Learn what your prospects want in order to better optimize campaigns.
Check that your analytics platform is using and tracking UTM variables.
UTMs are short pieces of text that attach to a URL which allows you to keep track of traffic sources. UTMs are compatible with Google Analytics, where you can also generate UTMs for your links. Alternative options include platforms like Hootsuite and HubSpot.
Review past emails to identify the factors that worked best for high converting campaigns.
Some factors that might affect conversions are:
- Targeted segments
- Subject line
- Link placement
- Images and other creative elements
- Calls to action.
To measure effectiveness, determine which results best help your business. For ecommerce businesses, completed purchases can be a useful, directly measurable metric. For subscription services, registrations may be more important. Other examples include open rate, click rate, and referrals, which can lead to final conversions.
Collaborate with team members and users to develop new strategies.
Consider multiple perspectives for feedback on what your newsletters can do better and new tactics to try. You can gain qualitative info from users through activities like surveys and focus groups.
Segment lists by demographic details or behavior and tailor emails to each segment.
By tailoring emails for segmented audiences, you can increase opens and clicks while reducing bounces, abuse reports, and unsubs. For example, create a segment who do not open your email within a designated period and craft new copy to cater to them. You can then re-send to those people after a given stretch of time.
Identify the times that are most likely to get your audience to open and click through your emails, and stick to a consistent schedule.
In general, email open and click rates are the highest on the weekdays. On average, the most opens occur on Fridays, but the deviation is not too drastic compared to the other weekdays.
As for times, emails sent at 8 AM tend to garner the most opens, but emails sent around 1 PM receive the highest overall engagement, including conversions. While these statistics should provide a good baseline for your newsletter strategy, tailor your schedule to your audience. You can use tools like Google Analytics to find out which times are most effective for your specific audience.
Use a consistent brand voice throughout all emails. To improve brand voice, audit your previous emails, create style guidelines, and have only one or two primary editors.
Brands having a distinct personality is an important factor for both marketers and consumers.
Diversify content by sending both value-driven and offer-driven emails.
Value-driven emails allow you to use story-driven techniques and not only sales-focused techniques. They contain information such as company news and mission statements. These will help lend more personality to your brand aside from the sales aspect. With multiple types of emails, you can constantly play with expectations and your audience will be more likely to engage in every email.
Keep your campaigns separate and your emails brief. Don’t overwhelm your audience by placing all new developments in one email.
Even if in a news-based message, you can summarize each point and link out to details. If you have multiple campaigns running, each campaign deserves dedicated emails, appropriately spaced out. Focus on one call to action per email to reduce confusion and drive users to a singular action. For example, a promotional sales email should contain a call to purchase from the store, it should not also point to RSVP for a separate campaign’s upcoming event.
Provide users with control over email preferences like frequency, types of email, and topics.
Providing users with a sense of choice and control can help portray your brand as considerate and trustworthy.