9 Ways to Bring Your Email Marketing Campaign Back to Life
There are a lot of marketers who believe that email marketing is dead, mostly because they can’t get it right. Despite the amazing rise of social media networks, email remains the most effective communication channel that closes the gap between brands and customers. The majority of Fortune 500 companies are using it, and so should you.
Since you’re reading this post, you’re probably already trying to build an engaged list of email subscribers. If your performance is not yet satisfying, that’s okay. It means that you’ve committed several mistakes along the way and that you need to reconsider your next strategies and actions.
If social media networks are the perfect environment to gather cold leads, email marketing is the perfect channel that helps you drive awareness, build trust, and close sales.
In today’s post, we’ll cover several effective ways to “revive” your email list and raise the engagement of your email subscribers. Pay attention and take action!
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9 Ways to Bring Your Email Marketing Campaign Back to Life
Segment Your List
One of the most effective ways to bring your email marketing back to life involves the segmentation of your list.
Let’s say you have 1000 subscribers. Do you think they all have the same interests, needs, and desires? I didn’t think so either.
Put yourself in the prospect’s shoes. Would you open an email that is general and not meant for you? Once again, I don’t think so.
If you want to engage your email subscribers, you need to personalize your campaign by segmenting your list. You can do so straight from the opt-in box but also after people have subscribed. Since email segmentation is such a broad topic, you should probably do your homework well and start taking action step-by-step.
Optimize Your Emails for Mobile
Did you know that more than 88% of mobile device users are using their smartphones to check their inbox every day?
Whenever you send an email, every subscriber who has an email app on their phones (they all do), will receive an instant notification that they can either click or dismiss.
If they do decide to follow your lead, you need to make sure that your emails can be accessed and consumed on mobile devices. If your graphics and text are disproportionate, your emails aren’t optimized properly. One time is enough, and your subscribers will place a label on your brand, and they’ll eventually start ignoring your emails.
Optimize for mobile and test your emails to see how they appear on different mobile screen sizes.
Improve the Quality and Relevance of Your Content
People read emails in order to gain value from them. Therefore, your content has to be extremely relevant and qualitative.
For example, there are many brands that intrusively promote their products and services every day. In that case, many subscribers will say “NO” because they don’t trust the brand yet, and they’ll eventually start ignoring all the promotional offers.
The best solution to this issue is to provide educational and inspirational content. How-tos, step-by-step guides, relevant industry news – as long as they don’t sell anything, they’re perfectly fine.
If your time or skills don’t allow you to create quality content on a consistent basis, make sure you invest in these types of services. Hiring writers from reputable paper writing services or finding a professional freelancer on platforms like Fiverr is some of the solutions that I often recommend.
Define the Inactive Subscribers and Trim Your List
What is the definition of an inactive email subscriber?
It depends. To some businesses, an inactive subscriber is a person who hasn’t engaged with emails for more than six months. To other businesses, an inactive subscriber is an individual who never clicks on CTAs.
You need to define your “own inactive subscriber” first. Once you do that, you should make a list of inactives and delete everyone on that list. The reason is simple: you’re investing time, money, and attention in creating emails for people who don’t have a genuine interest in what you have to offer. Simply trim your list, and you’ll reduce your costs!
Write Compelling and Interesting Headlines
A compelling and interesting headline must immediately attract the attention of a subscriber. First of all, you need to write about interesting topics. Secondly, you should leverage the so-called “power words” to make your headlines sound more interesting.
These are emotional words that are meant to “touch” the subscriber’s subconscious. Learn to use them, and you’ll see amazing results. If you need some help getting started, use an online assignment help service.
Include Tempting CTAs (Calls to Action)
The majority of internet users are reactive, not proactive. That means you need to take charge of their behavior and ask them to do things.
In your case, you need to ask them to click on your links, to share your content, or to check out your products.
Your CTAs need to be well-placed. Usually, you should create anticipation by providing 80% of the information throughout the email and leaving the most important 20% in a different place. Provide a link and CTA to that place and motivate your subscribers to follow your lead.
Survey Your Audience and Offer Something in Return
One of the best ways to revive your email list is to offer incentives in exchange for a quick survey. For example, if you sell shoes, offer a 20% discount to everyone who takes three to five minutes of their time to help you with some answers.
One trick would be to design your surveys in a way that allows you to discover details that will later help you improve your list segmentation and email personalization.
This strategy has many benefits. First of all, the discounts will encourage new subscribers to check out your products for the first time. Second, you’ll be able to improve the ROI of your future emails because you’re gaining relevant information about your prospective customer’s needs, wants, and mindsets.
Add Deadline Countdowns
Deadline countdowns are the perfect tools that will allow you to create a sense of urgency. Most subscribers don’t pay attention to your “special offers” unless you make them do it. By creating a sense of urgency through a limited offer, you’ll be able to nurture the attention of your soon-to-become inactive subscribers.
Let everyone know that your discounts, offers, or limited products are not going to be available forever and that they’d make a great mistake by ignoring this opportunity.
Test, Measure, and Optimize Your Emails
Lastly, yet very importantly, make sure that you test, measure, and optimize your email campaigns.
For example, every time you create a new segment in your list, ensure that you’re keeping track of your users’ engagement: open rates, click-through rates, conversion rates.
There are plenty of email marketing analytics tools that can help you automate the process. I’d advise you to use them and leverage the insights you gain in order to optimize your next moves properly.
If your email marketing rocks, your business should also perform excellently. Since the competition is generally significant in every niche and market, you need to stand out from the crowd and improve the user experience as much as you can. Take these tips and tricks into close consideration, apply them, and share your experience in the comments below!