Email marketing is one of the best ways to keep in contact with your customers, as well as, acquire new customers. If you’re a B2B or B2C marketer, consider creating an email plan that sends an email once per week to twice per month to your customer base. Use email blasts for short message-specific or promotion-oriented emails and once per month email newsletters to send more general emails that can cross-promote your other products or services that your customers may not be aware of.
Start your email marketing strategy by creating an email plan that uses the 5-tier approach: Awareness, Consideration, Conversion, Product Usage and Loyalty Program emails. If you create a plan and segment your target audience by this 5-tier approach, you should be able to hit Open Rates of 30-40% with click-through rates of anywhere from 30-60%.
If you’re only receiving 10% Open Rates and Click-through rates in your email campaigns of a targeted customer-base, consider A/B testing to your customers to see what works and what does not work. Try changing the Subject lines first, but sending the same content to see, if you can increase the Open Rate conversion. Then try changing the headline only in the next email, then the sub-headline only, the action only, etc. Statistically, most users have to see the same email 3X, before they may respond to your email the way that you want them to.
With small changes each time you send an email or conduct a test, you should see improvements on your email conversions and hopefully increase your overall ROI!