How to Optimize Your Email Campaigns
Email campaigns might seem like an outdated marketing method, but they are a tried and true method of connecting with your audience. While perfecting the content and design elements is an essential part of creating an email campaign, it’s more important to understand how to succeed.
Understanding Why Email Matters
The intent of an email campaign is to improve sales conversions through unique offers that your customers can’t get anywhere else. This is exclusive information that you provide to the customers that opt-in to your email updates, where you can drive engagement and sales in a personalized way. Personalization is critical in email campaigns, ensuring that you provide information that matches your customer’s interests. Use information like discount offers, business updates, or product/service launches to generate engagement through your email campaigns.
Measuring the Performance of Your Emails
Understanding the metrics for tracking your email performance will give you a better picture of how successful your campaign is and how you can improve future efforts. Measuring the success of your campaign is crucial to understanding how your audience is engaging with your campaigns.
- Click-through rate – The click-through rate is the percentage of people who clicked on any images or hyperlinks contained in the email.
- Click-to-open rate – The click-to-open rate compares the number of people who open your emails and the number of people who click on any links.
- Open rate – This is the percentage of subscribers that have opened your email.
Sending at the Right Time
Depending on the contents of your email, and the habits of your audience, optimal times for sending your email campaigns varies with each one. For a sale or promotion, try sending while your audience is on their lunch break. The highest click-to-open rates are between 10 a.m. and 1 p.m., which is when your audience is most likely to check their emails. As for the day of the week, it’s essential to look at the previous campaigns and use that data to shape your campaign schedule. In general, email campaigns are more successful from Tuesday to Thursday during the week. Consumer goods are ideal for the weekend, but B2B campaigns work better during the week. Your audience might have different preferences and habits, so A/B testing is the best way to learn how your campaigns perform.
How Marketing Eye Can Help
Marketing Eye is the ideal partner for elevating and supporting the marketing efforts of small to medium-sized businesses, whether you are looking to improve your email campaign performance or looking to develop a marketing strategy. Our team of marketers is uniquely positioned to design a marketing strategy customized to the needs of your business. Contact Marketing Eye today to learn how we can help you.