Email marketing is one of the most effective ways for businesses to communicate with their customers, build relationships, and ultimately drive sales.
However, with so many emails giving everyone a cluttered inbox, it can be difficult to stand out from the crowd and get your message heard.
In this blog post, we’ll explore some tips and best practices for maximising your email marketing strategy and getting the most out of your campaigns.
Tip #1: Build a Targeted Email List
The first step to effective email marketing is to build a targeted email list. Rather than simply blasting your message out to anyone and everyone, take the time to create a list of subscribers who are interested in what you have to offer.
This could include current customers, prospects who have expressed interest in your products or services, or even individuals who have signed up for your newsletter.
To build your list, consider creating lead magnets that offer an incentive such as a free download, discount code, or exclusive content in exchange for subscribing. This is a great way to showcase your products or services while collecting customer information.
Be sure to include a clear call-to-action on your website and social media channels to encourage people to sign up.
Whatever you do, avoid using purchased lists of emails! While it may seem tempting at first to have a large email marketing database practically overnight, it is a bad idea in the long run.
Firstly, it’s unlikely that purchased email lists will contain qualified leads that are interested in your products or services, meaning that your emails are likely to be marked as spam, reducing deliverability rates.
Secondly, it’s also likely that these purchased lists contain outdated and inaccurate information, which can damage your sender reputation and reduce the effectiveness of your future campaigns.
It’s always best to build your email list organically, by using opt-in forms on your website and other lead generation tactics, to ensure that you have a high-quality list of engaged subscribers who are interested in your brand.
Tip #2: Segment Your Email List
Segmenting your email list based on recipient behavior, interests, preferences, purchase history, pages visited, and more can help you create more targeted and personalised email campaigns, which can result in higher engagement and conversions.
By sending relevant and timely messages to specific groups of subscribers, you can build stronger relationships and foster loyalty among your audience. For example, you can send a welcome email to new subscribers, a product recommendation email to subscribers who have made a purchase, or a promotional email to subscribers who have shown interest in a particular product or service.
By tailoring your messaging to each segment of your email list, you can increase open and click-through rates, reduce unsubscribe rates, and ultimately drive more conversions and revenue.
Additionally, by analysing the performance of your segmented campaigns, you can gain valuable insights into your subscribers’ behavior and preferences, which can inform future marketing efforts and improve overall ROI.
Tip #3: Use a Purpose Built Email Marketing Solution
While it may be tempting to use a free email service or send emails directly from your personal email account, it’s important to invest in a professional email marketing solution. A few that we like are Mailchimp, Drip, Klaviyo and ActiveCampaign.
These will have the necessary tools to help you create and send engaging emails, track your results, and ensure that your emails are delivered to your subscribers’ inboxes.
Some key features to look for in an email marketing solution include:
- Easy-to-use drag-and-drop email builder (this is especially helpful if you don’t have an in-house web dev!)
- A/B testing capabilities
- Segmentation and personalization options
- Automated workflows and triggered emails
- Analytics and reporting to track campaign performance
Tip #4: Focus on Your Subject Line
Ah, the elusive subject line – the make or break moment for your email campaign. You want to make sure your subject line is attention-grabbing, engaging and intriguing enough to entice your recipients to click that little open button. Keep it short and to the point, and use action-oriented language that encourages recipients to open the email.
Some more best practice tips for subject lines include:
- Urgency – using language that creates a sense of urgency or scarcity. But don’t go overboard with the capital letters, otherwise, you’ll come across as shouty and aggressive (nobody likes that person).
- Personalisation is key too, address your recipients by name and tailor your subject line to their interests.
- Relevance – making sure the subject line is relevant to the recipient’s interests or needs
- Stand out – emojis can be a great addition to your subject line – they can add personality, fun and catch the eye of your recipient 🙂🔥🍩
- A/B Testing – testing different subject lines to see which ones perform best
Here are some examples of effective subject lines:
- Don’t miss out on our biggest sale of the year
- New arrivals: Shop now before they’re gone 🛍️
- Limited stock alert: Grab your favorite items before they sell out
- Exclusive offer just for you: 20% off everything in store
For service-based industries:
- 🔒Unlock the secret to success: Join our upcoming workshop
- 5 reasons why you need our service in your life
- Ready to level up? 📈 Let us help you reach your goals
- Expert advice just for you: Our latest blog is a must-read
- 🌮Let’s taco ’bout your next meal with us
- Treat yourself to a food coma – you deserve it
- Brunch, booze, and a view – need we say more?
- Brace yourself for a culinary adventure
Remember, when it comes to subject lines, it’s important to keep them short, catchy, and relevant to your audience. Personalisation, urgency, and a clear call-to-action can also be effective tactics for increasing open rates and engagement.
Tip #5: Create Engaging Content
Once you’ve enticed recipients to open your email, it’s important to keep them engaged with high-quality content. A few ways to do this include:
- Newsletters – sharing updates on your business or industry news
- Promotions – offering discounts, deals, or special offers
- Educational Content – sharing helpful tips or how-to guides related to your products or services
- Event Invitations – inviting recipients to attend a webinar, workshop, or other event
Whatever type of content you create, make sure it is visually appealing and easy to read. Use images, videos, and other multimedia to break up the text and keep recipients engaged. And remember, if all else fails, just use a cat GIF – everyone loves a good cat GIF.
Tip #6: Optimise for Mobile
Optimising your email campaigns for mobile is essential in today’s digital landscape, as more and more people are using their mobile devices to access their emails.
In fact, studies show that up to 70% of emails are opened on a mobile device. To ensure your emails are reaching your target audience in the best possible way, it’s important to make sure they’re optimised for mobile devices.
Some additional tips for optimising your emails for mobile include:
Using a single-column layout that is easy to read on a small screen
Using large fonts and clear, easy-to-read text
Including a clear call-to-action that is easy to click on a mobile device
Testing your emails on different devices to ensure they look great on all screens
By optimising your emails for mobile, you can ensure that your messages are easily accessible and engaging for your subscribers, regardless of how they choose to access their emails.
Tip #7: Test and Measure Your Results
To get the most out of your email marketing efforts, it’s important to test and measure your results on an ongoing basis. This allows you to identify what’s working well and what needs improvement, and make adjustments accordingly.
Some key metrics to track include:
Open rate – the percentage of recipients who opened your email
Click-through rate – the percentage of recipients who clicked on a link in your email
Conversion rate – the percentage of recipients who completed a desired action, such as making a purchase or filling out a form
Unsubscribe rate – the percentage of recipients who unsubscribed from your email list
By analyzing these metrics and making adjustments to your campaigns as needed, you can improve your email marketing results over time.
Tip #8: Follow Best Practices for Email Deliverability
To ensure that your emails actually reach your subscribers’ inboxes, it’s important to follow best practices for email deliverability. This includes:
Obtaining permission from your subscribers before adding them to your list
In Australia, it is crucial to obtain permission from your subscribers before adding them to your email marketing list.
This is a legal requirement under the Spam Act 2003 and ensures that your recipients have given explicit consent to receive marketing messages from you.
The best way to obtain permission is to use a clear and conspicuous opt-in process, where subscribers actively choose to receive your emails by providing their email address and confirming their consent.
Buying or renting email lists is not permitted under the Spam Act and can result in significant fines.
By obtaining permission from your subscribers, you can build a high-quality email list of engaged recipients who are more likely to convert into customers and advocates for your brand.
Including a clear opt-out option and honoring unsubscribe requests promptly
This is not only good email marketing etiquette but also a legal requirement. Giving your recipients the option to unsubscribe from your emails demonstrates respect for their preferences and autonomy, and can help you maintain a positive reputation as a sender.
A clear opt-out option should be visible and easy to locate within the body of your email, usually at the bottom. By honoring unsubscribe requests promptly, you show your recipients that you value their time and privacy.
Failing to do so can result in unhappy recipients who are more likely to mark your emails as spam, which can damage your sender reputation and reduce your email deliverability.
Therefore, it’s important to make it as easy as possible for recipients to unsubscribe from your emails, and to remove them from your list promptly once they’ve made the request.
Avoiding spam trigger words and phrases in your subject lines and content
Spam trigger words are certain words or phrases that can trigger email filters and land your emails in the spam folder instead of the recipient’s inbox.
Using these words in your subject line could reduce your email deliverability and damage your sender reputation. Here are some examples of common spam trigger words to avoid:
- Limited time
- Act now
- Click here
- Make money
- Earn extra cash
- Double your income
- Money-back guarantee
- Multi-level marketing
- Order now
- Incredible offer
- One time
- Save big
- Special promotion
- You are a winner
It’s important to note that not all of these words are inherently spammy, but they have been associated with spammy emails in the past. Therefore, it’s important to use them sparingly and in the appropriate context to avoid triggering spam filters.
By following these best practices, you can improve your email deliverability and ensure that your messages reach the right audience.
Tip #9: Don’t Overdo It
While email marketing can be a highly effective way to reach your audience, it’s important not to overdo it. Bombarding your subscribers with too many emails can lead to unsubscribe requests and even damage your brand’s reputation.
To avoid overdoing it, consider the frequency and timing of your emails. Send messages only when you have something valuable and relevant to share, and avoid sending emails too frequently (such as daily or multiple times per day).
Additionally, consider the timing of your emails. Sending messages at the wrong time can reduce their effectiveness and lead to lower engagement rates. For example, sending a promotional email late at night when your audience is less likely to be checking their emails can reduce its impact.
By finding the right balance between frequency and timing, you can ensure that your emails are well-received by your audience, increase customer loyalty, engagement rates, and maintain a positive brand reputation.
Tip #10: Continuously Improve Your Strategy
Finally, it’s important to continuously improve your email marketing strategy over time. This means data is your new best mate!
Keep an eagle eye on those open rates, click through rates, and conversions while testing different tactics, analyzing your results, and making adjustments based on what works best for your audience.
Some ideas for continuous improvement include:
A/B testing different subject lines, content, and calls-to-action
Analyzing your email analytics and adjusting your strategy accordingly
Soliciting feedback from your subscribers and making changes based on their input
By continuously improving your email marketing strategy, you can stay ahead of the competition and achieve better results over time.
Making the Most of Your Email Marketing Strategy
Email marketing is a powerful tool for businesses of all sizes, but it requires careful planning, execution, and ongoing optimization to achieve the best results.
By following these tips and best practices, you can maximize your email marketing efforts and build stronger relationships with your audience, ultimately leading to increased sales and revenue for your business.
Ready to Take Your Email Marketing to the Next Level?
Get in touch today to find out how we can create an Email Marketing Strategy to elevate your brand and get you noticed.