Email marketing is a great way to connect with your customers and keep them up-to-date on your business. However, many businesses struggle to create effective email marketing campaigns. If you’ve suffered from these predicaments before, you may need assistance to get your email campaign strategies back on track. Here are five ways to improve your email marketing strategies for better results.
Optimize your email security
A good email marketing strategy starts with ensuring your emails are secure. This means using a reliable email service provider (ESP) and following best practices for security, such as using a strong password and keeping your ESP’s software up to date. One way to optimize your email security is authenticating your emails using DomainKeys Identified Mails (DKIM). This will help protect your email reputation by verifying email sources and keeping your messages safe from being tampered with in transit.
By taking these precautions, you can help protect your business from phishing scams and other email-based attacks. To better understand how DKIM works and how to get started with it, you can read Valimail’s resourceful piece, DKIM explained.
Make your emails mobile-friendly
With approximately 50% of all emails being opened on a mobile device in the U.S. alone, it’s more important than ever to optimize your email marketing campaigns for small screens. This means using a responsive email template that will adjust to any screen size and making sure your images are sized appropriately.
It also means keeping your subject lines short (around 30 to 50 characters), so they can be read easily on a small screen and using clear and concise calls to action that can be easily clicked on with a thumb.
Use A/B testing
A/B testing (or split testing) is a great way to find out what works best for your audience regarding email marketing. This involves sending out two slightly different versions of an email to see which one performs better in terms of click-through rate, conversion rate, or other metrics you’re measuring.
For example, you could test different subject lines, calls to action, or even the time of day you send your emails. Once you have your data, you can decide what works best for your business and your customers.
Use automation
Email automation can be a great way to improve your email marketing strategies. Automation can help you save time by sending out automated welcome emails, birthday messages, or other messages that you would otherwise have to send manually. Automation can also help you segment your list to send more targeted emails to your different groups of customers.
Provide real value to your readers with each email
Every email you send to your subscribers should provide them with value. This could be in the form of information, discounts, or even just a link to an interesting article you found. If you’re constantly sending emails only trying to sell something, your subscribers will quickly become uninterested and may even unsubscribe from your list.
Be sure to always send short, concise emails that will give your subscribers what they want within the shortest time possible. Make them look forward to receiving your next email because of the value you offer.
Email marketing can be a great way to improve your business’s bottom line, so long as it’s executed correctly. By following the tips above, you can create successful email campaigns to engage and convert your subscribers into customers. If you’ve struggled before with your email marketing campaigns, you now have five solid tips to start with.