You know email marketing is an important tactic to use in digital marketing. Sometimes it’s hard to overcome the challenges and utilize it to its fullest potential. Here are three common challenges we see – and how to get around them.
1. Small email distribution list
The most obvious answer is to place a call-to-action on your website called “sign up for our e-newsletter.” However, there are even simpler methods to getting a stronger conversion. It all starts by asking.
- Add a checkbox to all forms to allow people to sign up for the e-newsletter.
- Write social posts that ask people to sign up, including a note about how they’ll benefit.
- Invest in paid advertising that reaches potential customers and ask them to sign up. Outlining the benefits will be extremely important in this scenario.
2. No segmentation
It’s hard to provide personalized content if you know nothing about the email recipients. There are several ways to develop segmented lists.
- Ask on email sign up. Add fields for people to indicate preferences – like topics of interest and how often they’d like to receive communication (daily, weekly, monthly).
- Group email by what the recipient clicks on. This will give you an idea of their preferences, and many email tools have functionality to group these for you.
- Send out an email and ask. If you weren’t able to capture the information upon sign up, send a follow up note asking the user to indicate what type of content they prefer to receive.
3. Sifting aimlessly through analytics
Depending on the email marketing tool you use, there is a plethora of stats available after an email send. If you find it challenging to know what to look for, start with these three pieces.
- Open rates on desktop vs. mobile
- While holistically more people are opening emails on mobile, your recipients may not necessarily follow the trend. Monitor the percentage of opens on desktop vs. mobile to help you determine the appropriate layout, length and call-to-action strategy.
- Open rate percentages compared to time of day sent
- Switch up the time you send standard email communication to see if time of day influences how many people actually look at your email. Find the optimal time that works for your target audience.
- Click rate
- Are people who are opening your email clicking on anything? And which links are they clicking? If the click rate is low, you may discover you’ve given the recipient little to no links to click on, that the links are not obvious or that the call-to-action missed the mark. When you have a high click rate, try to emulate that email in the future.
Don’t avoid email marketing because you face initial hurdles. Build a solid strategy, and then execute, monitor and adapt as it becomes more integrated into your digital marketing.
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