Email marketing is a pillar of a healthy digital marketing strategy. But have you ever sent an email to clients only to get no response? Did they even open it? Or open it just to delete it? Maybe you don’t even know where your campaigns are going wrong. Have no fear; our top 5 email marketing tips are here.
1. Encourage Readers to Reply
Email marketing opens the door for meaningful conversations with real people interested in your business, unlike direct mail. And just throwing information to leads and clients is a waste of time, so make sure you always focus on these three variables:
- Irresistible subject lines
Speak to readers directly and promise them something that stands out from the other emails.
- An entertaining and distinctive voice
Just because readers open your email doesn’t mean they aren’t queued up to quickly delete it. Always make sure your message sounds like it came from a real person who cares.
- Targeted content
Segmenting your email lists by reader demographics makes it easier to create a message that really resonates with your readers’ needs and interests, which makes them more likely to take up an offer, engage with you, or even to pass it onto other prospective clients.
2. Optimisation for All Devices
Today users are connected to email through smartphones, tablets, desktops, that include a wide range of different devices. Gone are the days where all users accessed their inbox from the same email platform on their desktops. The way one person views an email isn’t the same way another person does, so to ensure that accessibility isn’t jeopardised for any users – a responsive design email is typically the best solution. Being able to optimise an email design allows all recipients on nearly every device and platform imaginable to have a user-friendly experience that allows them to view the content as intended.
3. Promote User-Generated Content in Your Email to Improve Engagement
People love getting acknowledged and gaining exposure for something good. Periodically creating emails that appreciate subscribers helps improve user engagement and also aids in understanding what kind of content works with them. Sharing any form of user-generated material such as posts, images, or videos in your emails has the following advantages:
People respond better to the words of another person than they do to a brand. Word-of-mouth marketing grabs people’s attention and encourages engagement.
In the world of diminishing attention spans, people typically ignore brand banners and focus on content from other people. Content becomes more memorable for subscribers when it has other people in it.
A significant 79% of consumers report being highly influenced by user-generated content. By including user-generated content in your emails, you motivate subscribers to take action in the direction you want.
4. Make Sure Your Emails Look Clean and Crisp
This sounds obvious, but you’d be surprised how many people send emails that look like amateur websites from the ’90s. If someone has opened your mail because of an engaging heading, you want to keep their interest. This means:
- Using short paragraphs and ensuring that keywords and phrases relevant to your readers stand out.
- Including bullet points to help people skim the content and take in the vital points.
- Inserting pictures sparingly. Images should illustrate your message rather than replace your content. Some email providers block images or consider them an indicator of spam.
5. Email Less
It may sound counterintuitive, but it’s been found that 43% of subscribers would like businesses to email them less frequently. In fact, data from Campaign Monitor found that “every two weeks is the ‘sweet spot’ for getting the most people to see your emails without burning out your subscriber list.”
That’s actually good news if you’re looking to save time while keeping your audience happy and engaged.
As we approach 2021, now is an excellent time to rethink your email marketing strategies and rework your email marketing plans. We hope the strategies mentioned above can help you send better emails in the new year and beyond.