Despite what anybody says, email marketing is still going strong and remains one of the most popular and effective ways of nurturing your prospects and communicating with your customers. But email marketing can be a difficult strategy to perfect. So we’re going to share our top tips to perfect your email marketing and improve your open-rates, click-through rates and conversions so read on or hit play on the video above!
1. Communicate with Purpose
What do you want to achieve by sending out this email? Do you want to get more traffic to your website? Do you want to get readers to buy your product? Do you want your readers to take a trial of your software? Ensure you set the goal from day 1 and keep it in mind when you’re writing and designing you email as well as choosing who to send it to. Which brings us on to the next point.
2. Send the Right Message to the Right People
If you want to achieve your goals when it comes to email marketing, it’s vital that you target the right people with the right content. Sending out a bulk email to all of your prospects at once, no matter where they are in the sales process, their location, their age or their interests for example, is likely to result in more unsubscribes than click-through rates or conversions. Why? Because half of your list won’t be interested in what you are sending them because your emails are not targeted. However, segmenting your email lists and targeting the right audience is going to get you a much better result. There are many different factors you can use to segment your lists and different segmentation will work for different businesses, but here are a few examples:
- Position in the sales funnel
- Purchase history
3. Timing is Key!
You’ll read a lot of different articles telling you ‘Tuesday is the best day’ or ‘Friday is the worst day’, ‘this time is best’ or ‘that time is better’. But this is something you’ll need to work out for yourself because you know your audience and your statistics better than anybody else so make sure you use them!
4. Perfect your Subject Line
Your email subject line is the first things that your readers see before opening the email and if it doesn’t grab their attention instantly, they’re unlikely to open it. So try and spark their curiosity, make them want to learn more. Another important thing to remember is personalisation. According to Adestra, “personalised subject lines are 22.2% more likely to be opened” because they create an immediate connection with the reader. So make sure your subject lines are always personalised! Read more about email subject best practices here.
5. Consider the From Address you’re Using
Avoid “info@” and “do-not-reply@” at all costs! People want to communicate with people, not machines and using email addresses like these don’t help to build trust with your readers. Using a name in the from address, alongside your company name, I.e. firstname.lastname@example.org allows for instant recognition and confidence that they can trust you as a sender.
6. Match the Subject Line with the Content
Many companies entice their audience to open their emails with exciting subject lines that are completely unrelated to the email content itself. This is a quick way to lose your reader’s trust and get them to click unsubscribe so always make your subject line relevant.
7. Make the Unsubscribe Link Very Visible
Some people try to hide the unsubscribe link because of course, they want their readers to stay subscribed to their emails. However this can be very damaging. Not only will it annoy your readers and they’ll stop opening your emails anyway but it can also damage your email reputation and your emails will end up in your reader’s spam folders.
Sending out emails to people that aren’t interested and never will be interested in you, your product or your service is a waste of your time so if they want to unsubscribe, make it easy for them!
8. Have a Clear Call to Action
Make it really simple for your readers and tell them exactly what you’d like them to do with ONLY one or two clear CTA’s. If you put any more than a couple at the end of your emails, your readers are less likely to complete either. If you don’t have a call to action, your readers won’t do anything and you will have missed an opportunity to send them to a new product on your website or a new blog. Meaning you’ll have lost out on traffic and a possible conversion!
So there are our top tips to perfect your email marketing. We hope you find it really useful! Let us know what works for you and if you think we’ve left an important tip off the list, leave us a comment. We’d love to hear from you!