The world of marketing is a constantly changing landscape. Consumers have more access to information than ever and expect brands to be agile enough to keep up with new trends and technology. That’s why marketers and their teams need to be agile as well.
Agile marketing challenges the status quo and powers change. Testing, data, automation, and iteration are your best friends — or at least they should be if you want your brand to thrive in today’s marketplace. This article will explore how agile email marketing can help elevate your brand by delivering better results for open rates, click-through rates, engagement rates, and cost-per-user acquisition (CPA).
Improve Open Rates
Open rates are a key metric for email marketing. They are the percentage of emails that recipients open. It is essential to understand that these rates do not necessarily equal sales. Open rates measure engagement but don’t always indicate conversion (purchasing).
Agile email marketing can help improve open rates in several ways:
- More relevant content will be sent to your audience as you only send what they want to receive—no more irrelevant or unwanted messages!
- You’ll get better results because you’re sending messages at times when your audience is most likely to engage with them (it’s not 8 am on Saturday mornings).
- Your messages will stand out from those of competitors because agile marketing is designed around customer preferences and interests instead of generic one-size-fits-all messaging across all channels at once.
Bolster Click-Through Rates
You can also increase click-through rates by using responsive emails, a mobile-first design, and multiple offers. It’s important to test different subject lines, content, and call-to-action buttons to see what works best for your audience. It will help you build trust and rapport with customers, increasing their likelihood of clicking on links within your email.
Increase Email Engagement
To increase email engagement, start by identifying your audience and their needs. Once you’ve done that, optimize your emails for the best results based on the following questions:
- What makes an email engaging?
- How do you test your email engagement levels?
- How do you improve your email engagement levels?
Create More Interesting Content
What makes a piece of content interesting? It must be relevant to the user and reflect your brand’s goals. It means that the content has to be tailored toward these three things:
- Relevance: The user should feel like they’re looking at something specifically for them.
- Usefulness: The user should be able to take away some actionable items from this piece of content.
- Engagement: A good post or email will also have an aspect of entertainment value and impart knowledge or another type of value (e.g., making someone smile).
Save More Time
Agile emails are more responsive and can be tested and iterated quickly based on what works best for your audience, making it easier to respond to customer needs. If an email gets a low open rate, you can change the subject line or content of the next iteration. Try sending out different pieces of content in your next email campaign to see which one performs better with your audience. Because agile emails are so flexible and easy to test, they’re also great for reaching a wider audience.
Tips to get more out of your agile email marketing
Agile email marketing is a great place to start if you plan to develop an effective and scalable strategy for your business. Here are some beneficial tips for using this approach:
- Use a responsive template.
- Be relevant to your audience.
- Use an autoresponder.
- Use a trigger to get people to open your emails, click on them, and engage with you in another way (like or share).
Why should marketers and their teams be agile?
Agile marketing is a mindset—a way of working, being, and thinking. It is a new approach to marketing that delivers superior results by embracing change at every step of the process. It’s based on collaboration between all parts of your business, including sales, operations, and finance teams—all working together to achieve better customer engagement across channels.
Why are testing, automation, and iteration your best friends?
It’s only natural to want to keep things simple when you first start with email marketing, but you must test everything. Pay attention to the data if you use analytics software like Google Analytics or HubSpot to track your results. Email automation can be a huge asset for every business, especially those with an established email list and who have been sending monthly newsletters for some time. Automation saves them time by sending out bulk emails with little effort.
Testing has repeatedly proven to be one of the most effective ways businesses can increase revenue. You must A/B test your subject lines and calls to action to find what works best for your audience!
In a world that’s increasingly digital and mobile, marketers need to be able to adjust their strategies on the fly. If marketers can adapt quickly, they will gain opportunities for growth and innovation. Agile email marketing helps companies stay ahead of their competition by ensuring their messages aren’t stale or boring—and by keeping things fresh!
The opinions expressed here by Guest Contributors are their own, not those of Rise Marketing.