The ultimate goal of each email marketing campaign is to encourage subscribers to become customers or to upgrade their existing product sets. Whether you sell services or products, email marketing solutions are designed to help you hone the perfect email campaigns to grow your customer base.
In an earlier post we discussed the various ways in which DirectIQ allows you to measure the effectiveness of your email marketing campaigns. This guide follows up by offering insights on how you to use that data to optimize the success of your email campaigns:
Improving Your Delivery Rate
The quality of your email list will contribute to a better delivery rate over time as you expand your number of subscribers. To start improving your delivery rate it’s important to analyze the contents of your subscription list. Ideally you want to build an organic, in-house list featuring consumers who are opted in to your email business list.
You can often import lists of known contacts into your list if you apply email marketing best practices including respect for privacy, subscriptions and fully transparency. Also make sure you “scrub” the list of any users to have opted out of your previous marketing campaigns, so you can focus on providing delivery to only the right set of recipients. Ensuring your marketing list is fully updated with the right set of addresses can help you maximize your email delivery rate.
Optimizing Your Open Rate
Once you have properly delivered your email to the requested recipient, you’ll want to encourage him or her to open the message. The keys to ensure a strong open rate include your subject line, from address and time of delivery. Pick a compelling, straightforward and honest subject line that provides readers with a clear sense of the contents and benefits from opening the email. Also, make sure you use a legitimate, open email address from your company domain such as news@mycompany.com. By ensuring honest, accurate content you can help maximize your open rate, which you can further supplement by sending out the mailings at the right time of day, ideally in late morning or early afternoon.
Growing Your Conversion Rate
After encouraging users to open your email, provide a compelling call to action to encourage them to follow up. Whether you want to generate a sale or further information the presentation can improve sales.
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