First, the number of email users is exploding with a predicted 2.9 billion global users by the end of 2019. That’s lots of potential customers to reach out to, right? Second, with 4400% ROI, email marketing is the king of all digital marketing practices.

However, as the number of your competitors investing in email marketing keeps growing, the way we do email marketing has changed. Today’s consumer expects a more personal approach to marketing emails. In other words, to engage your customers and convert them, you need to build highly targeted, data-backed email campaigns. Here are six essential tips for a competitive email marketing campaign.

Use Split Testing to Boost Clicks

If you’re torn between two awesome email marketing ideas, why not compare them?

You can always find new things to test, be it the images you use, the email design, subject lines or position of a CTA button in the body of the email.

As a starting point, compare different subject lines, as they dictate your open rates and click-through rates. For example, if you have two identical emails with different subject lines, your goal is to test which one has greater opens and use it in your future campaigns.

This is exactly what digital marketers love about split testing, as it gives them the opportunity to identify the tactics that work for them and focus on them in the future.

Additionally, you want to monitor the overall effectiveness of your email campaigns and their impact on your SEO efforts. Choose the right metrics to track, such as the email:

  • click-through rate
  • conversion rate
  • bounce rate
  • email sharing rate
  • list growth rate
  • ROI

These are some of the most significant email marketing KPIs that indicate the effectiveness of your campaigns and help you track their performance and growth over time.

Most importantly, never observe your email campaigns in isolation. Instead, choose the right analytics tools that let you combine your email analytics tools with other digital marketing tools on one dashboard and create comprehensive SEO reports. This way, you will be able to understand where your email campaign stands compared to other organic digital marketing channels and improve it to achieve greater results.

Send Personalized Welcome Emails

Welcome emails are a fundamental part of your email campaign, as they initiate the relationship with your customers.

Seventy-six percent of users expect to receive a welcome email after subscribing to your list. Most importantly, these emails have an average open rate of 50%. In other words, welcome emails generate 4 times more opens and 5 times more clicks than regular brand emails.

These emails should be sent out right after the signup, to keep the interaction with a customer flowing. Most importantly, they should be friendly and personal.

Always use the recipient’s name to build relationships with them.

Avoid no-reply emails. This way, you give a customer an opportunity to reach out to you and ask relevant questions right away.

Tell a recipient what to expect from your emails. Inform them about the content you will send them, how often you will email them, as well as how they can connect with you.

Welcome emails also give you an amazing opportunity to engage a user and inspire them to visit your site and buy from you. Precisely because of that, optimize them properly, choose the right tone and, above all, include a soft CTA button that guides a user towards conversion.

Finally, your welcome emails are a perfect opportunity for you to gain customer insights. Ask them why they signed up and use their answers to create better-targeted campaigns in the future. In addition to traditional forms, you can also use subscriber quizzes to make the process of data collection more interactive.

Write Powerful Subject Lines

Like I’ve already mentioned, a subject line is the nerve center of your email campaign. It helps you stick out in overcrowded inboxes and get users to open your message. Here are a few simple rules to follow when crafting a subject line:

  • Like a headline of your blog post, email subject lines are here to grab people’s attention and inform them about what they will get once they open the email
  • Make sure you personalize your subject lines by using a recipient’s name- it will result in a 29% boost over generic subject lines
  • Keep it short, informative, and catchy
  • Avoid using trigger spam words that would send your email directly to the inbox.

Build a Strong Narrative around your Brand

Creating an attention-grabbing subject line is important. But, what happens once a user clicks on it and opens your email? Well, you need to keep them interested and encourage them to take the desired action.

This is where storytelling steps in. By creating an engaging and emotion-evoking story around your brand, products, and services, you will nurture stronger relationships with your potential customers.

Above all, not each email you send needs to be promotional. Use your emails to bring value to your target audience, inform them about the latest industry trends, and educate them. By not mentioning the product or service until the very end of your message, you will build trust with a recipient and convince them to buy from you without pitching to them.

Align your calls to action with your storytelling efforts, as well. For example, if you’re striving to build relationships with users instead of making sales directly, why not use your CTAs to guide them towards a relevant article on your blog or get them to download your latest guide?

Segment your List to Increase Engagement

Segmentation is an important part of your email marketing campaign, as it helps you personalize your marketing efforts and reach out the right audiences with the right offers. And, stats back me up on that, showing that segmented email campaigns drive a 760% higher revenue.

Once a user signs up or makes a purchase, you can ask them to highlight their preferences. Ask them about their interests, needs, and content they would like to receive from you. You can collect user information via chatbots on your site or social networks, by asking them about their preferences in your welcome emails, or even by having them complete a user profile on your site. Based on the information you collect, create highly personalized email campaigns that would speak to different audience segments and keep them engaged.

Choose the Right Timing

Sending emails continually will engage your subscribers and increase their awareness of your brand. However, no one likes to be overwhelmed. The majority of users unsubscribe from email lists because they receive too many emails.

To avoid that, you should test your email lists to see how engaged your users are. You can even take your strategy to the next level, allowing recipients to choose how often they want to get your emails. This way, you will be able to understand their needs and ensure they stay engaged without boring them to death.

Over to You

The reason why many digital marketers still swear by email marketing is obvious. It gives them the opportunity to personalize their relationships with customers, increase the overall brand awareness, and gain more conversions. Not to mention the impressively high ROI email campaigns generate.

However, to get the most out of your email campaigns, you need to build them strategically. Take the user-centric approach. Get to know your recipients and segment your list to deliver relevant messages to the right people. Know when and how often they want to receive your emails. A strong subject line will grab their attention, while storytelling will inspire them to choose you over your competitors.

Finally, don’t forget to A/B test every step you take and focus on the most profitable tactics

Raul Harman is the editor in chief at Technivorz blog. He writes about innovations in all aspects of digital technology and online marketing. You can reach out to him on Twitter.

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