4 Things You Can Do with Your Present ESP to Get More People to Open Your Emails

4 Things You Can Do with Your Present ESP to Get More People to Open Your Emails

These kinds of questions are asked to me all the time: “How can we get more out of {ESP name}?” For starters, I want to make it clear that it’s almost never about the ESP.

The fact that some ESPs make it easier to use the tools that can really make great email campaigns powerful doesn’t mean that the differences between them aren’t important. In my more than ten years of experience with email marketing, I’ve also learned that you can achieve huge growth no matter what email service provider (ESP) you use by focusing on four main areas:

  • Segmentation.
  • Personalization.
  • Automation.
  • Design.

You ask, “What goes into each?” Let’s get started.

How to segment your email readers into groups

When I start, I like to start with division because if I do it right, it helps me stay in line with Gmail’s spam rules.

Brands often don’t get good email engagement because they don’t divide their customers into groups and send messages only to the most relevant subscribers. This is true when it comes to the type of information a subscriber wants and the way they are like. It means that a subscriber who doesn’t have kids will not read or use many goods or articles that are meant for parents.

Similarly, our brands have found that some subscribers on their list love contests and larger groups don’t care about them, even when the contests are very important to their interests. By collecting that information about your users and dividing them into groups based on their behavior and demographics, you can send more relevant and interesting emails to each group.

What about those spam rules? One easy way to stay below spam limits is to separate your least-interested audience into groups and send them less.

How to make email personalization work

There are times when the word “personalization” may not mean anything to someone who has worked in email marketing for a long time. For me, personalization means setting up systems that let you do it without needing design or development help for every email.

As for the parts to customize, look at the text and layout of each email and choose:

  • Which subject line and sample text are most likely to make someone open this email? Even if the email looks great, it won’t get any response if no one reads it.
  • Do you know if the user likes different types of media in the email? Can you make more multimedia experiences if the person tells you they want them?
  • At the most basic level of personalization, can you add the person’s first name, their amount of loyalty, and any content suggestions that are based on their demographics or past behavior without any problems?
  • Have you seen that this person really wants discounts? If so, what are the best deals and goods you can offer that will meet their needs?

How to use technology to get more people to open your emails

It’s very important to send the right email to the right person at the right time if you want to get more people to interact with your emails. If you’ve already done the things we talked about above—built groups and added personalization elements—automation can help you get great results.

Automation can help you send one-time texts at the best time of day and on the best day of the week. If you want to have an even bigger effect, set up automatic triggers that send follow-up messages that make sense based on what they did recently.

Based on my experience, triggered journeys that are based on engagement with the company always have the best open, click, and conversion rates. We are always working with brands to add more journeys and automations so that we can send more emails automatically to keep up with current engagements and give subscribers more value and relevance.

If you’re new to journeys, the welcome journey is where you should start. This is where you can set up to collect behavior signals that you can use for later efforts to profile and segment people. As an example, if you’re a CPG brand that sells meat and a new user is more interested in content about chicken than any other meat, make sure that the next emails they get from you include some of your most famous chicken recipes.

Create methods that make email more interesting.

Keep track of the things you’ve done that work well to get people to interact with your emails. Here are some ideas:

  • Check out multimedia, like interesting pictures, cues to get people interested, like a play button over videos or eye-catching screenshots that lead to longer videos.
  • Test your CTAs and look for trends based on the types of people who are reading them.
  • Make sure that your UX is neat and easy to use. For example, if you’re giving discounts to groups that like discounts, make it clear where they need to click to get the deals.

When someone on your team or in ESP sales starts to ask you about your full ESP features and whether you’re using it to its fullest, find a way to politely change the subject to an audit of the four projects listed above.

If you find that you’re doing those things well, then you should ask your ESP how it is helping you find gradual growth. You will also be way ahead of the curve in the world of email marketing.

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