7 Ways to Revive Your Outdated Email Marketing Campaigns in 2020

This is a guest post from Kevin Payne.

You’ve read the reports that email
marketing ROI is at 4,400%
, where you earn $44 for every $1 you
spend.

But you take a look at your email campaigns lately and see that
they aren’t performing as well as the reports promised.

Read on to discover whether or not email marketing is still
relevant today in the age of new media and how to move forward with
a fresh, more engaging email marketing strategy in 2020.

Is email marketing dead?

With the introduction of social media networks and even search
engine optimization, many marketers feared that this would be
the
end of email marketing.
Indeed, advancements and innovation in
marketing and sales have also caused changes in consumer
behavior.

Generic mass emails might just not be doing the trick anymore.
And this is a good thing.

Today, consumers want personalized experiences. In fact,

72% of consumers
reported that they’d only be willing to
engage with marketing messages if they were personalized and
tailored to their interests.

So, if you notice a decline in your email marketing campaigns’
engagement or ROI, it’s time to reevaluate. Are you using an old
and outdated way of doing email marketing?

Whether or not you’re sure, read up on these 7 top tips to
breathe new life into those outdated email marketing campaigns. And
then you can start seeing better results this year.

How to revive outdated email marketing campaigns Review your data.

First, it’s good to start with where you are.

Look through your analytics dashboards to see data on previous
emails and campaigns to see what you’ve done, what worked, and
what didn’t.

Pay attention particularly to metrics like
click-through rate
, which can tell you how engaged your
audience or recipients were. Notice which campaigns had higher
click-through rates and try to see why they saw such results.

Your open rates can also clue you in on the level of engagement
of your audience. If you see a decline in open rates over time,
that might signal that many of your emails were losing relevance to
more and more customers.

How well do your email marketing analytics fare compared to the
benchmark averages?

Also take note of your top-performing email campaigns from the
past. You may glean insights from these campaigns, such as
preferences of your customers, or any specific email marketing
tactics, such as different
templates
or subject lines that you used that led to these good
results.

Consider the evolving world.

New laws and regulations continue to adapt to changes in tech
capabilities. You may consider this as you continue in your
marketing journey. Read on for a couple of examples of what we
mean.

For example, the 2016 General
Data Protection Regulation (GDPR)
of the European Union caused
significant changes in the way marketers handled data, especially
personal data like email addresses.

And, in 2019, the new
California Consumer Privacy Act (CCPA)
brought GDPR-like
policies to California, and other states may soon follow.

While certain laws and policies seem like they don’t apply to
your business because of geo-location, being aware can be
positive.

Add emojis to your subject lines.

Staying relevant is one of the most important things to remember
when you’re trying to spruce up your email marketing
campaigns.

According to a compelling study by the MyClever agency, they
found that businesses that used emojis in the subject lines of
their emails enjoyed a 52% increase in average open rates. Not only
that, but unique opens, unique clicks, and average click-through
rates increased as well.

Some reports also found that certain emojis had better
performance than others. For example, one report found that a
snowman emoji increased open rates during the holidays by
66%
, based on the typical average.


Best and worst emojis and their effect on open rates (Image
source
)

For your own business, experiment with different emojis and see
which your consumers gravitate towards. This may differ between
varying industries, but, over time, you’ll see which emojis
typically bring higher engagement.

Of course, this doesn’t mean you should use the same emoji in
every campaign. Instead, use it as a foundation on which to
experiment with a similar—or completely different—set of emojis
for your next campaigns.

Use your transactional emails to enhance your customer experience.

With everything available at one’s fingertips, it’s no
surprise that customers are expecting better and better experiences
when dealing with a brand.

For your email marketing, this means one thing: Bring great
customer experience straight to your campaigns.

From sending beautiful invoicing templates to using shipping and
delivery emails to provide customers with updates about their
online orders, it’s important to think of how every transactional
email can boost a consumer’s experience with your brand.

These small changes can do well to encourage customers to engage
with future emails, especially when they see how streamlined the
experience of dealing with your business is.

Some brands don’t hesitate to add some vibrant brand
personality in their transactional emails, such as order
confirmations. If it suits your brand, take this as inspiration for
your own emails, for invoices, and tracking numbers. (Image
source)

As a best practice, transactional emails should be easy to read
and skim, while containing all necessary information or next steps.
Include instructions for how to return products or apply for
refunds and add contact information to make it easier to get in
touch with you.

Because emails for order confirmations have
average open rates of 65%
, this could be an important vehicle
to deliver excellent customer experiences right in their inbox.

Increase content personalization through behavioral segmentation.

To increase retention and get those customers engaging again,
you need to think of personalization.

If you truly want to deliver a personalized email campaign to
customers, you’ll need to properly
segment them in your mailing list.
There are a number of
variables you can use as reference, such as geo-location, gender,
or even previous transactions with your brand.

It’s important to put up customer segments as early as you
can, while also setting up any triggers or conditional rules within
your email service provider or CRM.

Once you’ve segmented your list, it’s easier to send them
personalized content.

One example of personalized emails you can send would be product
recommendations based on previous purchases. You can get to know
your customers’ preferences and interests based on things
they’ve added to their cart or items they’ve checked out.

This is also an effective way to drive
customer loyalty
. If customers see that you truly understand
their preferences and needs, they’ll be more likely to repurchase
from your brand.

Based on the personalized recommendations from this example, the
customer must have been browsing for collared shirts and blouses.
(Image
source
)

Combine with other channels.

Next, while email marketing does generate the most ROI, there
are still several benefits to investing in different channels to
provide a more well-rounded customer experience.

Focus on delivering a great web experience, for example, for
ecommerce shoppers. Or create a valuable blog that lets you
consistently share high-quality content with your audience.

Perhaps your social media can also give a behind-the-scenes look
at what your company’s working on, or be the channel where
customers can connect with you in a more meaningful way.

All these channels can provide a
synergistic effect on user experience
and strengthen customer
engagement. So, for example, instead of just sending promotional
emails all the time, give your audience other things to look
forward to in their inbox.

Many brands are now combining their marketing channels with
email by providing sneak peeks of their latest collections, hosting
contests and giveaways, or sharing new video content with email
subscribers.

Beauty brand Lush shares high-value content on their YouTube
channel, sending new content to subscribers and encouraging video
viewers to subscribe to their email list, if they haven’t
already.

Invest in the right automation tools.

Last but not least, automation tools can do well to provide more
streamlined and engaging customer experiences.

These tools let you personalize emails with your subscribers’
first names or locations, for example. Sending welcome emails to
new subscribers is one simple way to use email automation. You can
also use automation to send a series of emails as part of a
seasonal promotion or ongoing sale on your store.

Automation tools can also send retargeting campaigns,
particularly useful for ecommerce stores that have high cart
abandonment rates.
The right tools are also able to help you
segment customers immediately based on different variables you
set.

Whichever the use case, automation will save you time and help
you get insights and trends faster.

Wrap up

In 2020, it’s not enough to just send emails to your list; you
need a strategy that lets your customers engage in more meaningful
ways.

Using the tips above, you can be on the road to creating new
email marketing campaigns that get more opens, more click-throughs,
and even more sales, all while building your brand.

Kevin Payne is a
content marketing consultant that helps software companies build
marketing funnels and implement content marketing campaigns to
increase their inbound leads.

The post
7 Ways to Revive Your Outdated Email Marketing Campaigns in
2020
appeared first on Campaign Monitor.

Source: FS – Email Marketing Blogs!
7 Ways to Revive Your Outdated Email Marketing Campaigns in 2020