If you’ve recently created an email marketing campaign or you’re in the process of doing so, you know how much time, effort, and money can go into it. There are numerous aspects to an email marketing campaign including the email templates, the copy, planning proper monetization, and numerous other administrative tasks. Given the large amount of effort required, chances are you’ll want to make the most of your campaign. By following the five optimization tips below, you’ll be in a better position to reap the most rewards from your hard work.
1. Conduct Conversion Tests:
Although not every email you send will have the primary goal of converting the reader into a buyer, some of them will. One of the best ways to optimize your sales oriented emails is to conduct regular testing. Often this will be in the form of split testing, also known as A/B is testing. In this form of testing you’ll essentially send two different emails to two separate samples from your list. The goal is to determine which email converts the readers into buyers more effectively. Once you’ve determined which one is best, you can either use it, or introduce a new email and conduct further split testing. Split test things such as subject titles, email layout, copy, etc.
2. Segment Your List:
Although your list is likely fairly heterogeneous in their wants and needs, it isn’t always the case. Based on information you’ve obtained about your audience along the way through surveys and past tests, you can segment your list based on what works for which people. By sending only the information your segments are guaranteed to like you’re almost guaranteed to increase conversion rates.
3. Reduce Image Size:
An often overlooked aspect of email marketing is the images you include in the emails. Just like with a website, you want to ensure your images load quickly for the reader otherwise your email will likely go unread. By reducing image size and taking into consideration all of the devices your email will potentially be used on, you’ll see an increase in conversions.
4. Use Images:
Although the last tip suggested optimizing your emails for speed and the best way to do this would be to get rid of images altogether, this is not the best route to take. The reason being is a lot of information can be quickly derived from an image. In addition, images are more likely to arouse an emotional response in your readers and emotions are one of the major ways people are enticed to buy.
5. Be Direct:
Although informational emails should include as much information as needed to get the message across, a sales email should be direct and to the point. Most people are busy and won’t take the time to read a lengthy sales pitch sent by email. By keeping your email direct and to the point you’ll see an increase in conversions. However, remember that it is important to include a link to more information for those seeking it.