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Let’s face it: many consider email marketing boring. It’s not as flashy as jumping onto BeReal or TikTok, and besides, does Gen Z even use email?
Email marketing can be an exciting channel because it drives a lot of revenue for your business. Research shows that you can expect a 42X ROI when you invest in email marketing. So, let’s go over a few ways you can supercharge your email marketing and make it exciting again.
And yes, Gen Z still uses email – they actually prefer it as the way for brands to communicate with them.
Online shoppers routinely abandon their carts, leading to lost sales. If it’s someone you have in your existing customer database, you might rescue that sale with an abandoned cart email. But if they weren’t logged in, the only option is to buy retargeting ads which don’t guarantee a strong ROI.
Thanks to platforms like SafeOpt, you can tap into an email list of 175M+ U.S. shoppers to send them a brand-approved offer and recover lost sales. You generate more revenue, and your abandoned shoppers are delighted because they save time and money.
The majority of emails are now viewed on mobile. It’s no longer good enough to have your emails optimized for mobile. It has to be built with mobile as the primary screen and then optimized for desktop.
This means you might have to rethink a few things. For instance, research suggests mobile email readers click less than desktop. This makes a bit of intuitive sense because there’s less real estate to work with on mobile.
This might mean you consciously decide to build your emails with fewer calls to action and items to click on. This constraint can be good sometimes, as it forces you to focus on what clicks in the email will really drive business outcomes for you.
The average person gets more than 100 emails per day. Personalizing your emails is the best way to stand out from the crowded inbox and to get your messages noticed and read.
You can start small with your personalization journey. Maybe you just include their name in the subject line or the body of the email. Don’t have their name? You can include a recent product they’ve purchased or shown interest in.
Your personalization of emails can get more sophisticated as you gather more first-party data and incorporate it into your messages. You can include wishlist items, references to sections of the website they visited and much more.
Personalizing pays off, too. A personalized subject line is 50% more likely to be opened than a generic one.
If you love data and experimentation, then email marketing is amazing because you can constantly be testing. Some elements you should routinely be testing are:
Testing can become unwieldy unless you come at it with the right strategy. First off, know what kind of testing you’re going to do and why. An A/B test or split testing only focuses on a single variable and will get you different results than a multivariate test, which tests different variable combinations at once.
Second, have an end goal in mind with your testing. This should be more than just a hunch or hypothesis: you should have an important goal like improving click-through rates by 15%.
From there, make sure that you’re waiting until you have statistically significant results. This might mean running your test for longer or expanding the sample size. This can be a pain if you have a smaller sample size but it’s worth it to make sure you’re getting actionable results.
Once you do get those insights, be sure to take action! If your test revealed that personalized subject lines get higher open rates, then start incorporating personalized subject lines into as many relevant emails as possible. Insight without action is worthless.
Finally, remember that you’re never done testing. You should implement the winners of your tests but that should lead to the next set of tests. You can always improve your email performance if you have a test-and-learn mindset.
If you follow some of the strategies outlined above, your email marketing program will deliver a ton of value. And a growing business is always exciting.
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