How to Increase the Effectiveness of Email Marketing Campaigns

While taking the time to build an email list will allow you to reach your business’ target audience at any given time, knowing how to increase the effectiveness of email marketing campaigns can help you evaluate business performance and make improvements.

At FirstPage Marketing, we understand how beneficial it can be for businesses to increase the effectiveness of their email marketing performance in order to take full advantage of one of the most effective forms of Internet marketing. That is why we offer email marketing services that are tailored to each industry’s specific target audience.

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Tips for Increasing the Effectiveness of Email Marketing Campaigns

Some simple tips for getting more out of your business’ email marketing efforts include:

1. Verifying Your Email Marketing List

Regularly running your email marketing list through a scrubbing and verification service will help remove email addresses that are fake or no longer operational. Emails that are delivered to addresses that do not work can have a negative effect on your email delivery performance, as it will cause emails to bounce or go directly into spam folders. Since many email marketing platforms charge clients based on the size of their subscriber lists, regularly revising your email subscriber list to remove old, outdated email addresses can help reduce costs and improve your email marketing ROI.

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2. Utilizing Email List Segmentation

Segmenting your email list into different groups will help you achieve more favourable open rates and click-through-rates. It will also allow you to target specific groups within your email list, ensuring that your promotions or messages are being received by audience members who will find your email most relevant. This, in turn, will eventually provide you with better email marketing results.

3. Personalizing Your Emails

Something as simple as personalizing the beginning of your opening email with “Hi [recipient’s first name],” can help to engage the reader enough to get them to at least read the beginning of your email campaign.

4. Playing with the Subject Line

Consider playing with different subject lines to see what will best capture the attention of your target audience. Make sure to try out different subject lines that incorporate questions or teasing content, while avoiding off-putting words, such as “donate”. A/B testing email subject lines is a great way to let data drive your email marketing performance.

Adding emojis to subject lines can also be a great a way to capture a person’s attention and get them to open your email campaign; however, make sure to only use emojis for emphasis or decoration, as some email servers may not display them.

Personalizing an email subject line by including the recipient’s first name can help your email stand out among others in an inbox. Including the recipient’s name will likely catch their attention and help the email stand out amongst others.

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5. Testing Multiple Mailing Times

Rather than sending off your email campaign to your entire mailing list and hoping that everyone will read it, take the time to experiment with multiple mailing times. Start broad by sending out your email marketing campaign to half of your list in the morning and half of your list in the evening to determine which timeframe has stronger metrics. Once you have determined the general time of day, you can start narrowing down the timeframe until you find the best performing time for your email campaigns.

6. Using a Mobile-Friendly Email Campaign

Since the majority of your email subscribers will open your email campaign on a mobile device, it is important to ensure that your campaign uses a mobile-friendly, responsive email template. Services, such as Mailchimp, offer a range of responsive templates that can be used to deliver your message perfectly across all devices and screen sizes.

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7. Having One Clear Call-to-Action Per Email

Chances are that your subscribers do not have the time to read through long emails, trying to figure out exactly what you want them to do. Providing one clear call-to-action will not only ensure that your subscribers know what you want them to do within seconds—visit a page, call a phone number, complete a form, etc.—but will also help provide better results and to increase the effectiveness of your email marketing campaigns.

8. Familiarize Yourself With CASL

CASL is short for Canada’s Anti-Spam Legislation and it can apply to anyone using email marketing and other digital channels to promote goods and services in Canada. According to the CASL website, Canada’s Anti-Spam Legislation is in place “to protect Canadians while ensuring that businesses can continue to compete in the global marketplace.” Before sending out an email marketing campaign, ensure that you are familiar with CASL’s compliance regulations.

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As one of the most cost-effective forms of online marketing, email marketing campaigns can help increase click-through rates and drive new leads to your business. If you would like to learn more about how to increase the effectiveness of email marketing campaigns, get in touch with us today.

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