A basic email marketing campaign can produce significant results quickly. For many
entrepreneurs, that's enough to comfortably grow sales and attract new customers.
Others, however, see the potential in taking email marketing to the next level.
Once you've mastered the basics of targeted email campaigns, try incorporating
a few advanced techniques to improve email marketing. As you work to raise the bar
of your email efforts, focus on what produces the best results. In testing advanced
techniques, you may find that your subscribers prefer a more basic approach. Bottom
line: Keep an open mind, and put your customers first.
So, are you ready to improve your email marketing?
Refine your email campaign based on results
Analyze the reporting from your email campaigns. What does the data say about your
customers and their preferences?
You might notice that certain content
— tips lists or case studies, for example — continuously receive the most
clicks. Tweak your content strategy to include more of those communication elements.
Do charts and bar graphs receive a significant amount of clicks? If so, then incorporate
more visual, research-based items in your emails.
The popularity of content
isn't the only type of data you can learn from. Look for patterns in the times and
days you send your emails. You might learn that your messages get the most results
when sent on Tuesday mornings, for example.
Provide your customers exactly what they want
List segmentation can improve your email marketing campaign. It allows you to fine-tune
your campaign based on customer preferences. Here's how list segmentation works:
1. Split up your email list into groups based on a common factor. For example,
you could segment your list based on age, education level, gender or past buying behavior.
2. Test out subtle tweaks on your groups to see what produces the best
results. For example, send your groups different subject lines to determine which
is more popular, or try different color schemes in your messages to see which is preferred.
3. Analyze and incorporate your findings in your messaging going forward.