The number of email users is increasing at an incredible pace every year. Especially, it is expected that by the end of 2022, there will be over 4.2 billion users
Apart from the fact that email remains one of the most popular company communication methods, these figures indicate that email marketing is still very successful - if not vital – method of reaching out to prospective consumers.
Given that over 293 billion emails are exchanged every day, it's unavoidable to pose the issue. How can you make your company outstands in a sea of emails and increase revenue by increasing open and click-through rates?
Email Marketing, And Where Did It Begin?
Depending on your source, Ray Tomlinson's first email, sent in 1971 or 1978, heralded the start of the contemporary communication age.
The message was unremarkable, consisting of numbers and characters that appeared more like a password than a message, but its importance was enormous.
The email was transmitted from one computer to another through a network of computers similar to what we now know as the internet. And also, Tomlinson was the first person to use the "@" sign-in email addresses.
Years later, Gary Thuerk, a Marketing Manager at Digital Equipment Corp, sent the first commercial email to a list of email addresses.
Email marketing was created as a result. Even though the list only had a few hundred names on it, Thuerk was able to claim the title of "Father of Spam."
Today, we're bombarded with email marketing campaigns, and although some of it still seems spammy, there's no disputing the power of a well-crafted message—not to mention CRM and lead nurturing.
Email marketing allows you to engage with your audience to advertise your business and boost sales. You may use emails to promote goods, provide news, reduce cart abandonment, or tell a narrative, among other things.
Make it personal, but keep your boundaries in mind
There's no disputing that email personalization is an excellent technique for increasing the efficacy of your email marketing. Invesp, customized promotional mailers had 29% higher unique open rates and 41% higher unique click rates than non-personalized mailings.
The benefits are much more numerous. According to an Epson survey, 80 percent of customers prefer to purchase from a business that provides a personalized experience.
While familiarizing yourself with your clients is beneficial, you must be cautious not to overstep your bounds. Overusing names can make you seem strange to your customers and harm your reputation.
This is where having the proper consumer data may be very beneficial. The use of common user data, such as birth dates, is another method for customization.
According to Experian's research, birthday emails generate 342 percent more revenue per email, 179 percent higher unique click rates, and 481 percent higher transaction rates than advertising emails.
Isn't this a compelling argument to include personalized emails into your email marketing strategies?
However, remember that personalization entails more than including each customer's name in the email. There are various options, and it's up to you to experiment and discover which one works best for your email list.
Keep your subject lines to a minimum
Only 47% of email recipients read messages based on the subject line, while customized messages are 22% more likely to be opened. This shows how crucial subject lines are to the success of any email marketing campaign.
Statistics indicate that it's not only the content that has to be considered but also the number of characters utilized.
Especially, email subject lines with six to ten words had the greatest open rate. Another fact that works in your favor are that subject lines conveying a feeling of urgency or exclusivity has a 22 percent greater available rate.
It may take a long time to come up with the perfect one-liner, even if it seems to be easy. And also, subject lines may make or break the success of your campaign.
So, the next time you're putting one together, remember that the more you can say with less, the greater your chances of a successful campaign are.
Choose the Best Time to Send Emails
When it comes to your email marketing's success rate, time is crucial. Choosing the appropriate time is crucial because you're presumably looking for a greater open and click-through rate.
Another reason is that your regular users may wish to interact with your material (share with friends or on social media, etc.). With that in mind, you should utilize all of the resources at your disposal to figure out when the ideal time is for them.
There is no one-size-fits-all approach to sending. The kind of company you own is also a significant consideration.
Numerous marketing automation solutions can help you conduct sophisticated multivariate testing to identify the perfect time for contacting your customers. Therefore it's no surprise that 51% of businesses are already utilizing automation.
As an outcome, your company will save a significant amount of time and money, allowing you to concentrate on the important elements of your email marketing plan.
With the use of technologies like these, you can incorporate AI delivery, which means that the automation software learns what resonates best with your audience by watching their actions.
And, it takes a set amount of time to intelligently determine when users interact most with your app based on past behavior.
As a result, consumers will get your communications at the most optimal time. This kind of email optimization may help you avoid wasting time and money on ineffective email marketing tactics.
Promotional freebies may not only help you get more subscribers, but they can also help you earn more money. You may be unsure why you should offer anything out for free, but many subscribers like this kind of promotional material and are ready to give you their email address in return.
With a click-through rate of 26 percent to 66 percent, freebies like templates and tools are the most popular.
As much as you want your email list to expand, there are specific regulations to obey, and we're referring to the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act).
According to the CAN-SPAM Act, every email sent out must have a relevant subject line, your business email address at the bottom, and an unsubscribe button — no exceptions.
Even if your subscribers give you their email address in return for a gift, you must still obey the law, not only because of the legal ramifications but also because establishing trust between business and your consumers is the essential marketing plan you have!
Send Emails That Are Mobile-Friendly
Consider sending a visually appealing email. However, when you open it on your phone, the pictures are missing, and the style is unappealing.
As a consequence, your subscribers are unable to communicate with you. This scenario may jeopardize the success of your campaign.
Cell phones are owned by 80% of Internet users, and this figure is projected to rise in the next years. As a result, you should always include a mobile-friendly design in your email marketing plan.
Make sure you deliver high-quality emails to all subscribers, regardless of where they check their email.
Create Groups for Your Subscribers
You may interact with your subscribers more directly and intelligently by segmenting your email lists. It gives them the correct information at the right moment. So, if you do it properly, the results will be assured.
In their study on the efficacy of segmentation for marketing efforts, Optimove found that target groups with up to 150 consumers had a $1.90 uplift per customer. For groups of 1,500 or more, the most substantial increase was $0.90. This shows that the more varied the range of campaign results, the smaller the group.
Businesses that use email segmentation saw a 24 percent increase in sales, according to Lyris' Annual Email Optimizer Report.
Subscribers want to get information tailored to their preferences and dislikes since this provides a seamless customer experience. Taking this into account, correctly segmenting your lists is critical for maximizing interaction.
Here are a few fast and straightforward segmentation methods to get you started:
Demographic data segmentation
Demographic data segmentation is one of the most basic techniques for segmenting your list (gender, age, location, income level, company position, etc.).
If you own a clothing shop, knowing your customers' gender is critical information. However, if you're a B2B software developer, demographics such as company position will be crucial.
Email engagement segmentation may seem easy, but it has a big impact on the overall results.
The most significant metrics here are the open rate and click-through rate. Using this kind of segmentation, you may identify active vs. inactive users (for example, someone who hasn't read your email in 90 days).
After you've created this section, you can create a customized re-engaging campaign to target your inactive users.
Segmentation based on previous purchases
Another easy yet effective method to improve your targeting is to segment based on previous purchases. Sending suggestions for comparable purchases made by these individuals is an excellent place to start.
Let's pretend someone bought a hair product from your website. You may make an informed estimate as to when this product will run out and send an email to the same user requesting a reorder.
Segmentation based on sales funnel position – Segmenting your consumers based on where they are in the sales funnel is a great approach to personalize your message.
The idea is that you can't send the same message to people at the bottom of the funnel as you can to those at the top.
If they're at the bottom of the list — a group of brand-new subscribers – you should give them more broad communications with a variety of goods or features. You may utilize that information to determine their interest and target them more precisely if they've previously signed up and engaged with your material.
And also, customers that have been inactive for a long time should be re-engaged. If you don't work hard to deliver interesting and useful content, you'll lose around a quarter of your subscribers each year.
Although email list degradation is unavoidable, it may be mitigated to some extent. How do you keep your subscribers engaged, or, to put it another way, how do you reactivate dormant customers?
To begin, you must first define what inactivity means to you
What does it mean to you to remain inactive, and for how long? Is it, for example, being inactive for three, six, or nine months? Consider what your subscribers are no longer doing that meets your inactive criterion.
They don't check in as often as they used to, or maybe they haven't bought anything in the past month?
Consider all of your subscribers' activities, whether positive and negative, that match your inactive criteria. Many businesses, for example, make an effort to interact with their customers as often as possible. It gets to the point where they're sending too many emails, and the subscribers aren't finding them useful.
Also, don't underestimate the power of a well-designed email. If your emails aren't user-friendly and mobile-optimized, they're more likely to be tagged.
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Testing your email marketing is the most effective method to discover what works best for your company. This can help you avoid typos, mistakes, bounces, and other issues that might have been avoided if you had sent out test emails before the actual one.
It's also worth noting that testing isn't something you should perform once in a while but rather regularly.
You may learn a lot about how your subscribers react by experimenting with various versions of the same email campaign.
In your future campaigns, you'll know what works well and what has to be improved. Email marketing is a fascinating and challenging process since there are so many opportunities for development and success.
So, hurry to get started with email marketing and use email marketing strategies wisely.