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Did you know that there are there are 4.48 billion email users worldwide as of 2024?
That’s how vast the potential scope of email marketing is. Businesses know this, which is why 81 percent of companies use email marketing.
However, email marketing isn’t a set-it-and-forget-it tool. It requires continuous optimization and adaptation. You need to sharpen your email strategies if you want to connect with your audience and see a return for every dollar you spend on email marketing.
In this article, I’ll take you through the email marketing strategies every business needs to implement if they want to make email a huge contributor to their revenue. Here’s what you need to know.
Segment your list
Personalized email campaigns are shown to have 26 percent higher open rates. The best way to personalize emails? Segmentation.
Segmentation is the process of splitting your mailing list into subgroups based on specific qualities. The goal of segmentation is to create tailored and relevant emails for your audience.
In other words, through segmentation you can avoid annoying your audience with low-value or uninteresting offers which can lead them to unsubscribing.
You’d be surprised how open subscribers are to giving their information in exchange for more targeted content, so seize this opportunity and capture as much data as you can.
You can use any of the following criteria to divide your email list:
- Customer demographics (age, gender, location, job title)
- Purchase or browsing history (what products they bought, looked at, the pages they visited)
- Average order value
- Stage in the customer lifecycle (have they signed up for a discount, have they purchased from you before)
- The lead magnet they signed up for
- Email frequency preferences
- Email open and click rates
- Activity or inactivity
Start segmenting your customers and watch your engagement metrics rise. This could be a big boost to customer trust and loyalty, in the long haul, so it makes even more sense to get started today.
According to Forbes, automated email series (or email flows) such as abandoned cart or post-purchase emails create up to 30 times more revenue per recipient.
Personalize your email campaigns
We’ve mentioned personalization but there are several ways to get creative with personalizing your emails to your subscribers, aside from segmenting your email list.
One of the more obvious ways is to add the subscriber’s first name to your email subject lines and email body text. But you can do better than that!
Use dynamic email content by setting up content blocks (pictures or text) tailored to the subscriber.
A content block can be a simple as inserting the recipient’s name to as complex as information directed to specific groups as if it was personally written for them based on the customer data you have.
Other dynamic content examples you can use:
- CTAs
- Products
- Surveys
- Copy/Text
- Images
For example, you can send emails measuring the activity or milestones a user or customer has reached on your website or app (time saved, words written, etc).
You can also give personalized recommendations based on their tastes, location, the product they’ve added to their cart, and whether they’re in the middle of a free trial.
Those are just a few examples but the possibilities are endless, which brings us to the next email marketing tactic you need to try…
Use email marketing automations or flows
According to Forbes, automated email series (or email flows) such as abandoned cart or post-purchase emails create up to 30 times more revenue per recipient. If you’re not running email automations, you’re leaving a lot of money on the table.
Examples of email flows you can use are:
- Welcome email flow
- Birthday email flow
- Cart abandonment email flow
- Post-purchase email flow
- Reengagment email flow
Utilizing the data you have about your customer and the segments you’ve created out of that data, you can map out an email series that’s tailored to where customers are in their journey with you.
Automations also include drip campaigns and any other automated email sequences, too.
Using email automation technology also saves you a lot of time and the automation tools available are intuitive and easy to use, so setting these email flows are a piece of cake.
It’s a no brainer: if you want to boost conversions, establish your email automations and watch the cash roll in.
Conduct A/B testing
Now, for the more advanced technique: A/B testing, also known as split testing. A/B testing involves tweaking different components of your emails to see which ones perform best.
For example, you can experiment with different subject lines, copy, images, offers, and sending schedules.
Test out different variations of an email to see which ones get the most opens, clicks, and engagement. In the process, you will understand your audience more, which can inform your other campaigns.
That’s not to mention A/B testing will pave the way for your emails actually being read and therefore, the success rates of your email campaigns.
Ask for feedback
Email is a two-way street. Don’t be afraid to reach out and ask questions to your subscribers. Integrate the previous tips we’ve mentioned by personalizing messages for each segment and sending a survey or quiz to these segments.
To increase participation, add an incentive such as a discount, upgrade, exclusive content, samples or a gift.
You can also ask feedback about:
- The frequency of the emails you send
- Your email content
- Your offers and promotions
- Any issues or concerns
- Questions about your products
- How likely they are to recommend your brand or products to others
Keep your surveys concise and jargon-free so people are more likely to complete them. You can even send the survey to a small group first to find out if there are any issues. When done right, the feedback can be used to your other marketing efforts.
FAQs
1. Is email marketing still profitable?
Yes, email marketing remains one of the most cost-effective marketing channels, offering an impressive ROI of $36 for every $1 spent. By using techniques like personalization, segmentation, and automation, businesses can maximize engagement and drive more sales.
2. What are the benefits of email marketing automation?
Email marketing automation saves time by sending relevant messages to subscribers based on their behavior or preferences. It increases efficiency and improves engagement by delivering the right content at the right time.
3. How can A/B testing improve email marketing campaigns?
A/B testing helps you compare different versions of an email to see which performs better in terms of open rates, clicks, or conversions. This data-driven approach allows you to refine your strategy and create more effective campaigns.
