Email marketing: How to know and grow your email subscribers
When we think about connecting with customers these days, it’s easy to zoom straight in on social media. However, overlooking the powerhouse that is email marketing would be a mistake indeed. Impressively, email marketing remains more than three times more effective than social media for generating conversions. What’s more, in 2020 around 80% of marketers reported an increase in email subscribers’ engagement, so now is—as they say—the time.
If that doesn’t have you sitting upright, then the next statistic almost certainly will. Recent data puts the average ROI for email campaigns at a staggering 42$ for each dollar spent, representing the highest return on investment for small businesses.
No doubt, email marketing is a great way to reach your customers on a regular basis. It can hold you at the forefront of your audience’s minds and drive sales effectively. But, without an attentive strategy, it can also drive costs, bounce rates, and unsubscribes. So, how does one achieve a sweet-spot in terms of balancing audience growth with knowing your email subscribers well enough to retain their interest? In this article, we’ll show you how to just that—improving your email marketing efforts two-fold.
Growing Your Audience
When it comes to enticing online visitors to take the plunge and click ‘Subscribe‘, there are several different resources to draw into your toolkit. As a starting point, research highlights that roughly 60% of email subscribers sign up to gain access to promotions and deals, so it makes sense not to disappoint. Examples of incentives that could cast your email marketing net wider include:
- Early access to new product or service launches
- Access to ongoing subscriber-only benefits
- Entry into sweepstakes, contests, and giveaways
- An immediate reward for first-time subscribers
- Unlocking content, courses, or webinars
Drop the Obstacles
For every click that stands between your site visitors and your sign-up form, your chances of successful data capture diminish. Rather than asking viewers to navigate to a sign-up page, include your email subscription where it’s easily found, in your sidebar, header, or footer. While you’re there, ensure that there aren’t too many hoops to jump through. There’s much to be said for clean simplicity, and initially asking for an email address—and nothing more—is the best way to forge a new connection that can later be built upon.
Being smart about spotting new chances at audience capture can also reap rewards. Social media is a space within which you can showcase your email offerings, and Facebook provides the means to add an email subscriptions tab to your business page. You can also explore other email capture options, such as running polls and adding a sign-up checkbox to the form that visitors complete when they first use your comments section.
Understanding Your Email Subscribers
The key to turning people on rather than off within the realm of email marketing is sending the right message, at the right time, to the right people’s inboxes. The best way to ensure that all three factors are on point is to get to know your customers. Excitingly, your first go-to resource is already at your fingertips, in the form of analytics.
Delving into your latest metrics can tell you which emails or content are most engaged with, and which days or times are the best to click send. You can explore open-rates, click-through rates, and conversions—but also useful details such as whether your readers are absorbing your messages on a big screen or a small one. Together, each of these elements can form a strong picture of your audience’s wants and needs.
Consider the Intent of your Audience
Building buyer personas for your brand can shed a great deal of light on the challenges, values, and desires of your demographic. With a sense of who makes up your email subscribers list, exploring their intent will also help you to remain welcome in their inboxes. For example, those who sign-up on your product pages or checkout are likely to respond well to coupon codes, product news, and promotions. In contrast, for those who sign up from your best and brightest blogs, content-centric emails may be a better boost to brand-appeal.
Segment Your Email Subscribers
On that note, how can you target different subscribers with entirely different campaigns? Happily, contemporary email marketing providers offer the tools to segment audiences in order to do just that. Not only can you strategically aim content or coupons at different people, but you can also steer your campaign approach based on whether they are yet to convert or are seasoned loyal shoppers, and which product categories or services will best inspire their next purchase. If all that extra effort seems off-putting, perhaps consider that segmented campaigns can reward with a 760% increase in resulting revenue. Meanwhile, extra touches such as personalized subject lines can increase email open rates by as much as half.
Test Your Theories
The best way to expanding your email marketing toolkit is to dive in and experiment. Adding something new to the mix can help you discover new ways to strengthen your bond with email subscribers. However, you don’t want to do this blindly, risking unwittingly wandering down the wrong path. In this area, A/B testing serves as a hero in the wings—ready to swoop in and help you steal the heart of your email subscribers while strengthening your brand identity.
A/B testing, sometimes known as split testing, is a powerful way to propel sales. It involves splitting your audience in two, and testing different marketing strategies on each to see which decisions yield better results. This can be as simple as trialing different subject lines, experimenting with button colors, or playing with what leads your content. Providing another momentous statistic, data from Dell revealed that their A/B testing practice lead to a 300% increase in conversion rates!
How can Empower help you super-charge your email marketing?
Tapping into the true potential of email marketing means developing a deeper understanding your audience and niche than the competition. Harnessing the power of AI technologies, expert local knowledge, and a global digital marketing force, we are ready to illuminate your brand’s cutting edge. What’s more, contemporary email tools are only the beginning.
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