The COVID19 pandemic has created a stir all over the globe. There have been drastic changes in the implementation of paid search marketing campaigns and strategies by different business organizations. The email marketing campaign is one of the most important tools for generating revenue.
If you are planning to maximize the revenue from email marketing, there are a few tricks you need to know. Before we get into the steps to optimize the paid search marketing campaigns, let us share some of the basic details.
What is email marketing?
Email marketing is one of the most effective tools used in digital marketing. In this process, you send out emails to prospects and customers. With effective strategies, prospective customers convert into customers and loyal fans. It is extremely useful for developing relationships with customers.
Be careful while working on the social media marketing campaigns because using too many emails feels like “spam”. It drives the customer away. Most of the emails we receive today proclaiming superb “deals” are nothing but a farce to get attention from people.
While creating strategies on such campaigns, make sure that the customer gets informed about the offers/services/products without making you look desperate.
Why should you choose email marketing?
The primary reason email marketing is still the most preferred option for a promotional purpose is that email is still the #1 communication channel. 99% of the customers daily check the emails. This is not applicable to any other communication channel.
Another important advantage of choosing an email as a paid search marketing medium is you own your list. In simple terms, any social media platform can delete or suspend your account without any notice. All your posts and fans/followers get deleted from your account. This doesn’t happen with email marketing. No one can take the leads away.
People, who buy products marketed from email, spend 138% more than those who don’t get email offers. Did you know that email marketing offers an ROI of 4400%?
That is exceptional! If you are still thinking whether social media gets you more business than emails, know this “the average order value through email is three times higher than social media”.
How to optimize email marketing campaigns to generate the best ROI?
Like we said, email marketing is extremely useful in digital marketing if it can be done properly. Here are the 5 tricks that will help you generate the optimal ROI, especially during the COVID19 pandemic.
1) Sending behavioural emails
So what is meant by “behavioural emails”? The general emails are known as “business as usual” emails or BAU emails. Behavioural emails are tailored according to customer preferences and behaviour.
The behavioural emails generate 76.7% more open and 151.9% more clicks than the usual emails. There are three types of behavioural emails. They are:
a) Welcome emails: It is important to send a welcome email to send every customer. Sending welcome emails generates 320% more revenue per email than any other usual email.
b) Browse abandon: Considering the e-commerce web-sessions 44.3% results in the product views while 14.5% gets added to cart. The browse abandon emails increase the chances of bringing visitors back. These emails retarget the shoppers who have left the site before adding any products in their carts.
c) Cart/Checkout abandon emails: It is a follow-up email for someone who has visited the site, added products in the cart, and went someway through checkout but didn’t complete the purchase. Cart abandonment emails will generate $5.81 in revenue for every email on an average.
2) Categorize the subscribers
Did you know that segmented email marketing campaigns will generate 100.95% more clicks than any non-categorized email campaign? There are three ways to categorize subscribers.
- Categorize them according to the website behaviour (for instance the product categories they viewed)
- Categorize them on the quiz or form submissions
- Categorize them on responses to the emails (for instance the link clicks)
3) Focus on those who are not-subscribing/unsubscribes
The average unsubscribes rate remains around 0.09 to 0.4%. There could be two possible reasons why the subscribers are leaving. At this rate, you will be losing 18% of the subscribers after a year of weekly email marketing.
a) They are receiving too many emails.
b) The emails are not relevant to them.
The solution here is to use email preference centers to allow subscribers to customize the subscription according to their preferences. Show them other lists that they might like. Also, you can offer them the option to pause the email frequency or choose a certain email frequency.
4) Create a personalized sign-up form to capture more emails
Did you know that 80% of the website visitors are highly likely to buy from customized websites? Why? Customize websites offer them a sense of belonging. There are two ways to create customized websites.
a) Make sure to use dynamic content within the forms. Display the custom images according to the page content, URLs, or the ESP data.
b) Categorize the opt-in offers by choosing the visitor type (for instance, the first-timers, existing visitors, and more).
5) A few additional tactics (simple yet effective)
- Opt for the emojis/emoticons in the subject lines. Considering the lingo of the present generation, these emoticons work well to connect with them.
- Instead of adding a simple text link, you can add a button. The buttons come with colors and they have a better impact on the visitors instead of plain texts.
- If possible, use the subscriber’s name in the subject line. This shows that you made an effort to create a tailored email for a customer instead of sending auto-generated emails.
- Try to include short and to-the-point subject lines. They are easy to read on smaller devices like smartphones and tabs. Also, long subject lines seem pretty boring, instead, try catchy subject lines.
- Opt for the plain text emails. According to studies, the plain text emails work better than the HTML emails.
If you are looking for ways to efficiently handle your business during the COVID19 crisis, then these are some of the email marketing campaign tricks to follow. Have you tried any one of them? Try these tips and let Skyram Technologies know how it works here.
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