In ‘Email Marketing – Does Yours Need a Makeover? Part 1’, we looked at three signs your email marketing strategy might need to be tweaked and how to do it. In this second part of the article, we’ll delve into another couple of reasons you might need to give your email marketing a makeover.
You’re sending the same email to everyone, so why do you have fluctuating opens and click-throughs?
If you’re not segmenting, you might send an email that doesn’t do so great, but then later send one that’s very similar and you suddenly get a whole bunch of clicks and opens. What caused this discrepancy? Was it your offer? Your content? The design? Unfortunately, without marketing automation, you can only take a shot in the dark about what you did to achieve good (or bad) results.
How to fix it – A/B test your emails! You likely already do this with your landing pages and possibly with other aspects of your website, so it makes sense to do it with your emails too. Even better if you combine A/B testing with segmentation, as the results will be very accurate in regards to what exactly caused the changes. You might think something will resonate with one group of customers, but it will almost definitely not click with all of them. By using A/B testing with segmentation, you’ll get a better idea of what compels your different groups to open, click and buy.
You’re getting opens and clicks, but nobody’s buying
You might have good open or click-through rates, but if all those opens and clicks consistently result in nothing, all the effort at email marketing was worth nil. This could be caused by a few things – your product or service, your website or your emails. We’ll assume for now that the issue is with your emails and that your site is converting on its own but there is a stall in conversions from your email customers. If it’s your product/service or website causing the issue, that’s a whole different story and best left for another article.
How to fix it – Many businesses see prospects visit their site, look around and leave, without doing anything about it. That’s a terrible way of managing prospects! If they’ve been interested enough to come to your site and view what you have to offer, then they’re interested enough to buy at some point. You just have to keep dangling the carrot and you can do that by starting a retargeting campaign.
You can retarget your customers using email marketing, by sending them a reminder that they were looking at a specific product or type of products / services. You can add an offer of a discount or other incentive to this email to sweeten the deal, which is usually a very successful way of drawing customers back to buy. If you’re adding an incentive, it’s always a good idea to ensure the voucher or offer you’re sending doesn’t expire too quickly, as some people have a good look around, but wait for a few days or weeks until their payday or until it’s closer to some type of event day, such as a birthday for example. There’s nothing better than having a ‘window shop’ pre-purchase, then being sent a voucher or free postage etc, but there’s nothing worse than only having 24 hours in which to buy before that offer expires and not having the money to buy it until next Friday!
There are many other types of retargeting campaigns besides email. You can show an advert across other sites or platforms for instance. As an example, a customer can see the product they viewed today, displayed in an ad when they’re browsing their favourite social media site tomorrow morning. You’ve probably come across this yourself many times already! Retargeting campaigns are essentially capturing your customer’s attention multiple times so that when they do want to buy a specific product or service, you’re the only business they’ll think to buy it from because you’ve made a strong connection.
So as you can see, performing an email marketing makeover doesn’t refer to improving the way your emails look. It refers to finding any problems and fixing them, one by one. It means ensuring each individual who receives your emails is happy to open, read and hopefully click through to your site.
If you’re having issues with your current email marketing campaign and want to give it a makeover, give us a call on 1300 878 289 or click here for a demo and we’ll show you how to shine!