13 tips to revitalize your email marketing campaign
If you are looking for a new boost to your Email Marketing strategy, here are 13 tips that can help you. You will see how easy it is to regain your attention center and stand out among so many emails by providing your Subscribers with a revitalized Campaign. Whether you are an entrepreneur or if you have an established company, the cornerstone of all your operations must go through the principle of visibility. For this, nothing better than maximizing all the benefits that an Email Campaign can provide to your project or business. This technique allows you to send information, offers or promotions in a segmented way, do it at low cost, evaluate the reports or results and amplify your Return on Investment. Using Email as a tool is super effective to increase web traffic, improve your eCommerce sales or expand brand awareness. But for this, you must revitalize your strategies and be in constant search to bring something new to your subscribers. With perseverance and training, everything is achieved, even the success of openings and conversions in your Emails!
Renew your Email Marketing actions
1. Increase your Subscription Lists
If you make value propositions with effort, now you must encourage people to leave their data. For example, if you do Content Marketing, why not include your Form at the end of the article to invite them to subscribe to your Newsletter or to download some material related to the topic?You can also use a Pop-Up that is presented to the visitor of your Website as a window but without hindering their navigation, and that invites them to leave their data. Or, you can include a Hello Bar or Sidebar (horizontal and sidebar respectively), which will always be in view with a unique field for your visitors to leave their Email.In the same sense, you can take advantage of Landing Pages or social networks through games, contests and raffles that include links to a landing page where they must complete a Form.
2. Segment your Database
With an updated strategy for growing your Subscription Lists, you can now start to think about how your contacts are organized. This is essential to ensure that large volumes of data divided into small segmentation groups is the best way to convey specific, personalized messages that are relevant to your audience. Dare to organize your lists in several different ways! Separate your contacts by geographical criteria, if for example you have an eCommerce and you want to take advantage of the physical location for your different stores. Age, sex, marital status, profession or income are data from which you can adapt your Campaigns and improve your ratios. Moreover, you can segment by behavior by analyzing the interaction that your Subscribers have previously had with your brand and identify those customers who have already bought from you or have shown you a clear interest in your products, services or content and create a Campaign that responds promptly to their needs. And finally, you can segment by performance or performance of your shipments. Analyze your previous metrics and what type of content and design can help you improve your future Campaigns based on the results obtained. See for yourself how Custom Email Campaigns can skyrocket open and conversion values.
3. Perfect your Subject or Subject line
The Subject of an Email is the most influential in the opening of the Campaign, so much so that even if the design is perfect it can end up in the trash if the Subject is not well written. It must provide meaning, expectation, and provoke action. As a suggestion, write the Subject after having the contents of the piece, as this will help you determine what you want to communicate, what is the main message and the keywords.It should be short and concise, it should not have more than 50 characters or excessively use exclamation marks, it should not contain complex expressions, but it should generate intrigue or curiosity. It is a good strategy to include a question that calls to action and that the Subscriber feels the need to open the Campaign to find out.
4. Give your pieces a graphic update
If you have spent a long-time sending emails with the same appearance, it is probably time for a refresh. Even with the rise of responsive design, all your campaigns should be able to be read from the Mobile version, so you should focus your content on a limited attention span.Remember that you only have a certain amount of time to get the attention of your Subscribers, so you must find the most efficient way to arrange and present your message. The design will be brilliant only if your Subscribers can see it correctly and understand it efficiently. Organize your information and focus on the visual hierarchies of the piece so that upon receipt the user can make a quick scan, identifying all the material.Consistently, try to unify the title and the main call to action so that your clients clearly recognize what the central theme of your Email is. The visual hierarchy of your piece should raise that primary sentence, accompanying the sense of the Call to Action. Capture the user and generate interest in what you offer!
5. Use a sense of urgency
If you are about to launch a new Promotional Campaign, add urgency by limiting its duration. If you are promoting a new offer, it is highly recommended to tie your Call to Action to a time frame during which the promo is valid. Highlight both the promotion and the time during which it will be available! If both data are equally clear, you will awaken the reaction in your client and they will not miss the opportunity. Go ahead and play with the words and use expressions that show urgency such as Act Now, Don't miss it, Only X copies left and the magic words “Discount and Free”.Try different strategies and ways to attract attention! The key will be that you encourage your viewers or Subscribers to open your Email, provoke intrigue, attract attention, generate expectations and give a sense of urgency.
6. Run Seasonal Campaigns
Throughout the year there are exclusive days and holidays that you have to know how to take advantage of. The end of the year parties, anniversaries and festive dates are a trigger that connects directly with emotion. Along with Seasonal Email Marketing you can have the perfect opportunity to promote your products, send greetings or thanks.
7. Analyze the performance of your actions
When sending your Campaigns it is very important not to lose sight of three important factors: the time and day it will be sent, its frequency of sending and the time of year. When you're thinking about the best time to target your Subscribers, you can look at what works for others in the same industry.The best way to evaluate the results of the actions is to pay attention to the data that your Email Marketing shipments produce. Analyzing the performance will allow you to know if your Campaign has been successful, if it has achieved the Openings and conversions expected for your sector, how to correct eventual errors, avoid bounces and removals or establish new goals based on the feedback from your Subscribers.The more detailed the Reports of a Campaign sent are, the greater the possibility of adapting future communications in order to improve strategies and enhance results. Knowing all the numerical indicators will allow you to measure the effectiveness of your Campaigns, increase the profitability of your company or business and improve communication with your Subscribers.
8. Try new automated workflow structures
Workflows are the path that leads Email Automation campaigns to the Inboxes of each recipient and, as such, they must be free of obstacles so that messages reach their destination smoothly, at the right time. For that reason, it is advisable to evaluate how effective the structures of your flows are, to optimize operation.
9. Renew the alternatives for increasing subscriptions
Subscription forms are one of the most widespread tools for capturing records. In fact, when they meet the optimal design, location, and content characteristics, they become a highly effective eye-catcher for Email Automation use. Even, for example, you can complement them with messages on social networks and Email Marketing campaigns that encourage users to share what you offer.
10. Think long term
Developing a relationship in the short and medium term is also important, but if there is no vision to the future that maintains the link over time, your commercial floor will begin to weaken. So, what are the factors or components most valued by your users? You may have many answers, but the need to deliver personalized and high-quality content is indisputable. This will not only be a dose of energy for your Email Automation strategy, but it will also promote the generation of loyal subscribers and committed to your company. In other words, the key is to attend to all the points of contact originated in the Customer Journey, with ad hoc content for each stage.
11. Give priority to quality over quantity
What is the use of having a thousand subscribers if only 20% interact with your campaigns? Evaluate it! A large list is not synonymous with better results. More content does not mean that there will be more conversions; in fact, it could translate to the opposite. For this reason, when configuring the workflow, the priority must be on the delivery of value and then on the number of campaigns that are activated. Sometimes three shipments a week provide a better experience for users than ten.
12. Optimize the layout
If your campaigns have not undergone a change in appearance, it may be time to do so, starting with ensuring mobile browsing without obstacles or interruptions. And this includes not only what is displayed in an inbox, but also the platforms, sites or landing pages. There is a lot you can do. Plan, work with color palettes, try different ways to distribute the information within a message, prepare different versions of your CTAs, and so on. But beware of radical changes, you should always try to maintain the characteristics that will identify you in front of users.
13. Manage the time factor!
Patience is a key factor before, during and after the process. You may be fortunate to have immediate and positive results, but it may also take time for change to arrive and sometimes longer than usual.
Finally, consider that establishing effective communication, through email, is always a work in progress. Inquiring, experimenting, learning and making changes is part of the picture. It is what will strengthen your brand, improve commercial performance and help generate a closer bond with users. Putting these 13 ideas into practice will allow you not only to capitalize on your active Database but also to build loyalty, make sales, analyze your shipments and know what works best to communicate with your Lists.Don't be discouraged if you change your strategy and the result is not immediate. All Marketing action is always a progressive bet, but you will see how these small adjustments will be enough to get the answers that you never had until now.