28th Feb 2024
While you probably don’t think twice about the formatting or subject line of an email you send to a friend, email marketing requires a lot more consideration.
Every aspect matters, from the time you send your email to the devices on which your email might be opened.
Your goal with every email is to generate more leads, which makes creating a marketing email a more involved process than other emails you’ve written. Below, we have listed our top email marketing tips to help you increase success with your email campaigns and marketing.
Focus on organically growing your database by offering valuable incentives such as exclusive content, discounts, or free resources in exchange for email sign-ups. Avoid purchasing email lists, as they often contain irrelevant or outdated contacts and can damage your sender reputation.
Personalisation is key to engaging your subscribers and fostering a strong connection with your brand. Address recipients by their name, segment your email list based on demographics, purchase history, or browsing behaviour, and tailor your content to suit their interests and preferences. Studies show that personalised emails result in higher open and click-through rates, ultimately driving better conversion outcomes. Using a CRM can make this process a lot easier as it allows you to add all your customer information. This means that every time you create an email, you can use a template that will automatically fill in the customer’s name and any other necessary information. A platform that is great for email marketing is Lead Gen & CRM by Constant Contact.
Your subject line is the first thing recipients see in their inbox, so keep it concise, relevant, and compelling to encourage recipients to open your email. Experiment with different tactics such as using emojis, posing questions, or creating a sense of urgency to grab attention. A/B testing subject lines can help you identify which ones resonate best with your audience.
Read more about A/B testing on our Marketing Automation page.
Once you've captured your audience's attention, deliver on the promise of your subject line by providing valuable and relevant content. Whether it's informative articles, product updates, or special promotions, ensure that your content adds value to the recipient's life. Focus on building a relationship with your subscribers rather than solely pushing sales pitches.
With 55% of emails being opened on mobile devices, it's crucial to optimise your emails for smaller screens (Hubspot, 2024). Choose mobile-responsive email templates, use a legible font size, and keep your design simple and visually appealing. Test your emails across various devices and email clients to ensure an easy experience for all recipients.
Timing plays a significant role in the success of your email campaigns. Experiment with different times and days of the week to send your emails, this will determine when your audience is most responsive. For maximum impact, keep in mind factors such as time zones and the nature of your content when scheduling your emails.
Continuously monitor the performance of your email campaigns to gauge their effectiveness and identify areas for improvement. Track metrics such as open rates, the conversion rate, unsubscribe rates, recency of engagement and actual clicks on your content to gain insights into what resonates with your audience. Use this data to refine your strategies and optimise future campaigns for better results.
Consistency is key to building brand recognition and trust with your subscribers. Establish a regular sending pattern that aligns with your audience's expectations. However, be mindful not to overwhelm your subscribers with too many emails. Find the right balance between staying in your audience’s minds and respecting their inbox.
Email marketing remains a powerful tool for businesses to engage and nurture their audience effectively. By implementing these essential tips, you can enhance the impact of your email campaigns and drive meaningful results for your business.
Remember to prioritise building relationships, delivering value, and adapting to the evolving needs and preferences of your subscribers. With the right strategies in place, email marketing can be a real game-changer for your business growth.
If you’re looking for further advice when it comes to email marketing and campaigns, we’re here to help! Get in touch with us here.
Oberlo, 2023. (Email Usage Statistic).
Hubspot, 2024. (Phone Email Usage Statistic).
