Are you looking for new goals for your business in 2022? How about optimizing your email marketing plan? According to Forbes, personalization is now a basic expectation for users, which makes connecting over email even more important. The team at The Chi Group is sharing their go-to secrets for leveling up your next email blast, and how to boost your engagement from the comfort of your email.

Here are some of our top tips to better your email marketing plan:

Make Sure Your Email is Received 

For your campaign to be successful, the emails need to arrive in your contact’s inbox. While this seems like a no brainer, you’ll be surprised  to see the number of emails that never end up being delivered. It’s important to frequently make sure your email list is up to date, so the right people are receiving your next email. Reducing the email bounce rate is also essential to communicating your message. Things such as invalid domain names, incorrect spelling and spam-like content instantly will increase your bounce rate. One easy solution is to verify your domain name to show your contacts that the email being sent is from a legitimate user.

While connections are important in the industry, it’s necessary to know who is opening your emails in order to reach those clients who are actively interested in your latest message. If someone hasn’t opened the majority of your emails, it might be time to remove that person from your lists. Start your spring cleaning early this year.

Craft Your Email Subject Line

We all know how easy it is for our inbox to become cluttered with emails, whether they’re from clients, editors, or from your favorite online retailer. To cut through the clutter, it’s important to have email subject lines that grab the recipient's attention. Forty-seven percent of email recipients decide to open an email based on the subject line, and 69% report an email as spam based on the subject line— meaning your subject line is crucial to the campaign you run. The subject line can also be the main determining factor if the email is opened (aka your open rate), so it’s important to create a short, meaningful and attention-grabbing subject. Use conversational language and don’t forget to craft the pre-header as well.

Speak On An Individual Level 

In 2022, users want personalized and engaging content, even in their inbox. Using phrases in email marketing campaigns such as “hey everyone” or “all of you” imply the email has been sent out in mass quantities, and may remove the feeling of connectivity with your business. Avoid words that relate to a group and instead try to reach your recipient on a personal basis by having your email reach them as individuals. Tips such as using the recipient’s first name, the last time they clicked on your email, or their general location can all help increase both open and conversion rate. Personalizing an email can also involve strategies such as including relevant content, anticipating their need and sending timely content. 

Know When to Send Your Email 

Being in tune with your audience means knowing their lifestyles, how they think and what they need. This can also mean understanding the way they segment their days. For example, mom bloggers who take care of children during the day are unlikely to open email from you at 9 a.m. during the week. For other audiences such as young professionals on their emails at work, this may be the perfect time to connect with them. While there may be trial and error involved, this practice can help your conversion rate, getting no you more traffic and stronger relationships.

Segment Your Contacts

By segmenting your audience, you can learn more about your audience and create even better personalized content in your email. Segmentation involves grouping together recipients or subscribers with similarities. This is another key to personalization and building stronger relationships with your receivers. Minimal effort is clear to recipients and by creating emails for different segments of the population, you can directly speak to their needs or attributes that make them unique and good. Campaign Monitor suggests segmentation could involve geographic location, business to business and content or behavior specific patterns. Once you customize your communication to specific audiences, your emails will be better received and more likely to attract traffic to your content.

Like any form of communication in the industry, email marketing can take time to master the art of engaging users— but that’s never stopped us! Use the tips we provided and showcase your brand’s personality to increase engagement and kick off the new year right.

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