Optimization is what you’d usually do when the “best practices” are already applied, and you’re at a peak of opens, clicks, etc. A peak – as good as the word sounds -, means stagnation for your business if you don’t know what to do next.
Email campaign optimization isn’t merely a thing you do. It’s, well, more like a separate science. In order to optimize an e-mail campaign, you don’t have to learn much — you just have to understand what you can work with and use it. And once you understand, you’ll have an entirely new world to explore.
How to optimize email marketing campaigns?
Start by going back to the “best practices”. Do make sure that you’ve done everything possible to ease subscribing to your site’s visitors; do include social networking tools in your e-mails; do make sure that your subject lines are straight to the point, et cetera. You can always check our blog where we talk about these best practices in-depth.
The functional side is settled. What next?
Offer value to readers through the messages you send. Simple, right? This is, nevertheless, the main problem for many, many companies.
What “value” really means to the client.
Sending only and only relevant content is a “best practice”, and works well in most circumstances. But, in order to reach the next step in your campaign’s ROI, you have to offer something beyond the regular “bargain deals” which, although are relevant, merely try to sell something.
What you want is good conversation. You want good relationships with your clients, and, to achieve this, you must offer something beyond the traditional “material value”. You want to convey the things you want to say; albeit in a tone which the recipients will appreciate (humor works).
There has to be a reason why someone opens your e-mail. For example, picture yourself receiving an e-mail from a friend; you take the time to open and read the email, because the friend is a friend and gives you good feelings.
Now, a sales e-mail doesn’t exactly give good feelings, but something interesting does, and you should aim for being interesting. Logical arguments don’t really work in sales. Even if they’re true, such arguments can make you sound arrogant and pushy. That is exactly what you don’t want your clients to think about you. Good deals are interesting, yes, but without personal connection you’re closer to a regular sales person.
Call to Action
The best alternative to bold salesmanship is a subtle call to action included in your e-mails. The desired “action” you want the client to take, can vary; from simply visiting your website for view offers, to flying visiting the landing page in a single click.
A subtle call to action isn’t “sneaky tactics”. It is polite marketing. For example, a good call to action is a simple, relevant advertisement, which doesn’t bite the eye, but is noticeable.
Concise and interesting
Start being interesting from the very beginning. Your homepage, the subscription form, “subject” field, and the first sentence in your e-mails… they all should sound interesting. Display personality. Your business has one, right?
You should preserve a clear and concise format of your e-mails and messages. It is nice to go in depth about what features the product has… but it’s better to actually tell what the product does, and only then go the extra mile of telling about your offers’ benefits.
E-mail marketing landing pages
Landing pages are ridiculously important. Their tone shouldn’t be different from the one in regular e-mails, and there shouldn’t be a wall of text — contrary to what “experts” say.
The landing page should look good, obviously. It is also the place where a buyer interested in your offers has finally arrived. So, in landing pages, simply do your best to (politely) convince the buyer that the offer is worthy of his consideration.
Optimization isn’t finished when you click the “Send” button.
Assess the results of your campaign.
Learn from mistakes, and if something brings you good results, keep on doing it. Even if you don’t know what you’re doing. If you want to really optimize email marketing campaign, you have to dedicate continuous effort to make it really shine.
Then, after you’ve finished, take a good look at the campaign, and polish it again as you notice subtle things that need attention. Think of e-mail marketing optimization like a process that you can do over and over.
If, piece by piece, you scrupulously make sure that your campaign is in order, you will find that it brings better results. For example, remove that small, albeit unnecessary advertising block from your e-mails. It’s a small matter, but it counts.
By continuously polishing the campaign, you’ll achieve a huge cumulative bonus, which, in turn, will bring the results you are so longing for.