The primary challenge in email marketing is to ensure that emails reach the inboxes of the target recipients and they welcome it. Seeing recipients treating emails as spam is a marketer’s nightmare. The action clearly shows that the subscriber is not interested in your emails and it is not at all relevant to them. You are forcing it on them, which they dislike. Your action defies the basic principle of email marketing that entails creating a list of willing subscribers and sending emails to them. Whether you fail to deliver emails to the inboxes or the recipients treat it as spam, in both cases, it will affect the sender score. Therefore, preparing a healthy email list that includes only willing subscribers who would not resent your communications is essential to maintain a healthy sender score.
Achieving success in reaching the inboxes of targeted recipients is just the stepping-stone in email marketing. The real work begins when marketers can elicit a response from the recipients. To ensure that you receive a response to your emails you have to turn to the email subscribers list once again. It is undeniable that the secret of success in email marketing depends largely on the subscriber list. You must not only create the email subscribers list with care but also make proper use it with good understanding.
Segmentation of subscriber list
The experts at Kotton Grammer Media Company advises its clients that segmentation of email subscribers list is an essential activity with the purpose of encouraging subscribers to take some action on your emails. You can slice and dice the subscriber list in many ways among which one of the ways is to create buyer personas of the targeted audience. Since the audience you are addressing belongs to different stages of buying, you could group them accordingly. Another way of segmenting the subscriber list is to consider the way they react to your emails and then create suitable groups.
It means that you have to analyze the ways the recipients who receive and react to your emails, identify the types of reaction and create groups accordingly. You could create four different types of groups. The first group comprises of those who respond, and you could label them as responders. The other groups are newbies, openers and the last is the deadbeats. In this article, we will discuss how you could convert openers, newbies, and deadbeats into responders. Pay attention to the tips given below.
Attract and motivate new subscribers
Although you would begin with a subscribers list that contains the addresses of willing subscribers only, you have to induct new addresses to make a list grow. The new subscribers pose a challenge to marketers who have to convert them into responders. You have to achieve two distinct goals when dealing with new subscribers. The first is, of course, to encourage them to open your emails so that from newbies they become responders. Going ahead, you have to motivate them to visit your website and make a purchase. To drive them to your website, you have to know their online behavior, what they like and dislike and gather data while they stay engaged with your emails.
Gather data from new subscribers
To attract new subscribers to your website, you can offer special discounts and create a promo code. The next step is to entice them to make use of the offers for which you can send an email with the promo code attached to it. Along with the promo code, send a link that has its roots in analytics. The analytic link would help to keep track of the subscriber behavior when they visit your website to avail the discount. You would know which pages of the site they visit, as they would be automatically be added to the list of responders. By using the data generated by the analytics, you can gather more information about the subscribers that should enable you to create targeted and personalized emails for them.
Request openers to participate in a survey
Openers are those subscribers who have clicked your emails but have not progressed further. They have not yet visited your website and naturally far away from making a purchase. They are like half cooked food that needs some more ingredients to convert it into a delectable dish. You must not be happy that people are seeing and opening your emails unless they reach your website and make a purchase.
To motivate the openers to visit your website, you can improve your engagement with them by sending out an online survey form. Through the survey form, ask the subscribers to highlight what they are looking for. This would help to gather valuable insights about their expectations. On receiving the response, you would know how to win them over by serving the most appropriate content that encourages them to visit your website. Once convinced, the openers would not just restrict themselves in opening the emails but would also find reasons to visit your website and even make purchases.
Repose your faith on the deadbeats
Deadbeats are people who never open your emails, and you do not have any idea for their apathy to your emails. However, before discarding them altogether, you can always tap into this segment to try to gather some positive response, which is always possible. Before giving up, send a re-confirmation email to them and ask them once again if they would be interested in receiving your emails and newsletters. Highlight the word re-confirmation in the subject line that could act as a wakeup call for some recipients. The chances are that some people who had overlooked your emails would like to have a look at it as they take notice of the reminder sent in the guise of reconfirmation. However, those who do not respond to the reconfirmation mail are surely not interested and would be fit for deletion from the list.
You should have patience and perseverance and keep trying so that what seemed improbable at the beginning could become a reality at the end.
