{"id":33586,"date":"2020-02-27T07:19:04","date_gmt":"2020-02-27T07:19:04","guid":{"rendered":"https:\/\/mention.com\/?p=33586"},"modified":"2025-01-10T09:43:00","modified_gmt":"2025-01-10T09:43:00","slug":"improve-email-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/improve-email-marketing-campaigns\/","title":{"rendered":"10 Creative Ways You Can Improve Your Email Marketing Campaigns"},"content":{"rendered":"\n

Say you\u2019re a\nmarketer looking to improve your eCommerce sales. You\u2019ve already done the work\nto get your business making more sales.<\/p>\n\n\n\n

You\u2019re part of the\n98% of 28 million blogs<\/a> running their site on\nthe most-preferred platform WordPress, you\u2019ve started an email list, you\u2019ve\nstarted posting on social media, you start send weekly emails but…nothing.<\/p>\n\n\n\n

Your open rates\nand click-through rates are low. Conversions are close to none. And you can\u2019t\nseem to figure out what you\u2019re doing wrong.<\/p>\n\n\n\n

This statistic\nmight surprise you: about 270 billion emails<\/a> are being sent every day.\nThat\u2019s a lot of competition vying for the average person\u2019s attention. And\nchances are, your customer is the average person.<\/p>\n\n\n\n

And as a marketer, you already know email is the most profitable marketing platform, where ROI is 4,400%<\/a>. Think about it: what other media can you get up to $44 in revenue for every $1 you spend? Not social media is what we can say.<\/p>\n\n\n\n

And if you\u2019ve been\ndoing email marketing for a while, you might have noticed, over time, it gets\nharder and harder to keep your engagement rates high. Consumers are blinded by\nthe hundreds of emails they receive per day, often generic and not very\npersonal. <\/p>\n\n\n\n

So if you want to improve your email marketing campaigns<\/a>, you might need to give your strategy a bit of a boost. Keep reading because, in this post, we talk about 10 creative ways to get better engagement and conversions from your email marketing.<\/p>\n\n\n\n

How to improve email marketing campaigns<\/h2>\n\n\n\n

Utilize behavioral-based segmentation<\/h3>\n\n\n\n

First and\nforemost, you need to make sure your emails are highly targeted and relevant to\nyour customers. A survey by Salesforce has found that 57% of consumers<\/a> are willing to exchange\npersonal information if it means receiving personalized content and offers.<\/p>\n\n\n\n

What this means is\nif you aren\u2019t segmenting consumers yet, you may be missing out.<\/p>\n\n\n\n

It\u2019s good practice\nto use behavioral-based segmentation<\/a> in your email\nmarketing strategy. By setting up your mailing list provider so that it lets\nyou track your users\u2019 different interests, transaction histories, and the like,\nyou\u2019re more likely to understand what kind of offers they\u2019ll appreciate more.<\/p>\n\n\n\n

By getting this kind of information, you\u2019re able to send highly targeted emails and offers, increasing your chances of enjoying higher open rates and click-throughs. <\/p>\n\n\n\n

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After getting the data, be sure to analyze it to get to know customer segments that emerge (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Use dynamic content<\/h3>\n\n\n\n

These days,\ncustomers don\u2019t have time to read through a block of text.<\/p>\n\n\n\n

To keep emails\nengaging, it\u2019s time to spruce up your email marketing. Using dynamic content\nlike gifs, videos, and even interactive polls and surveys can do well to vastly\nincrease engagement.<\/p>\n\n\n\n

Send interactive\nholiday catalogs with a flip-through effect, insert looping videos, or even\nembed or link to a personalized message from your company to different customer\nsegments.<\/p>\n\n\n\n

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Nordstrom sends dynamic product recommendations using a variety of different variables, such as weather or seasons. (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Focus your email marketing campaign efforts\nto convert abandoned carts<\/h3>\n\n\n\n

Sending out one or two remarketing emails can\nrecover between 5-11% of lost sales<\/a> caused by abandoned\nshopping carts. If you\u2019re serious about improving your conversions, then you\u2019ll\nneed to put a heavy focus on your email CRO efforts.<\/p>\n\n\n\n

A simple reminder email<\/a> can often do the trick, but some marketers will go the extra mile and offer exclusive deals or discounts in their remarketing emails. Whichever the case works better for your business, this step is crucial to make sure your abandoned carts aren\u2019t lost forever. <\/p>\n\n\n\n

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Adidas\u2019s abandoned cart email is witty and playful. (<\/em>Image source<\/em><\/a>)<\/em> <\/figcaption><\/figure>\n\n\n\n

Personalize your customer\u2019s onboarding process<\/h3>\n\n\n\n

Next, consider personalizing even your\ncustomer\u2019s onboarding process with you. Whether you\u2019re in eCommerce or SaaS,\none of the many benefits of having personalized welcome emails<\/a> is establishing your brand\u2019s\nvalue to your customers as soon as possible.<\/p>\n\n\n\n

So if you offered an app or software, you can create a series of walkthrough emails that show your product\u2019s benefits or features. If you were in eCommerce, you can send inspirational content that gives customers an idea of how to use the products in your store.<\/p>\n\n\n\n

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An onboarding email can be as simple as giving the next steps for your customers to take, such as following you on your social media. (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Maximize the use of the email preview text<\/h3>\n\n\n\n

Don\u2019t underestimate the power of a great email\npreview line. This is the line of text that typically appears as a sneak peek\nfor your email list subscribers.<\/p>\n\n\n\n

As a best practice, make sure your preview\ntext doesn\u2019t repeat your subject line and doesn\u2019t contain text like \u201chaving\ntrouble viewing this email?\u201d or \u201cunsubscribe.\u201d You can use it as a witty way to\nadd curiosity for the contents of your email, or put in a call-to-action right\naway.<\/p>\n\n\n\n

You also should think about how to make this\npreview line complement your subject line, encouraging customers to open the\nemail and see what it says.<\/p>\n\n\n\n

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The right preview line can get customers opening those emails. (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Test different email design layouts<\/h3>\n\n\n\n

It\u2019s good practice to play around with\ndifferent design layouts. Choose a different layout for product showcases,\nannouncements, sharing new blogs, or giving out client stories. These can have\na few benefits.<\/p>\n\n\n\n

The first is it keeps things interesting for\nyour customers. If you use the same layout every time, it might discourage\ncustomers from reading through all your content.<\/p>\n\n\n\n

The next benefit is, over time, you\u2019ll see\nwhich design layouts bring the best conversions for your site. Will columns\nwork best for you? Is a single column layout best? The only way to answer these\nquestions is to implement them in your own strategy.<\/p>\n\n\n\n

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Different templates can serve different purposes and have different conversions. (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Combine email marketing with other channels<\/h3>\n\n\n\n

While email marketing is a powerful tool all\non its own, you can use it with other channels to make sure you deliver a\nseamless brand experience for your customers.<\/p>\n\n\n\n

For example, using email marketing to drive\ntraffic back to your website can do well to boost your SEO<\/a> by reducing bounce rates or getting reviews\non your business page.<\/p>\n\n\n\n

Also, consider taking an omnichannel marketing approach<\/a> with your email\nmarketing. Make the most of social media CTAs drive conversions to your email\nlist, follow up subscribers with highly-targeted emails promoting your product\nor service, and make your website and landing pages high-converting and\nstreamlined.<\/p>\n\n\n\n

Jazz up your transactional emails<\/h3>\n\n\n\n

After a customer makes a transaction with your\nbrand, you can send them beautifully-designed templates for invoices or order\nconfirmations. According to studies, the order confirmation email can get up to\na 70% open rate <\/a>\u2013 so make it count.<\/p>\n\n\n\n

Use these transactional emails as a way to\nshow off your brand personality and let your brand stick in customers\u2019 minds.\nMake it a point to let customers know how much your order means to your\ncompany, or get them excited to receive your products in the mail.<\/p>\n\n\n\n

Even emails for shipping updates or delays can\ndo well to improve customer engagement and loyalty. After all, if you can\nprovide a seamless brand experience, customers will be more likely to keep\ncoming back to your store.<\/p>\n\n\n\n

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Your order confirmation email has an open rate of about 70%. Make sure it helps deliver a great brand experience. (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Ask for feedback and suggestions<\/h3>\n\n\n\n

If you truly want to involve your customers\nand get to know their thoughts and opinions, you\u2019d do well to send emails\nasking for their feedback and suggestions.<\/p>\n\n\n\n

This lets customers be a part of your business in some way, by helping you either create better content or products or get to know what they\u2019re looking forward to seeing from you next.<\/p>\n\n\n\n

Asking for feedback and suggestions from your\ncustomers can be as simple as sending a link to a survey form or using dynamic\nelements like one-click polls right in the body of your email.<\/p>\n\n\n\n

Regardless of how you decide to collect feedback\nand suggestions, make it as easy as possible for customers to send in their\nthoughts. If you link out to a survey, be sure to use radio buttons or\ncheckboxes for multiple-choice options, and even consider incentivizing\ncustomers for taking part in the survey.<\/p>\n\n\n\n

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Explain to customers why your survey can help them get better service from you. (<\/em>Image source<\/em><\/a>)<\/em><\/figcaption><\/figure>\n\n\n\n

Invest in the right tools<\/h3>\n\n\n\n

Last but not least, you need to have the right\ntool stack for your email marketing efforts. For example, an email list\nprovider can do wonders to automate the lead generation, onboarding,\nsegmentation processes involved in email marketing.<\/p>\n\n\n\n

But also get to know other tools that will support your marketing campaigns. Emphasizing email privacy, for example, may do well for your business, especially considering how different people, states, or countries may have different policies for data privacy and collection.<\/p>\n\n\n\n

Here are a few policies you ought to read up\non to make sure your marketing tools are compliant to location-specific\npolicies:<\/p>\n\n\n\n