By Danielle Herrera
As a marketer, you know that growing your customer base is crucial to the success of your business. However, it can be challenging to find effective ways to reach and engage with potential customers. That’s where email marketing comes in.
But how can you ensure that your email campaigns are reaching the right people and generating results?
Email marketing is a powerful tool for reaching and engaging with potential customers. According to a study done by Litmus, an email marketing platform, on average, email drives an ROI of $36 for every dollar spent, higher than any other channel. By becoming a more data-driven marketer and optimizing your email campaigns, you can increase your chances of success and grow your customer base.
Here are 5 tips to help you become a more data-driven marketer and grow your customer base through email marketing:
- Increase your open rates with an engaging subject line
The subject line is the first thing your subscribers will see when they receive your email. If it doesn’t grab their attention, they’re unlikely to even open it. To increase your open rates, make sure your subject line is clear, concise, and compelling. Use personalization and a sense of urgency to entice your users to open your email. For more tips on writing effective subject lines, check out the LinkedIn Learning course “Email Marketing: Strategy and Optimization”.
- Segment your email list for better targeting
Segmenting your email list allows you to send targeted messages to specific groups of subscribers based on their interests, behaviors, and demographics. This can help you increase engagement and conversions by delivering more relevant content to your subscribers. Use your email marketing platform’s segmentation tools to create targeted lists and tailor your messaging accordingly. Once you segment, be conscious of your list counts. A low number of users risks low open and click through rates. A high number of users risks a high bounce rate and opt out rate. It’s also important to scrub your lists consistently to keep your segments up to date.
- Use A/B testing to optimize your campaigns
A/B testing involves sending two versions of your email to a sample of your segmented list and measuring which version performs better. This can help you optimize your campaigns for better engagement and conversions. Test different elements of your email, such as the subject line, call to action, imagery, and copy, to see what resonates best with your audience.
- Monitor your email metrics and adjust your strategy accordingly
To become a more data-driven marketer, you need to track and analyze your email metrics. This includes open rates, click-through rates, and conversion rates. Set benchmarks based on historical data so you know how to effectively measure your data. Reporting on your email campaigns are just as important as executing them. Make sure your emails are worth the time and effort spent creating them!
- Optimize your email design for mobile devices
More than half of all emails are opened on mobile devices, so it’s essential to ensure that your emails are optimized for mobile viewing. Use a responsive email design that adjusts to different screen sizes, and keep your content concise and easy to read. Use a single column layout, large fonts, high-resolution images, and clear calls to action to make it easy for users to engage with your content on their mobile devices.