According to Forrester, email marketing is the most direct way to reach and interact with your audience – even more so than social channels, like Facebook. The study says that people are twice as likely to sign up for your email list as they are to interact with you on Facebook.
Like any marketing channel, email marketing follows a “test, measure, refine” improvement process that helps marketers reach their goals. Let’s look at four simple ways to enhance your email marketing results.
Clean up your list.
Before removing anyone from your list who hasn’t been opening your emails, try to directly re-engage. A subject line such as “We Miss You,” coupled with a special offer to encourage interaction, can go a long way toward increasing your open rate. However, if you see multiple consecutive deployments go unopened or a lot of bounces, you should remove these addresses from your list.
Dedicate time to split testing.
Choose a small portion of your total list, and try some A/B testing. Send half of your list one email version while the other half gets a different email. Pick one variable (e.g., the subject line, body content, image or offer), and send the version to the whole group that gets the most opens or clicks.
This sort of testing helps to identify and refine your messaging by determining the information that’s most relevant. Try testing at different times of day and week to further impact open rates.
Choose a multi-channel strategy.
Though email is a fast, affordable and efficient marketing channel, it’s best used as part of an integrated marketing approach. According to the Direct Marketing Association’s 2016 Response Rate Report, 44 percent of marketers used three or more channels for their marketing. These channels are often email marketing, social media and direct mail.
Contact Allegra today for assistance with setting up a multi-channel marketing campaign for your business or organization.
by Jessica Eng
