Most of you are sending emails and monitoring important metrics like open rates and click through rates to try to improve your email marketing strategy. If you're not, here's an article that will help you understand what the important metrics to watch are and why.
The average email CTR for businesses, according to Mail Chimp, is anywhere from 1.58% to 6.65% depending on industry. Realistically, most are in the 2-3% range on average but in the wine industry we will tend to see average metrics closer to 5%. (Wine stuff makes people happy.)
Increasing your email conversion rate can help drive traffic to your site, improve sales, boost event attendance- whatever the objective of your email- increasing that CTR is important.
Here's the trick: increasing your email CTR starts with segmenting your email lists.
Your readers need to instantly see how the content is directly related to their specific wants. Do they only like red wines? Are they part of your wine club? There are many ways you can segment your lists to send more targeted content.
Key tips for segmenting your contacts to increase your email conversion rate:
Consider your email marketing strategy as a whole. With your contacts in mind, consider what types of content you would share with your network in an email. Special wine club happenings? Upcoming sales? Blog posts? Wine events?
Now think of who specifically in your lists of contacts you want to send that content to. Tasting room visitors? New Customers? Wine club members? Red wine-lovers?With the above information at the forefront of your mind, create lists for each type of these groups of people and groups for the content you'd like to send them. Make sure you clearly label and define each list so that confusion doesn't arise later down the road.
Once your current database is segmented and organized, make sure you have systems in place to continue to either automatically or manually be adding and categorizing any new contacts you may acquire.
Create a calendar of emails to stay organized. Now that you’ve broken up the different emails you want to send and who you want to send them to, make sure you get on a rotating schedule and that you are evenly spacing out what emails you send to who.
Think ahead. You may not know what type of email you want to send to prospects or customers several months from now. Getting organized with your CRM system and categorizing your database of contacts with a variety of demographics, behavioral traits and interests for your contacts could come in handy later on down the road.
Evaluate your data. Maybe you’ve segmented your lists but still haven’t seen an increase in your email CTR. Try rethinking your strategy. Can you break down those lists even further creating more personalized, specific and unique content?
We showed you earlier the monetary value improving your email conversion rate can have. Make sure you're paying attention to it and constantly looking to improve. As I said before, don’t be afraid to get creative. Ultimately you want your content to stand out. Make it personal and fun!