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Published September 29th, 2016 by

Effective Email Marketing Strategies Using an Email Marketing Tool

Effective Email Marketing Strategies Using an Email Marketing Tool

A software intended for email marketing will not deliver the results that you want if you do not know how to use it properly. Mindlessly sending email messages will not do the trick. In fact, this may even cause the suspension of your email account for spamming. As such, it is crucial for you to know the functions of a tool for email marketing to learn how it can help your business sales. After that, understand how you can effectively use it together with your marketing strategies for an uptick in your revenues.

Guide on the Functions of Best Email Marketing Tools

The recent developments in the field of information technology have opened doors for Email Service Providers (ESP) to create new features that allow you to do more in marketing using their software. Offering tons of new capabilities can make them look over the top in this field, but the truth is, you do not need some of the features it offers. When choosing the best tool for email marketing, it is wise to focus on the performance it brings rather than the specifications it offers that would remain untouched because you do not need them.

High Delivery Rate and Good Reputation

The competition is tight for email marketing tools, and it pushed them to develop different attributes that would make them seemingly over the edge compared to others. However, the functionality of email marketing system relies on its performance in delivering the output that you need.

The effectiveness of an ESP is gauged by the result that it can yield for your business. What is the sense of sending thousands or even millions of messages when Internet Service Providers (ISP) will block it in the end? Your goal would be defeated, and worst, your target consumers will not be able to read the content of your marketing campaign. Email as a marketing tool should have a good reputation and makes sure that your messages reach the consumers’ end.

Uncomplicated with Performance-based Features

The Econsultancy together with Adestra conducted a 2016 census on email marketing industry and it shows that more than 60% of users do not use the features offered by ESP. Packing many features sure can make it look the best, but it is not synonymous to giving revenue acquisition that is the main goal of your marketing strategy.

Rather than choosing an email marketing tool that will confuse you with all its unneeded functions, it is better to opt for the one that is proven to deliver the results that are important for a business. If you have no idea on which email software could offer this, you may consult the testimonials given by clients. CrowdReviews.com offers transparent reviews from consumers about their experience with such software.

Incorporating many features in a software can make it complicated to operate, and you do not need it because it will only result to waste of time and effort. Remember that you do not have to pay for specifications that you will not use. Choose the one that is simple to use, yet effective in delivering additional revenues for you business.

Contact Segmentation and Personalization

Sending the same downloaded resume to all companies that you are aiming for is not likely to land you any job. The same goes with the messages that you send for your email marketing campaign. Based on the study conducted by Marketing Land, personalization delivers click rates that are higher by 41% and open rates as high as 29%.

Your capacity to target a specific group and a personalized email together with a direct email marketing tool that allows you to that is a valuable asset to increase your business sales. It can make your marketing have a personal touch and make the consumer feel appreciated because you know them, thus, providing an offer tailored for them is likely to get results.

This sums up the functions of the best email marketing tool. It is essential to know these because it will help you devise a marketing strategy that will help your business, which would be the next discussion.

Effective Marketing Strategies Using an Email Marketing Tool

1 – Send Your Messages at Night and Test the Best Day to Send Your Messages

After you maximize the functions offered by email marketing software, it is now up to you how you could use it effectively to your advantage. You may work on the usual 9 to 5 shift, but do not send your messages yet during this time slot. You are working and your target consumers might be working as well and have no time to digest every detail of your message. Worst, they may not even see your message.

The Email Benchmark Study conducted by Experian Marketing Services reveals that the best open rate for emails is between 8PM until midnight. The ideal time and day may vary depending on what industry you are in, but the following were observed in general:

  1. Unique clicks, highest open, and transaction rates per email happened on weekends.
  2. Highest revenue per email is observed on Mondays, but higher click rates occurred on Fridays.

This information is based on studies, yet it will not hurt to test on your own what day and time will provide the best result for your industry. Review of email marketing tools that you can find on CrowdReviews.com will give you an idea on which software provides useful analytical reports that you could use.

2 – Readable in All Platforms

You may be using Google email marketing tool, yet you must understand how consumers behave these days. The advent of smartphones and other handheld devices paved way to create consumers on mobile. One of the known sources for email marketing, Litmus, have shown that 47% of email open happens on mobile. You should not ignore this big percentage, thus, make sure that your design is mobile responsive and would be read well in different platforms.

Check the mobile email tips below to help you in this regard.

  1. Keep in mind the ergonomics. Most mobile users use their thumb in navigation so put important buttons, links, and images within the easy reach of their thumb.
  2. Be finger friendly and increase everything like font, line spacing, and button sizes to cater the users who do not have a candle-like shaped fingers.
  3. Switch to a template with a single column to make sure its readability for mobile devices.
  4. Be mindful of your scale because not all mobile platforms resize emails to fit the screen. It would be difficult to scroll left and right, so keep it at 320 to 550 px scale.

Reading a review on email marketing services will help you identify what software has mobile compatibility.

3 – Be Careful with Your Personalization

The best email marketing tools offer personalization because studies show that it can help increase your business sales. Be mindful though that a personalized message is not as simple as indicating the name of the recipient. This will come as a fake familiarity that could ward the consumers off rather than building trust with them. Also, do not put too much personal information in your message unless you want to appear like a stalker to the recipient. The study conducted by Temple University Fox School of Business reported that personalized greetings where you put the recipient’s name is no longer advisable because of the online security threats that lurks everywhere.

How exactly are you going to personalize then? The consumers could appreciate the personalization even if you do not mention their name by giving useful information to them based on their needs and history. For example, if the metrics and analytical reports show that the consumer is known to be reading and downloading ebooks for a certain field, you might want to direct that person to the same field or give him links that will allow him to download ebooks for free. Be wise on how to use email direct marketing tool to your advantage.

4 – Subject Lines and the Clicks and Opens

According to Adestra, the length of the subject line matters and it influences whether the recipients would open or click your email. Subject lines that are long – with 70 characters and above – have demonstrated higher click rates. This is used to highlight the benefits that the reader would get if he were to open your email.

An email marketing tool will only be the best if you know how to maximize its features, and with best, it means that it can help in your marketing strategy by providing more revenue. Sending plenty of email is not the key as you must know how to effectively convey your message to the consumers in a way that is beneficial to them. The increase in sales that you want to achieve will only happen if you are using an effective email marketing software that is known for its performance. Continue reading about email marketing services to know more about the email tools for marketing.

Keith Moore

Keith Moore has worked with several leading Android development agencies to build customized mobile apps enabling businesses to extend the use of their services to smart phones and mobile devices.

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