When it comes to engaging leads, email marketing campaigns are primary strategies. It remains one of the most effective forms of marketing, with a possible ROI of $38 for every $1 spent on campaigns.
However, ineffective email marketing becomes boring and tedious for customers. Recipients stop opening the emails. Your emails start to end up in their junk mailboxes. Leads even request removal from your email lists.
Fortunately, you can improve your marketing strategy to drive interest and boost conversions. Here are three important ideas you need to know.
Segment Your Email Lists
A higher level of personalization boosts engagement in email marketing campaigns. Leads become more likely to read and click on the content. In fact, personalized messages increase open rates by 14 percent. They can also boost conversion rates by 10 percent.
Segmented email lists help with personalization. With segmented email lists, you create separate lists based on different lead categories. You can then send highly targeted emails. These messages focus only on the content that will likely interest them.
For example, you might segment people by:
- Geography, particularly if location impacts your product or service subscriptions in any way.
- The buyer persona of this particular lead, so you can better target their pain points.
- The point in the buyer’s journey that a particular prospect is on. This helps you focus on early content, mid-stage content, or decision-stage content for targeted readers.
- The lead’s position in the company and their likely budget. This becomes particularly important for B2B buyers. Representatives for the company often have to get major purchases approved by others. They will also generally have a set budget to work with.
Once you have your segments, you can build email engagement with messages that target this particular population. Readers appreciate when your messages consistently apply to them. They become less likely to disregard what you say.
Offer a Few Different Types of Email Subscriptions
To keep readers engaged, you can offer a few different email subscriptions. Some common ones include:
- Newsletters
- Blog digests
- Emails for general audiences
- Unique deals and promotions
Different types of content offer your readers multiple ways to engage with you. It also changes the email format so that customers do not repeatedly receive the same type of message.
As a similar strategy, you can also allow users to select the types of content they want to receive from your email marketing campaigns.
For example, look at the subscription options for Searchenginewatch.com. This digital marketing news source offers customers the chance to select the types of content they would like to receive. Options include the newsletter, podcasts, or event information. This means customers only get the material they want in their email.
Change Up the Types of Content You Offer
In addition to different types of subscriptions, you also want to consider offering a few different types of content. Website visitors today have become increasingly visual across the digital ecosystem. They appreciate images and videos.
Include visuals in your content across all platforms. This will increases the likelihood that people will read it by 80 percent.
When it comes to videos, they also have a tremendous impact on engagement. Just the inclusion of the word ‘video’ in the subject line has been found to increase open rates by 19 percent. Similarly, having a video thumbnail increases your subscriber engagement by 41 percent.
To boost your email’s success consider including images and videos such as:
- Product demonstrations
- Behind-the-scenes looks at your company
- Visuals of company events
- Visuals of happy customers
- Infographics and other informative visuals that help support the ideas you include in your email
Building a successful email marketing list can help you bring in new customers. It also helps you maintain contact with your leads. As you send your emails, you want to make sure that your readers do not get bored.
Incorporating some of the ideas discussed above can help you take your email marketing further. If you want to see more engagement through your email marketing campaigns, reach out to us today.