Email marketing campaigns are an essential component of any marketing strategy. They’re a way to communicate with your contacts, build relationships with prospects, collect important data, and help increase marketing ROI. In fact, for every $1 spent on email marketing, $44.25 is the average return (source: Experian). To execute a successful email marketing campaign, it’s crucial to pay close attention to your target audience and the message you’re sending. A “batch and blast” approach only leads to your recipients deleting your messages.
Use these 10 tips to run successful email marketing campaigns:
1. Segment your lists:
Rather than using a “batch and blast” approach, segment your lists based on your buyer personas. You should also pay attention to behavior, such as where prospects went on your website, number of visits, frequency of visits, and social sharing, in addition to the traditional email metrics. Understanding this type of data will help you reach more of the right contacts, and improve your click-through-rate.
2. Send targeted content:
Remember, your contacts are in different stages of the sales funnel, which means they do not have the same needs and interests. As such, they will want to engage with different types of content.
Don’t make the mistake of sending the same information to everyone. In order to improve your email marketing campaigns and keep your contacts from opting out, your messages need to be relevant to your recipients. Use these campaigns to tailor your messages based on your buyer persona profiles.
3. Create an attention-grabbing subject line:
Did you know that 64% of people say they open an email because of the subject line (source: Chadwick Martin Bailey)? If you want your email to stand out in your recipient’s inbox, don’t ignore the subject line.
Subject lines should always be short and to the point. For the best results, also avoid writing in all caps, using exclamation marks, and including phrases such as “free,” which could lead to people flagging your email as spam.
4. Send at the right time:
Many people suggest sending out emails between 1 pm and 3 pm in the middle of the week. However, that may not make sense for your company. Before starting a new email marketing campaign, make sure you understand your buyer personas. Depending on who you’re trying to reach, you may need to adjust your strategy. Test different send times, and find the one that works best for you.
5. Optimize for mobile:
80.8% of users report reading email on mobile devices (source: HubSpot). If your emails are not mobile-optimized, people may feel frustrated, and not bother reading your content (no matter how amazing it is).
6. Enable social sharing:
Social sharing allows you to expand your reach beyond the contacts in your own database by encouraging your readers to share relevant information with their colleagues. In fact, according to GetResponse, emails that include social sharing buttons have a 158% higher click-through rate.
7. Include a call to action:
Are you promoting your presence at a tradeshow or nurturing your leads with relevant content? No matter what, your emails need to be action-oriented. Don’t make people guess why you’re reaching out, and what the next steps are.
8. Improve deliverability:
Have a quality control checklist before hitting send on your emails to ensure there aren’t any typos or other issues, such as sending the wrong email campaign to the wrong list. Avoid common spam trigger words such as free, click here, cheap, click, and open.
9. Cleanse your database:
People change jobs or titles, companies go out of business, and mergers occur more often than you think. This leads to out of date contact information. If you don’t regularly update your database, you’re most likely emailing invalid contacts, which reduces the effectiveness of your campaigns and hurts your company’s email reputation.
10. Measure your results:
Metrics matter. Test different strategies, and then measure factors such as the number of emails delivered, bounced, marked as spam, and opened. This will help you understand whether your email marketing campaigns are successful, or if there is still room for improvement.
Are you looking to improve your email marketing campaigns? ZoomInfo can help. We’ll eliminate obsolete records, update missing fields, check email validity, and append your data with key B2B information such as industry, company revenue and size, title, job function, management level, and much more. Contact ZoomInfo today!