{"id":10803,"date":"2018-05-08T18:50:32","date_gmt":"2018-05-08T13:20:32","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=10803"},"modified":"2024-09-11T16:35:12","modified_gmt":"2024-09-11T11:05:12","slug":"ways-to-improve-email-marketing-open-rates-inbound-way","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/ways-to-improve-email-marketing-open-rates-inbound-way\/","title":{"rendered":"How to Enhance the Impact of your Email Marketing Campaign with Inbound Best Practices"},"content":{"rendered":"

Do you know what\u2019s most important when it comes to marketing? LISTENING.<\/p>\n

Might sound bizarre, I know, but tell me honestly, what kind of people do you like? Those who sing their own praise or those who do speak, but only after listening to what you have got to say? The second kind, right?<\/p>\n

The same thing works in email marketing as well. Email is one of the most personal ways of reaching out to your target audience. And don\u2019t we all like to receive emails that are tailor-made to fit in our specific needs? The more you understand your subscriber\u2019s situation, you will be in a better position to send them the right suggestions and convince them to become your customers. This is the basis of inbound marketing.<\/p>\n

However, not long from now, it was outbound marketing that had all the powers. Outbound marketing is about sending across your marketing message to maximum number of people through channels like direct mail, cold calling, TV and Radio commercials, print advertisements, etc. No wonder it is referred to as interruptive marketing!<\/p>\n

On the flip side, inbound marketing is about attracting prospects through relevant content, incentives and great user experience<\/em>, which nudges them to connect with you and eventually convert. Content marketing, SEO, email and social media marketing are some of the ways that take your marketing inbound.<\/p>\n

\"radicati\"<\/p>\n

Source: Radicati Group<\/em><\/a><\/p>\n

Taking an inbound approach for your email marketing strategy is now quintessential, and I\u2019m not alone; 68% of inbound organizations believe their marketing strategy is effective<\/a>. More so, we have our own numbers to prove that.<\/p>\n

Here\u2019s a case study of one of our clients who approached us to help him build a conversion-friendly email template<\/a> that will help his business generate better results on their clicks, views, buys, and ROI. We responded to our client\u2019s challenges, understood his target audience and created an email template using inbound tactics that help nurture & convert customers.<\/p>\n

\"\"<\/a><\/div><\/div>\n

CASE STUDY \u2013 HOW ROI CAN BE INCREASED MANIFOLDS WITH INBOUND EMAIL MARKETING<\/h3>\n

The Challenge<\/strong><\/p>\n

Here\u2019s the template the client had been sending to promote a particular product:<\/p>\n

\"inbound<\/p>\n

They have used a video link on the product in focus and there is also text describing the product. The play link takes the subscriber to a landing page on which the product description can be viewed in the form of a video. Announcement of the clearance sale is placed below the fold.<\/p>\n

Major Flaw –<\/strong> The campaign is text heavy; the images do help to an extent but do not reduce the burden on the text to convey the message. When there is too much text in an email, subscribers tend to skim through it and in the process, the possibility of missing out on an important message or offer is high. Such an email is also less engaging.<\/p>\n

The client was not very happy with the ROI this template was fetching. So, they asked us to create a new design for the same template. <\/em><\/p>\n

\"\"<\/a><\/div><\/div>\n

Our Inbound Solution<\/strong><\/p>\n

We created a new version of the template harnessing the basic principle of inbound<\/a> – providing information that the subscriber would want to know (nurturing the lead), in a more engaging, clean format. \u00a0<\/em><\/p>\n

Here\u2019s a look at the template designed using inbound principles.<\/p>\n

\"inbound<\/p>\n

The emphasis in this responsive template with a view online link is more on making the information in the email easily accessible and conveying the motto behind the email in the first fold. This way, the subscriber gets to know what the email is about, in the initial section itself. The subscriber can clearly see the product information, image (without the play symbol on it), a link to view the video below the image, price of the product, and a prominent CTA to avail the offer.<\/p>\n

In the subsequent section, the subscriber gets to learn about the detailed features of the product, where again there is a CTA to help them take an action.<\/p>\n

A well sorted write -up regarding the product follows. (this content is hardly noticeable in the earlier design which has a huge wall of content.)<\/em><\/p>\n

\"\"<\/a><\/div><\/div>\n

The Results<\/strong><\/p>\n

Unsure about how well this new template would perform, the client conducted A\/B Testing. Both the emails were sent to 123,000 subscribers, and the responses over 3 days were recorded<\/strong>. Here are the results:<\/p>\n

Click-through Rate<\/strong><\/p>\n

Original template: 497<\/p>\n

Inbound Template: 602<\/p>\n

Order placement<\/strong><\/p>\n

Original template: 54<\/p>\n

Inbound Template: 105<\/p>\n

Conversion Rate<\/strong><\/p>\n

Original template: 10.87%<\/p>\n

New Template: 17.44%<\/p>\n

Great! We now know that inbound works for email marketing. So, let\u2019s jump to the best practices.<\/em><\/p>\n

Best Practices of Inbound Email Marketing<\/h3>\n