Email Marketing Tips
Here are some 5 email marketing tips to better interpret, test and analyze your email marketing campaigns.
Email Marketing Tip #1: Interpreting the Open Rate
After reviewing your email marketing metrics, you notice one person opened your email 30 times. You think, “Wow! What a hot prospect!”. Not so fast. If you sent HTML email and your recipient uses Outlook with the reading pane, your results can be skewed. If someone uses a reading pane and scrolls over your email using the up or down arrow keys, the email is opened in the reading pane. That counts as an open, even though the intent was nothing more than quickly scrolling past your email to get to a different email. So interpret this metric carefully.
Email Marketing Tip #2: Test, test, test!
If your email marketing list is large enough, you should segment and test your list every time you start an email marketing campaign. Common and useful things to test in your email marketing efforts include:
- Subject line – this is critical
- Email Offer or Call to Action
- List Segmentation – including: geography, age of leads, previous buyers vs. prospects, etc.
- Landing Page
Email Marketing Tip #3: Use Website Analytics
If an email generates a click to your website, then what? Use your Web Analytics program to understand what happens next. Depending on your call to action, your Analytics program can tie in the performance of your email marketing campaign to the actual result.
Email Marketing Tip #4: Send HTML and Text Versions
Most email marketing service providers allow you to send an HTML version as well as a text only version of your email. Nowadays, most people use HTML as their default – but many people intentionally or not, only accept text based emails. Make sure you use both.
Email Marketing Tip #5: Follow Up with Qualified Leads
Prospects that opened up your email message multiple times or clicked through to your website, identified themselves as interested. Your next step should be to follow up directly with that prospect.
Email Marketing Service Providers
There are many email marketing service providers out there. Two of the most commonly used are iContact and Constant Contact. My personal preference is iContact but I use both depending on the client. If you have a small business and are looking for a quality email marketing service provider, you be satisfied with either of those two.
Email Marketing Tips Wrap Up
These are some basic email marketing tips. Email marketing can be as sophisticated as you want. But most importantly, your email marketing efforts should continually improve and yield a better marketing ROI. Contact Marketing Practicality for expert email marketing help with your small business.