Improve Your Email Campaigns with These 7 Best Practices

By Rikke Berg Thomsen

Brian Dean – Email Subject Line

As an email marketer, you’re probably already familiar with the feeling that emerges when people don’t engage with your email campaigns.

We’ve all been there.

Email marketing has the highest ROI of all marketing channels, and yet many marketers don’t take full advantage of it, and instead, are left with average email campaigns that don’t perform as well as they could.

In this post, I’ll give you seven best practices for improving your email marketing campaigns that you may not have tried before.

1. Get more opens and clicks with split testing

Split testing is to me what a violin is to a violinist—indispensable.

Split testing is not just fun, it’s the best way to test your email marketing hypotheses and find the optimal solution for subject lines, content, calls-to-actions (CTAs), send time, and so on.

The best part?

You can always find new things to split test.

Naturally, the first step in email marketing is to get your emails opened, otherwise, all your other efforts are wasted.

Thus, your subject line is a great place to start.

Your subject line should always aim to evoke emotion in your recipients. If you get people to feel something such as curiosity, excitement, joy, or even fear, they’re more likely to open your email.

This example is an email I received from Brian Dean and immediately opened because I was curious and excited:

Test different tactics to see which works best for your specific audience.

In our experience, personal subject lines get higher open rates.

The easiest way to create a personal subject line is to add the recipient’s name.

These subject lines from Ebay and Netflix caught my attention because they included my name:

Ebay – Email Subject Line

Netflix – Email Subject Line
It makes the email seem like it was written specifically to me (even though we know it wasn’t), which helps build a stronger relationship with your recipients.

Next, you should test your content.

Many e-commerce businesses use the same template over and over again for their newsletters, which can save you loads of time, but you still need to test your content.

It’s easy to get lazy when creating email campaigns (trust me, I’ve been there myself), and your email campaigns end up looking pretty much the same every time.

While email templates can provide you with the right setting for your content, you still need to create new and unique copy each time suited for your specific audience.

Most promotional emails I receive look a lot like this one from GoPro:

GoPro – Promotional Emails – Marketing Campaign

Let me start by asking you this: How many people at this stage are ready to just purchase a new GoPro camera?

I doubt it’s many.

Promotional emails are usually packed with product images and buttons that say “shop now”.

And these emails might work for some e-commerce businesses, but I would recommend testing other types Go to the full article.

Source:: Business 2 Community

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