Top five tips to drive sales through email marketing

Marketers have been reaping the benefits of email marketing for decades, with recent enhancements to marketing platforms boosting reach and improving performance for businesses. In order to receive maximum results it’s important to ensure you’re placing your efforts in the right area and designing a strategy to maintain success. We’ve put together some of our top tips for increasing revenue and driving sales through email marketing.

Understand your demographics

When sending out your campaigns a little bit of segmentation can go a long way in improving the overall impact of your emails. Utilising segments and groups within your mailing system is an effective way to ensure you’re targeting the right people at the right time. There are many possibilities that come with email segmentation including the option to separate your audience by age, gender, geography, purchase history, brand loyalty and subscription date. Audience segmentation can be a is definitely a long-term investment ensuring your sending beneficial content that’s relevant to each subscriber, keeping them interested, updated and engaged.

A key benefit to email marketing is the detailed analytics available to track throughout the process. Over time, building a detailed picture of which call to actions and content your audience best responds to too.

Plan Ahead

Keeping a regular mailing schedule is vital for maintaining customer relationships and staying on track. Studies by ‘Statistics’ have shown that the majority of people check their emails everyday so, by sending regular emails you’re  guaranteed improved engagement. When planning your schedule it’s important to consider what time will bring in the best results for your campaigns. Tuesday mornings at 10am have been proven by many to be the most effective time to reach out, bringing in the highest CTR. However, not this may not translate company to company and it’s vital to test out the waters, creating a schedule personalised to your company needs.

Design for impatience

One thing to remember when designing your campaigns is that people are busy. Not everyone has the time to read and digest masses of content at at time. Even though they have time to check their emails, you won’t be the only company in their inbox and it’s important to structure your campaigns with this in mind. Create a scannable email ensuring that your key messages and call of actions are distinct. The structure of your email needs to be clear, clean and concise, use negative space to your advantage by keeping paragraphs short and using bullet points wherever applicable. It’s also vital to ensure you are working with a responsive design, adaptable for tablet and mobile use with more and more people everyday checking emails on the go.

Listen to your subscribers

A/B testing is the only method within email marketing that removes guess work, providing specific insights into what’s working and what’s not. Split testing for email involves dividing your audience into multiple segments or groups to find out which version of your emails deliver the best results. By comparing two variations of the same email it helps create a more solid understanding of your audience and what kind of content they best respond to. A/B testing can be used to test multiple aspects of your email including your call to action, subject line and the time you send out your campaign, helping you to identify what response each version will generate and aiding in the perfection of your mailing tactics.

Be a source of value

Consistency in delivering valuable content to your audience is the key to creating a loyal subscription base and getting your emails read again and again. Finding the right balance for your audience can make a world of difference to your revenue and the number of sales you make in the long run.

Many business owners don’t believe in the power of email marketing but when it’s done effectively it has the power to be the most successful marketing medium on the web, generating quality leads and connections with prospects on a higher level, converting clicks into customers.