Concentrating on staying healthy and exercising is especially important this time of year filled with sweet treats and caloric party food. With the holiday season and the new year coming up, it’s a terrific time to tone up not only yourself but also your email strategy. Here are a few tone-up tips:
Build a solid acquisition strategy.
If you’ve prioritized audience growth, begin by analyzing the places where customers are already engaging with your brand. Then, determine how to enhance those experiences and drive interactive engagement with new email techniques.
Consider the device.
These days, your email strategy must be to look and read well on smartphones or tablets, in addition to computers, if you want maximum click-through rates. In fact, many companies are starting to use mobile-first design for all their emails.
Offer subscribers exclusive value.
Give them early access to special sales, exclusive values and customer-only freebies to give you the advantage over your competitors.
Make the experience personal (and highly targeted).
Personalization goes way beyond just using the target’s name. With the high rate of cybercrime, people have become distrustful of name-only personalization. Instead, send a range of targeted messages, ranging from welcome and abandoned cart emails to birthday campaigns and special offers. Being able to do all of that kind of segmentation and automated, targeted campaigns is really important to successful email strategy. It cements a long-lasting relationship with your customers.
Send emails between 8:00 p.m. and midnight…and on weekends.
Experian Marketing Services found that the time of day that received the best open rate was 8:00 p.m. to midnight. This block not only performed better for open rate (a respectable 22 percent) but also for click-throughs and sales. While not as overwhelming a winner as the 8:00 p.m. to midnight time of day, Saturday and Sunday does outperform in day-of-week performance testing. While emailing when volume of email is low, deciding on optimal times/days for your customers’ needs will be up to you…so keep testing.
Gender plays a role in the way emails are read. This may be something you’ve thought about, but maybe not have ever looked into. Stats show that more women pay attention to emails than men, and they spend seven more minutes checking email than men do. That being said, men are opening their emails at least 3% more than women, but it seems like they aren’t really reading those emails as much as their female counterparts. This may warrant testing different emails to females and males.
Always test, test, test, and test some more.
A/B testing is crucial during the holiday season and beyond. Test everything from your calls-to-action to your wording to subject lines and buttons. Doing so provides an opportunity for customers to weigh in and influence a brand’s strategy. Testing helps you find out how your customers tick and when they open email.
Re-engage inactive subscribers.
Your list is huge. Yay! The problem is that two-thirds of it may be inactive. Research has found that the average inactivity for a list is 63 percent, meaning that once people join they are less likely to ever follow-up with your follow-up emails. This study goes so far as to identify the first 90 days as the window for turning a sign-up into a loyal customer. What’s to become of that inactive 63 percent? Re-engagement campaigns are an excellent place to start.
Show that you care after purchase.
It’s important for customers to know that their relationship with your brand doesn’t have to end when they buy. To show your customers that you value them, send a customer care follow-up email 10 days after they receive their order or after they become your client. This email thanks customers for their purchases and lets them know that the brand is there for them if they have any questions or would like additional information.
These are just 9 of the many ways to tone up your email strategy. If you want to tap into a wealth of email expertise and strategy know-how, shout out to email marketing fitness experts at Solamar.