How to Utilize Email to Boost Your Productivity

Email campaigns are among the most widely used marketing strategies for a good reason. This advertising strategy can be lucrative when done right, and by far the cheapest. A well-devised email marketing campaign generates, on average, $44 per dollar spent.

Keeping in mind that more than 90% of adults use email on a daily basis, the reason why email campaigns can be used to boost a company’s ROI should become obvious. We’re talking about successful email marketing campaigns, whether they cover something like the benefits of SEO, or something a little more high-dollar, like million-dollar insurance policies. There are many inefficient ones because some new marketers don’t bother to optimize them. But let’s go one step at a time.

Email Optimization The first thing to do to boost the productivity of your email campaigns would be to learn to write professional emails and optimize for mobile devices.

The great majority of emails are being accessed on mobile devices, which is to say that the messages you send must be: 1. Mobile-friendly 2. Feature mobile-friendly links 3. Adhere to recommended word count, especially in case of subject lines

As regards B2B, marketing automation is on the rise (60% annual increase). According to B2C marketers, automated campaigns boost conversion rates by ca. 50%. Transactional emails generate 6x more revenue and 8x more clicks than all other emails combined. More than 75% of overall email revenue is being generated by targeted campaigns. Targeting is, hence, the major focus.

How to Create an Email Strategy

Everything considered, a thorough strategy is crucial for boosting email productivity in the long run. Needless to say, every good strategy incorporates best practices, multiple approaches and testing.

For starters, it is essential that all emails be personalized, targeted and mobile-optimized.

Targeting simply means that you need to know your target audience well. Which groups of people will your products and services speak to the most? Segmentation is key for long-term email marketing success as segmented campaigns can boost a business’ ROI by 760%.

To segment your campaigns, make use of insights. Even if you know your target group, still not everyone is looking for the same offer. Personalized offers are a great approach to boosting your email creativity and to that end you may use browsing- and purchase history, among other insights. For example, some travelers may be looking for something educational, while others may have an adventure in mind.

Optimizing Email Campaigns Optimization basically means that both your emails and your website should be mobile-friendly. The majority of emails are being accessed on mobile devices. The majority of CTRs and purchases also happen via the same medium.

Keeping in mind that mobile phone usage has increased 394% and tablet usage – 1,721%, optimization is an absolute must.

Optimization is an ongoing effort, but that doesn’t mean that it cannot be simplified. For one thing, use templates to help you get started. Work on your own template, using insights and customer feedback and eventually you’ll hit a jackpot.

Remember to test-send your messages. Different devices and OSs display the same message differently. This step is especially important if you’re using emojis. Make sure to check how your messages are displayed on multiple devices and services, especially the most popular ones (iPhone and Gmail).

Optimize subject lines and pre-header. Subject lines should not be cut (use up to 41 characters) and should state the purpose of the message clearly. Do not beat around the bush! Announce the offer straightaway.

It goes without saying that the message must be consistent with the subject line and preheader text.

The Structure of Your Emails

Lastly, we come to the actual message. A successful email comprises a couple of factors, is literate, brief and catchy.

E.g., use newsletters to announce the offers to come, but compose the actual offers in a way that it creates urgency. Creating urgency is one of the most efficient (and popular) strategies when it comes to email marketing.

Here are the elements every email should feature: 1. Clear and concise subject line 2. Stellar pre-header text 3. Consistent message body 4. A CTA 5. An unsubscribe button 6. Contact information

Also, don’t shy away from asking your customers for feedback. Many people actually look forward to it, since they want their favorite brand to remain their best choice for purchase in the long run. Always keep in mind that it is as waxing for customers to continually compare offers. If your offer is great for them, they’ll keep coming back. Lastly, keep an eye on the competition. This is easily done - simply subscribe for their newsletters. Remember that not every business operating within the same industry and targeting the same audience need to be considered competition. Only successful ones and those you find inspiring fall into this category.

Conclusion To summarize, the most efficient way to boost your productivity is by continually preparing relevant offers to people who are actually looking for them. Opt for targeted- rather than mass promotions.

Include all the email elements mentioned above in all messages you send and take care to be continually consistent in the way you’re addressing people. As for the finishing touches, couple your email marketing with your social media strategy. Cross-advertise the offer for best results.

Lastly, listen to customers’ feedback and implement constructive suggestions. Always encourage communication - the most important factor in all forms of marketing efforts. After all, the finest of brands evolve alongside their customers.