E-mail communication remains one of the most effective marketing tools. Unfortunately, many companies make mistakes, which lead to the fact that their letters do not reach the addressees. The simplest and most obvious way to increase the effectiveness of e-mail distribution is to conduct experiments on limited groups of recipients in order to further analyze the results. You either will get more openings of letters and clickings on links or vice versa and based on this you can draw conclusions. It is enough to make small changes in the newsletters and analyze whether they affect the effectiveness.
The Subject of the Letter Is Already the Half of the Success
The subject of the letter largely determines whether the letter will be opened or sent directly to the Spam folder. When implementing the mailing, few people consider that in fact, the title of the subject of the letter consists of three parts: the sender’s field, the subject of the letter itself and the pre-header. The sender’s field, as a rule, indicates information about someone or something familiar to the addressee. You can also enter your name or company name here (for example, “Best Dissertation Help Online for Michael”). The very theme of the letter should reflect the main essence of the message. The pre-header is created from the first lines of the text located in the e-mail. With proper use, it can significantly increase the indicator of reading of the letter. Therefore, do not repeat the subject of the letter, let the pre-header to complete it. But the length of the subject of the letter, as opposed to the popular opinion, does not matter much.
Choose the Best Time for Sending Your Newsletters
According to the research, such indicators of e-mail-mailings as open rate and CTR practically do not change depending on the day of the week in which letters are sent. The situation with the mailing can be very similar to the publication of text materials on the company’s blog. The optimal time for mailing is the beginning of the working day when users can afford to distract themselves by letters. Nevertheless, the activity of the readers remains quite high throughout the whole working day. It is important to remember the time difference if your subscribers live in different time zones.
Keep Track of the Frequency of Sent Mailings
Studies have shown that the more often you send letters, the fewer subscribers show interest in them. The optimal frequency of sending letters should directly depend on the expectations of your audience. Adhering to the promised schedule of sending a mailing list, you gain the trust of subscribers. Typically, three letters per week are the maximum allowed frequency of mailings for successful email marketing. The ideal option will be the ability of the subscriber to independently adjust the frequency and thereby limit the number of emails received.
Segment Your Audience into Target Groups
Segmentation of subscriber base is extremely important and necessary because only relevant, useful information can interest customers and ultimately affect the effectiveness of mailing. Segmentation can be carried out by the source from which your subscribers come; region or time zone; duration of the client’s relationship with your company. You can also use various indicators of opening the letters themselves and other criteria that better describe your audience.
Add Social Buttons and Test Results
In recent years, social networks have become a popular marketing channel. So why not let them benefit you? To enhance the effect of each letter, add the “share” buttons on social networks to it. The CTR for e-mails with social buttons set in them is much higher than in letters that do not contain these buttons. However, it is impossible to find one universal and effective way to design and send emails. Conduct A / B-testing, sending out letters with different topics, calls to action and other parameters to different groups of subscribers to identify those versions that work better than others.
Thus, e-mail marketing is not so much marketing, as communication, adjusted through the content. You should become a source of useful information for the user, a resource on the authority of which he can rely both on the choice of content and when making a purchase.
About the Author
Barbara Elliott is marketing manager at international company. She is Internet Marketing Expert with versatile experience in Internet Marketing Industry and can help with your company promotion.