As a marketer, it’s important to be where your customers are and email is one of them. Today, two thirds of Americans have a smart phone. Consumers are connected to email 24/7, checking it four, five times a day. As the second most effective marketing channel behind search, email marketing presents business owners a tremendous opportunity for growth.

Never before have we been able to segment and personalize email marketing at the scale we can today. With behavior triggered email marketing and the ability to segment down to age, interests, and location, it’s no surprise that email marketing continues to grow in effectiveness.

The following email marketing tips will help you make the most of this dynamic marketing technique.

#1:USE A/B TESTING TO OPTIMIZE OPEN; CLICK THROUGH RATES

A and B testing is the manipulation of one variable, typically the subject line or content, to see which variation has the highest engagement or conversion rate. The truth is you never know what’s going to work with your audience until you AB test it.

Before you begin your A/B test, know what you’re testing and why. Are you evaluating the impact of subtle changes to the copy of a call to action? Different images? Changes in design? Make sure you have an idea of what effect changes to the variation will have before you start A/B split testing.

Something I like to do is keep a record of all my A and B testing results, in hopes of finding trends in the data. This way I can identify trigger words that yield higher open rates. Keep in mind that day, time, segmentation group, and email type are all variables that can be manipulated.

#2: SETUP CART ABANDONMENT EMAILS

Six out of every ten carts created by shoppers will not make it through the checkout process.  This may seem like a great loss, but if you look a little closer it’s the perfect opportunity. Each customer who abandons their shopping cart has essentially handed the store owner a list of items they want.

Now it’s up to you to remind them. If you’re using software that enables automation, you can quite easily setup a rule that detects whether a person visits the cart or checkout page, but not your confirmation / thank you page.

When this criteria is met, an email can be sent to them (providing you have already gathered their email address) asking them why they didn’t complete their transaction.

#3: GIVE YOUR DORMANT CUSTOMERS SOME LOVE

Most business owners know the key to running a successful store is achieving repeat customers. It’s commonly accepted that if someone makes a second purchase, they are much more likely to make a third, fourth, and so on.

Now before you starting signing “baby, come back” there a few email marketing techniques to try. A good habit is segmenting your customers by loyalty. By targeting them with campaigns that are relevant to their activity, you are more likely to maintain higher levels of engagement.

Think of your dormat customers like an old friend. Reach out from time to time, so they know you’re still around. It doesn’t have to be salesy – after all, you’ve already sold them once. A simple “We have a new product I think you might really like,” is enough to let them know.

It’s possible to automate this process using event-based triggers. For example, if a customer hasn’t purchased anything within 12 months, you can create a ‘reactivation sequence’ to incentivize them to make another purchase.

#4: REWARD LOYAL CUSTOMERS

They say 80 percent of your business comes from 20 percent of your customers. If this is the case, doesn’t it make sense to reward your top-performing customers? Offering special discounts or promotions through email marketing is a great way to nurture those relationships and help secure their continued business. Do not underestimate the power of a little appreciation.