Email Campaign Optimisation: How to Improve the CTR

In today’s fast-paced digital landscape, email marketing remains a powerful tool to engage with your audience. However, simply sending out emails is no longer enough to guarantee success. To truly make an impact and achieve your marketing goals, you need to optimise your campaigns with the help of email analytics.

So, join us as we chat about how you can get started with email campaign optimisation and achieve more engagement from your subscribers.

How to Use Data to Create Personalised Email Campaigns

Once you’ve collected your data, you can use it to create buyer personas. These are fictional representations of your ideal customer that help you understand your customer’s needs, pain points, motivations, and expectations. To create these personas, you can conduct surveys, interviews, focus groups or use online tools such as HubSpot.

With these buyer personas, you can map the customer journey from the point of first contact with your brand to the final purchase and beyond. This allows you to identify the best moments and channels to send personalised email campaigns that match your customers’ needs.

Once you have an insight into your customers’ needs and journey, you can start putting together relevant, engaging email content.

Segmentation is also a powerful tool for creating personalised email campaigns. Segmentation involves splitting your email subscribers into smaller groups based on their characteristics, preferences, and behaviour. You can then tailor your email campaigns to suit the needs of each segment, increasing the chances of them engaging with your emails.

Crafting Subject Lines That Get Your Emails Opened

Successful email subject lines capture the attention of your audience and encourage them to open your email. Personalising your subject lines is an effective way to engage your audience. You can do this by using merge tags to include the recipient’s name or location.

Personalisation increases open rates and is especially effective when combined with targeted automation such as birthday deals and post-purchase follow-ups.

A good subject line is short and to the point but also communicates what benefits you’re offering your customers. It’s best to keep your subject lines under 9 words and 60 characters. Try to avoid overdoing it on the punctuation, too, as too many punctuation marks can make an email appear like spam.

Using your email subject line to create urgency will also help increase your engagement as many people prioritise the emails in their inbox by time sensitivity. Keep in mind though that sending emails with urgent subject lines too often may annoy your prospect and make them more likely to ignore your email or unsubscribe altogether.

A/B Testing Your Emails:

How to Optimise Content and Design for Higher CTR

A/B testing involves comparing engagement between two slightly different versions of the same email. Once you’ve created your marketing email, you’ll create a second version with a single aspect changed. This allows you to measure the impact of the change on email clicks or opens.

Before you start A/B testing, you should pick a single independent variable to measure the performance of. This could be the subject line, sender’s name, email copy, images, call-to-action (CTA) buttons, or overall email design. You should test one element at a time to isolate the impact of each change.

There are many ways you can utilise A/B testing. For example, you can find the perfect product image by using A/B testing to determine which images best capture the attention of your audience. While you’re running your A/B tests, it can be helpful to ask for feedback from your subscribers such as through a survey or poll.

This will help you determine why users took particular actions that you can use to improve your emails.

When to Send Emails for Maximum Engagement

In addition to the content you include in your emails, it’s important to consider when to send them. Sending emails between 9 a.m. to 12 p.m. and 12 p.m. to 3 p.m. will usually maximise your engagement. If your emails contain a sale or promotion, sending them at times when your subscribers are likely to be on their lunch breaks will also increase the chances of them getting read.

Weekends tend to have much lower open rates as people aren’t checking their emails as much as they would on a weekday. Most marketers avoid sending emails on the weekend for this reason. Overall, Tuesday, Wednesday, and Thursday tend to be the most popular days for sending email campaigns.

How to Use Email List Cleaning to Boost Deliverability and Engagement

When used alongside a strong email marketing strategy, email list cleaning helps keep your engagement high and your unsubscribe and spam rates low. It can also help lower your costs as many Email Service Providers (ESPs) tier their pricing based on the number of emails you send.

It’s best to clean your email list once a year, however, this will depend on your company and the size of your list. When deciding whether it’s time to clean your email list, review your open rate and click-through rate, unsubscribes, and spam rates. If you notice a high number of bounces, this is a good indication that it’s time to clean your email list.

The first step to email cleaning is identifying disengaged subscribers. Some subscribers may just be disengaged while others are truly inactive. While a truly inactive subscriber will likely have to be removed, you might be able to win back a disengaged subscriber through some targeted marketing. This could include a personalised subject line, a discount code, or another engagement strategy.

If you’re ready to experience the benefits of email optimisation, get in touch with us at hello@omdigigroup.com to find out how we can help.

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