There’s no doubt that email marketing has seen phenomenal growth in the last few years. It’s not just because of technological advances or the advent of social media, but because it is one of the most cost-effective types of advertising.
With more than half of all internet users reading emails, and mobile email adoption rising quickly as well, there’s no better time to incorporate email marketing into your digital marketing strategy.
It’s an industry standard for informing subscribers about new content and services, driving them towards your website for conversion, and creating brand awareness. However, increased reliance on email has also led to reduced response rates. There is a simple way to increase response rates and track your ROI with more appropriate testing strategies – test different layouts of your subject lines and body copy.
Also, don’t forget to take care of your conversion optimization on your landing pages. Colors, content, and call to action need to be well adapted.
What is a good response rate for email marketing?
A good response rate is when you get a reply from the email you send out, meaning your message was read by the person and they’re considering what to do. If you don’t have a good response rate for your email marketing, then it’s time to rethink your strategy. There are two types of response rates – open rates and click rates.
Open rates are the number of people who opened up the email in their inbox but didn’t click any links or read anybody’s copy. Click rates are the percentage of people who clicked on one link in the email and actually read some of the body copy (or all of it).
Test different subject lines and body copy in your email campaigns
Subject lines and body copy work together to drive open rates. The subject line is the first impression of your email and can tell people what’s inside the email. It needs to be creative, enticing, and relevant to the content of your email. The body copy should be brief, but compelling enough for the person opening it to read the rest of the email. Of course, some subject lines are more effective than others.
In a recent article from HubSpot, they found that subject lines with a clear benefit were seen as more effective at getting people to open emails. These benefits could include “sign up now” or “limited time offer!” Subject lines with benefits also lead to higher click-through rates. And if you can create interesting content in your email, you can increase engagement and conversion rates even further.
One way to test different layouts for your subject line is through A/B testing on Google AdWords where you can compare variations of subject lines against one another using split testing based on key metrics like clicks and conversions.
The goal is to optimize these tests across all segments (e.g., clicks vs conversions) so you have more reliable data about which strategy is most effective overall rather than just looking at one metric in isolation.
Incentivize visitors with automated emails
One way to incentivize visitors with automated emails is by offering exclusive content. But what you should keep in mind is that this tactic will only work if you have a significant amount of subscribers. If you’re new to email marketing, it’s best to test this tactic on a small group of people first before investing too much time and money into the campaign.
Another way you can incentivize your subscribers is by offering an incentive for opting in. This works well for products and services that are exclusively available to those who sign up through your email list, such as discounts or coupons.
You may be able to draw more engaged users with incentives like these than without them.
Set up an automation campaign to send out drip emails
A drip email campaign is a type of email marketing that sends out one or more emails to your list over time.
The idea is to send out a short, relevant email to your customers or subscribers and then send them another. This allows you to maintain contact with them and build a stronger relationship while also increasing your customer base. You can also use drip campaigns as an opportunity to drive traffic back to your website.
For example, you could offer an incentive for those who opt-in for the next set of emails – like an ebook download or discount coupon – in order to drive conversions back to the website.
Set up an automation campaign by following these five steps:
- Send out some initial material – this should be something related to your business, but not sales-related; it might be about upcoming events or new content on the website
- Send out the next round of emails that are more targeted
- Repeat step 2 until you reach the end goal (for example, 100 people signed up for the next batch of emails)
- Send out the final set of emails that have built anticipation for what’s coming at last (often this will include a big announcement)
- Track engagement rates before and after each batch of emails
Don’t send duplicate content emails
One of the most common mistakes people make with their email marketing is sending duplicate content. Many marketers send out emails that are just rehashed versions of previous emails they sent. While this may seem like a way to save time, it actually has the opposite effect. If you send duplicate content emails, you’ll be losing money in return for nothing.
To avoid this mistake, make sure that every email you send provides useful information to your subscribers and doesn’t have any duplicates.
Additionally, test different layouts of your subject lines and body copy as well to see which one converts best – there are many different tests you can run to increase conversions from your email campaigns.
Wrapping it up
Email marketing is an invaluable component of any digital marketing strategy. It’s cost-effective and can be an effective tool for generating leads and driving conversions.
