6 Tips To Make Email Marketing Your Strongest Asset

Email Marketing

Email marketing has made it simple to keep in touch with your customers after the fact – erm, purchase. In the process, you can learn more about their preferences, questions, or concerns while building a strong relationship. The beauty of email marketing lies in its precision. As opposed to social media, where your messages are susceptible to getting lost in the never-ending stream of updates, email marketing enables you to pinpoint the best place to deliver your message at the most optimal time.

Studies have found that people who buy products marketed to them via email spend 138% more than those who haven’t received any such promotion by email.

With numbers like this, email marketing is simply an entity you cannot afford to omit. One of the biggest advantages of email marketing is that your audience has already expressed interest in your brand – they have signed up to see what you have to say. With every email you send, you are communicating with leads who are just waiting to hear the right words.

However, the trick to a successful email marketing campaign is conveying your message in a manner that translates into sales. Here are six tips to make sure your emails are seen as important, rather than junk.

1. Know Your Target Audience Down To A Tee

The most important aspect of the business world is having a firm understanding of your target audience before you even set up shop. This is crucial for each and every piece of content you create and publish.

So you’ve spent hours and hours crafting what you believe is the perfect email for your audience. In the days following its release, there is a very small open rate and an even lower click-through rate. When this is the case, more likely than not, there is a disconnect between your voice and what resonates with your audience.

In this scenario, it is best to return to the drawing board and find ways to tweak your approach. A great place to start is with social media monitoring. Using a social listening suite such as Brandwatch or a content analysis tool like Buzzsumo you can find out exactly what consumers and leaders are talking about within your industry. With this knowledge, you are better equipped to craft a message that appeals directly to their issues or concerns. Have a clear image of your ideal customer in mind, and then speak their language while showing them what they want to see.

2. Learn How To Craft A ‘Must-Open’ Subject Line

The subject line is perhaps the most crucial part of an email. You can have the most beautifully written email in the entire world. But, if the subject line is not captivating, it is likely going to the trash folder before it is even opened.

It’s best to keep it short. Subject lines that are six to ten words tend to have the highest open rates. Also, be sure not to sound overly promotional. Consumers today can be turned off by blatant sales rhetoric. The key is presenting the benefits in personalised way that entices the viewer to open the email.

Creating a “must-open” subject line is a skill you will need for the entirety of your email marketing efforts. Do some experimenting and find out which kinds of phrases and wordplay your audience is most receptive to. Be sure to break these down further by device and context, and monitor how preferences change over time.

3. Maintain Fast Response Times

Thanks to mobile devices, both consumers and businesses are connected to email 24/7. Communication moves extremely fast these days. Therefore, businesses need to have lightning quick response times.

It would be nearly impossible to manually respond to each and every email from customers. For reasons like this, investing in a top-notch marketing automation tool could be one of the best business decisions you will make. With a comprehensive email marketing platform such as GetResponse, you can easily set up a communication “autopilot” to trigger appropriate responses so nothing slips through the cracks. You can further track users’ journey through your website with automated workflows.

In the era of instant responses, being able to follow up with customers efficiently is vital in building trust.

4. Segment Your Lists

It’s common knowledge that segmenting your email lists will lead to better open and click rates. The days of marketing where you throw out a large net and hope for as many bites as possible are in the rearview mirror. With the vast amounts of microdata and a variety of analytics variations available, marketers are able to narrow their focus and send targeted messages to the most appropriate groups.

By segmenting your lists, viewers you choose will find your campaign more relevant to their interests, leading to much better results. In fact, segmented campaigns get 14% more opens and 100% more clicks than ones that are not.

Each business has a unique clientele and there are multiple approaches to take and many strategies to look into when dividing up your lists. Fortunately, this task doesn’t require any expensive tools. All you will need is a simple email marketing service and an in-depth knowledge of each factor that makes up your target audience (which is easier said than done in itself, though).

5. Make Sure Each Email Is Mobile-Friendly

Around 70% of emails are read on a mobile device. If your images or text don’t translate well to mobile, you run the heavy risk of losing a subscriber – or a customer for that matter. The nature of mobile use is on-the-go. Therefore, be sure your emails are short and concise. Pre-header text is extremely important in this realm. It acts as the immediate follow-up to the subject line while providing more context for the viewer in the hopes they will open the message.

Additionally, make sure each image is chosen carefully. Keep in mind, not all devices show images by default. Be sure your email makes sense even if they don’t show up. While still important, images should be supplementary to copy. “Mobile-friendly” is a buzzword that holds a lot of weight. Be thorough and ensure your emails adhere to the overall digital landscape, or your efforts will almost certainly fall flat.

6. Have A Crystal-Clear CTA

Your call to action is ideally what everything else on the email leads to. Similar to your subject line, it needs to be concise while communicating clear benefits that encourage the viewer to click.

As a general rule of thumb, keep the text around five words with one core benefit. Another approach is a time-sensitive CTA. This will create sense of urgency where the reader feels like they’re missing out if they don’t click on your message. To cater to the mobile audience, it is a wise move to position the CTA front-and-centre at the top of the email in order to gain the most clicks.

CTA buttons are one of the most tested elements in marketing. There are many miniscule factors (like button size or wording) that play into its success. Be sure you are constantly split testing your CTA and learning what is most effective.

The Wrap

As the digital landscape of marketing changes, people are exposed to more brand messaging than they know what to do with. That being said, it is getting harder and harder to make sure your emails are being seen by interested eyes. If done correctly, email marketing can easily become one of the most valuable components of your marketing strategy. A little bit of creativity while sticking to fundamentals and processes can go a long way here!

Tracy Vides

Tracy Vides is a content strategist and serial blogger who gives small businesses and entrepreneurs online marketing advice. Tracy’s posts are featured on popular blogs such as Usability Geek, Business 2 Community and Tweak Your Biz.

  • Martha

    Great tips! Mobile optimization is especially important in today’s email marketing. Tools like GetResponse also move to marketing automation. Seems like the next step.