For all those writing the obituary of email marketing, not only is it here to stay, it is finding more and more takers amongst businesses cutting across industries. As Neil Patel says, "But if you think email is dead, you're missing out on the real metrics. The truth? Email marketing is still going strong today, and is possibly the best possible strategy for your business." One of the major reasons for this is the help that cutting edge email tracking tools like OpenedorNot provide in helping businesses fully leverage the power of email tracking. This tweet summarises the awesome power of emailing- Our ecomm customers sold nearly 5 million orders and earned over $500 million through @Mailchimp on Black Friday. That's 30% more orders and a 35% increase in revenue this year. Can't wait to see their performance through Cyber Monday!"
The great advantage that emails have over other forms of communication is the fact that people read them everyday. The trick lies in your emails being among the ones that they want to read. That can happen, if you already have a fair idea about the inclination of the prospect in question with regard to your products and services. Emails no longer communicate in a vacuum. These days one engages with people one is acquainted with. If people have opted in to receive our emails, there has to be some reason behind that.
However, it makes sense to get a sense of the tactics that email marketing pros use when deploying email tracking tools. Lets at seven important ones here-
1. Learn to Build Relationships With Your Prospects
Email tracking empowers one to craft relationships with one's prospects. This is what helps one effectively engage with the mindspace of the recipients. Building relationships with one's prospects allows you to connect with them on a one to one basis. It is not about focusing on products or selling to a customer once or twice. On the contrary, one wants to build lasting relationships that makes loyal customers out of your email marketing prospects.
The analytics that email tracking provides can help you draw up the profiles of your prospects and help you craft an appropriate strategy to approach them.
2. Make Incisive Follow-ups
Email tools help you to make incisive follow ups with your prospects again on the basis of the precise analytics provided by them. Though email marketing boasts of some of the highest ROIs, the success comes over more than one message.
Learning the art of incisive follow up is therefore of paramount importance. An email tracking software, by letting you determine who has opened an email, clicked on a link or downloaded an attachment, allows you to send the right kind of follow up email to the right kind of prospect at the right time.
3. Refine Your Email Lists
By letting you know which ones of your prospects are not engaging with your emails, or are not likely too, email tracking tools can let you refine your emailing list leading to better results. That is of enormous help as a refined and precise database is the very life blood of email marketing.
The bane of email marketing has always been the fact that quite a large number of emails that marketers send out end up in the spam folder. That happens on account of wrong targeting. An email tracking tool helps you avoid that pitfall by letting you know which ones of your email addresses are the ones who would really be interested in hearing from you. When that happens you can approach your intended recipients with more confidence by tailoring a message that is just right for them.
With email messaging incorporating modern elements like audio and video content, one can really take prospect engagement to the next level. The fact that one has a top rate prospect list to send such messages to, on account of an email marketing tool, makes email marketing one of the most efficient methods of email outreach.
4. Use Location Information to Target Focused Audience
Email tracking tools can help you know the IP address of the email recipients allowing you to segment and target people according to their geographical location. This is bound to increase the efficiency of your email tracking tool.
The days of spray and pray email marketing are long gone thanks to the availability of cutting edge analytics provided by sophisticated email tracking. Nowadays one is able to zero in on the precise physical location of one’s prospects. That has a tremendously positive impact upon the way in which one can connect with one’s key target audience by creating a bespoke message for them. The chances of closing a sale in such a scenario are naturally much better.
5. Avoid Spam Boxes
You have got to ensure that your email tracking tool is definitely on ISP white lists. Email service providers like Gmail and Outlook have gotten very good at determining what types of mail should be relegated to the spam folder and which kind should make it to the inbox.
Also by providing you with the right kind of metrics, email tracking software is able to steer your campaign clear of the spam folder. Your email address has to send the right kind of signals for an email service to give it the all good signal. This will depend upon a number of factors.
For instance, if any user shows repeated interest in opening your mail, it is taken to be a positive signal vis-a-vis your campaigns. Furthermore, if people actually reply to your emails, that is taken as a sign that your mails do not constitute spam.
That apart, if people take the initiative of moving your mail out of the junk box into the inbox, that is taken as a positive signal as well, vis-a-vis your email campaign. Other positive signals include your recipients moving your mails into a folder in their inbox or adding your email address to their inbox.
6. Take a Long Term Approach
You won't be able to gauge the impact of an email tracking tool over one campaign. You will need to use it over several to get a hang of things and leverage the tool for all that it is worth. Every company will have their own email marketing goals, even within their own industry. You have to be pretty certain about what your email marketing objectives really are before you commence an email marketing campaign.
Your specific goals have to be informed by your email tracking metrics. For instance, your goal may be to enhance your subscriber list, or it may consist of removing those who don't seem to be interested in engaging with your product or service. It could also consist of enhancing the total number of leads generated or perhaps towards converting your leads to sales.
In any case, you have got to have a coordinated long term strategy to achieve your long term email marketing goals.
7. Use Other Tools that Compliment Email Tracking
The best email tracking tool will fail you if it is not in sync with other sales and marketing tools that you might be using. Leadboxer, a premier email tracking tool for instance is compatible with both Gmail and Outlook.
Freshsales, another email tracking tool has the ability to sync with any email service enabling all of one’s emails to be synced within the CRM as well as one's inbox. Another good example is Hubspot Sales which is really a sales CRM.
Email tracking has revolutionised the way that savvy marketers approach email marketing. It helps usher in a number of efficiencies that makes a paradigm redefining difference to the impact of email marketing. Firstly it makes it possible to to manage teams leveraging email marketing efficiently. Secondly, it allows marketers an enormous amount of time by giving them a fair indication about when exactly to follow up for maximum impact. It also provides you with a fair idea about the kind of engagement levels achieved with employees, clients, suppliers, colleagues and so on.
Thirdly, it helps you hone your communication in a manner that even though you mail on a large scale your open and click through rates are very creditable. Lastly, it saves you from having to follow up with people who are not at all interested and focus on the ones who have a high likelihood of saying yes to your proposal. We are in the middle of the greatest technological revolution witnessed by mankind and this is something that is transforming our lives on an unimaginable basis on a very regular basis. This is especially true of the way that we communicate with each other.
A savvy email marketer will be able to cleverly leverage the information provided by cutting edge email tracking tools to reach out in a manner that is most likely to lead to positive results. While there are other ways of reaching out to prospects including via social media and advertising where email scores these days is in its ability to reach out to only those who are interested. This is a new found ability of email marketers and based entirely on the analytics provided by email tracking tools.