Enhancing E-mail Open Rates With Data

Although it is not the favorite marketing channel by many digital marketing experts, email marketing can still give you significant revenue. It is said that around 205 billion emails, both automated and not automated, are sent every day. Despite this huge volume, research still proves that brands must have email marketing in their marketing mix. There are several reasons why:

  1. 86% of professionals use email as a means of communication. They look at their inboxes all day.
  2. The average ROI for a marketing campaign that utilizes e-mail is 3,800%.
  3. Email marketing causes 81% acquisition rates and 80% retention rates for small and medium-sized retailers.

Subject line tips

So, how do you take advantage of these research findings? First, you need to make the subject line of your email matter. In order to have a strong subject line, the first thing you need is to be personal. Email marketing software intended to let you write great emails also allows you to personalize your subject lines. Next, you should be concise, the subject line should tell the person what your email is all about in the quickest possible way. It should let your recipient decide whether they should read your email or not.

Do not mislead your recipients. One of the negative practices on the internet is clickbaiting but people already know how to deal with them. Do not let your recipients have the impression that you are clickbaiting. So, don’t promise anything on the subject line which you can’t deliver. Always test different subject lines. Learning is a never-ending process and getting it right with subject lines will become perfect with practice and testing.

Using data to make decisions before sending emails

All over the web, there are a lot of great guides that will show you how to use data so that you can optimize your campaigns if you have your own data. You can easily take away success lessons from your previous campaign and continue testing and tweaking. If you have installed Google Analytics on your website, you should get a good picture of what devices people use when they visit your site.

The number of characters that can be accommodated for different devices are different. If you match the data you gather from Google Analytics, you should have a good idea about how long your subject lines need to be. There are so many test results on subject lines all over the internet and you need only look at them so you will get ideas about how to formulate your own subject lines. There are even tools that can test your subject line and rate them with scores.

Using data after sending emails

A lot of email newsletter tools have some kind of dashboard which allows you to look at your performance. If your tools don’t, you need to consider changing your platform. Hubspot is among the most popular marketing platforms as well as the platform of choice for a lot of digital marketers. It is amazing for segmentation of your data in order to make sure that you make informed decisions.

Users usually just breeze through the Analytics Overview in order to get to the meat of the data. However, getting a quick scan of the Overview data can help you avoid getting mistakes in marketing. If you want to keep your account updated as well as solving any important issues, the Analytics Overview is where you should begin.

The first thing you should analyze in your data is behavior. Ask yourself how many users have opened their emails. You should also look for the number of people that have clicked on a link. Also, try to identify which link had more clicks than the others. Try to find out as well, the unsubscribe rates you are getting. Then, you need to analyze outcomes. Think about how many products you sold and if you are getting good ROI from your email marketing campaigns. Are some performing better than others?

You should also look at the revenue for every customer, the revenue for every campaign and the conversion rate. The last part of the data analysis should consider experience. This is asking why questions. Ask yourself why you sell more during certain times of the year. Ask yourself why your customers did not pick up on your offers just like what they might have done previously. Ask yourself why customers in a certain segment have higher ROI than others. Finally, ask the question if you need to segment your campaigns further and what factors you should be doing your segmentation.