As technology becomes more and more advanced, online marketers have become more creative in order to reach out to more people and also expand their networks.
Email marketing continues to grow as one of the most powerful channels of communication. In 2019, it’s expected that the number of email users will increase to about 2.9 billion throughout the world. It is, therefore, a highly recommended means of carrying out business communication.
Statistics have also shown that messages sent via emails are 40 times more effective in getting new prospects/customers as compared to social media platforms, i.e., Facebook and Tweeter. Besides, every $1 spent on email marketing generate $38. That said, which are the most advanced techniques you can use for emailing efficiency and increased returns on investment?
Here are 7 most advanced email marketing techniques:
This is an advanced email marketing technique that enables you to stay in constant communication with your audience. Automation helps you avoid repetitive tasks and also allows you to focus on other essential areas of your online business.
Therefore, Marketing automation is a tool that helps marketers automate, measure and streamline workflows and marketing tasks. This helps companies increase their revenue operation efficiency.
In case you have not adopted this marketing technique, then you are being left out on major advancements. Below are 4 reasons why you need to adopt marketing automation immediately:
Automation helps reduce the workload of a company. Something that could previously take several hours to do can now take a few minutes or seconds. This is because technological advancements have resulted in very little time required for doing redundant tasks.
This has increased marketers ‘free’ time to do other things like solving strategic problems.
Automation will definitely reduce your budget since you will require no labor to carry out email operation. This will enable you to save more and use the money in other areas that may most probably need improvement. Therefore, automation is one of the main reasons for a high return on investment when implemented effectively.
Automation makes reports on the performance of various campaigns. These reports are essential in informing you the mistakes you might have made and ways to avoid such mistakes in the future. It normal for some marketing incentives to produce results as expected although other may be ineffective.
As your online business grows, this tool will take care of your worries. You will reach out to a large audience with just a simple click of a button. There is nothing more encouraging than being able to reach out to 10 times the number of people you contacted yesterday without any struggle or cost.
2. Advanced segmentation
Segmentation is the separation or division of subscriber’s emails into segments that are based on some set criteria. This can be due to their interests, purchase history, geographical location, etc. it’s more useful for personalization and delivery of messages that are relevant to different customers.
By segmenting your subscriber’s list, you increase your level of engagement with your audience through targeted campaigns. A study done by MailChimp revealed that emails that are segmented have about 100.95% more click rate and 14.31% more open rates as compared to non-segmented emails.
There are mainly 5 ways to segment your subscribers’ list:
Using information such as gender, age, ethnicity, and income levels will help divide your list. This information can be obtained from your audience during the sign-up process. However, ensure you don’t request a lot of information from your subscriber since this might scare them away.
Geographical segmentation divides subscribers according to where they live. This will make it easy for personalization because you can use regional factors such as local events and weather while addressing your customers. All you need is to collect your subscribers’ IP addresses whenever they sign-up to your newsletters.
This is another way that can help you optimize your targets. For customers that already bought some of your products, group them and then send them recommendations to buy similar items. For instance, if a customer bought a beauty product keep reminding them you have similar products just in case it runs out.
Keep track of your website visitors’ interests. For instance, you can place an automatic trigger on your blog, social media site or website to help you know the activities of your subscribers as per their emails. Besides, there are several tools you can use to track what a visitor clicked, active time, scroll behavior and many more.
This is another great way to segment your list for great results. The metrics in engagement are click-through rates and open rates. You can segment your list based on those who have opened your newsletters in the last two month, i.e., separate those who are active from those who are inactive.
3. Responsive email designs
These are designs that can adapt to whatever devices that are being used to view them. They mainly help achieve better results on mobile phones. It is believed that the newsletter open rates on mobile devices is slightly above 67 % with over 50% of it being experienced on smartphones.
In a nutshell, a responsive design looks the same on smart televisions, iPhone, iPad and any other mobile devices that can access the internet. This creates a great experience for your subscriber in addition to increasing engagement, open and click-through rates.
The basic foundation of responsive designs is based on CSS media queries. These are style sheets that are generally designed to scale up, scale down or switch out depending on the devices being used. This can be confusing to understand for new marketers since it’s a bit complicated to learn.
The CSS media queries create two design copies that rely on the size of a user’s screen. It automatically adjusts the content, test size and copy layout of the newsletter to any device screen. This means that call-to-action buttons, content display, and layout color can vary from one another when viewed on desktop devices and mobile devices.
Here are 6 Best practices for responsive designs
Use a font that is easy to read and clear. In case your font size is very small, users will skip your content because nobody would want to strain to ready very tiny texts. At least, use 13-14 pixels for text and 20-22 pixels for titles to make your content readable on small screens.
On mobile devices, it’s advisable to use single column layouts since multiple layouts normally appear cluttered, squashed and a bit hard to scroll through. Also, using a single column layout ensures that the essential parts of your content are highlighted. An optimal layout width for mobile devices is about 320 pixels.
Normally, mobile devices load content at a slower rate than PCs. The heaviest objects in emails are images thus they reduce loading time for readers. To avoid losing such subscribers due to long loading time, use responsive and smaller images.
Most people skim emails and may not read to the bottom to find uy’ buttons or other offers. Therefore, only include the most important parts of your content. Trim your message so that readers can stay focused while reading through for higher conversion rates.
Buttons should be large enough for users to tap them easily while following a given conversion path. Always use buttons instead of hyperlinks because tapping hyperlinks can sometimes be a challenge for some users. Use a noticeable call-to-action button that is about 40 by 40 pixels.
Before sending content to your customers, ensure all its design and features work perfectly on mobile devices. Use platforms such as Email on Acid, Litmus or a real device to test your content response.
Digital marketers are improving their emailing techniques by using personalization. Personalization is a mechanism that allows you to address your subscribers by their names. This helps build communication interest, individualized content as well as trust.
On the other hand, progressive profiling is the process of gathering information from subscribers/prospects to build their persona. It enables marketers to continuously collect detailed data about their customers. This helps create an exciting, engaging and interactive experience for such clients.
There are two types of profiling Direct progressive Profiling
Direct profiling works when customers are asked questions within an email. They are usually provided with answers, and all have to do is click their preferred choice. Their answers and any other relevant information is collected and then included in their profile.
The data collected will help create personalized content in the future.
Indirect progressive profiling
Indirect profiling asks no explicit questions. Instead, information is collected based on a subscriber’s actions. This involves using a category for every link that is inserted into an email. This means that every lick on a given category will be corresponding to some information based on expression of interest.
This helps marketers gather the right information based on their leads.
Here are 4 progressive profiling best practices:
5.Ask the right question
Although marketers are encouraged to use simple and short questions, they are advised to ask the right questions. This will help collect the much-needed information for future use.
• Start with broad then detailed
Begin with a broad, familiar and relevant question to draw the attention of your subscribers. Then ask detailed but logical questions without scaring them away.
• Match questions with leads
Always take note of the part of your sales cycle in which your lead belongs. This will help ensure questions asked are reliable and accurate for every lead conversion path.
• Segment forms for different subscribers
Create progressive profiling questions based on various lead segments. Then use segment-specific landing pages for the benefit of your audience.
6. A/B Test Campaign
This is a tactic of working out which call-to-action, ad headline, images or body is the best for a given audience. This is done by observing how one piece of your marketing content performs as compared to another. For instance, between red-colored ad headlines and blue-colored ad headlines which one performs better?
Normally, A/B tests will be carried out for a few weeks to gather new results. After these experiments are completed, a conclusion on the best perming content is made. It’s effective because it’s sometimes very hard to tell the ad design that works best for a given audience.
Did you know that A/B testing helped Former US president Barack Obama to raise an additional $60 million in a campaign? Using this monitor you can test any aspect of your campaign to better your results.
Some of the areas that A/B test (also known as a split test) can be used include:
• Subject Lines
• Word order
The list of variable that can be tested is endless.
7. Perfect timing
When is the perfect time for a marketer to send an email? It’s quite complicated and tricky to tell the best time to send a newsletter because it may vary depending on your audience.
Here are a few tips you can use for sending emails:
Daytime vs. Nighttime
It is advisable to send your campaigns during the day when people are awake and active.
Most weekends experience low email open rates since it’s that time that people relax, go for adventures or run errands.
• On Monday
Monday is also not a perfect day to send email because people are just from the weekend. They may also have a lot of work to do.
• Tuesday, Wednesday and Thursday
Traditionally, these days have been better for sending email campaigns. According to MailChimp, Tuesday and Thursday are the best days to send your messages.
It’s clear that advancement in technology has brought a lot of changes in email marketing. It’s no longer just sending similar emails to all subscribers. This is because trends are changing and what worked a few months ago may not be effective today.
Therefore, as a dedicated marketer, you need to implement any new marketing techniques to help grow your business. Implement the above techniques today for the best results in return on investment as well as acquiring, retaining and keeping your subscribers engaged.
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