There’s no denying the fact that email marketing is one of the most effective ways of reaching your target audience, retaining your customers and encouraging them to take action. In fact, 80% of business professionals believe that email marketing increases customer retention, and 59% of people say marketing emails influence their purchase decision. These are some impressive stats that show just how powerful email marketing can be.
Of course, the success of your email marketing depends on a range of different things. In this post, we’ve outlined some of our top tips for improving your email marketing campaigns and increasing conversions.
Before you can get started with any email marketing campaign, you need to build a list of people you want to send your emails to.
There are a number of ways to begin building an audience, you could use a form on your website, offer incentives such as deals and discounts, or get your social media followers to sign-up to your newsletter.
The key with this step is to make sure that your audience is made up of people who are interested in the products or services you’re providing, otherwise, it’s highly likely your emails will go unopened and may even end up in peoples junk mail.
Next, you need to think about what you’re actually trying to achieve from your email marketing campaign, this is important since your goals will impact the kind of content you need to include in your emails.
This step helps to make sure that your email campaigns fit in with your overall marketing strategy. Plus, you’ll be able to measure your success much more effectively if you know what you’re trying to achieve!
Once you have built a list and identified your audience, you should then segment this list into more specific audiences so that you can target specific people with different campaigns. Not all of your subscribers will want to receive the same content, so this allows you to tailor your emails and send relevant messages to a relevant audience.
By doing this, you can expect fewer unsubscribes, greater click-through rate and increased engagement.
Personalising your emails can have a huge impact on the success of your campaign, in fact. Personalised emails improve click-through rates by an average of 14% and conversions by 10%, plus, 74% of marketers say targeted personalisation increases customer engagement. So it’s pretty clear that writing in a personal way, such as using your recipient’s first name or signing off with your name rather than a brand name, can go a long way to improving the performance of your campaigns.
You could even go one step further and use personalised past purchase data to tailor your emails to what your recipients have engaged with in the past. This helps to create more impactful emails that are directly relevant to your subscribers.
One of the most important rules about content marketing is that your content should always be valuable to the reader, and the same goes for emails. Ask yourself how your audience can benefit from reading your email and why should they open it?
Additionally, your content should be aligned with your goals for the campaign in order to help you achieve it. Therefore, try to create content that’s informative, useful, entertaining, educational or inspiring that will convince your subscribers to take action.
Every email you send should always have an aim that’s related to your overall marketing objectives, therefore each email needs to have a clear click-through-action (CTA) to encourage your subscribers to take action.
Whether you want them to read a blog post, get in touch, claim an offer, sign up for a trial or fill out a form, it’s important to work out what the purpose of your email is and what action you want people to take. Then, add a clear CTA to direct users to a specific landing page or a web page.
Including links to your social media accounts in your emails is a great way to encourage your subscribers to share your content. This could help to generate new leads and give you access to a wider audience other than your subscribers.
Most readers won’t read your whole email, in fact, 81% of people skim the content they read online. Therefore, it’s important to make sure your email is scannable and easy to read.
Spread out your text into short paragraphs and use subheadings, bullet points, and headings to break up your content into sections. It’s also a good idea to highlight your main points and keep your messaging short and to the point.
As with all your marketing efforts, you need to ensure your email branding is consistent in both the design and tone of voice. Use the same fonts, colours, logo, images and tone that you use across your website and social media. By doing this, your readers will be able to recognise your brand and know that they can trust you.
A report by Litmus states that 51% of email opens are on a mobile device. So with more and more people using their mobiles to check their emails, it’s so important that you optimise your email campaigns for mobile devices.
To ensure your email is mobile friendly it needs a responsive design, easy to read content and a clear CTA, you also need to make sure your emails automatically fit all screen sizes.
Whether you send your emails out monthly, weekly or daily, it’s important to stay in peoples minds and inboxes through regular updates, news and offers. By doing so and providing valuable content, you can get your readers to look forward to receiving your emails.
However, there is a fine line between regular updates and becoming annoying and spammy. It’s important not to overdo it with too many emails since this could lead to an increase in unsubscribers.
Track the performance of your emails and look at clicks, engagement, conversions and bounce rates to assess how well your emails are performing and whether you need to make any changes.
It’s a good idea to use A/B testing on subject lines, headlines, featured content, creative design and send times. You can then analyse these results to discover what resonates most with your audience and is the most effective. You can even use this data to improve open rates and click-through rates.
So there you have it, our top tips for better email marketing campaigns that drive conversions, increase customer engagement and improve your retention rates!
Get in touch today to find out how we can help with your email marketing strategy. Give us a call on 01254 878956 or email firstname.lastname@example.org