Whether you’re brand new to email marketing, or you’ve been sending emails to your customers for years, you’d probably love to improve your campaigns. By focusing on making your email marketing campaigns the best they can be, you can encourage more people to open your emails, improve engagement, and increase your conversion rates.

Email marketing remains the marketing strategy with one of the highest returns on investment. If you know you could improve your campaigns, here are some ways you can take them from good to great:

Use Segmentation

It’s likely that your subscribers have joined your email list from various channels. Some may have signed up to receive your lead magnet, while others may have clicked on a social media advertisement. Your list is also likely to include subscribers at various stages of the buyer’s journey- from new leads to satisfied customers.

Since your list will be so diverse, it’s crucial that you segment that list. This will ensure that your subscribers get the right email for them, and will make it less likely that they’ll hit that ‘unsubscribe’ button.

Encourage Replies

Often, business owners and marketers will write their emails like they’re talking to themselves- with plenty of rhetorical questions and an overload of information. Remember, one of the reasons you’re using email marketing is to increase engagement.

Make sure your emails look and sound like they’ve been written by a real person. Inject some personality, and create a message that resonates with your audience. Finally, ask for a reply. Make it easy for readers to respond with their thoughts and opinions, and make it clear that you value their response.

Set Goals

For each email, you should know exactly what you want to achieve. Maybe you’re hoping to increase awareness about a new product, so you’ll need a killer subject line to get opens. Perhaps you’re hoping to get click-throughs to your blog, so you’ll also need clear, compelling copy to communicate why readers should click. You may even just want to increase engagement and stay top-of-mind, but you’ll still need to keep your email interesting and relevant.

Before you write your emails, make sure you know exactly what you’re hoping to achieve with that email and your overall campaign. This will help you avoid confusing readers with multiple topics or calls-to-action.

Create Automated Email Campaigns

It’s likely that you have an automated welcome email for new subscribers (and if you don’t, now is the time to create one), but are you making the most of automation for your other campaigns?

One of the main goals with most marketing campaigns is to get the best results possible with the least time and effort. Not only is it time-consuming to manually send emails, but it’s easy to miss subscribers- who could become paying customers or clients.

Here are some examples of how automated email campaigns can work for you:

Welcome Series

A new subscriber may be brand new to your business and considering making a purchase. Or, they could have purchased one product but not know about some of the other products you sell that could be perfect for their needs.

A welcome series can help engage your reader, introduce them to your business, or give them a personalized deal.

Cart Abandonment

There are many reasons for cart abandonment. Your prospect could be looking for a better deal. They may have switched to another tab and forgot about their purchase. Or maybe they were distracted mid-purchase by their spouse, kids, or dog.

A series of cart abandonment emails can have a big impact on your conversions. Some people simply need to be reminded that they were in the process of purchasing your product so they can finish checking out.

For prospects on the fence, a tailored reminder email can be just what they need to hit ‘purchase.’

Upsell and Cross-Sell

After a customer has purchased your product, a series of short, sweet emails educating them about your other products can work wonders. After all, it costs up to five times more to attract a new customer than it does to nurture your existing customers.

This doesn’t need to be a ‘hard-sell’ type of email. You can simply let your customers know about what your other products can do for them, and maybe even include a coupon code to encourage them to buy.

These are just a few ways you can improve your email marketing campaigns to engage with customers and convert your prospects. If you need some help taking your email campaigns from good to great, get in touch today.