The company J2 Global surveyed more than 500 marketers among their clients. We are sharing a few avenues for work on email marketing strategies based on the survey results.
The first quarter proves to be the perfect time to reflect on the previous year’s campaigns and set goals for the year. Some companies, for example, conduct surveys among their clients to gauge successes and areas for improvement, in order to develop new strategies.
Here are some tips and suggestions for improving the performance of your emails, according to a survey by J2 Global:
1- Adapt content to keep subscribers interested and motivated
It is always difficult for marketers to capture subscribers’ attention. The majority of email marketers (59% in this study) find it particularly challenging to increase the open rate. Add to that the fact that 41% of respondents say they have difficulty creating relevant content for their campaigns. Marketing professionals must adapt their content and themes according to current topics in order to keep their readers motivated and loyal, and thus increase their ROI.
One solution is to use A/B testing to refine messages and subject lines in order to capture subscribers’ attention and improve the open rate. When writing subject lines and headers, current events and news can be prioritized to spark subscribers’ interest in a date or topic that resonates with them.
For example, by creating dynamic content that changes according to the subscriber’s region or age. By highlighting relevant news and events, emails are then better targeted to a particular group, which can also generate more engagement with the brand.
2- Prepare campaigns with attractive and dynamic content
It is important to have integrated content across all platforms in order to create engaging campaigns. It will therefore come as no surprise that 48% of the professionals surveyed choose to invest more in 2018 in social networks, such as Facebook.
To set up a good campaign, it is therefore advisable to make content a priority. 27% of marketers use video and 31% use landing pages to boost their ROI. It is also possible to extend this engagement into stores and points of sale, for example by offering QR codes that lead to a landing page with special discounts and promotions.
3- Anticipate going off track: keep an eye on regulations
Let us not forget the GDPR, which will come into force on May 25, 2018, and will affect all companies. Failure to comply with this law can cost up to 20 million euros in the event of non-compliance, and 84% of email marketers know how much the GDPR will impact their company.
To help you comply with the GDPR, we invite you to download our checklist by clicking here.
