We have time and again, in our previous posts, emphasised on how important and effective email marketing still is for businesses across B2B and B2C.
But the truth is, that not all of these businesses who have implemented email marketing campaigns are able to generate even a modest ROI from the channel.
While some businesses are practically email marketing rockstars, there are others who are still struggling to find that one strategy that would work for them. With no hard and fast rules or guidelines to state it all, marketers need to experiment with different techniques when setting up campaigns.
In case you too were wondering what is it that successful businesses do to get brilliant results from their email marketing campaigns, let us break it down for you.
The secret hacks behind the most successful email marketing campaigns
1. They are backed by machine learning
If you haven’t been living under the rock, you would probably be aware of the speed at which the digital landscape is changing. Your target customers are on an average, active on more than one digital channels – social media and online forums included. This means there is a whole lot of data that is available to you.
Successful businesses know that mining through so much data is practically impossible. They make use of machine learning to collate data points that matter to them, update them as the trends change. An up-to-date database of target market helps these business create campaigns that always walk hand-in-hand with the times.
2. They are highly personalized
Emails that get opened and clicked through are those that are tailored to suit the recipient’s interests. The extent to which an email is personalized, defines the ROI the channel is able to generate for a business.
When you generate leads, it is important that businesses segment their email lists based on data points beyond the general demographics. For instance, look into topics that the subscriber has previously shown interest in, the campaigns he has interacted with, previous purchases and past purchase triggers.
Using more insightful data, create emails that only and only speak of their interests and are highly contextual in messaging from your end.
3. They make use of dynamic content
Continuing on the point above, creating individual newsletters for each of your recipient can be a challenging task. You can’t practically look into each of your customer’s data and then create custom emails for him.
This is where dynamic content for email marketing comes in. Using the right technology, you can auto-populate newsletters with trending content that interests the recipient. This trending content is chosen from your added sources and is recommend on the basis of what the recipient has previously shown interest in.
4. They stimulate action with psychology
The emails that are sent across aren’t just the typical ‘value proposition – CTA’ kinds. They focus on stimulating an action from the reader. This means they tap into the psychology of the reader, based on the above collated data points.
According to Gerard Zaltman’s book, How Customers Think: Essential Insights into the Mind, 95% of cognition happens outside our conscious brain and inside our subconscious, emotional brain. So the messaging in your email should be such that the reader is nudged towards a desired conversion, without even having to try.
5. They are sent to a healthy email list
Believe it or not, your email list says a lot about your campaign’s results. While we all rejoice another subscriber or a large database, the truth is, that if the subscribers aren’t relevant, none of our campaigns are ever going to be successful.
So take a look at your email list to see subscribers that you just can’t seem to reach over and over again – not reachable, bounce offs and more. These are the email addresses that you need to remove – no matter how bad you feel about it in the end. They are either contact details that have blocked any kind of communication or aren’t complete. You don’t want to be spending your marketing budgets on the same.
Emails are still the most effective marketing channel for any business. So if your campaigns haven’t been working so far, it is time to dig deeper into data and make your campaign more account based in nature.
It is time for marketers to go beyond initial segmentation of their email lists and look into deeper ways to create personalized emails.