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Unlocking Conversion Potential: Strategies to Drive Results Through Email Marketing

Email marketing can still be one of the most effective ways to reach customers and build brand loyalty. While there are pros and cons to keeping an email list, the conversion potential is far greater than through almost any other method. You’ll have a direct line to people who have expressed enough of an interest in your product or service to subscribe.

Here are some of the best strategies to drive higher conversions through email marketing.

1. Choose the Right Newsletter Provider

According to research, emails are the leading reason people buy something, with 44% of surveyed consumers citing it as a motivator. Therefore, investing in creating a newsletter can be a notable strategy for your brand.

However, the way you send a message can make a difference in conversions. Some email newsletter providers garner higher delivery rates than others or provide more extensive feedback on user habits.

The right newsletter provider is the one that you can afford the monthly fee for and has the elements you most want and find useful. Additionally, it must be user friendly. Anyone in the company should be able to schedule a message without a huge learning curve to figure out the system.

2. Build Your List

Email marketing is most effective when you collect a list of people highly interested in what you offer. Building your mailing list may be as crucial as what you actually send out. You want people who are highly engaged and in the market for what you sell.

How do you find them? Start by creating buyer personas listing out the qualities of your typical customer. You can run ads on social media offering a perk if they sign up for your mailing list — perhaps a slight discount, free shipping or other freebie.

3. Set Up Drip Campaigns

Once someone signs up for your mailing list, what happens? The goal is to keep only those people who are highly engaged and likely to convert. In most cases, email marketing service providers base their fees on the number of subscribers. So, while having many subscribers often leads to higher sales, you want to ensure the majority of your subscribers are actually interested enough to convert in the first place.

The best way to narrow down your list is by setting up a drip campaign that starts when they subscribe. Send a welcome email explaining what you do. Throughout a few days and several emails, offer insight into what they gain by being on your list.

In each message, include an easy way to opt out and unsubscribe. Providing an easy out, even after downloading a freebie or other offer, ensures you keep only highly engaged customers and don’t pay for those who never open your emails.

4. Segment Your Audience

Another way to improve your email marketing is by segmenting your audience. By splitting your users into groups, you can highly personalize the offers you send. There are many different segmentation methods, such as demographics or past buying behavior. 

For example, if your analytics show that a group of people click on a particular offer every time you send it and you get in a similar product, you can send a message to the segment of people who loved the initial item.

5. Schedule Emails

While it’s impossible to pinpoint the best time to send emails, your audience will help you see the prime moments for them to receive a message from you. Pay attention to your open rates. If you send a message in the morning, are open rates higher? What about in the evening?

You may find that a particular day garners more click throughs than another. Your email service provider should have an analytics system you can study to figure out timing. The only way to know the best time for your subscribers or even different segments of your audience is by testing and tracking results.

6. Improve Subject Lines

People get numerous emails every day. As they look through their inboxes, it’s easy to click the delete button. Your goal is to get them to open your email and read a bit more. Your subject line is the first impression they have of the campaign. You want to create such an interesting headline that they can’t resist clicking on it.

Some of the things to focus on as you’re formulating a subject line include:

  • Being short and to the point
  • Including action words
  • Being relevant to the offer
  • Making it clear who the email is from
  • Avoiding words or phrases that could be seen as spam

7. Create a Sense of Urgency

The way people generate email marketing is changing, and artificial intelligence (AI) plays a big role in email today. Around 33% of marketers surveyed stated they use AI “to some extent” in their email campaigns. Another 24% said they use it “extensively.”

One thing AI can help with is creating wording that creates a sense of urgency. Titles such as “Limited Time” or “Offer Expires in…” can encourage people to read your message today instead of letting the deal expire before they get a chance to use it. 

How Can You Improve Email Marketing Efforts?

Email marketing is something you should consistently improve until you hit the goals you’ve set for open rates and conversions. Tapping into the power of modern technology gives you a chance to compete with others in your industry and find success more quickly than going into a campaign without the data needed to succeed.

Segmented Email Marketing in 2022: 4 Tips For Growing Businesses

A good email marketing campaign relies heavily on email segmentation. That’s why email continues to be the most effective channel for nurturing and converting leads into customers.

Email segmentation, as the name implies, breaks your email list subscribers into groups based on shared characteristics, demographics, or habits. Before commencing any email marketing campaign, it’s critical to segment your emails. It ensures that your leads receive highly focused and tailored content.

As a result, the likelihood of them becoming clients improves. That’s why businesses that use email marketing see a 38x return on their investment.

Despite this, 89% of companies, including B2B and B2C, do not use email segmentation. This is only one of the numerous reasons why email marketing strategies fail for so many organizations.

Don’t worry if you’re one of them!

In this blog post, we’ll go through various email segmentation tactics that you may use to segment your email list right away. But first, let’s define the term “email marketing segmentation.”

What Is Segmented Email Marketing?

Segmented email marketing is the practice of dividing your email subscribers list into smaller sections. The subscribers are segregated into groups based on some specific sets of conditions. This practice of segmented email marketing is mainly performed for increasing the engagement levels of your campaigns.

Your target audience is bound to consist of a wide variety of people who have different interests, behaviors, and digital profiles. So delivering the same old email copy to each reader simply does not make any sense.

Enter segmentation strategy! It works mainly because it involves delivering personalized content that resonates with the specific segment of the target audience. The fact that segmented emails have a 100.95% higher click rate and 14.31% higher open rates than non-segmented emails is a proof that the effort bears sweet fruits. So let’s dive right into a few tips that will help your email marketing campaigns achieve such magnificent results for your business.

1. Understand The Basics

The word “email list segmentation” is derived from the more generic term “market segmentation,” which refers to the process of breaking a target audience into logical subgroups based on stated criteria. 

The concept is the same in email marketing, but you start with your email contact list rather than your entire audience. Like any other marketing campaign, you have to have a thorough idea of the basics before launching a full-fledged segmentation strategy.

To begin, you should know that there are four broad segmentation categories:

  • Demographic: This type of segmentation is performed based on the core identity of email subscribers. For example, you can segment based on gender or age.
  • Psychographic: Next sort of segmentation is done by considering specific types of characteristics or personality traits. Here you will segregate on the basis of the reader’s lifestyle or values.
  • Behavioral: This one’s the most prominent type of segmentation. You need to implement this for maximum engagement. Here you will group the subscribers based on their buying patterns like ticket size, purchasing frequency, and so on.
  • Geographic: Location-based segmentation is pretty straightforward. Here you can cater to the subscribers via the local events.

Since most segmentation strategies revolve around gathering meaningful data, the only logical next step would be to gain clarity on your data points.

2. Establish Data Points

First and foremost, you cannot create segments without data. The information that is most important to your business will be determined by the type of product you sell. 

For example, if you’re in the clothes and apparel sector, gender and age will be the most important aspects to consider when segmenting your email list. However, if you’re selling a SaaS product or marketing software, you might want to know your subscriber’s industry and occupation.

Decide what client information will help you sell more productively, how you’ll organize that data, and how you’ll obtain the data. Then find a way—either by creating your own set of icons or downloading an existing icon set from the Internet—to convey those segments visually. Here, the main goal is to bring your consumers to the activation stage of sales funnel, whether that means buying something or using a certain function.

Consider this: Successfully retaining even 5% more clients could result in a 25% boost in profit. So inactivity is something you should be aware of. Focus on improving your data-gathering methods to meet your conversion goals to make the most of your email marketing.

Ponder the following three questions:

  1. What information do we already have? – These are the segments with the lowest entry barriers.
  2. What kind of information can we start gathering? – These are data points that you can track but haven’t arranged into useful information yet.
  3. What information do we require? – This is information that you must directly seek from your users or devise a method to gather.

3. Etch Out User Personas

Customers who fit perfectly into a company’s sales funnel are well-known to all businesses. If you provide eCommerce order fulfillment services, for example, an online store fits neatly into your funnel. 

However, if a college student signs up and becomes a subscriber, your prospects of making a sale are reduced on several levels.

As a result, determining your buyer’s persona appropriately is a crucial step in segmenting your email lists. To put it another way, you’re developing the personality of your ideal consumer.

Identifying your customer’s persona serves as a starting point for developing critical messaging. To define your buyer’s persona, use the following checklist:

  • Examine your customer’s demographics
  • Look at your clients’ preferences, their behavior, the things they’re interested in, and the date they signed up
  • Determine the primary issues that your clients are experiencing
  • What are your options for resolving these issues?

4. Leverage Relevant Email Copy

It’s time to write your email after you’ve created your first set of email lists. You must generate content that is well-tailored and customized for your segmented email groups. 

You don’t have to write a completely new email copy for each segmented list. Instead, change the material in your email copy to fit the target groups. After all, personalization in email campaigns can increase your revenue by 760%.

To perfect their email lists, most businesses conduct numerous rounds of tests. 

Another aspect of segmenting your email lists is to aim for hyper-segmentation. It’s quite straightforward. You send a few email campaigns to your first email lists to see how they respond. You could identify gaps in your segmentation process by doing this exercise.

But don’t underestimate the difficulty of this task. You must write emails that are relevant to your target audiences. Sending too many emails may end up in your recipient’s spam folder.

To save time and money, consider using a free AI writing solution that can help you create effective emails tailored specifically for each segmented list.

Wrapping Up

Now that you’ve learned the ropes, it’s time to move away from generic emails and toward more personalized interactions with your subscribers. Begin by selecting one critical variable that distinguishes different segments of your audience.

You may then tailor your campaigns to meet their various requirements. Even modest tweaks to your emails can improve their effectiveness, resulting in increased engagement and conversions.