How to get the most from your email marketing efforts
Email marketing may now be considered a more traditional form of marketing and therefore does not attract the same level of attention as some of the latest marketing channels. Yet, it remains one of the most cost-effective ways to generate leads and acquire customers for your business.
This article will focus on some of the best email marketing practices that your brand can use to drive more leads to support your business growth.
Consider the design and layout of your email
One example of this is keeping the main content or message “above the fold”. Above the fold content is the part of the email that is visible without scrolling down. If you need to scroll down to see the content, this would be considered ‘below the fold’.
While, according to research, users are more used to scrolling than before, partly because of social media usage, still, above the fold content will grab the most attention, as it is the first thing email subscribers see when they open the email newsletter. Visualize that a certain percentage of your subscribers will see the above the fold content, and a smaller percentage of these people will see the rest of the content; it is easy to understand why it is paramount to place your key content and message above the fold to increase your conversion rate.
One good principle to go by is conducting A/B tests or split tests to first to see what works best for your emails and subscriber list.
Another thing to take into consideration is ensuring that the email content is no wider than 650 pixels; otherwise, your email newsletter will not display correctly as it will mean that your subscribers are required to scroll unnaturally (horizontally) to view the content of the newsletter.
This is extremely inconvenient in today’s world, and it will likely impact your brand image, negatively impact your users’ experience, and likely lower your conversion rate.
Ensuring your email template fits well within the standard format will make sure that it is easy to read, which should serve to generate more conversions and provide a seamless user experience.
Maintain your email list
This is not the most exciting part of email marketing, but it is one of the most important. For example, a number of your email contacts might not unsubscribe from your email list, even though they will likely never open your emails. This impacts your open rate and engagement rate and also costs your business extra money as most email services charge according to the size of the list or emails sent.
Retaining subscribers who never open emails can present your campaigns in a bad light since they will drag down the open and click rate.
It is, therefore, a good idea to analyze your subscriber list to identify those who haven’t engaged with your emails for a specific time period and either remove them or set up a re-engagement campaign, then remove the emails that still do not engage. It is a good idea to do this on a regular basis to maintain your list quality. This will allow you to have a more accurate view of your email engagement rates by keeping your list clean of the subscribers who are no longer interested in hearing from you.
You can set up an appropriate process or workflow for your business.
For example, if you send a weekly newsletter, you could set up an automated workflow where subscribers who do not open your email in four consecutive weeks are transferred to receive the monthly email. Then, if those subscribers still do not open, they could be moved to a re-engagement campaign list if they do not open four consecutive emails. If they still do not open, they can be unsubscribed automatically. This is just an example, as you need to find the balance that works for your brand.
It is important not to blast subscribers with emails they are no longer interested in, and, in the process, it keeps your email list clean.
Conclusion
Email marketing does not need to be complicated. By following some of the principles and applying them to your brand, you will be able to improve the results of your email marketing campaigns and generate more leads.
If you have any questions about lead generation or taking your email marketing to the next level, please feel free to contact our expert team at info@relevantaudience.com for more information.
