In today’s competitive online world, email communication remains an effective way for businesses to connect with their audience on a deeper level. Even though many new communication channels are available, email campaigns still remain an excellent way to engage with your customers.
Email marketing has been around for quite some time, and while there are new tech advancements all the time, you need to always modify your email campaigns to ensure that you speak the same language as your audience.
In this article, we’ll dive deeper into learning more about the strategies you need to implement for leveraging email campaigns and increasing engagement.
Segment email lists
If you know enough about email marketing, you most likely know about email segmentation. The real question is, however, what do you need to know about email segmentation? Well, email segmentation is breaking your email recipients into more targeted groups and then sending them useful information.
These smaller groups are based on demographic and behavioral data that either include past purchases, a state of residence, or a task that’s been carried out on your website. Email segments can be as large or as small as you want them to be. The smaller they are, the more targeted your content has to be, and the more it’ll be likely that your content will encourage conversion.
Did you know that 25% of revenue share comes from segmented email lists, and sending out targeted emails to your segment audience will bring 30% of revenue?
Generally speaking, segmentation is born out of behavioral data and demographics. There are no hard rules to follow, and in general, here’s the type of data that you need to have when segmenting your email list:
- Demographic segmentation: Categorize your target audience based on base-level segments like age, gender, income, education, location, and occupation.
- Behavioral segmentation: This shows how individuals are interacting with your brand, which includes their past purchasing behaviors, past email engagements, web interactions, and browsing history.
- Geographic segmentation: segmenting by location is most useful for local businesses and when your product/service has a regional relevance.
- Sales funnel position: You need to always find out in which phase of the sales funnel the subscriber is. For instance, new leads can benefit from education content, while those closer can consider purchasing a demo or receiving a discount code.
- Abandoned carts: Segment users who haven’t completed a purchase, and send them a reminder or another offer to finish the purchase.
- Email preferences: Do your subscribers want to receive emails daily, weekly, or monthly?
- Type of subscription: If you are offering different subscription services, you should segment your list according to which membership level the subscriber is currently using.
- Customer loyalty: You can segment email lists based on customer loyalty. For example, loyal customers can be part of a VIP list where they receive special offers, time-to-time discounts, and early access to a product.
Therefore, segmentation should be your first step to promoting email engagement. The more you segment your segment, the more targeted your emails will be and this is how you engage with your audience on a deeper level.
Integrate AI voiceovers
AI voiceover tools can be used for creating engaging audio content in your emails. They are best when used for storytelling and newsletters. Moreover, AI voice overs can help create a more personal and interactive touch to your emails, creating a stronger connection with your customers.
There are many cases when AI voiceover is used in email marketing campaigns, but to create a better experience for your audience and encourage stronger communication, here’s what you can use AI voice overs for:
- Newsletters: You can include AI voiceovers to provide your recipients with a summary of your newsletter content.
- Product/service promotions: AI voice overs can announce any special promotions, sales offers, and events, which will add a more personal experience with recipients.
- Storytelling: Stories add a personal touch to users and can impact how engaged they are when reading your emails. AI voice overs have storytelling capabilities with narrated content that makes the experience much more interesting.
- Personalization: You can send out birthday wishes, happy anniversary emails, or emails that are related to some other personal event of the recipient. This makes them feel valued and can impact their long-term loyalty.
Integrating AI voiceovers in your email marketing campaign can create a much more personalized experience for your target audience, which will impact engagement rates and even long-term loyalty.
Use UX analytics tools
UX analytics tools are important for online businesses since they can effectively gather, process, and interpret user data. These tools provide real-time insights and are directly related to communication with the end user, including email marketing campaigns.
It’s always important to focus on the ease readers have when navigating your campaigns. UX is directly connected to the user experience, and when your email is easy to read, you are conquering the customer. Difficulty reading emails will only result in a loss of potential sales and customers. UX analytics tools can effectively be implemented in your email marketing campaigns through the following points:
- Data collection: You can integrate UX analytics tools with email marketing platforms and get full access to real-time data and trends.
- Behavioral analysis: Identifying all areas that need improvement through the use of heatmaps, click maps, and paying attention to your email engagement metrics.
- Testing: This includes A/B testing on the insights you’ve gathered. For example, if your CTA is not giving you the results you are looking for, change it up.
- Feedback: UX analytics tools collect quantitative and qualitative data, which you can use to better understand your target audience’s preferences.
- Improvement: email marketing isn’t a one-time act, so you need to always look for new ways on how you can do better and improve your email campaigns, to drive higher conversions and engagement rates.
If you want to find out more about UX analytics tools that are the right fit for you and your email strategy, we recommend you leverage the use of UX analytics tools in your email marketing campaign. Therefore, here is what you need to do:
- Use heatmaps: They provide you with a visual representation of where recipients click, and spend the most time when reading an email. You need heatmaps to understand which part of your email is the most engaging. This helps you learn more about where you should place your content and thus, helps improve engagement.
- Focus on click tracking: UX analytics tools offering click tracking will show you which link in your email is being clicked on the most and how often it’s being clicked. This helps you learn more if your CTAs are properly working, and if the links you placed are properly performing or not.
- Conduct A/B testing: This allows you to see two versions of an email and see which one performs better. Use A/B testing to test your email subject lines, layouts, images, CTAs, and content. This helps you learn more if your email is performing well or not.
- Use surveys for feedback: You need to gather feedback from your target audience regarding their preferences and see what you can improve and what they dislike about your emails.
Moreover, UX analytics tools help to segment your email list and send targeted messages. Since this is all about user research, you have much more data to use to create a more personalized experience with different audience segments.
Use audio translations
Audio translations are great when you want to reach an international audience. Not everyone in the world speaks the language you are using to communicate with your audience; in this case, if it’s English, 1 in 5 people around the world claim they speak English. This means that the other 4 in 5 don’t speak it, so use audio translations when crafting your emails.
The same scenario applies if you are using audio translations for another language other than English. For example, if your audio is in Spanish, and you want to also reach an English audience, you would need to translate your audio to English. This drives higher engagement since you aren’t only focused on one audience, but on getting the message out to your entire target audience, regardless of which language they speak.
Audio translations should also involve subtitles since it can help increase accessibility for people with any sort of disability, especially those with a hearing-impaired disability.
Last but not least, audio translation can best be done by using advanced AI tools or hiring native speakers to help you out. AI has advanced quite a lot over the years, but you still can’t compare it to the skills a native speaker has. Native speakers are better aware of which term needs to be used, and where it needs to be used.
Craft a compelling subject line
The subject line is the first impression your email gives subscribers. A well-crafted subject line not only encourages a higher open rate, but has a positive impact on engagement throughout the entire email body content, influencing the subscriber’s perception of your brand.
Key steps to follow for creating the ideal subject line include:
- Clarity and consciousness: Keep your subject line clear and on point. Make sure that the main message is understood from the beginning. If your subject line isn’t clear, you may be risking losing subscribers.
- Personalization: Include personalization features such as the recipient’s name to create a sense of connection.
- Incorporate urgency: What makes people so concerned to click on something is when there’s urgency. This is exclusive deals, limited-time offers, or something more to allow you to open your email promptly. Examples of limited-time offers are: “24 hours to claim your 10% discount!”, “unlock exclusive access”, and more.
While there are always new updates, many businesses are starting to also use emoji integrations to make email content much more visually appealing, making sure that your email campaigns stand out from the rest.
Include a clear call-to-action (CTA)
A well-defined CTA is a driving force when it comes to distinguishing if your email campaigns will be successful or not. It’s the roadmap that guides subscribers on their journey from opening the email to taking the actions needed, whether it be making a purchase, downloading content, signing up for some event, or taking some other action.
The elements of a clear CTA include:
- Clarity: Make sure that your CTA is clear. Your subscribers should immediately understand what actions you want them to take.
- Visibility: Make it visually appealing by using contrasting colors, the right font size, and making sure that your CTA stands out in the email.
- Use action-oriented language: Use action verbs that create a sense of urgency and excitement. Examples include “Click here,” “Find out more,” “Get started,” “Shop now,” etc.
Email marketing that includes at least one well-refined CTA will increase sales by 1617%.
It’s now time to elevate your email marketing strategy to drive maximum engagement
As the online world continues to expand, connecting with your audience on a more personalized level is more important than ever. Customer success depends on many factors for achieving ideal engagement levels, trust, and building long-term relationships.
Your email strategies are what help you build the roadmap to elevating your email campaigns and making sure that your customers are engaged on the maximum level. Successful email marketing campaigns all lie in how well you understand your audience, personalize your content to them, and deliver content that adds value to their daily lives.
About The Author:
Tony Ademi is a freelance SEO content and copywriter. He has been in the writing industry for three years and has managed to write hundreds of SEO-optimized articles. Moreover, he has written articles that have ranked #1 on Google. Tony’s primary concern when writing an article is to do extensive research and ensure that the reader is engaged until the end.