One hundred twenty-one…
That’s the average number of emails a person receives in one day. As a business, how do you stand out in a customer’s crowded inbox? This is the attention economy, afterall. Content is saturated. Value is sparse. And everyone is a guru.
But NOT you…
You want to provide a solution. And because of that, you might feel like a needle in a haystack. Maybe hard to find? While others are hard to reach?
The good news—you need not brag, borrow, or steal to deploy email marketing tactics. We’ve got three campaign qualifiers that, when used effectively, improve email marketing tenfold:
- Delivering value
- Leveraging A/B testing
- Crafting clear calls-to-action (CTAs)
These email marketing tactics cut through clutter, engage subscribers, and achieve impressive results—essentially avoiding spam folders, too.
Hearing Crickets? Email Marketing Strategies to Prompt Conversions
Email Marketing Tactic No. 1: Humanize Feelings (Content), Personalize Solutions (Value)
Understanding your audience and their needs is vital. Start by:
- Segmenting your subscriber list based on open rates, click-throughs, website behavior, past purchase history, and the experiential journey. Are these folks a new lead? A one-time buyer? Or a loyal, repeat customer?
These nuances allow you to send more targeted, relevant messages.
- Developing drip email campaigns to nurture interest and conversions. Think of it this way…
New leads receive a welcome sequence full of insights and possibilities.
Warm leads go deeper, learning about products to remedy their pain.
Loyalists or VIPs are privy to the latest launches, special discounts, and premium membership benefits.
Whatever a campaign’s objective, it should grab your audience’s attention and greet them where they happen to be. Don’t believe us? A whopping 72% of customers are inclined to open a personalized email.
Where’s the 🤯 [mind blown] emoji?
As such, craft subject lines that pique curiosity and add specificity. Also, write preview text (a short descriptor underneath a subject line) that promotes great incentive.
Consider the difference between these email marketing strategies:
- “Discount Available Now”
- “Unlock 70% Savings – One-Time Discount Ends Tonight”
Which one would you rather open?
Email Marketing Tactic No. 2: A/B Test Subject Lines and Timing
Smart businesses perform A/B testing, which compares two versions of an email campaign—version A and version B.
Each version contains a different variable—batch testing distinct subject lines and dispatching messages over varied times and days. Subscribers are randomly divided into these two groups (A and B). After each split campaign is deployed, you analyze which performed better and why. Because, in the end, you’d like to suss out repeatable wins for you, your company, and those you serve.
To ensure accurate results:
- Use a big enough testing group (at least 100 subscribers)
- Distribute both versions within the same time frame
- Keep all elements of the email campaign identical (except for the one variable you’re testing)
- Collect a variety of open rates, click-through rates, conversions, and revenue generating actions to analyze performance
What To Test
Subject Lines: The subject line often determines whether recipients read your email. Test different subject lines to see which spikes the highest open rates.
Timing: Experiment with sending the same campaign at different times to determine when most people open your emails. This can help optimize delivery schedules.
Traditional A/B testing lets you refine your content and methods of distribution. However, artificial intelligence is poised to revolutionize email marketing tactics in two ways:
Predictive AI:
- Helps determine optimal “send” times based on past customer open rates
- Distills macro-strategies by identifying patterns in customer behavior
Generative AI:
- Curates various subject lines and supporting copy
- Assists in tweaking and finessing content
- Analyzes feedback and responses using sentiment analysis (tone; whether it expresses a positive, negative or neutral sentiment)
Email Marketing Tactic No. 3:
Ensure a Clear and Compelling Call-to-Action (CTA)
End your emails with impact by including a clear Call-to-Action (CTA). This email marketing strategy persuades your audience to take the next step. Likewise, it reinforces your message and elevates customer engagement. In fact, you’ve likely seen these signature staples:
- Sign up now
- Let’s get started
- Start your free trial
- Contact us
But what makes a CTA truly effective? Here’s how to drive motivation:
- Use action verbs, highlighting benefits and a sense of urgency
- Adopt a friendly, approachable tone
- Choose a button color that stands out from the background
- Optimize CTAs for different mobile and electronic devices
- Avoid one-word commands, guilt-inducing phrases, or hard-to-find callouts
- Continuously refine based on data analytics and A/B testing
Email Marketing Tactics at Your Disposal
So… are you a new subscriber or loyal reader of ours? Either way, schedule a virtual coffee chat with One Part Social today. Let’s explore how to create messages that connect with your audience and drive results.
And why stop there? Download our our Email Marketing Blueprint, an ebook featuring advanced techniques and insider secrets. Like we stated… always serve up value 😉.