By Chris Christoff, co-founder of MonsterInsights

To run a successful business, you need an email marketing strategy that’s different from the rest. The Radicati Group reports that there are nearly four billion email users worldwide, meaning there’s a whole lot of competition to get the attention of your subscribers. With the proper strategy put in place, your business will continue gaining new subscribers while the older ones remain loyal and content.

You can use an email marketing campaign to connect with your audience, let them in on the details surrounding your brand, give them special offers and more. It’s a direct line of communication between business and consumer and is a cost-effective way to reach out to visitors.

Statista reports that 48 percent of marketers plan to increase spending on email marketing as part of their strategy. If that doesn’t tell you it’s important for your business, what will?

A good email marketing campaign will be able to improve your lead generation, increase your conversions and bring you closer to your audience. It will also encourage and boost engagement -- not only will you get a better look at what your audience is thinking, but also what they think of you.

Here are three tips that, in my experience, will turn your next email marketing campaign into a total winner.

1. Set specific goals.

It’s impossible to know if your campaign is gaining traction without measuring certain metrics known as key point indicators (KPIs). Analyzing data-driven information will tell you at what pace your business is moving and how long it will take to reach your objectives. You can’t improve what you don’t know, so regularly measuring your email campaign’s KPIs is essential.

There are several key metrics to monitor for your campaign:

  • Open rate: the number of emails that were opened out of all that were sent
  • Click-through rate: the amount of links that are clicked in your email
  • Bounce rate: when an email gets sent back to you because the email address is invalid or can’t currently receive emails
  • Unsubscribe rate: includes the recipients that unsubscribe during and after your campaign
  • Conversion rate: how many users performed the action that you wanted them to in your email

Always monitor your campaign’s progress in relation to your business goals. From there, formulate a more streamlined strategy to bring in higher conversions.

2. Research your audience.

Imagine sending emails to your subscribers without knowing much about them. It would be difficult to send them content that’s relevant to their interests or to make a connection that turns them into paying customers.

The best way to research your audience and get to know them better is to create buyer personas that represent them accurately. These are in-depth profiles of your customers or of potential customers that would ideally be interested in your brand and its products and services. They’re a fleshed-out map of everything you want to know about your visitors.

If you have existing customers, reach out to them with a quick survey or questionnaire getting to know them. Ask what they expect of your business moving forward and what their pain points are. If you don’t yet have customers, study the audiences of your competitors to find out what content they like and what issues they’re having that they need solutions to.

3. Use A/B testing.

With the amount of competition there is to get your email seen by your target market, you need to eliminate the noise by grabbing your audience’s attention. People choose different options for different reasons, and using A/B split testing will tell you what your audience prefers so you can create email campaigns that bring success.

A/B testing is when you compare and test two different versions of your email to see which brought in higher conversions and why. This allows you to create future campaigns that increase engagement and expand reach because you’re giving your audience exactly what they want.

Consider testing your subject line, call-to-action copy, call-to-action button color, color scheme and images. It’s important to test only one element of your email at a time; otherwise, it will be difficult to track why conversions went up or down because there are multiple variables to consider.

Wrapping up.

Using email marketing to boost your business is an effective and affordable strategy to get in touch with your audience. It brings with it expanded reach and increased engagement because it’s a channel that is actively used by people around the world. There are never-ending possibilities when it comes to the advantages email can have for your business and its growth. 

Chris Christoff is the co-founder of MonsterInsights, the leading WordPress plugin for Google Analytics.

Published on: May 1, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.