Continuing with the recommendations we made in the first part of our guide, this time we bring useful tips focused on increasing your open email rate as well as tips to retain your users.
Have you ever wondered how to make your users feel that they are really talking to you and are part of your company? Pay attention to the following recommendations when leading your Email Marketing campaign because in them you will find the answers you need.
Create an identity for your sender
It is proven that giving your users the ability to “interact” with a person instead of the marketing component increases the number of positive responses from your audience.
To do this, you can create an identity for the sender of your emails. You can put a name, a specific position within your company and define a personality type. In this way, when your audience reads you, they will feel that they are talking to a person and your communication process will be energized.
Invite them to reply to you
Something that many marketing teams forget when conducting an Email Marketing campaign is requesting user opinions; when, in fact, this campaign is designed for him.
There is never too much a direct question at the end of your content or an indirect one inviting him to participate in the dialogue within the topic that is being addressed.
Be direct with your call-to-action
Call-to-action made up of long phrases won’t work. And we say it from the beginning. If what you want is to capture the attention of your audience with a call-to-action, you must be punctual in the action that it has to perform.
If a mailing is made to invite your audience to sign up for an event organized by your company, your call to action button should just say: “Sign up”.
Using long sentences only reduces the impact this can have on the reader.
Of course, remember that calls to action cannot be placed consecutively or they lose their power. Make sure they are used wisely.
Select a template according to your needs
If you have a communication medium in charge, it is logical that you have a lot of content to share and you need large segments to prepare a complete Newsletter with the most outstanding news of the week.
However, if your intention is only to share a certain type of specialized content in your field, choose together with your team the template that allows you to show this material as well as possible.
The important thing when selecting a template is that we can show the content we have in an organized and clear way.
Give them the option to unsubscribe
It seems somewhat contradictory, but if we talk about objectives, you must keep in mind that what you want is to keep an audience interested in the content that your marketing team produces. If someone, after all you offer, is not interested, why not give them the option to leave?
Also, remember that a person not interested in your content can mark your email as Spam, and thus affect your chances of contacting other people who are interested in it.
Some platforms, such as MailPipe keep the option to unsubscribe from a subscriber list automatically on each send. If the interface your team works with does not have it activated, we advise you to implement it.
“Clean” your subscriber list
When we use the word “clean”, we mean that it is advisable to remove users from your subscriber list who, after 6 months or more, do not open your emails.
But, let’s go by steps. Before deleting them, it is advisable to develop a read confirmation campaign in which you ask this audience why they do not open your emails. The answers they can give you will help you strengthen your strategy. At the same time, asking about this may allow you to recover and retain them by letting them know that you are aware of the communication you have with them.
Remember to use our MailMonster tool, you have free trial and special discounts on cleaning lists!
Take tests
When you have the email ready to send, check with your team how it is displayed, if the link you have placed is correct and if there is any extra adjustment that you consider necessary.
Keep in mind that your content is “mobile-friendly”
In the digital age, the vast majority of emails are opened from a cell phone. And, going into detail, during the early hours of the morning.
Therefore, when conducting tests, visualize how your content looks from a computer, laptop, tablet and cell phone.
Prepare monthly reports
After sending your campaigns, check with your team of analysts what has been the response to the content you have prepared at least once a month. Get together, discuss with them and evaluate what has worked the most for them, the delivery times that have achieved the best response, as well as the type of content that has generated the most conversions.
Establish a working frequency and communicate it
If you have decided to start sending your Email Marketing content every week, let your audience know that this is what you will do. Also mention the type of content you will share and your goal in doing so. In this way, they will have more confidence in your company and will feel more confident when opening your email.
Otherwise, they may mistake your message for unknown content and mark your email as Spam.
And, precisely speaking of the main difficulties that the Spam tray brings to an Email Marketing campaign, the third part of our guide is focused on how to avoid falling into it.