Build, Nurture & Grow Engagement with a Successful Email Strategy
Whether you are trying to reach your target audience, increase website traffic, or generate sales, a strong email strategy cannot be beaten in cost and effectiveness. In fact, email marketing has an ROI of 4,300%. For every $1 spent, $44.25 is the average return on email marketing investment. In addition, 66% of consumers have made a purchase online as a result of an e-mail marketing message.
There are a few vital steps for creating an email campaign. Among them are defining your target audience, outlining your goal, and creating content. Even after completing these steps and careful planning and preparation, having a successful email campaign strategy all depends on engagement.
Build, Nurture and Grow your audience’s engagement with your email strategy by focusing on these 3 KPIs:
Click Through Rate (CTR)
Click to Open Rate (CTOR)
Build Engagement and increase your Open Rate
To reach consumers and begin to create strong relationships, it’s important to first grow your email subscriber list. Once you send out your first email, focusing on increasing your email’s open rate will begin to build engagement with your audience. With 64% of people saying they open an e-mail because of the subject line, utilizing strong (and even personalized) subject lines can help achieve this goal.
Nurture Engagement and increase your CTR
Once an email is opened, the focus is to have the reader read and click any link on the email increasing your click-through rate. By writing specifically for your target audience, you can create an emotional connection with the reader. Utilizing tools such as consumer personas and list segmentation can dramatically improve the likelihood of reaching the right audience.
Grow Engagement and increase your CTOR
Although a CTR and a CTOR may seem like similar metrics, a big difference is that a high click-to-open rate means you are engaging with your most active subscribers. This will show that your message resonates with your target audience and that the purpose or goal of your email campaign is being achieved.
Correctly timing your email campaign, making sure you are keeping different formats (such as mobile devices) in mind when considering how your audience will view your email, and ensuring that your social media accounts and website reflect the same message and are updated are all important factors that should be taken into account when outlining your email marketing strategy. While these and other various items affect the overall success of an email campaign, the overall goal of a campaign will be achieved through consistency and the engagement level of the consumers.
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