As with any other process in your business, email marketing can be improved to maximize the returns. Given the fact that these improvements need not carry any additional cost, any improvement represents a direct increase in the profitability of your business.
5 Email Marketing Campaign Profitability Tweaks
1. Your signup, or “squeeze” (since you “squeeze” the information from the prospects) - how efficient is it? What are you offering visitors to sign up to your mailing list in the first place? Depending on your business, you could offer a special discount to people subscribing to your newsletter, or you could simply offer an e-course.
An e-course is simply a series of informational emails (which you would be sending anyway) around a specific topic. Of course, once the e-course (usually five to seven emails) is finished, you can still send additional information as you see fit. As long as the emails contain some value, people will read them.
2. The headline – this is the key to the email being read or not. Which type of headline works best will depend on your industry, and the profile of your typical prospect. Some people respond to energetic headlines, while others are put off by them – so you will have to test. And then test some more!
3. Your “call to action” – in every email, there will be a link, and a prompt to take some form of action. However, how you present the call to action will determine how well people will respond to your email. For instance- if you simply write “click here for more information”, then people will ONLY click IF they want more information. However, if you write “contact us right now to avoid disappointment”, more people will be compelled to take action – since they now have a specific (and emotional) reason to act immediately.
4. The frequency of your emails – once again, this is connected to your industry. If you target business owners, sending an email every single day may be seen as annoying. However, if you are targeting housewives, and you only send an email once in two weeks, she may forget who you are before the next email arrives.
5. The length of your emails – in some cases, longer is better, and in other cases, prospects lose interest if your email is too long. If, however, you decide to send longer emails that offer more information, you may want to add more than one link per email – just to give the impatient readers an opportunity to act sooner.
By consistently improving each of these metrics, even marginally, it is possible to affect substantial improvements in the results of your email marketing campaign. While it does take some effort to run these tests, the effort is well worth it – literally.