Rather than turning to social media to research what your audience likes, do the same thing through email. 72% of adults prefer companies communicate with them through email.
That’s a huge number, right? If you aren’t using an email marketing tool then you’re missing out.
Don’t exactly know how to utilize one? We’ll take you through different ways to capture your audience’s attention that can lead to more sales. Let’s get into it!
Run A/B Tests
One old-school but effective method is to run what is called A/B tests. This is when you create two different emails.
One can have an altered appearance such as a new color palette or a different call to action. The point of this is to send one email to half of your subscriber’s list and the other email to the other half.
Whichever one gets more response is the one you should go with. It’s getting a feel for what your audience is into without asking them upfront.
Use a Strong Call to Action
There is such a thing as a good or bad CTA. Good CTAs create an urgency that tells the reader that time is ticking and that deal won’t last forever. Bad CTAs are more ho-hum where they don’t encourage the reader to click the link to find out more.
An effective CTA clearly states what the reader should do. Without one in an email, they wouldn’t know what to do. They would read the information provided in the email and that’s it.
You want them to visit whatever webpage it is. If you’re having a sale, you want them to take part in it.
The best place in an email to put a CTA is in the subject line. This is the first thing readers see and if it’s not attention-grabbing, they won’t bother to open it.
Reach Out to Inactive Subscribers
Are you confused as to why you aren’t getting a lot of traffic from emails? It’s because 70-75% of your email list is full of inactive people.
It’s nice to have a large number of subscribers, right? But when most of them are inactive, that’s time, money, and effort you could be using on someone else who’s interested in your content.
The way to go about getting these inactive members to be active once again is to find out if they still want to be subscribed. It’s daunting to think of asking members if they want to unsubscribe but it’ll be helpful.
It needs to be done so you can focus on the ones who are active. You could send out an email to those who haven’t been active in three months with a catchy subject line such as, “Are We Still Friends?”
This catches their attention and prompts them to open the email to find out what you’re talking about. Within the email could be options for opting out or they could receive emails for subjects they care to read.
If you do get ones that decide to unsubscribe, ask why. This will explain their departure and what you can do about it next time.
Optimize Emails For Small Screens
We’re living in the digital age where most people no longer check their emails on their computers. They use smartphones, tablets and/or watches.
Making sure your emails fit within a small screen is vital. Words shouldn’t be jumbled, pictures should be in focus and fit the screen nicely. If it doesn’t, you could lose subscribers.
With an email marketing tool, you can view how many are opening emails from their smartphones rather than computers. With this information, you can use it to your advantage.
Instead of writing lengthy emails, keep it short and sweet. No one wants to keep scrolling through a seemingly endless newsletter.
The key to having a great small screen email is responsiveness. If your emails contain a lot of links and pictures, it’s best to space them out. Users will get frustrated if they accidentally clicked on a link they didn’t want to.
Customize Emails to Their Interests
The beauty of using an email marketing tool? Using it to customize your emails to fit your audience’s needs and interests.
Have a blog? Maybe one reader likes your topic about entrepreneurship and another likes the one about fashion. Instead of sending the one that likes fashion posts about business, they can subscribe to only fashion posts.
Or, if you don’t know their interests and they subscribed to receive all emails, send them a questionnaire. This can be as simple as a list where they can select which topics intrigue them the most.
From there, you can separate them into lists where they can receive your promotional stuff along with what interests them. This keeps them subscribed and feeling special because you catered to them.
Businesses often forget it’s not about what they sell. It’s how they sell it. If you can’t get a reader excited about your product, how can you expect them to buy it?
That’s the useful thing about an email marketing tool. It not only gets your product in front of them but it lets you conform your emails to what they want to see, not what you want them to see.
Wrapping Up on Utilizing an Email Marketing Tool
Email marketing is so much more than writing emails. It’s a way to connect on a different level with your customers and/or readers.
Whether it’s used for promotional reasons or to make them aware of new blog posts, you’ll find it very useful. All the data gained from emails sent allows you to customize it to what they really want to see.
No more high unsubscribe rates because readers are confused. They’ll see the content they are passionate about.
When you stay in touch with customers through email, you’ll see a higher conversion rate plus more traffic. What could be better than that?
Ready to start growing your email list? Start your free trial today!