Email marketing is one of the most cost-effective tools businesses have to keep in touch and connect with their target audience. In fact, email marketing is 40 times more effective than social media for customer acquisition. In order to make the most of this powerful marketing channel you need to optimise your email engagement. We’ve listed 6 tips to help you do just that.
Personalised emails improve click-through rates by 14% and conversions by 10% according to Act-on. Most email systems and CRMs such as MailChimp and ActiveCampaign offer personalisation as a basic function so it’s easy to implement. For even better results, try putting the recipient’s name into your subject line.
Get your subject line right
It’s vital to have an effective subject line as 33% of email recipients open emails based on the subject line alone. Follow these simple guidelines and you won’t go far wrong:
- Keep the subject line short
- Get some action words in there, such as ‘save’, ‘watch’ or ‘get’
- Be specific and honest
- Avoid using all caps and exclamation marks (these can make your email look like spam)
Segment your mailing lists and create targeted messages
If your mailing list consists of 1,000 contacts, it isn’t necessarily a good idea to send out a blanket email to each recipient. A good mailing list is segmented into target audiences, allowing you to send out messages that cater to their specific needs.
For example, if you are a shop selling high-end footwear, at the very least you should segment your list by gender. Some modern email systems will let you tag contacts based on their
Some of the better email systems will let you tag contacts based on their behaviour; such as those who visit a specific link in one of your emails. Sticking with the shoe retailer example, a user that has previously clicked on a specific shoe style could then be tagged accordingly and sent further emails relating to that style or type of shoe.
Email Automation for the perfect timing
One of the best things modern email systems have introduced in recent years is automation. With this in your marketing arsenal, you can increase engagement by sending emails using timings appropriate to each individual contact.
An event venue, for instance, might set up their email automation to contact past customers 10 months after their initial enquiry. This allows the venue to engage with the customer at around the same time they were searching for venues the previous year.
Optimise your calls-to-action
Email engagement can be influenced by the call-to-actions you include. Try creating buttons to increase click through rates. And think about the design. A coloured background or using an outline can help. Here are some effective examples:
As with the subject line, the wording is important. The above clearly indicate what the user should expect after clicking through.
Monitor and Test
There’s always room for improvement with email engagement. After sending an email campaign keep an eye on your reporting, as this will probably highlight areas for improvement. Don’t be afraid to try out new wording or layouts just to see what changes.
Email marketing requirements vary from business to business, but our tips provide a good general guide for any company. We recommend you also read our blog on permission reminders, which are an essential aspect of email activity.