► Did you know that roughly 80% of marketers reported an increase in email engagement in 2020?
► And that the number of global email users will grow to 4.48 billion users by 2024? Plus, email
marketing has the highest ROI for small businesses and is the second most effective medium for building brand awareness. ► Those statistics alone serve as a reminder that email marketing is not a thing of the past. It skype database continues to grow and is one of the primary ways brands get to know and engage with their customers. Email marketing is all about sending the right message to the right people at the right time. But how do you do that? In this post, let’s go over the top strategies you can use to get to know your email subscribers according to research:
1. Use analytics
A great way to get to know your current email subscribers is to dive into your analytics. Find out which emails are performing best.
Is there a pattern?
What topics are your audience most interested in?
Which emails do they interact with the most?
What day/time are your highest open rates?
Analytics can help you sort through all of this so you can stay in touch and provide the content your audience wants.
Cynthia Price of Litmus says, "If emails could talk, you could learn a lot about your subscribers. Oh wait. They do. Open rates, click rates, and other standard email metrics give you signals. They're interested. They're not. They're done."
But how do you optimize other things like templates? Or apply what you learn in your email program to other channels?
Price explains, “With analytics that go beyond opens and clicks. When you know which email clients your subscribers are using, you can optimize the experience for them. For example, what if most of your subscribers are on mobile and using dark mode? You’ll want to incorporate that into your design strategy and QA and testing process. Or let’s say you know an email has a high forward or impression rate. You might have a potential viral piece of content on your hands. You can use insights like this — see what your subscribers are telling you.”
► Ultimately, monitoring your metrics will help you identify what your audience is interested in.
2. Participate in social media listening
Did you know that 37% of consumers find purchase inspiration on their social media channels?
Paying attention to what your audience is doing on social media will help you learn more about your consumers so you can understand the content they want to see.
Think, “What are they interacting with on social media? What type of information are they searching for?”
3. Send surveys
This may seem overly simple, but honestly, the best way to learn about someone is to ask them questions.
►Send surveys in your emails and get to know your audience.
For the HubSpot Service Blog, the daily email newsletter includes a question of the day. This helps us learn more about our audience on a regular basis.
