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Why Accounting Firms Need to Talk About the Federal Budget

SHARE Here’s the thing: your clients are already hearing about the Federal Budget. They’re seeing headlines. Their inbox is full…

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Email Marketing Tips: Secrets to Boosting Open Rates and Conversions

10 July, 2021

Some people say email marketing is dead. Buuuut, we disagree.

Email marketing is essential for communicating and connecting with your clients, contacts and referral network, whether you’re providing important information, offering tips and advice, or selling products or services.

However, as inboxes become increasingly crowded, finding a way to stand out among the many other email newsletters has become challenging.

We dive into your email marketing strategy and audience, crafting compelling subject lines and other key tips to elevate the effectiveness of your email marketing.

Crafting an Effective Email Marketing Strategy

Your email marketing strategy can be based on one email campaign, one marketing campaign, or be part of your overall marketing strategy. Either way, it’s important to always start with a strategy before anything creative begins.

So, let’s put down the tactical tools and take a journey upstream to strategy land as we explore 3 key aspects of your email marketing you must crack before sending anything.

Step #1: Define Your Goals

Clearly define what you want to achieve with your emails. Whether it’s generating leads, or boosting engagement, your goals will influence the content of your emails and how you measure success.

Some common goals within the professional services industry are:

Always being on the front foot
Sharing timely, must-know news
Stimulating referrals within the existing client base
Upselling to existing clients with additional services

Step #2: Know Your Audience

Understanding your audience is key to successful email marketing, or any marketing for that matter.. You must gather enough information on your audience to segment them in your database successfully when needed. Some helpful categories would include:

Are they a current client?
Are they a prospective client?
Are they interested in the services you offer? If so, which ones?

You can then take it a step further and segment your audience based on demographics, industry size, and interests to effectively tailor your messages.

Personalisation goes beyond just adding a name to your email; it involves creating content that resonates with different segments of your audience, and delivering this relevant content to their inbox when they need it, in a format they like to consume.

Step #3: Choose the Right Sending Frequency

How often you send emails can significantly impact your engagement rates. Too frequent, and you risk annoying your subscribers; too sparse, and they might forget about you. Balance is key, and this often depends on your industry and the type of content you are sending.

As a general rule, we suggest sending one email a month as part of your overall marketing strategy to ensure your audience is engaged with your latest content and your firm remains front of mind to your online audiences.

Mastering Email Subject Lines

Subject lines are the first thing people see when your email lands in their inbox. They are the key to ensuring a successful opening, the first obstacle to any email sent. Here are some general guidelines to follow.

Keep It Short and Sweet

Subject lines should be concise and direct. Ideally, keep them under 50 characters to ensure they display well on mobile devices. A clear, straightforward subject line typically performs better than one that’s overly clever or vague.

Incorporate Action-Oriented Language

Use verbs that inspire action, such as “Discover,” “Learn,” or “Get.” This approach encourages recipients to engage with your email out of curiosity or the promise of value.

Create a Sense of Urgency

Craft subject lines that convey urgency or exclusivity without resorting to spammy tactics. Phrases like “limited-time offer” or “exclusive access” can increase open rates by creating a fear of missing out (FOMO).

Ask a Question

If your subject line sparks curiosity in the audience, they are more likely to open your email. Ensure the question is answered within the content of the email, or direct the audience to the place on your website where they can find the answer.

Emojis

Depending on your brand, tone of voice and industry, you might want to consider using emojis in your subject lines. They can help your email stand out in the inbox and portray different emotions. Keep in mind that not all email clients handle emojis the same way. Some might incorrectly display them, leading to broken or confusing subject lines.

Personalisation

Adding a first name into email subject lines can be effective and engaging with your audience, but it’s essential to use this technique when relevant and in context with what makes sense for your brand and audience. Don’t overdo it.

Effective Split Testing for the Best Outcome

A/B testing, also known as split testing, is an essential method for optimising your email marketing campaigns. This process involves sending two variations of an email to a small segment of your database to see which subject line performs better and then using the more successful version for the wider audience.

An example could be emojis vs. no emojis in subject lines. You’d need to test this several times with your audience to understand their preference.

Here’s how you can effectively implement A/B testing to enhance your email strategy:

Select One Variable to Test

The key to effective A/B testing is simplicity. Focus on one variable at a time, whether it’s the subject line, the call to action, the email design, or even the sending time. This approach ensures that you can identify which element influences the outcomes of your test.

Choose Your Success Metric

Before running your test, decide what success looks like. Are you looking to improve open rates, click-through rates, or conversion rates? Setting a clear goal will help you accurately measure your test’s effectiveness.

Create Two Versions (A and B)

Develop two variations of your email, changing only the selected variable. For instance, if you’re testing the subject line, keep the content of the email the same, but use two different subject lines across your test groups. Most email marketing platforms have A/B testing as an option when building your email, so utilise the platform when setting it up.

Analyse the Results

After your test has concluded, analyse the data based on your predetermined success metric. Determine which version of your email performed better and consider why this might have been the case. Insights gained from this analysis can guide your future email marketing strategies.

Implement the Successful Elements

Once you’ve identified the more successful email variation, use this version for the remainder of your campaign. However, it’s important to continue testing other elements in future emails to improve and evolve your strategy.

Understanding Industry Averages for Open Rates and Click-Through Rates

To determine whether your email is performing well for your industry, look at industry averages. These will give you a rough idea of your goal and a metric to work towards.

Open Rates

The average open rate for email marketing varies by industry but generally falls between 15% and 25%. Industries with highly engaged customers, like hobbies or arts and crafts, often see higher open rates. Meanwhile, more saturated industries like retail might see lower open rates.

Source: MailChimp.com

Click-Through Rates (CTRs)

The average CTR also varies, typically ranging from 2.5% to 4.5%. Higher engagement industries can experience CTRs as high as 5% or more, while more general or broad-spectrum industries may see lower rates. Improving your CTR involves engaging subject lines, compelling content, and clear calls to action within the email.

From Insight to Action in Email Marketing

Email marketing is an effective way to reach customers and drive business goals.

By setting clear objectives, understanding your audience, and continuously optimising your email subject lines and content based on industry benchmarks, you can enhance engagement and achieve significant returns on your marketing efforts.

Remember, the key to successful email marketing is relevance and personalisation. Tailor your emails to meet your audience’s specific needs and interests, and watch your engagement metrics soar.

If you need help or support with your marketing, get in touch with the email marketing specialists at Practice + Pixels.

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Email Marketing Tips: Secrets to Boosting Open Rates and Conversions

Crafting an Effective Email Marketing Strategy

Step #1: Define Your Goals

Step #2: Know Your Audience

Step #3: Choose the Right Sending Frequency

Mastering Email Subject Lines

Keep It Short and Sweet

Incorporate Action-Oriented Language

Create a Sense of Urgency

Ask a Question

Emojis

Personalisation

Effective Split Testing for the Best Outcome

Select One Variable to Test

Choose Your Success Metric

Create Two Versions (A and B)

Analyse the Results

Implement the Successful Elements

Understanding Industry Averages for Open Rates and Click-Through Rates

Open Rates

Click-Through Rates (CTRs)

From Insight to Action in Email Marketing

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3 Ways to Make Your Digital Marketing More Effective

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