How to Improve Your Email Marketing Performance

July 31, 2018 / By

Did you know that email marketing touts the highest ROI of all marketing channels?

So, whether you’re for it or against it, if you want to stay ahead of the curve, you’ll continue to push full steam ahead with your email marketing efforts.

Easier said than done, right?

Yes and no. Just like with any marketing strategy, you need to start small while thinking of the big picture.

When it comes to email marketing, in particular, you have to take into consideration who you’re sending emails to and what type of content they want to see in their inbox.

These act as the starting blocks for your efforts. Now, if you feel like you’re stuck in a rut or you could use a boost to get your email marketing mojo back, here are four tips to get your campaigns on the right track.

Four Tips To Improve Your Email Marketing Performance

Scrub your email lists

Proper hygiene isn’t exclusive to your personal appearance (although, mouth wash and deodorant go a long way). When it comes to the world of email marketing, list hygiene is just as important. And, to keep you efforts up-to-snuff, your best bet is to scrub your email lists.

Scrubbing your email list entails removing inactive contacts from your email marketing campaigns while simultaneously keeping your current list warm (engaged) with your current campaigns.

How do you know when it’s time to scrub your lists? The general rule of thumb is if your bounce rate is between or higher than three and five percent, odds are you’ll need to clean things up a bit.

Scrubbing your email lists isn’t a one-time-deal. In fact, it should be done on a consistent basis so that you can better your odds of getting your email campaigns delivered…to the right people.

Segment your lists

Now that your email lists are as clean as a whistle, it’s time for the rubber to meet the road and actually craft email copy that piques the interest of your users and keeps them hooked on your content.

Where do you start? You have to start by realizing that your audience isn’t comprised of carbon copies of the same person. They have different interests and characteristics that make them unique and they are more than likely in various places within the sales cycle. That’s why you need to segment your lists so that you can build and send emails that resonate with a particular group in your email list.

When you send targeted emails to a segmented portion of your list, you’ll naturally create a more engaged audience because you are serving them with content that they deem relevant.

Here are a few ideas to help you segment your email list by:

  • Geography
  • Age
  • Gender
  • Topic Interest
  • Previous purchases

Timing is everything

You can’t blindly send emails and just assume that your audience will read them because you know what they say when you assume…

As a marketer, you should constantly be testing the times that you deploy your emails and then pay attention to the data like the open and click-through rates to see what time of the day your audience is more apt to open and engage with your emails.

If you don’t know where to start, cast a wide net, meaning, send your emails to half of your list early in the morning and to the other half in the evening.  See what time of day has the strongest metrics and break it down and test some more. Let’s say that the morning group performed better. Start testing your emails by breaking down your list into various segments in the morning and see which time performs the best. Rinse and repeat.

Be a storyteller

Just like with any type of marketing, you want to tell your audience a story. You want to capture their attention and take them on a journey with your content. Stale, sales-driven content will fall flat. But, content that actually says something will resonate.

Think of it this way. Odds are you don’t like emails that don’t say much except BUY! BUY! BUY! It feels forced and obviously sales-y. But, I bet I can venture to guess that you’d respond more positively to an email that told you a story that was so relatable that you could see yourself in that situation.

Marketing content, whatever form it may be, has to stir an emotion within your target audience for it to resonate. Because, at the end of the day, the consumer no longer wants to be sold on anything overtly, they want to be told a story. And, if you tell a good one, the sales will follow suit.

Email is a valuable resource in your overall marketing efforts and applying these four tactics to your overall strategy can help you pack a bigger punch.

If you want to learn more about email marketing or have any questions, drop us a line, we’d be happy to help!

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