Establish your credibility, explain what the emails are for, and get people interested in receiving them.
Simply posting “enter your email for updates” isn’t going to get anyone excited. Instead, share specifics.
By sharing a specific call to action or benefit to providing their email address, you can get more people to subscribe.
Some common ways to entice people to sign up include:
free white papers or eBooks
update lists, like new releases and product updates
Whatever that incentive is, make it clear and enticing, and don’t be afraid to promote it.
Follow Email Marketing Laws and Regulations
You’ll also want to make sure your emails follow local rules and regulations, including CAN-SPAM and GDPR.
Don’t let all the legalese scare you — just make sure you never buy email lists and consider using double opt-in options so people know what they are getting into. Finally, make it easy for people to unsubscribe.
Email Marketing Step 2: Provide Great Content
Email marketing is all about expectations, and it’s up to you to set them.
If your call to action is strong, and your follow-up is consistent, then you can count on a successful email campaign.
However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure.
On the contrary, if someone is expecting daily updates or critical product updates and you don’t deliver, then they are likely to be just as upset in that case, too.
This is why the first follow-up email is so crucial to the success of your email marketing efforts.
Though they’re all important, the three most important are open rate, click-through rate, and unsubscribes. Let’s break down each one and see what there is to learn from it.
First, your open rate explains how many people open your emails. It’s based on a single invisible tracking pixel that loads when someone clicks on your message.
When looking at open rates, it’ll usually tell you how well you’ve built your relationship with readers. Ideally, people are excited to read your emails and open them quickly.
If your open rate is low, it usually means you have a lot of unengaged subscribers. You need to work harder on providing value and managing expectations. Here are a few tips on raising your open rate.
Next, your click-through rate, or CTR, shows how many people clicked on a link (if any) in your email.
If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.
Finally, your unsubscribe rate tells you how many people have clicked the “unsubscribe” button at the bottom of your email.
If your unsubscribe rate is high in relation to your opt-in rate, then you’ve passed the point of building value and writing good copy… you’ve got some serious work to do.
Essentially you’ve built a sieve and people that sign up eventually leave. If this is you, try to examine when people are leaving and take action based on those leaks.
If they’re leaving after a certain automated email, then re-work it. If they’re leaving after marketing messages, then re-work the way you present offers.
If they’re leaving early on in your email funnel, then you need to fix your original call to action so that it’s in harmony with what you’re sending.
Email analytics are critical because, if you’re paying attention, they’ll give you very specific clues as to what you’re doing wrong.
Of course, the key here is “paying attention.”
How to Segment Your Email Marketing List
If you’re unfamiliar with the term, email segmentation is the practice of splitting up your email list into more targeted groups.
Here’s a few ways to segment a larger list:
customer list (in comparison to leads who haven’t bought)
daily email list (in comparison to weekly, bi-weekly, monthly, etc)
demographics, such as age, location, or job title
interests, such as marketing or sales topics
Just like targeting in paid ads, dividing your list gives you the ability to send more targeted communications.
For example, some customers want both product and sales updates, while others might only want to hear about new versions. Sales team leads might want to hear about a new sales feature but not a new marketing tool.
Finally, you can move on to email segmentation and analytics once you’ve mastered the basics. Start sending separate types of emails to different groups of people so you can deliver more useful emails.
What email marketing practices keep your readers engaged?