After signing up for an email marketing app, you may feel like you're starting with a blank medium. Even if you have a long email list, it can be difficult to know how to reach and connect with your subscribers.
Maybe you already use email marketing apps, but you're not getting the most from your senders. In this article, we will show the top five features that you should use in your email marketing app to increase open and conversion rates.
Why send email?
In a world of social priority, it's natural to ask: why send an email? It can feel like an ancient, graded platform for communicating with family and friends far away.
In fact, savvy digital marketers know that email is a platform that cannot be ignored. It is more than just a transaction channel to send receipts and confirm purchases.
Here are just three reasons that you need email marketing as part of your tool chain:
- You own the list . If you market on a platform like Facebook, you already know that you have to pay to market. Even if they follow and like your page, you still have the ability to promote your posts. Email marketing is an equal opportunity and you can market your list freely.
- Email is seen . According to Campaign Monitor , the overall open rate for email is 18%. It's impressive considering that almost one in five recipients will see your marketing message – much better than churning out social media posts without ads.
- Friendly feeling. Never forget: email is a two-way communication tool. The reply button is just a click away and can be the place to start a conversation that leads to a sale.
With the help of an email marketing app, you can take advantage of all these benefits. Take a look at five must-have features and apps to help you implement them.
Must use feature 1: Segmentation
Regardless of what kind of email list you've built, here's one thing I know for sure: the audience is diverse. They have different consumer preferences. They may be at different stages of the sales funnel.
Often, however, marketers treat entire email lists as if they were like-minded people. This is a surefire way to reduce your open and conversion rates.
Mailchimp's segmentation options make it easy not only to manage and tag your lists with useful data, but to send targeted messages to cohorts.
Solution? Segment! Divide your list into useful groups, Later Target your emails based on what you know about segments.
Segment your audience based on factors like age, average speed, cart content, etc. You can even imagine sending funny emails based on recipient's location. (Think: “Our customers' favorite flower arrangements in Tennessee!”)
You will need to spend some time thinking about way capture this information for effective segmentation. Maybe you get it during registration or take a survey afterwards to add data after the fact. Once you have these data points in place, segmentation is easy in most applications.
Must use feature 2: Auto reply
Don't think of your email client as a "send-only" tool that requires you to sign in, type a message, and hit send. The magic of modern marketing is automating your communications, and that includes the use of autoresponders.
Here are five ideas for autoresponders, by Neil Patel launch, which you can deploy to automate your email workflow:
- Celebration: Who doesn't love receiving emails on their birthday? Taking a moment to send a discount or note a user's big day can boost sales.
- Remind: With the right email software, you don't need to "take care" of promotions and customer reminders. Set up an autoresponder to create urgency and remind your audience of a limited-time sale.
- Next: It's a great idea to rekindle communication after a transaction. Maybe you use this to request a review or remind a member of your business. Either way, it's an automated way to keep the conversation going.
- Web Trigger: you can send emails based on actions taken by the user. For example, if a user fills out a form, trigger an email that helps you move them to the next step in your sales funnel.
- Introduce: we all received a simple, guaranteed sign-up confirmation. A more powerful autoresponder method for your users is to send them suggestions on your top blog posts to watch or other background content they are sure to see.
MailerLite is a powerful email automation tool that gives you drag and drop to set up :
One of Andy Crestodina at Orbit Media's favorite email trick is to use a "thank you" autoresponder. It's a simple way to show your gratitude with no extra work.
Using an autoresponder is a best of both worlds: it saves you time and increases engagement with your list. Set up some targeted replies to help you connect with your list, even when you're far away from the keyboard.
Must-Use Feature 3: Analytics and Reporting
There's a great saying in business: "If you can't measure it, you can't manage it." It's a data-driven worldview that assumes understanding your audience will improve your marketing.
The best email marketing tools give you the data. That could mean tracking open rates, clickthrough rates, or more. Start tracking those trends so your future campaigns optimize for what techniques work.
Use data analytics to help you continuously improve your email delivery efforts.
Wix's email marketing services presents all the key metrics you need to understand the success of your campaigns.
Open rate and click rate are two metrics you can track and monitor over time in these apps so your success grows over time. Track data, test what works, and keep iterating on your email strategy.
Besides, EmailAnalytics can give you a comprehensive dashboard and tracking tools that let you track your team's productivity, engagement rates, best times to send emails, and overall insights on what effective and what not.
Continually optimize campaigns with built-in reporting and analytics.
Don't leave your email marketing efforts to guesswork and tribal knowledge. Instead, use the analytics and reporting built into your tool so you can continuously optimize your campaigns.
Must-Use Feature 4: Split Testing (A/B Testing)
Have you ever felt nervous about emailing your audience? Symptoms include staring at the subject line for too long, rewriting the content over and over and finally never sending the message!
This happens when you want to send perfect email to your list. It's all natural, but here's the thing: it's all based on gut and intuition. Those two “measures” rarely lead to results.
The solution is to split test multiple versions of the email. Instead of erasing, rewriting, and weighing, let the data speak for itself. When you split test an email, you create a number of versions with limited changes between each version.
Your email client sends a limited set of emails with each instance of your campaign. After checking open and click-through rates, most email clients will automatically select the optimized version and send it to the rest of your list. That leads to a higher open rate on your listings.
When you split test an email campaign, you let the data speak for itself. It eliminates the hassle of sending and gives you the confidence that you're getting the most out of your mail. Make sure to use this feature so that your campaigns are optimized for your audience.
Must use feature 5: Abandoned shopping cart
If you're running an eCommerce store, you don't want to miss out on abandoned cart emails. This is a type of autoresponder message that helps you sell more products.
How many times have you put a product in your cart, only to close the tab and switch to another seller? This is a clear indicator that the abandoned cart email is acting as a way to bring buyers back to your website to potentially complete the sale.
The abandoned cart email is tied to sales platforms like Shopify or Wix to help keep the lead in sales. It's a friendly reminder that can lead to a sale that you would otherwise miss. Use this feature to get the most out of your email marketing.
Start Getting the Most Out of Email Marketing Today
The five techniques you've seen in this guide are tried-and-true options for improving your email marketing efforts. They help get your listings and generate more clicks and conversions. Try these features to get the most out of your email marketing platform.
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