Email Applied: 5 Ways to Grow Your Email Marketing Revenues
Imagine you could do just five things to improve your email results. Each could give you an incremental lift in opens, clicks and conversions, but if you can make at least three out of five pay off, you get the bonus of the multiplier effect. Response improvements can combine to make a difference.
I'll start with some easy wins and then look at ideas that are harder to implement. You've heard the exercise mantra "no pain, no gain," well, it applies to email marketing as well. Email should be your hardest working channel, but it should be worth the effort.
1. Test subject lines at least twice a month. You know subject lines drive open rates. Your primary mission is to get more subscribers to open your message. If they don't open, they can't engage.
Some email service providers (ESPs) have a nifty feature that allows you to set up a subject line test. You define test cells and whether opens or clicks are your success metric as well as the number of hours to run the test. The ESP can then automatically send the winning subject line to the balance of your list after the initial time frame. What's not to like about optimizing results to boost response!
If your ESP doesn't offer this feature, it's relatively easy to set up test cells and make your own determination of the winner. Commit to doing this regularly.
2. Use a marketing snippet in the pre-header. A "snippet" plays off the subject line and presents readers with additional appealing details.
Why should you do this? Almost half your audience that's reading your emails on a desktop may use the preview feature, thus only seeing part of the email. A snippet may convince them to open and act on your email. For emails read on a mobile device, if your subject line is relatively short the recipient will also be able to see additional copy from the top of the email.