Optimizing Email Marketing

A high conversion rate is a result of a carefully crafted email marketing campaign. Every marketing campaign, you send to the customer increases the loyal followers and ensure a long term relationship. Email has an extremely large user group making it an important means of personal communication with the prospects. It is in fact an ideal platform to nourish relationships and make a personal connection with the consumers. However, if you are aiming at a high conversion rate, you definitely need to focus on every email marketing campaign and optimize it for the best results.

1

Avoid spam attracting subject lines

Subject lines like ‘Grab it today!’, ‘Free! Free! Free’ and ‘This the last chance’ alerts the ISPs and the email lands in the spam folder of the mailbox. The subject line should pique interest and push the customer to read the email and take the necessary action. Using exclamation marks and question marks will get the email flagged as spam and the marketing efforts will be completely wasted. Therefore, focus on the subject line as a good subject line increases the open rate by almost 2%.

Use A/B testing

A number of email marketing service providers give you the option of testing one variable with the other by sending the message to a segment of customers. The response rate is monitored and if the results are good, the message is sent to the whole mailing list, otherwise some other variable is tested. For example, you might want to try out different timings of sending the email to see the time during which the response and open rates are the highest. However, for an effective A/B testing, you should test one variable at a time.

Remove customers from the mailing list

Sending emails to customers who rarely bother to read, is of no use. If certain recipients are opening the messages for a long time, remove them from the mailing list. It is best to focus on customers who find the content relevant and engaging. Continuously sending emails to such customers will result in graymails, which lowers the sender’s reputation.