Receiving multiple emails is part of everyday life for most people now, and email marketing is a crucial part of most business strategies; in fact, Marketing Week has revealed that 73% of marketers rate email as the number one digital channel for ROI.
But just how many of them do we actually open, let alone read thoroughly? And is it possible in this email-saturated era for marketers to increase these figures? Giselle Lares, CRM Manager at Zoopla, shares her top tips for creating email campaigns that get results.
This time, it’s personal
If you want your emails to be noticed, you need to make sure you’re sending the right messages to the right people, says Giselle. The best way to do this is to invest some time analysing user behavioural data from your website. Then once you’ve got a steer on what they’re interested in, you can use that information to tailor your messages accordingly.
Split to see what sticks
Split testing – also known as A/B testing – allows marketers to compare two slightly different versions of the same email to see which performs better. There should only be one variation per test, to avoid skewing results; for example, using a different subject line or call to action. Split testing two versions with a small segment of your send list will then allow you to send the best performing version to the remainder of your audience, improving open and click through rates.
There’s safety in numbers
It’s no secret that compiling and maintaining an orderly database is good practise for any business. But as well as staying on top of the contacts you’ve already got, it’s essential that you keep growing your list. This will allow you to reach new, untapped audiences, as well as nurturing the pool of users who are already advocates for your business.
Giselle’s top tips:
1. Gather data and tailor your emails accordingly
2. Split test your email content and subject lines
3. Grow your database continuously