Email marketing is a wonderful form of marketing. It’s an excellent way to keep in touch with potential, current and previous customers and keep your business in their mind.
Also, email marketing is relatively cheap and accessible to beginners and pros.
Not to mention email marketing has an average 3800% ROI. Crikey.
So, if email marketing is something that appeals to you and your business you’re in the right place. Here I’ve put together a number of email marketing tips that will allow you to get up and running with your email marketing campaigns and start getting more customers.
Build your email list
To create an email campaign and start email marketing you need an email list. Put yourself in your customer’s shoes and understand why they should sign up to your email list and what value they want to get from that. Understanding this will allow you to encourage your customers and target audience to sign up to your emails.
To get your customers email you can go down a number of routes, for example; lead gen’ forms on your website which exchange valuable content (e.g. an e-book) for email sign up. Also, you can use pop-up forms on your site, or even run a competition on social media which exchanges email addresses for competition entry.
Understand and define your goals
Once you have your email list, you need to understand what you want to get out of your email marketing campaign(s).
Identify your audience and what content they want to receive. Do your audience want to receive blog posts, offers, business news, or something else?
Understanding your audience and their needs will allow you to tailor your content to achieve your goals within the campaign.
If possible, quantify this goal so you can measure its success!
Once you’ve built an email list, identified your audience and goals break down this list into specific audiences.
This means moving emails into different segments, e.g. ‘customer’, ‘warm lead’, ‘prospect’ etc.
This is crucial as not all of your list will want the same content. So, segmentation allows you to target your lists with valuable, relevant content.
Generally, you will find this consideration can reduce the number of un-subscribers, increase engagement and increase clickthrough rates.
Avoid the dreaded spam folder
You’ve spent time building a list and segmenting that list. The last thing you want is for your emails to end up in your target audiences spam folder!
First of all, ensure you have permission to send your email list emails. The best and safest way to do this is to use a double opt-in form. This helps to ensure your target audience has subscribed to receive emails from your business and your business has been added to their address book.
In short, to avoid the big red spam button being pressed by users, make sure your emails are well formatted, user-friendly, personal, legible, readable, well-designed and appropriate to the user.
Email personalisation is not a big job, but it can have a huge effect.
Personalising your emails is known to increase open and click-through rates.
A few quick tips on this; address your recipient by their name, use words which directly address them as a person, and if possible sign off the email from the business owner e.g. ‘Thanks for your time, Todd Pitcher, Semibold.’
Your email software should allow automation based on actions your users have previously taken e.g. if they engaged really well with your email about ‘X service’, send them more valuable content around ‘X service’.
Always add value
Like every part of your marketing, your marketing emails should contain valuable content. What’s meant by valuable content? Content that your users genuinely enjoy and either entertains or educates them.
Again, this comes back to understanding what your users really want to see from your emails. What’s going to stop them from hitting that unsubscribe button?
Also, consider your goals. Ensure your content links in with those goals otherwise, you won’t have a clear direction within your email campaign.
Tracking your emails
Your email software will allow you to track lots of different stats including open rates, open times, click through rates conversions and more.
Put on your data hat and understand what factors perform best. Learn, test, tweak, analyse and repeat.
It’s email o’clock
Use the data from your campaign to find the best times to send emails. Which emails have the highest open rate? When were those emails sent?
Use this data and the questions above to work out the best time and days to send your emails.
This undoubtedly differs from business to business so put yourself in your recipient’s shoes and think when they’d be most engaged.
You’re human, write like it
Write like a human in your emails. Yeah, it’s simple. Show personality, emotions, humour and conversational speech. Imagine you’re having a real life conversation with the recipient when writing your email.
This helps to build trust. No one likes speaking to a robot.
What’s an email without a CTA?
It can be easy to forget why you’re spending time setting up an email marketing campaign. But ultimately, it’s to achieve the goal you defined at the start of the campaign.
Before you press that send button. Ask yourself what you’re trying to achieve with this email. Whatever you want to achieve, you’ll need a CTA.
You CTA is totally unique to your business and your campaign. It could be anything from ‘buy now’ to ‘donate today’, be creative with it!
A solid and clear CTA defines the success of your campaign.
Considerations when using media
We all know that images and video are king when it comes to boosting engagement on social media, but the same can apply to email marketing.
This being said it’s important you make some considerations when using this media. Not all email providers show images and so these images can be blocked by the email provider.
So, when creating your email campaign, ensure you’re not relying on the images and media within. Imagine your email without this media, does it still make sense? If so, it’s good to go.
Link it up
Links within your email are good, they help push traffic towards your desired location.
Your links should work in harmony with your CTA to provide more information which will encourage your users to click the CTA.
Be careful you don’t pack the email with links, too many links can put off your recipients.
Encourage recipients to share
If you include social sharing links within your email, you’re giving your recipients the option to share your email with their network.
Granted, this isn’t something which happens very regularly, but having the option to do so is very positive as it can lead your email to reach a whole new audience.
Irresistible email subjects
Your email subject is your shop window. If your shop looks rubbish from the outside, no one is going in!
Ensure your email subject (shop window) is enticing and leaves the recipient wanting more.
We all receive mountains of emails daily, think back to emails subjects that have stood out to you, and what made you want to open them.
A few key pointers with email subjects is to keep the subject short, enticing, punchy and related to the content within the email.
To really encourage opens you need to provoke urgency, emotion, curiosity, and excitement.
Switch it up and test new subject lines with recipients who didn’t open the original email.
Allow recipients to sift through
You’ve done it yourself. You’ve skimmed through emails. So, be aware 81% of your recipients will do the same.
How can you make your emails scannable? Use bullet points, paragraphs, larger headings, white space, legible text colour/backgrounds and generally keep your message succinct.
Consistency is key
Just like every other aspect of your marketing, your email marketing needs to be consistent.
To do this ensure the visual side of your email is consistent along with your tone.
The best way to do this is to set up an email template which uses certain fonts, colours, logos, images and messaging. These factors should match your brand’s standard selections.
Email is for mobile too
As business owners, we spent a lot of time sending and replying to emails on your laptops or desktops. However, 51% of email is now opened on mobile devices.
Just like a website, your email should be responsive to mobile devices and have content which is easy to read. Imagine your email as a mini website in this instance. Ensure it all fits nicely across all devices.
Test it first
When baking a cake, we lick the spoon to taste the mix before baking. This is to make sure it’s right before you commit and place it in the oven. Or it might just be that the Semibold team are too impatient and greedy to wait for it to be baked… Anyway, this analogy applies to your emails.
Put yourself in your recipient’s shoes by sending a test email to yourself. You can then check through and understand the experience your recipients will have.
71% of users delete emails that don’t display correctly. So your test email is a way of avoiding this dreaded scenario.
In this test stage test links, proofread and fix tech problems.
Stick to it
It can be easy to send a few emails, not see direct results and give up. But you definitely shouldn’t do this. Like other marketing channels, consistency is key to continue to keep in contact with your prospects, customers and leads and ensure you’ve set goals for the regularity of your emails. You could send emails monthly, bi-weekly, weekly or daily but it’s important to adjust to what works and keep your business and services in the mind of your recipients.
This being said, don’t be spammy! Nothing is worse than multiple emails that don’t deliver any value and aren’t relevant to the recipient.
Allow recipients to unsubscribe
Yeah, as disheartening as it may be, your recipients shouldn’t and can’t be trapped into received your emails whether they want to or not. Date laws require you to make it super easy for users to unsubscribe.
This may seem like a step backward, but if a user has the option to unsubscribe from your email they’re going to do so and not think of it any longer. However, if they receive more emails which bug them, they will develop poor feelings towards your brand.
Also, you can provide an option to manage their subscription so your users can choose to only receive certain emails. This ensures you’re able to keep your users happy but remain in touch.
Clear your list
Ensure you keep a close eye on your email list and ensure your recipients are relevant. Delete inactive users or non-receivers from your lists to ensure your emails are going to recipients who’re engaging.
Inactive users can impact email delivery/open rates and leads to data that doesn’t fairly represent the success of the campaign.
Play with your email design
There are so many options when designing your email, different fonts, layouts, sizes, colours and much more. So why not test things? A simple button colour change could rocket your conversions!
Test the engagement and click-through rates on the following:
- Plain text-based or stylish design heavy emails
- Heavily image based or no few/no images
- Different colours throughout the email
- CTA positioning and layout
Play with different features but ensure you don’t lose the consistency in your email campaign!
Reach out to the email marketing agency in Norfolk
This email marketing guide stuffed with email marketing tips was created to allow you to take DIY approach with email marketing and see great success.
However, we’re an email marketing company in Norfolk who’re experienced in email marketing campaigns and getting our clients more business.
Our email marketing prices are very sensible. Get in touch to discuss your email marketing plans today!