Most aspects of digital marketing are constantly evolving, email marketing is no different. To continuously engage your customers, you have to stay up to date with marketing trends. In this blog, we’re telling you 8 tips for a successful email marketing campaign.
Whether you’ve been using email marketing for years or you’re just starting out, it’s a great marketing tool to leverage within your strategy. If you’re just starting out, you can check out our beginner’s guide to email marketing.
Email marketing is currently the marketing tool with the highest return on investment. This could be due to your email clients having signed up to receive your marketing communications, therefore they may be more interested in what you have to offer. They generally select themselves as being part of your target audience. Because of this, you can offer a more relaxed approach to your email marketing content, you don’t really need to introduce your business but rather share offers and important information about your brand.
Promotional emails are one of the most common types of email that businesses send. These can be about specific products or a seasonal sale you’ve got coming up. Including engaging information such as this can help to increase website visitors and nurture leads.
Email marketing tips
When it comes to marketing, it’s usually a good idea to have a plan in place, but you should also understand that things don’t always go to plan and therefore be open to a more flexible approach. While sometimes it’s nice to follow a strict schedule, for example, you’ll send your email campaign out on a specific day every week, sometimes it’s good to share information as and when you want. With that being said, you should try to avoid sending too many emails in a short space of time as this can often annoy your customers.
Track your email marketing success
Due to the high tracking abilities associated with email marketing, you should be able to see what works and what doesn’t fairly easily due to campaign performance and key metrics.
Having the ability to track your marketing efforts has many advantages such as clear access to engagement and conversion rates. Positive conversion rates can be seen through a click through resulting in a purchase, whereas what doesn’t work can be displayed as unsubscribed users, which is not always a bad thing. It’s better to be targeting those who are interested in your communications than inactive subscribers. Having access to email analytics means that you can make improvements for future campaigns.
Use your email subject lines!
We’re not saying fill the email subject line with whatever you want, instead take time to consider how you can grab the attention of your customers immediately after reading the subject line. If your subject does not impress, it’s highly likely that your email will be sent to the bin before it has even been read. Or, worse still, it might go straight to the spam folder. That is definitely not what you want if you’re trying to increase your customer base and hold on to loyal customers.
When creating an effective email marketing campaign, you’ll also have to select a ‘from name’. This is just as important as your subject line as it tells your customer who the email is from at a quick glance. In most instances, you should use your company name here, this can help with increasing brand awareness.
Add a personal approach
A huge benefit of email marketing is the ability to offer personalised marketing messages. If you’re wanting to create successful email marketing campaigns, it’s important to offer a personal approach. This can be done through selecting the customer’s first name and perhaps even adding in their previous interactions with your brand.
Automation is a very powerful email marketing strategy and if you’ve gathered a substantial mailing list then it’s definitely worth considering. Email marketing automation can be described as sending an automated email based on certain triggers. These triggers can include a customer visiting your website, adding an item to their basket and then leaving. This trigger will automatically send an email after a specified time, reminding the customer that they have left something in the basket, in the hope that they revisit and make the purchase. The addition of a call to action can help you to send your email client exactly where you need them to go, maybe that’s a specific landing page.
Create an easy sign up form
Let’s be honest, we all know that if things aren’t made easy for us, we can lose interest and that’s the same with trying to gain new subscribers for your mailing list. A good idea is to introduce the opportunity to engage subscribers after they have made a purchase from you. When inviting users, you must be clear on how you plan to collect customer data. You may also choose to send welcome emails to new subscribers inboxes.
Testing may not always be the most exciting job, but it can really help to ensure that your emails are optimised correctly. Something that is often forgotten about when it comes to email marketing is that not everyone views the email on the same device. That means that when you’re testing the content, you have to make sure that it displays properly on desktop as well as mobile devices.
Find the right scheduling time
Additionally, as crazy as it might sound, email marketing can have varying success rates based on the day of the week and the time that you have selected. This means that in the beginning, you’ll have to spend some time altering these elements to find the best time for you to send the email. Some platforms allow you to run split tests so that you can see how each change affects your results.
We hope these email marketing tips have been useful. If you’re wanting to create successful email campaigns and you need a little more help, don’t hesitate to get in contact with us, we’re happy to help.