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In a recent study, 59% of B2B digital marketers in Singapore stated that email marketing is one of the most effective ways to increase email conversion rates. Another study revealed that 86% of business executives and customers in not only Singapore but also other parts of the world prefer using email when communicating with traditional communication methods.
The two statistics are enough proof of the potent power of email marketing. However, to get results, you need to master the art of creating engaging content that will motivate the recipient to open the email and take the desired actions. Today, we will look at seven wise nuggets on how to increase email open rate.
Make Sure Our Email List is updated
You have probably been advised to send out emails to your subscribers consistently to engage with them and keep your list fresh. While this strategy does work for some businesses, over time, some of the recipients may get bored with your emails and mark them as spam or delete them immediately they land on their inbox. Some of them may have changed their email accounts or are just not interested in your business anymore.
Therefore, it is wise to expunge inactive subscribers from the list periodically to keep it fresh. Basically, an inactive subscriber is someone who has not responded to your email in the last six months or more. But before you go ahead and delete their addresses, try to re-engage and salvage your relationship with them by sending out an enticing email. You could spice it up by giving them a special offer such as free shipping if they shop on your website within a given timeframe.
Alternatively, you can contact the subscribers maybe once or twice per month to ask if they would like to update their email preferences or personal information.
Categorise Your Audience
Bombarding your prospects with emails is one of the simplest ways of tarnishing your reputation and relationship. If they feel that the email is not relevant to them or the products and services you are offering does not resonate with their needs, trust me, they will not open it. Such emails will end up being deleted and marked as spam.
You can avoid that by segmenting your email list based on the needs and expectations of the audience. 39% of online marketing agencies in Singapore who take the time to categorise potential clients in their email listing record higher open rates and succeed in achieving their sales targets. 24% of Singapore online marketing experts who were polled during this study affirmed that they manage to generate more revenue and experienced better service delivery.
One of the best ways of achieving this goal is by sending emails to specific customers or website visitors based on the products they purchase. You could also tag them based on their behaviour when they visit your website. Other factors that you can use to segment your list include:
- Previous purchases
With these segments at hand, you will be able to come up with great subject lines and content for your weekly or daily emails.
Avoid Spam Filters
Email service providers have embraced new technology and use advanced algorithms to enhance their spam filters. Even your best-written email can end up in the spam folder if you are not careful. If you are to succeed in getting optimal returns from your email marketing campaign you need to reduce the chances of your emails being flagged as spam.
Here are simple practices that you can use to avoid spam folder.
- Only send emails to recipients who have actually opted-in or subscribed
- Make sure that the emails are sent from an IP address that has not in the past used to send spam emails in the past
- Make sure that you send the emails via verified domains (there are hundreds if not thousands of options online)
- Make sure that your code is clean
- Avoid using deceptive subject lines also referred to as “bait-and-switch”
- Avoid using too much salesy language in the subject line and email body
- Include your business location
- Provide an easy way for subscribers to unsubscribe
- Give subscribers tips on how to whitelist emails and request them to add your email address to their whitelist
Timing is of Paramount Importance
The time you send out emails has a significant impact on email open rate. Therefore, it is important to think about the best day and time to send the emails to your subscribers. One of the guaranteed ways of knowing the best time is by conducting A/B tests. Use the test results to fine-tune your campaign.
According to a recent survey by MailChimp, the best time of the week to contact your customers is on weekdays. However, it is important to point out that no single day won the contest as evident from the graph below and so it is difficult to tell the specific day of the week you should send the email.
The survey also discovered that the optimal time of the day when recipients are most likely to open and read an email is at 10 AM. Take into consideration the recipients time zone though to get the best results.
The type of content in the email, location, occupation, and age also influence the peak time. For example, content that is related to recipient hobbies or interests is most likely going to be opened and read before work whereas content related to the occupation of the potential customers is most likely going to be checked during the normal working hours.
Concisely, you should envision a typical day in the life of a particular segment of your audience when creating the campaign. What are they most likely doing in the morning, afternoon, and evening? What does their typical day at the office look like?
Your email marketing campaign will not succeed if you don’t take time to understand the needs and preferences of your customers first. Carry out extensive research and use the data to determine the feasibility of every action that you take during the campaign. We have a team of experts who can help you create a robust email marketing campaign for your business at a competitive rate. Get in touch with us today for more details. We look forward to helping your business thrive and realise its full potential.