Email marketing is and will remain to be, one of the most effective ways of engaging with your customers and prospects.
It’s the perfect way to interact and encourage your customers to take action and buy that product or book that course. Below we have included some of our top tips to make sure you’re getting the most out of your email marketing and how to optimise your campaign’s performance.
It sounds obvious but knowing who you are sending your emails to is crucial. You will need to define your audience through careful planning and then further segment your audience more specifically to target them. Whether that’s by geographic targeting, product area or customer demographics, the choices are endless. For example, people who have an account with you but haven’t yet purchased could be one segment and then people who have purchased previously but not in the last 6 months could be another. This will result in fewer people unsubscribing and generate a better clickthrough rate, ultimately leading to more conversions.
Your email needs to stand out from the influx of emails we all receive on a daily basis. You need to make it irresistible for potential customers to open. Start with an eye-catching email headline. Some brands choose to use emojis to further stand out, but obviously, you need to be careful and keep in line with the tone of your business. You also need to ensure the email is recognised as being from you with consistent branding. Remember to add a clear call-to-action to let customers know what you want them to do!
GDPR regulations are a huge deal these days, so you must be sure to conform to the regulations. You may have noticed that for the past year you’ve received a lot of emails asking you to re-subscribe to a marketing list. This is because you can now only send electronic marketing to an individual if they have specifically consented to receive electronic marketing from you – for example, by ticking an opt-in box. So, the most important tip of all would be to clue yourself up on GDPR before emailing out in the first place.
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