How to increase the effectiveness of your email list
Email distribution remains one of the most effective marketing tools. Unfortunately, many companies make mistakes that lead to the fact that their letters do not reach the recipients.
In this article, we’ll talk about tips that can help you with your work on your next newsletter.
Spinster cardigan CC / Flickr photo
On the subject of the letter depends largely on whether the letter is open or go straight to the "Spam" folder. In the implementation of the mailing, few take into account that in fact the name of the letter's subject consists of three parts: the sender field, the subject of the letter itself and the preheader.
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In the field of the sender, as a rule, information about someone or something familiar to the addressee is indicated. You can also enter your name or company name here. The subject of the letter should reflect the main essence of the message.
The preheader is created from the first lines of text located in the email. With proper use, it can significantly increase the rate of opening letters . Therefore, you should not repeat the subject of the letter, even if the preheder is better to complement it. But the length of the theme of the letter in contrast to popular opinion does not matter much.
According to the study, such indicators of e-mails as the open rate and click-through rate (CTR) practically do not change depending on the day of the week on which the letters are sent.
The situation with the newsletter can be very similar to the publication of text materials in the company's blog. The optimal time for mailing is the beginning of the working day, when users allow themselves to be distracted by letters. Nevertheless, the activity of readers remains quite high throughout the entire working day. It is important to remember the time difference if your subscribers live in different time zones.
Studies have shown that the more often you send emails, the less subscribers show interest in them. The optimal frequency of sending letters should directly depend on the expectations of your audience.
By adhering to the promised schedule for sending mailings, you gain the trust of subscribers. Typically, three emails per week is the maximum frequency allowed for successful email marketing. The ideal option would be for the subscriber to independently adjust the frequency and thereby limit the number of letters received.
Segmentation of the subscriber base is extremely important and necessary, since only relevant, useful information may interest customers and ultimately affect the effectiveness of the distribution.
Segmentation can be carried out according to the source from which your subscribers come; region or time zone; the duration of the client’s relationship with your company; use various indicators of the opening of the letters themselves and other criteria that better describe your audience.
The result of the research by MarketingSherpa showed that even such a simple element of personalization as adding the recipient's name to the subject of the letter can increase the percentage of letter openings by 42%. Personalized mailing is not perceived as spam and causes the trust of subscribers.
In recent years, social networks have become a popular marketing channel. So why not let them benefit you? To enhance the effect of each letter, add the share buttons on social networks. If you believe information from GetResponse, the CTR of emails with social network buttons installed in them is 158% higher than in mailings that do not contain these buttons.
Make the process of unsubscribing extremely simple, otherwise dissatisfied subscribers will simply mark your emails as spam. Track the number of complaints from subscribers, they can adversely affect the reputation of your domain. The Pechkin service helps its customers to improve the deliverability of letters through setting up a domain, using several addresses to replace the links in sent letters, to collect statistics on opening, clicks and other useful information. Read more about this feature here .
It is impossible to find one universal and effective way to design and send e-mails. Carry out A / B testing , sending emails with different topics, prehederas, calls to action and other parameters to different groups of subscribers to identify those versions that work better than others.
What else can you read in our blog on the topic of improving mailings:
In this article, we’ll talk about tips that can help you with your work on your next newsletter.
Spinster cardigan CC / Flickr photo
The subject of the letter is half the success.
On the subject of the letter depends largely on whether the letter is open or go straight to the "Spam" folder. In the implementation of the mailing, few take into account that in fact the name of the letter's subject consists of three parts: the sender field, the subject of the letter itself and the preheader.
')
In the field of the sender, as a rule, information about someone or something familiar to the addressee is indicated. You can also enter your name or company name here. The subject of the letter should reflect the main essence of the message.
The preheader is created from the first lines of text located in the email. With proper use, it can significantly increase the rate of opening letters . Therefore, you should not repeat the subject of the letter, even if the preheder is better to complement it. But the length of the theme of the letter in contrast to popular opinion does not matter much.
Choose the best time to send emails.
According to the study, such indicators of e-mails as the open rate and click-through rate (CTR) practically do not change depending on the day of the week on which the letters are sent.
The situation with the newsletter can be very similar to the publication of text materials in the company's blog. The optimal time for mailing is the beginning of the working day, when users allow themselves to be distracted by letters. Nevertheless, the activity of readers remains quite high throughout the entire working day. It is important to remember the time difference if your subscribers live in different time zones.
Keep track of the frequency of mailings sent.
Studies have shown that the more often you send emails, the less subscribers show interest in them. The optimal frequency of sending letters should directly depend on the expectations of your audience.
By adhering to the promised schedule for sending mailings, you gain the trust of subscribers. Typically, three emails per week is the maximum frequency allowed for successful email marketing. The ideal option would be for the subscriber to independently adjust the frequency and thereby limit the number of letters received.
Segment audience
Segmentation of the subscriber base is extremely important and necessary, since only relevant, useful information may interest customers and ultimately affect the effectiveness of the distribution.
Segmentation can be carried out according to the source from which your subscribers come; region or time zone; the duration of the client’s relationship with your company; use various indicators of the opening of the letters themselves and other criteria that better describe your audience.
Personalize letters
The result of the research by MarketingSherpa showed that even such a simple element of personalization as adding the recipient's name to the subject of the letter can increase the percentage of letter openings by 42%. Personalized mailing is not perceived as spam and causes the trust of subscribers.
Add social buttons
In recent years, social networks have become a popular marketing channel. So why not let them benefit you? To enhance the effect of each letter, add the share buttons on social networks. If you believe information from GetResponse, the CTR of emails with social network buttons installed in them is 158% higher than in mailings that do not contain these buttons.
Avoid spam filters
Make the process of unsubscribing extremely simple, otherwise dissatisfied subscribers will simply mark your emails as spam. Track the number of complaints from subscribers, they can adversely affect the reputation of your domain. The Pechkin service helps its customers to improve the deliverability of letters through setting up a domain, using several addresses to replace the links in sent letters, to collect statistics on opening, clicks and other useful information. Read more about this feature here .
Test and track results
It is impossible to find one universal and effective way to design and send e-mails. Carry out A / B testing , sending emails with different topics, prehederas, calls to action and other parameters to different groups of subscribers to identify those versions that work better than others.
What else can you read in our blog on the topic of improving mailings:
Source: https://habr.com/ru/post/314608/
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