techniques to improve email marketing KPIs

8 techniques to improve your email campaign KPIs

KPIs (Key Performance Indicators) help you track and measure the effectiveness of your marketing strategy. In order to evaluate the effectiveness of your email campaign, it is important to …

8 techniques to improve your email campaign KPIs

techniques to improve email marketing KPIs

KPIs (Key Performance Indicators) help you track and measure the effectiveness of your marketing strategy. In order to evaluate the effectiveness of your email campaign, it is important to analyze your KPIs carefully.
Here are 8 techniques that can help improve your KPIs.


1. Your email campaign’s subject

The choice of the subject must be carefully studied, because this will make your audience want to learn more and read your emails. The content should be clear and concise, not too long or too standardized and must inspire confidence. You need to stand out and grab your reader’s attention.
Therefore, you should integrate specific keywords and organization names. Some words, such as “invitation” will make your audience more interested, or “try” gives the impression of free access, and “discover” to communicate new information. It will make your audience feel privileged.
Every campaign is different and require particular attention. An effective strategy involves testing and comparing your subject. Pixels Health has conducted a large number of beta tests over the past 10 years. We have seen a significant difference in terms of performance, like the open rate varies by up to 10% when we only change the subject line of the email campaign using the right words.

2. Content

Your content should get straight to the point and should be a strong call to action. It should focus on the objective of the email campaign and the expectations of the audience. The recipient should be able to understand the information clearly and quickly to avoid losing their attention.
It is important to adapt your content to your target audience. It has to be concise and meet their needs. You should be able to respond to the following questions: Who is your target audience? What is they looking for? How often do they consult their emails? etc..
Also, using simple vocabulary that is relevant to your reader is required. Many words should be avoided such as “spam words” which are forbidden words in email systems that can send your emails to spam (words related to money, emergency, health…).
It is worth highlighting the links you provide as well. A reader who clicks on a link is curious to learn more about you!
Pixels Health is able to guide you and share its best practices through its experience in designing and executing thousands of email campaigns.

3. Call-to-action (CTA) Design and placement 

A call-to-action is a statement designed to incite the audience to take a kind of action. It could be a banner, a button, some graphic or a text.
To create an effective and a strong CTA, you must make it look as good as it can possibly be. The CTA design needs to be unique and adapted to your subject compared to the rest of the page (contrasts, colors, typology…). Deciding the CTA location is considered a determining factor. It should be easily accessible and identifiable.
In addition, your CTA must be explicit in what a click on it does. The reader should immediately understand why they are going to click and what will happen next. You can also use action verbs and include at least two different CTAs.
Pixels Health performs tests during the campaigns in order to prove which type of CTAs are the most effective according to the audience and ensure a permanent optimization.


4. Using videos

Videos are highly interactive and entertaining and are becoming extremely popular in email marketing campaigns. They make your emails more attractive and dynamic, facilitate the transmission of information and allow your audience to memorize your message. They require little attention and are a time saver.
Adding videos in emails can increase open rates by 6 to 19%. Pixels Health integrates videos in the emails according to your strategy and creates or improves your 2D and 3D videos.

5. Design and visual content

The first impression matters the most! Usually, emails are not read in their entirety, your design is what persuades the recipient to read it.
An excellent email campaign includes captivating and high-quality images that ensure your marketing campaign will be eye-catching. The images will perfectly illustrate your text and can be used to highlight your expertise.
Your visual content must be consistent with your graphic charter (colors, fonts, shapes that you frequently use). However, it’ s recommended to avoid using many images because the larger your images are, the longer your email will take to load. It can also get your email to the recipient’s spam.
Pixel Health creates original designs to grab the reader’s attention and illustrates your content perfectly.


6. Responsive design

Your emails can now be accessed via various screen sizes (computers, tablets, smartphones…) and they are increasingly being consumed on the move. Therefore, it is important to adapt your content to multi-screens and optimize the way your emails are displayed.
The responsive design is a technique used to automatically make your email more readable on different screen sizes for a better visibility and harmony.
Pixels Health compares email rendering across +30 different screen sizes for each campaign and optimizes them according to your key targets.


7. Confidentiality and data protection regulations

Your email marketing campaigns must be compliant with the GDPR requirements:
  • An explicit consent from your audience is required (you must keep evidence of the consent)
  • An unsubscribe link must be included in all your email campaigns (it must be easily accessible)
  • Your privacy policy should be available and transparent (your recipient should know what their data will be used for)
  • An email disclaimer must be utilized to mitigate some legal issues (legal protection).
Pixels Health can ensure that the data protection standards are applied correctly and can also help you with collecting consents if necessary.

8. A/B Testing on Email Campaigns

Pixels Health is strong in marketing strategy and analytics. We have performed multiple A/B testing.
This method consists in comparing two versions A and B of the same web page and analyzing the results of each of these variants (number of clicks, number of subscriptions generated, number of purchases…ect).
A/B testing offers an in-depth analysis of the reader’s behavior. This allows to determine the best performing version of your website and the best strategy for your marketing objectives.
Regular A/B testing allows you to refine your content marketing and improve the elements of your email campaign (CTA placement, text, colors…).
Pixels Health offers this service along with a technical analysis to help you keep improving your campaigns.

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