Businesses have always used email communication to engage with their customers. As technology evolves and smartphones become more prevalent, there has also been a simultaneous rise in email communication.
Marketers report that for every $1 they spend on email marketing, they achieve a return of $51, which is significantly higher than the rate of return of $39 from last year.
But a successful email marketing campaign involves sending out a relevant message at the right time to the target audience. With the right tools and a well-crafted email marketing strategy, you can create email marketing campaigns that generate high ROI and deliver stellar customer experiences.
This is where email marketing platforms including MailChimp alternatives that enable businesses to attract interested buyers and remain in touch with their repeat customers.
Let’s find out some valuable strategies that allow you to improve your email engagement rates and reach your business goals.
Use Segmentation-Triggered Automation
Once you have created your email lists, it will be good to segment them into categories according to their behavior and interests. Behavioral segments are actions that users take on your website and the interactions they’ve had with your brand in the past. It includes past purchasing patterns – whether your customer is a seasonal purchaser, a loyal customer, or a particular-product purchaser.
Knowing these behavioral elements can help marketers use trigger-based emails so they can deliver relevant content right when it’s needed (such as on a user’s birthday, a post-purchase thankyou email, etc.)
Promote Social Sharing
Since customers are actively interacting with your website and other social media sites, it is good to integrate these channels into your email marketing. One way to do that is to take up a social media post or run an ad and ask your subscribers to share it.
You can incentivize this idea and offer them a chance to participate in a giveaway or a lucky draw by following all your brand’s social media channels. Include social media icons in the footer of the emails and show a preview of Instagram posts or Twitter tweets so customers know what to expect. This will increase engagement rates and help your brand gain exposure as well.
Track Behavior With Data Analytics
Tracking your customers’ behavior when they interact with your website is a crucial aspect of understanding customers. Tools like Google Analytics and other website tracking snippets can help explain customer patterns that can help marketers improve their communication with their audience.
Keep note of KPIs like bounce rates of emails, conversion rates, and click-through rates, as these will tell you how well your email marketing is working.
Set A Day And Time To Send Your Emails
The day and time you send your emails to your customers can directly impact the engagement rates of your emails. The goal is for marketers to find the right time that suits their target market to engage with the emails. For example, if your brand usually targets corporate professionals, choosing a lunch break time like 1-2 pm will be an excellent time to send emails, so you know your customers have time to open your emails.
You can use robust analytics to track your email’s performance and see how well emails are doing on different days and times. Your customer’s time zone is another thing that you should keep in mind when deciding an appropriate time for sending an email, so you don’t end up sending emails at midnight.
Use Dynamic Content
Dynamic content includes using imagery, GIFs, changing text, and creative graphics to make emails engaging and fun. In addition, many savvy brands have started to use geographic data in dynamic content to personalize email offers delivered to each customer.
In fact, brands can change entire chunks of content within their emails to the content more relevant and personalized for customers. For example, marketers can show menswear pictures to their male subscribers and female wear to female subscribers. Similarly, dynamic content like GIFs can make the content more engaging.
Adidas used dynamic content in their marketing campaign and switched up their emails to promote products based on gender. As a result, each customer would get personalized content that would motivate them to make a purchase.
Email marketing automation platforms allow businesses and marketers to engage with existing customers and attract potential leads. However, no one likes to receive emails that are of no use to them. So, make sure that you create targeted, relevant content that is valuable to your customers.
Using the email marketing strategies described above, marketers can boost their business’s ROI and, hopefully, create dynamic content that is bound to engage the customers.