Contrary to what a lot of marketing experts say, email marketing still holds a lot of value in the digital space. In fact, in certain metrics, email trumps all other marketing strategies.
Email marketing is still a trusted tool in ensuring marketing strategies are effective and reach the desired audience. But traversing the fine line between being marked as spam or unsubscribing requires a level of finesse from the part of the marketer and business owner.
Below are a couple of tips on how you can effectively boost your email marketing strategies.
1. Leverage double opens
I’m sure you’ve experienced opening two seemingly different emails from the same company only to find out that both emails contain pretty much the same content. Only the subject line is different. This email marketing strategy is called a double opens strategy and it’s used to encourage subscribers to open and view the content of the email.
Surveys show that nearly 7 out of 10 people subscribe to a mailing list don’t open emails the first time. So by sending emails to those who didn’t open the first email, there’s a good chance they will notice it and open it again.
This strategy has proven to be quite effective and increasing open rates as well as boosting email marketing ROI. However, there are a few important keynotes to remember when using the double open strategy:
- Use subject lines that entice and captivate the non-openers to check out your emails.
- You should pay attention to send time. Try to put a little time in between sending the first email and sending the next one. Ideally, it’s best to wait for 3 to 5 days before resending the same email to those who didn’t open it the first time.
- Optimize the preheader text in your emails.
2. Use cliffhangers in the subject line
In order to get people to open your emails, you should make it interesting enough to pique their curiosity. The problem is, when an email notification is received on their phone or computer, the only thing they see is the subject line. So you better make the subject line interesting by using cliffhangers.
People feel the need to resolve a conflict. So if half the subject line is missing and only ends in an ellipsis, they will be compelled to open the rest of the email to look for the resolution of that subject line. Below are a couple of subject lines that make use of a cliffhanger
- “The perfect way to start your day…”
- “Start your day like this…”
- “The best way to handle haters…”
Because those three subject lines are incomplete and followed by an ellipsis, people are much more compelled to investigate and find the answer by opening the email.
As a caution, only use cliffhangers sparingly as it can annoy subscribers when used too much.
3. CTA Buttons should be contextual
No matter how eye-catching your subject line is or how valuable your email content is, if you’re not using CTAs that encourage users to click on your messages, your email campaign is not reaching its potential. And it could also be hurting your website ranking.
Try to avoid using CTA buttons with generic instructions like “buy now,” or “click here.” You should come up with something that relates back to the content of the email and hooks the users a little more.
Three important questions to answer when creating a contextual CTA are:
- Is the CTA descriptive?
- Is it easy to follow?
- Is it hard to miss?
Because humans like things done as easy as possible, the sooner they understand what’s needed of them, the faster they will click on the button.
CTAs should include powerful words. Try to emphasize words that offer quick results like today, easily, simply, quickly. You can also try to appeal to people’s greed by making use of words the elevate status like happier, slimmer, wealthier, and stronger.
4. Prioritize engagement
A good majority of marketers only see email marketing as a means to a short term goal, which is boosting sales. There’s nothing wrong with this philosophy. But it fails to make full use of email marketings full potential.
Despite the many changes in technology, there are a few things that remained intact and continue to be useful to a lot of people. One of those things is email. There is simply no getting around browsing the web without first having your own dedicated email. And a lot of people still regularly checks their inboxes.
It only makes sense that you include email when crafting a plan to build a stronger relationship with your customers. After all, the people in your email list have been proven to be the ones interested in what you have to offer. They’re not just looking to buy your products.
It’s important to keep in mind that engagement is crucial when you want to get the most out of your email campaigns far into the future.
A few examples to boost email engagement include:
- creating a storytelling-style content
- using powerful subject lines
- having a polished email design
- personalized email content
5. Make use of frequency capping
No matter the type of channel, whether social media, ads, or email, there is a limit to how much users will tolerate brands or businesses reaching out to them. And in email marketing, reaching that limit could push subscribers to mark your emails as spam. Worst, they could even unsubscribe from your email list.
So how do you avoid committing this dire mistake? You can turn to frequency capping.
This is a feature that allows you to set a limit to the number of mails your subscribers receive at a given time period. By setting the desired number of emails a subscriber gets from you, you avoid annoying your subscribers with email after email.
Frequency capping is a common practice, especially for B2C enterprises. It makes your content that much more valuable when it does arrive in subscribers’ inbox. And it allows for efficient ad exposure without annoying the subscribers in your email list.