If you have been spinning your wheels on your email campaigns and wondering why you aren't getting more opens, click-throughs, or conversions, keep reading. Today, we would like to give you some helpful advice on how to optimize your email drip campaigns and and ensure better overall numbers with your very next sequence.
#1 – Assess Your Current Strategy
Take a look at who is reading your emails. Most or all of the top autoresponder tools out there provide you with the ability to measure your open rates and determine where on your list your voice is being heard the clearest.
If you are reaching a significant number of people on your list already, opens are likely not the problem. If you are seeing significantly low rates when compared to other campaigns, you might want to try one of these strategies to get some attention:
Re-assess your subject lines – Try adding a few trigger words or emotional language to your subjects. Instead of “4 Scientifically proven weight loss methods,” try something like, “4-Life Changing Weight Loss Strategies,” or something similar.
Try a different email format – Experiment with shorter or longer messages. Research the different types of campaigns that have historically shown better performance in your niche and try them out. You might want to enlist the help of a copywriter or custom writing service whose knowledge of email marketing is up-to-date and who has a proven track record of increasing conversions.
Change up the time and frequency of message delivery – You will get different responses to your emails at different times during the day and week. Track your open rates based on when people are paying attention and automate delivery to cater to the most prevalent habits among your target demo.
#2 – Segment Your List
When you have a clear idea who is reading your messages and when, start creating content specifically for the segments of your list that are paying you the most attention. Stay in front of them with engaging emails and be consistent.
Consistency builds trust and motivates readers to click through to landing pages or even make purchases at the very point where you ask for the sale. Target the right list segments with the right message and you could find yourself sitting on a goldmine. Do whatever you can to nurture unresponsive leads, but keep your main focus on the segments that respond.
#3 – Experiment With Different Types of Content
The last thing you want to do with your email drip campaigns is let your message get stale. You position yourself as an authority by delivering different kinds of content that show the full spectrum of your knowledge and experience. Some formats will work well, others not so much. The good news is that you can experiment with different types of content across the board with special attention to your most active segments. Here are a few ideas for email topics that convert:
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Related current events
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Non-marketing messages about things that matter to your audience
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How-To and Q&A style messages
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Social Proof and user testimonials
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Promotions and special offers for active list members
Remember, it's not all about selling. Email marketing is about building relationships so people get comfortable with the notion of buying from you. Jab all the relevant pain points and relate those pain points back in all the content you produce.
Keep your audience ever-mindful of the fact that you hold the solution to whatever needling problem your product or service is designed to solve. This concept should be part of all marketing and non-marketing communications you send.
#4 – Optimize As You Go
Let's call this one our final takeaway since it employs all the winning elements of the first three. Never get lazy with email marketing – it is the single most powerful weapon in your marketing arsenal so treat it with the respect it deserves.
Track your opens and identify the most lucrative list segments. Then, deliver the type or types of content to which your most avid readers are most likely to respond. Your effort to find their hot buttons will inevitably add to your open rates and help you identify even more likely buyers.
