in a format for viewing on phones, you are missing several clicks.
10. Test, Test, Test
Please do not send anything to your recipients without ensuring it works correctly. Always proofread your messages and ensure they are how you want them to look.
Ensure that all your links and personalized shirt codes are appropriately in format.
Sending mass emails without proofreading or double-checking leads to unprofessionalism and could impact your business significantly. So ensure that you double-check all your messages before sending them out.
More testing
After testing your content on several platforms, you should experiment with different subject lines and body texts to determine the best and most engaging for your audience.
You can use various email tools with built-in A/B testing modules that allow you to compare the results of different versions of your emails.
However, if you do not own these tools, you can test your emails independently.
Try sending your emails on different days of the week at other points of time of the day to know the best response rate. Note the response rate and follow the time daily, which gives a high response rate.
11. Track your data
Always keep a close eye on your data because analysis of data assists in tracking the loopholes and analyzing the performance of your emails.
Examining the previous performance report of your emails, you will know when people opened your message or how many messages were not delivered. These minute insights will help you a lot to know about your email performance and will help you to find the mistakes.
12. Do not overwhelm your subscribers
With numerous tips and tricks, you might get excited to send as emails as you can. However, take your time and beware of how frequently you send emails to your list. You want to fill their inbox with only a few marketing messages about everything you offer.
Choose quality over quantity. Be mindful of the time and type of content you deliver. If you flood inboxes, users might get annoyed with you and even unsubscribe.
Even though we have tried to put up all the guidelines and insights about email marketing and email campaign best practices, unfortunately, there is no formula to shoot your average email conversion rate.
However, thoroughly reviewing the blog and applying all the guidelines might increase your email open rates. Try to stick to the points and understand everything you need to do.
Lastly, the only thing you need to know is to test which email versions via A/B tests perform the best and choose those that work for you. It will let it help you with the requirements of your potential audience, and they will be waiting for your emails in their boxes.
We hope we have provided the best knowledge on making your emails pop into your customers’ inboxes and encourage them to respond more actively.
