Updated: Jul 16, 2018
Sometimes even when you have the content of your emails on point, you can still find that the results of your #email #marketing efforts aren’t anything to write home about. Before you throw in the towel or settle for low open rates, click-throughs and conversion rates, see which of these easy hacks you aren’t yet using that could help you achieve better results with email marketing.
I want to do business with a company that treats emailing me as a privilege, not a transaction." - Andrea Mignolo
Personalise your emails.
Even though it’s coming from a business, your emails can still have a personal touch. Make the recipient feel like a real person that you’re reaching out to, rather than just another email address in a database. You can do this by personalising the subject of the email or including a personal greeting or note in the body of the email. For this to work effectively, first ensure that you are capturing subscribers’ first names in your opt-in forms.
Personalisation goes even beyond using the recipient’s name to sending timely and relevant info. This can be achieved by segmenting your audience and sending carefully crafted emails to recipients based on actions completed, interests and demographics.
Use a real person’s email address
Send out emails using an actual person’s email address vs a generic or departmental email, eg email@example.com vs firstname.lastname@example.org or even worst email@example.com. You can also use the person’s name as the sender rather than your company name, eg Luke from Your Company vs Your Company.
Why does this even make a difference? For the simple fact that people are generally more receptive to emails from people and it feels more personal. Also personal addresses usually have an avatar associated with it giving a sense of familiarity. It’s also much more likely for someone to reply to an email from someone they can relate to, rather than a generic or departmental email having no idea who will actually read it. Remember that email is a two way street.
As the saying goes, “timing is everything”! Research has shown that the best times to send emails across industries are 6am, 10am, 2pm and 8pm, with 10am holding the top spot. In terms of days of the week, depending on the industry it varies between weekend and mid-week. [Source: CoSchedule]. Test it for yourself and see what works best for your business.
Send it twice
The average person receives approximately 88 emails per day [source: Text Request], so the first time you send out your email, it just may not be seen. Send it twice and change the subject line. This also gives you the opportunity to test different subject lines and times to see what performs better.
Be Mobile Friendly
54% - 70% of total email opens occur on a mobile device [source: emailmonday]. Make sure that your emails are easily read on mobile devices and that corresponding calls-to-action (CTA’s) lead to mobile friendly landing pages.
If you notice that you have high click through rates but low conversions, it could be an indication that your landing page needs some work, or the content of your email is setting an expectation that your landing page can’t cash. Make sure the content of your email and your landing page align.
Don’t stop growing
Keep adding new subscribers to your database no matter how large it already is. Inevitably over time, people will unsubscribe, email addresses will change etc. New subscribers tend to interact more with your emails as they are more eager to receive information from you, especially if they’ve signed up to receive a free guide, report or ebook that you offered. Depending on your business and industry you should use this opportunity to automate a series of welcome emails packed with value that are designed to convert new leads into customers.
These are just a handful of hacks that you can use to get better results from your email marketing efforts. Comment below with any hacks that have significantly helped you!