techniques to improve email marketing KPIs

8 techniques to improve your 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 …

8 techniques to improve your email marketing 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.

Email campaigns Subject
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1. Your email campaign’s subject

For a better optimization of your email marketing KPIs, the choice of the subject must be carefully studied, as it will get your audience to open 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, it is important to integrate specific keywords. 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. These words will make your audience feel privileged.
Every email campaign is different and require particular attention. To get people open your emails, you can start by testing different subject lines and strategies. Pixels Health performed many beta and A/B tests over the last 10 years. We have seen a significant difference in terms of performance, for example the open rate varies by up to 10% when we only change the subject line of the email using the right words.
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2. Content

To get your emails the attention they deserve, your email content should get straight to the point and be a strong call to action. It should focus on the objective of the email and the expectations of the audience. You need to be clear and concise about the information you want to share with your readers.
This will help you build trust with your target audience. Therefore, to improve your email marketing KPIs, you should be able to respond to the following questions: Who is your target audience? What are they looking for? How often do they check their emails? etc..
It is required to use simple vocabulary that is relevant to your reader. However, many words should be avoided such as “spam trigger words” which are words or phrases identified as red flags in email systems that can root your emails away from recipients’ inboxes spam such as words related to money or urgency.
Pixels Health is able to guide you and share its best practices in designing and executing thousands of email campaigns.
Content Impact in email marketing kpi's
Call to action impact in email marketing kpi's
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3. Call-to-action (CTA) Design and placement 

A call-to-action is a statement designed to encourage the audience to take a desired action on a marketing campaign. It could be a banner, a HTML button, an image, or a text link.
In order to optimize your email marketing KPIs, an effective CTA is needed for your strategy. The CTA design has to be unique, and it must stand out compared to the rest of the content (contrasts, colors, typology…). In addition, the placement of the CTA is considered a determining factor. It should be easily identifiable and accessible to your target audience.
Also, your CTA must be as explicit as possible to secure your readers’ attention. The CTA should communicate clearly what the reader can expect when they click on the button. It is also possible to use action verbs and include at least two different CTAs in your email.
Pixels Health runs many tests during your campaigns to determine what works best for your audience and increase the effectiveness of your CTAs.

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4. Using videos

Videos are highly interactive and entertaining and are extremely popular in marketing. Therefore, including videos in your email campaigns is such an effective strategy to optimize your email marketing KPIs. Using a video make your email more attractive and dynamic. It will facilitate delivering information to your audience and allow them to memorize better your message.
It was shown that, including videos in your emails can increase open rates by 6% to 19%. According to your strategy, Pixels Health can integrate videos in your emails and boost your content by creating 2D and 3D videos.
Impact of design and visual content on email marketing kpi
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5. Design and visual content

First impressions matter! Usually, recipients do not read their emails in their entirety. A visually appealing design for your email campaign, is what will reach and engage your audience.
An excellent email campaign includes captivating and high-quality images that will ensure the optimization of your email marketing KPIs. Your visual content must be consistent with your graphic charter. It is also recommended to avoid using larger images or too many images because they take longer to load and can cause your message to get caught by spam. Pixels Health creates original designs that will capture the reader’s attention, encouraging them to open your email and read more.

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6. Responsive design

Emails are increasingly viewed across multiple devices and screen types such as tablets, PCs, and smartphones. Therefore, it is important to adapt your content to multiple screens and optimize the way your emails are displayed for a better screen experience.
Responsive design is an approach used to create content that is automatically adjusted to various screen sizes. This will make your emails readable on all screens and will increase your reader’s engagement and satisfaction. A responsive design is the key to enhance your email marketing KPIs.
Pixels Health compares email rendering across +30 different screen sizes for each campaign and optimizes your emails according to your target audience.
Responsive Design email marketing KPI
CONFIDENTIALITY AND DATA PROTECTION REGULATIONS

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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 within your email campaign for recipients to easily opt-out of receiving future communication (it must be easily accessible)
  • Your privacy policy needs to be available and transparent (your recipient should know the purpose of collecting his personal data)
  • An email disclaimer must be used to mitigate some damages or legal issues (legal protection).
Pixels Health ensures that the General Data Protection Regulation is applied correctly and can help you with collecting consents if necessary.
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8. A/B Testing In Email Campaigns

A/B testing consists in creating two different versions of your email A and B, with one variable changed and send them to two different groups of an audience, and then see which version receives the best results (number of clicks, amount of subscriptions generated, number of purchases, ect).
A/B testing offers an in-depth analysis of the reader’s behavior. It allows you to determine the version of your email that is performing best and the best marketing strategy and objectives.
Regular A/B testing allows you to improve your marketing campaign KPIs. Pixels Health has extensive experience in marketing strategies and analytics and did run multiple A/B testing.
Pixels Health offers this service along with technical analysis to help you refine and improve your campaigns.
A/B TESTING IN EMAIL MARKETING KPI