How To Improve Email Marketing Campaigns
- Email marketing can massively boost sales and ROI with 59% of people reporting that marketing emails influenced their purchase decisions.
- Don’t underestimate the power of a strong subject line – this will draw people to open the email and start their consumer journey.
- Personalised emails deliver 6 times higher transaction rates; personalise your subject lines and create targeted email lists to improve engagement.
- Keep your end reader in mind during every step of your email marketing campaign including content, design and user-experience – find out how in ‘Top 10 Tips’ section.
Deemed one of the most effective forms of marketing, email marketing can connect your brand with potential customers, spread exciting business news and promote sales – and it’s one of the more affordable marketing strategies!
However, sometimes your email campaigns can fall flat. No one wants their email campaign to slip through an inbox into the ‘never touched’ section, and if you want to avoid this, you’ve come to the right place.
Table of Contents
- Benefits of Email Marketing
- Understand Your Email Structure
- Top 10 Tips for Improving Your Email Marketing Campaign
Benefits of Email Marketing
With 59% of people reporting that marketing emails influenced their purchase decisions, there is a huge potential for unlocking new sales and increasing revenue.
From sending targeted emails to people who have bought from your business before to drawing new customers in with a friendly welcome email, there are many ways of accessing the benefits of email marketing.
Re-targeting previous customers is crucial for business growth, and email marketing is the primary tool for this. Building a loyal return customer base should be one of the core goals of any business; you want your customers to feel valued to in turn build your own brand value and authority – email marketing is the tool for this.
If you build the perfect email marketing campaign here are just some of the benefits you could be seeing:
- Massive ROI
- Improve customer retention through consistent engagement
- Reach new customers through your online content
- Build a brand through thought leadership
- Drive sales with a customer loyalty program
- Promote new products or services
- Learn more about what your customers like and dislike
- Stay in-tune with your customer’s needs
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Understand Your Email Structure
Email structure and headings are, all too often, left as an afterthought when creating an email campaign but, it’s arguably the most important part of your email.
A witty, pun-centred, discount selling or intriguing subject line could be the difference between a potential prospect clicking to read your email or not. A subject line is the first thing your audience will see, so don’t ignore its potential.
Brainstorm exciting and interesting subject lines so you have a strong line for selling the content of your email – the email which will in turn, lead customers to your business. The subject line is the crucial start of the trail to leading new customers to your product or service.
Remember, 47% of email recipients open email based on the subject line alone.
Top 10 Tips for Improving Your Email Marketing Campaign
Dive into our Top 10 Tips for improving your email marketing campaigns!
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1. Start Building Your Contact List
If you’re looking to improve your contact list, consider who you already know who would be willing to sign-up to your business email – industry contacts, business partners, previous clients, friends and family are all great places to start. Reach out to these contacts with your email sign-up and encourage them to join as an initial bank of contacts.
2. Have A Great Sign-Up
From here, you need to create a sign-up form which sells your email newsletter and spread your contact search. Add the sign-up form to your website, social media, industry social media pages, forums and anywhere you think would drive engagement to get people clicking.
Make sure your sign-up form is clear, exciting and accessible. You want to make it as easy as possible for potential prospects to add their contacts – don’t let a long-winded form or complicated design get in the way of you connecting with your audience. And of course, remember to include full GDPR guidelines and compliance for data protection.
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3. Build an Email Content Plan
Planning is key when it comes to delivering valuable email content as you need to have a cohesive style and message throughout.
Improve your email marketing campaigns by capitalising on industry related days or events. Map out any key events, sales or holidays which could boost engagement with your business and be sure to target these in your content development.
Alongside one off events, you need to build a consistent brand structure and plan for your email campaign. Monthly round-ups or news drops are a fantastic example of implementing structure into your email campaign. Give people something to look forward to every month, a constant hook to your business so you’re at the forefront of their mind.
Potential email content could include:
- Monthly round-up newsletter
- Promotional emails for special offers
- Seasonal messages for holidays and events
- Loyalty rewards for dedicated customers
- Transactional emails for receipts and appointment notification
4. Quality Over Quantity
No one wants to have their inbox spammed with multiple emails a week. Delivering high quality, relevant and inspiring email content is the main aim – give your audience something they want to click on and read.
To avoid email over-kill, plan your content schedule and stick to it. Perhaps set your sending rate to 1 email a week and schedule the additional monthly round-up or newsletter to support your weekly content. This point is also relevant for the content you include in your email campaigns. Draw out the key selling points for your email campaign and make sure the content channel these messages.
If you’re unsure what to include, ask yourself these questions:
- What exactly am I trying to display with this email?
- What products or services am I showcasing?
- What makes the business, product or service stand out?
- Why would my reader want to find out more?
- How can I encourage my reader to click through to my website?
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5. Use a Creative Design
Creating a design template for your email campaigns is crucial. You want to ensure that the look and feel of your email matches the content of your brand message and showcases your brand personality.
Top Tip: Keep the design simple, but striking, to grasp readers’ attention but ensure the content is readable.
Inject your brand’s personality and branding into the e-page, with brand colours, icons and logos to enhance your message. Consider using a unique font style linked to your businesses so every aspect of your newsletter can be associated with your brand.
Remember that your email campaign is landing in people’s inbox for a reason, and you want to drive them to your website or social pages. With this in mind, include clear and inviting call to actions (CTAs) into your design to drive readers to your business pages.
Potential Call to Actions:
- Purchase now for 10% Off
- Read more here
- Browse new products online
- Head to our socials for more
- Download our eBook here
- Contact us now for a bespoke quote
6. Understand Your Audience
Creating email campaigns which are tailored to specific interests are more likely to engage your readership and encourage people to click on your email.
Consider breaking your email list into groups with common interests or needs, this way you can channel particular messages to these people to get a high response rate.
Ways of Grouping:
- Demographics: age, gender, location etc
- Purchase Behaviour: preferred product categories and number of purchases
- Brand Loyalty: Building new customer leads or VIP longstanding customers
- Email Engagement: People who always click on your emails vs those who need more encouragement
Once you’ve develop your email lists, you can create email campaigns which resonate with that audience to drive your email engagement.
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7. Personalise Your Emails
Personalised emails deliver 6 times higher transaction rates – that’s a big area for potential growth! As well as building your group lists to target certain messages, you can also include code which adds your reader’s name into the content of your email.
This is great way of giving an easy, personal touch to encourage people to click and read your email. For example, “Laura, get 10% off your shopping cart now!” – adding your reader’s name with your email marketing tool will instantly grab their attention and increase your open rate.
8. Make your Emails Mobile Friendly
In our digital generation, 61.9% of all emails are opened and read on mobile devices. If your email campaign isn’t optimised for mobile use you’ve just lost a huge chunk of your readership and your click through rate will plummet.
Make sure your emails are responsive and usable on mobile devises to ensure you are getting the most out of your campaign. Check the loading speed and content responsiveness of your email, as well as assessing if your email design style works on a smaller screen.
Top Tip: Keep your CTA buttons clear and assessable so that mobile users can easily use them.
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9. Set up Automated Email
‘Thank you for your purchase’ emails and welcome emails for new subscribers can be set up for automatic response to send to your clients and new sign-ups. Not only will this ease your work load but, an automatic email response make customers feel valued in your businesses and drives your business value.
This tactic can also be used to encourage purchases as you can target customers who have abandoned their shopping baskets on your website, perhaps to consider their purchase further. You can speed up this reflection process by encouraging their purchase with a friendly email reminder that their products are waiting for them.
Automated emails are a perfect example of where some forward thinking can produce future reward and drive your business sales.
10. Analyse the Campaign Performance for Future Improvements
To increase engagement and see the results of email marketing, you need to reflect on what people are engaging with and the aspects of your email campaign which are driving results.
Head to your email marketing provider site and check the analytics or insights page for a review of the data collected from your email marketing campaign. The main points to review will be the amount of emails opened and, of those, how many people clicked your CTA buttons.
Understanding the in-depth ins and outs of email marketing data can be tricky, so if you’re looking to improve your email marketing campaign get in touch with our experts today.
For more information, and to build a bespoke email marketing campaign, get in touch with a member of our expert team on 0800 088 6000, today.