As we have already mentioned on countless occasions, one of the most effective channels - today - to achieve direct communication between client and brand is Email . In fact, we can say - as many studies confirm - that Email Marketing is one of the channels that generates the highest return on investment in this sense, compared to the rest, surpassing - even - tools such as social networks (yes, those that are so fashionable today, and that occupy such a large presence in the Marketing strategies of companies).
However, despite this, it is true that it is not enough to simply rely on this and forget about the efforts that are obviously necessary to achieve real effectiveness in the technique.
Motivated by this, we have created today's article; an article that will give us the best practices to achieve an increase in the response rate of mass mailings.
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But… first of all: What is the response rate?
How to increase the response rate in Email Marketing?
1.- Personalize the subject and content
2.- Offer added value to your community: be different
3.- Focus on a single objective
4.- Be careful with shipments and their time period
But… first of all: What is the response rate?
Before we start listing all the (good) practices you need to carry out to achieve an increase in the response rate of Email Marketing, we are going to start with something that, despite being much simpler, is -without a doubt- much more necessary. And that is to correctly understand what the response rate is in Email Marketing .
The response rate is defined as an indicator that measures the quality of the content you are sharing with your community through an email. But… yeah… okay… OK: technically it is defined as the percentage of users who have responded to your email compared to the total number of emails sent in a campaign. OK, OK, so what? Don’t you think that, in fact, the greater or lesser result in responses will depend on how boring or fun your campaign is? Or how much added value it is offering to your audience? Or, in other words, how much interest it presents to your community?
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In fact, if your email marketing campaigns are sent at the right time and with the right content, you may even generate a 50% increase in your response rate. Trust us.
Now, let's look at some practical tips to improve your response rate.
How to increase the response rate in Email Marketing?
We know that it is very easy to fall into bad practices and lazy habits in Email Marketing . However, by following these tips you will be able to provide great added value to your user community, and indirectly, your response rate may also increase.
Grab a pen and paper because here we go.
1.- Personalize the subject and content
The importance of personalizing your subject and your content is tremendously essential. As important as telling your community, in some way, that they are not just numbers that feed your database; that they are much more, that they are your community. What makes the existence of your brand possible.
But… be careful! When we talk about personalizing your messages, we are not just referring to putting your client’s name in the subject of the email, and that’s it. No! We are referring to much more: we are referring to segmenting your databases with the aim of sending each group of users the content that interests them the most; that which will – effectively – provide them with value.
You can segment your lists in various ways and into various groups, such as separating them by interests, ages, jobs, hobbies, etc. That is, clusters with common traits and characteristics.
2.- Offer added value to your community: be different
Please be smart about this: it's better to send a few pieces of content to your community each month than to send a lot of content that doesn't contribute anything at all.
In Email Marketing, it is better to have a little quality than a lot without essence or content.
We mean… there are many types of content today, and many brands that -day after day- send exactly the same thing; not only what they did in their previous campaigns, but also the rest of the brands.
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Be different. You have to be different and stand out.
Generate content that really adds value to your community , content that they really want to read and that brings something new to their day; a day that - as you well know - is highly occupied with routine tasks. This way, if you manage to get their attention, at least it will be for something that is really worth it.
3.- Focus on a single objective
Here, we will be direct: do not overwhelm the user with finance directors email lists hundreds of messages and a multitude of Call To Actions . It is pointless: the user will not understand what you expect from him and, obviously, will not generate any response. Among other things, because he will not know what he should do or what you expect him to do.
Be clear and direct: If you want to announce that you have just replenished that new body oil that lasted only 48 hours on the market, say so. And make the CTA clear and direct: “Get the star product of the summer!”
4.- Be careful with shipments and their time period
Here we return to the same topic we discussed above, which is that it is more worthwhile to send a couple of newsletters or bulletins a month, without overwhelming the user, than to send them many that do not interest them and do not provide them with absolutely any value.
Excesses were never good.
Oh! And last but not least: if you have successfully gotten your user to perform any kind of activity, meaning a response, be careful with your timing: let time pass before you contact them again; everything will follow a natural course that way . Don't push.