An email marketing campaign is not the newest kid on the block, but it is still one of the most popular. This is not surprising. According to Statista, in 2017, there were 3.7 billion email users. The same source also predicts that this number will increase to 4.3 billion by 2022.
This means that while email marketing campaigns are not as flashy as some of the newer marketing methods, it still offers an excellent way to get your message across to your prospects. That is, if it’s used correctly.
How do you make sure that each campaign is optimized for the best results? You’ll learn more about that in the infographic below. The infographic will provide you with all relevant email marketing statistics and tell you what works and what doesn’t.
Before you scroll down to read it, though, let’s go through the first step of preparing a successful campaign.
Start with Your List
Sending emails out to everyone on your list is so outdated that it’s scary. It’s also the reason why a lot of marketers complain that their open rates are low. The initial strategy was to get that message out to as many people as possible. That way, you’d have more chance of getting a nibble.
The problem is that times have changed. People are a lot pickier about what they read. Everyone is bombarded with so many messages every day that it’s easier to avoid reading emails that don’t seem relevant.
How do they know if something is relevant or not? The first thing they’ll check is who the sender is. If you blast them with marketing emails that have no relevance for them, they’ll expect more of the same and either unsubscribe or start to ignore your emails.
If this happens, then it doesn’t matter how much you optimize the emails – they’ll see the business name and decide that the email is not for them. That’s why the first thing to do before starting your next campaign is to segment your list.
You can do this in accordance with demographics, past purchases, and so on. What you want is to come up with a group of clients who have similar needs. You’ll create a marketing message targeted directly at them.
Now match a product to that group. Say, for example, that your group has bought a particular brand of shampoo in the last month. Why not follow up with a special offer allowing them to save on the shampoo and conditioner as a set?
Or think of other products that they might like – such as hair brushes, styling sprays, and so on. Match the product to a particular subset of clients, and then market it in a way that appeals to them.
Get the Timing Right
How often do you check your personal email a day? If you’re like 44% of North Americans, around one to three times a day. Check out the chart from Statista below to see how often North Americans check their emails in total.
What’s the point? The point is that your email might only get one chance during the day to be opened. You need to figure out when it’s most convenient for your clients to check and read emails.
If you can get the subscriber segmentation and timing right, you’ve already established a firm foundation for your email campaign. Now it’s time to bone up your optimization skills by checking out the infographic.