Are you overwhelmed by trying to find the right content, subject lines, send time and platform? Before you throw in the towel, ask yourself these five questions.
“Help!!!!" That's a direct quote from someone overwhelmed by email marketing. Does that sound like you too?
It can seem hard to find the right content, subject lines, send times and email platform for your marketing efforts, but the results are well worth the effort. For every dollar brands invest in email marketing, they receive an average of $42 in return, according to Litmus. When you consider that the average consumer checks their email 15 times a day, email marketing is a no brainer.
But what if email marketing isn't working for you? Before you throw in the towel, ask yourself these five questions:
1) How's your customer data looking? One of the most basic problems we see is that agency owners aren't digitizing their data or keeping it up to date. From there, you can export email lists based on different requirements and create targeted email campaigns.
For example, if you're hoping to upsell an auto insurance product, export all customers on basic auto insurance and email out a limited-time offer. Organized data is key for sending out a campaign like this.
2) Did you just send one email? Avoid a one-and-done attitude. It's unlikely you'll be able to convince your potential or current customers to sign up for a new product after just one email.
Instead of bombarding them with loads of information right off the bat, spread out a campaign over two or three emails. And remember to always include a call-to-action.
A good email flow might be:
- Initial email where you lay out the issue and your solution.
- Follow-up email with additional information on the offering and a sales hook that encourages them to get in touch with you.
- Reminder to take you up on your offer or give you a call.
3) When are you sending your emails? The solution to your email marketing woes could be as simple as sending emails on the right day at the right time.
We've found Tuesdays, Wednesdays and Thursdays are usually the best days to send emails.
Most studies conclude that open rates start to climb around 10 a.m. People get to their offices at around 9-9:30 am, drink their coffee, talk with colleagues, and then open their emails. Open rates peak from 2-6 pm in the afternoon.
4) Are you being creative with subject lines? An engaging subject line is essential for a successful email campaign. So, how can you turn a few simple words into an irresistible hook? Here are a few pointers:
- Keep it short. Place the most important information at the beginning of the subject line. Tell your audience from the start why they should open the email and what to expect.
- Use numbers. Numbers can help you improve your open rates. A subject line reading “Save 15%" is much more specific and enticing than one reading “You Will Save Money."
- Make it personal. Using a recipient's first name or company name is one of the easiest ways to get them to open your email. For example, you could write “Jane, don't miss out on $200 in savings with this home/auto bundle!"
- Use emojis. Many businesses have started inserting emojis in their subject lines. Would it work for you? Run a test and monitor your results!
5) Do you need outside help? The nice thing about using an outside service is they'll typically monitor your send times, subject lines, content and response rates to achieve optimal reach.
Abby Bledsoe is marketing director at Lift Local, a Trusted Choice® marketing partner.