It can be easy to get caught up in the numbers of people using social media platforms but you need to remember that the number of email users is still way out on front. Email is used by close to 3 billion people and while you don’t want to reach out to all of this audience, it is clear that email marketing should be an integral part of your business strategy and tactics. Email marketing can be of benefit for customer acquisition and customer retention so no matter what you hope to achieve, email marketing is of benefit.
These 11 tips will help you to make the most of your email marketing activities and strategies.
Deliver the right message at the right time to the right people
In your email list or database, you will have different people with different needs and expectations. Not every email will be relevant to all of your audience and this means that you need to segment this database into different niches and categories. You should then create email campaigns for the different categories of groups.
You should also look to test when the best time of day and best day of the week is to approach your audience. You may find that there are some times and days where you will receive a better response so be sure to test your marketing campaigns.
Every campaign you undertake should have goals in mind, because this makes it easier to measure the success or failure of a campaign. No matter what sort of email marketing campaign you undertake, it should have a clear aim or goal. You should also look to ensure that the call to action with your campaign is related to your goal.
Provide value that people want or need to see
Every email you send should have something of interest or merit to the recipient. If the recipient asks “what is in this email for me”, they should be able to answer quickly and clearly. This means you need to know your audience and you need to send emails that adhere to the problems that people have.
Always have a call to action (CTA)
There must be a point to your emails so always make sure there is at least one clear call to action. It doesn’t have to be about convincing someone to buy from you; it can be about getting someone to sign for a free trial, to offer them a voucher or even take a survey but you should have a purpose with every email.
Make your subject line compelling
You only get one chance to make a first impression and with an email, this comes with the subject line. If your subject line isn’t compelling, people will not open it. You want to be straight to the point and try and use fewer than 50 characters. There are many ways to pique interest with a subject line, so try different options, but this is a crucial component of achieving success with email campaigns.
Don’t use spam trigger words
Most email service providers offer spam filtering services and this means you need to be careful to avoid the traps that could see your email blocked. Don’t use exclamation marks and don’t use all capitals in the subject line as this will increase your chances of being flagged as spam.
Make sure you add social media share buttons
It is important to give your users the chance to share your offers and promotions, so make sure that you utilise social media share buttons within your email. This makes it easier for your great content or opportunity to be shared and in many cases; it will actually put the notion of sharing content into people’s minds.
Your email has to be eye-catching
People get a lot of emails so you want to make sure that your email stands out. You should think about using bullet points, some images and breaking your text up into a more readable format. This means with short lines and paragraphs. If your email looks like a boring email, people will skim it and skip it.
Be mindful of different devices and mediums
While you want to have an exciting email, you also need to make sure that your email can be read on different formats. There are an increasing number of smartphones and tablets around these days and you need to make sure that your email is optimised for your users, no matter what device they use to read your email.
Ways to make your email mobile friendly including utilising a single column style, offering one notable call to action, using large font sizes and being as brief and to the point as possible.
Analyse and track your emails
No matter what campaign you undertake, you have to be able to measure what is working and what isn’t. This is very true with email marketing and there are many things that you can check on. You can see who received your email, who opened your email, who clicked on links and who shared your content. These are all great pieces of information that should inform your future strategy and tactics. If you have an email approach that is working, use it more and if you have an email approach that isn’t working, try something else.
Use split A/B Testing
Following on from the importance of analysing and tracking, the importance of testing should never be overlooked. A/B testing is a traditional form of testing in marketing and basically, you will try out different approaches and see what one performs better. There should only be one change between the emails as this will allow you to make a better reading of the popularity or effectiveness of the element that has been tested. If you change too many things between the emails, you will not be able to say for sure what caused the different outcomes.
These 11 steps and tips are simple enough to be used by anyone, even people with no marketing experience, but when used together, they can help to strengthen your email marketing campaign and hopefully bringing success to your business.