6 Tips to Maximize Your Email Marketing Effectiveness
1. Comply with privacy regulations
The foundation of an effective email marketing strategy starts with following the rules and regulations. For example, regulations to strengthen personal information protection such as the GDPR or Korea's revised Personal Information Protection Act, which require companies to delete related information on the Internet upon request by an individual, are emerging one after another. Therefore, marketers should take a careful approach when selecting an email destination, such as checking whether or not they agree to receive advertising messages.
2. Leverage data for personalization and optimization
When the number of subscribers increases and a system is established and content is used/downloaded, personal information can be collected in return for providing information. You can use this first-party data to personalize your message. In particular, it is good to communicate with a subject who is interested in individual subscribers. Whether you are a new prospect or an existing customer, effective use of information, such as industry-specific content, can further personalize your message.
3. Focus on a consistent call-to-action (CTA) to maximize conversion rates
Sending clear, direct emails around a consistent CTA is the best way to make it easy for your subscribers to understand your message and take action that leads to it. Recipients should be able to immediately recognize the value the email is trying to convey. A message cluttered with too many details or additional links can hamper the actions marketers are targeting. Instead, focus on value and consistently link all images, including header images, to target actions so that recipients who click on your email reach your landing page.
*CTA: A tool or technique that recommends or induces a user to take a certain action for the purpose of increasing the conversion rate, such as banners, buttons, and links.
4. Maintain a consistent delivery time
Maximizing engagement is the ultimate goal of every email marketer. By combining user data and expert analysis, you can find the best time to reach your subscribers. You need to analyze past email marketing campaigns to find the dates with the highest or lowest open rates, and to find the best time to send emails by analyzing when your target users want information and when they engage with you as intended.
5. Keep your mobile in mind
As the percentage of viewing marketing emails on mobile is increasing, it is necessary to design emails tailored to mobile. You should use responsive templates to ensure that content displays as intended, and optimize loading times by reducing image size. Various email marketing platforms make it easy to preview how the content of an email will appear in a mobile email client before sending it out. However, if you waste time on complex templates trying to find the percentage of subscribers who don't have effective access to your content, your email will be less effective and will ultimately harm your marketing reputation.
6. Ongoing analysis of shipping results
You should always analyze the results of your shipments to find ways to increase effectiveness. Small attempts, such as improving CTA, placing links or changing the location of images, can have a big impact. By taking strategic risks to get to know your subscribers better, you can maximize engagement.
