If you’re looking for a low cost way to convert prospective customers into loyal clients, email marketing is your best friend.
However, crafting a successful email marketing campaign requires a little more effort than sending identical emails to a list of thousands….
Discover useful email marketing tips and email marketing strategies to unlock higher open and click through rates to maximise conversions.
5 Email Best Practices for Your Email Marketing Campaign
EMAIL MARKETING CAMPAIGN BEST PRACTICES: PERSONALISATION
Tailoring content specifically towards the recipients is more attention grabbing than sending a generic branded email. Consumers can better connect if they feel that they are being spoken to and recognised as an actual human, rather than a number on an email marketing list. With personalised subject lines and email copy, the higher the open rate becomes.
Similarly, tailoring email content towards genuine interests of the recipient is also more likely to spark interest. To do this, segment your audience into buying behaviour/demographic or browsing history, allowing your business to deliver targeted messages to specific groups, and increase the open rate, whilst seeing a reduction in the bounce rate, as the messaging won’t fall on deaf ears (or inboxes).
EMAIL MARKETING CAMPAIGN BEST PRACTICES: MOBILE OPTIMISATION
Email marketing campaigns should be designed for desktop and mobile optimisation, if a campaign is only designed for desktop, it will not translate well on mobile devices, resulting in a negative effect on your email marketing campaign. Meaning the chances of your audience taking action from your email, or simply even reading it at all, are very slim.
46% of all email open rates now occur on mobile. Therefore if your campaign isn’t composed of easily snackable content, optimised for mobile scrolling - you’ve lost half your audience.
EMAIL MARKETING CAMPAIGN BEST PRACTICES: COMPELLING SUBJECT LINES
If you’ve ever subscribed to receive emails or bought something online, your inbox is probably full of unread email marketing messages - where you only stop to read the occasional few.
To stand out from the crowd, consider implementing some of these strategies and cut through amongst an over-crowded inbox:
Create a sense of urgency
Ask a question
Use the recipients name
Utilise emojis
Using action verbs
Using a short, snappy email subject line with these ideas can ultimately boost open rates, enhancing the overall success of your email marketing campaign strategy. Afterall, if your email isn’t opened, your email isn’t successful.
EMAIL MARKETING CAMPAIGN BEST PRACTICES: STRONG CTAs
Call To Actions (CTAs) are links or buttons that take the visitor towards a desired action. Consumers need to be prompted on the next step, especially if they are looking at something for the first time - some common CTA’s are around booking appointments, visits in store, shop now, e.g., ‘Book Now’ or ‘Shop Now’.
Without a CTA, the reader can't take action based on your email. CTA’s should also be short and sharp, prompting the readers to take IMMEDIATE action. For example, if you’re prompting a gift voucher sale, you could have a CTA saying ‘SHOP GIFT CARDS’ that directs you straight to the gift card page, rather than your general website URL.
EMAIL MARKETING CAMPAIGN BEST PRACTICES: STRONG CTAs
Lastly, a little bit of housekeeping.
There are few basic best practices to follow:
Always include an ‘opt out’ or ‘unsubscribe’ button somewhere in your email - if someone doesn’t want to receive your content, you shouldn’t force them to (this creates bad brand awareness)
Don’t use false or misleading information / deceptive subject lines
Be aware of the email marketing law and regulations you need to follow, as well as the data protection privacy laws of whichever country your subscribers are located.
Looking to kick off your brand or businesses email marketing, but just don’t know where to start?
Get In Touch with us to see how we can help amplify your email marketing campaigns, boost your open rates and click through rates, and give your business the conversions it deserves.
