3 steps to improve your email marketing

Email marketing’s success lies in one simple factor; reliability, 90% of emails get delivered to a recipient’s inbox. Although we tend to ignore and delete emails, they do still offer a chance to at least grab someone’s attention.

With even this small chance to get noticed and reach customers in an affordable way, maximising the opportunity should be a key part of every digital marketing strategy.

1. Data is king

 Collect, record and use data to tailor your messaging to specific audiences. Whenever you collect information from customers or email subscribers, try to find out some key details and preferences from them without being too intrusive. The first step is to identify what you need to know about your customers and then you can select the questions that will retrieve the answers.

As your email list grows you can segment audiences by their interests and send out specific email campaigns to them. For example, if you are a hair salon and you know the haircut preference of your customers i.e. length, colour etc. then you could create tailored emails to promote popular styles they would be interested in and generate business through a tailored and personalised approach.

Segmented campaigns are seven times more likely to result in business than non-personalised campaigns. Every individual email campaign should also have its own call to action which can be measured against afterwards to assess its effectiveness.

For e-commerce email campaigns some of the most popular series campaigns you should be using include: welcome, purchase follow-ups and 'miss you' tailored emails. Automated emails can be set up to automatically send out these types of emails. Popular email providers such as Mailchimp all have this functionality built in to make things easier for you.

2. Stand out in an inbox of junk

A strong subject line and pre-header (what users preview before opening the email) is critical. You only have 3-4 seconds to grab a reader’s attention before you lose them. Subject lines should be 50 characters or less and honest – don’t mislead people with an ‘over-promising’ title, this will only create distrust and damage your reputation.

Once the reader has opened your email they will decide to delete or continue within 2 seconds – the design and layout of the email are key. You don’t need to be a designer to have a great email template, you can use pre-designed ones or consider investing in getting a template designed which you can re-use and edit each time. We can do this for you from only £200, get in touch if you are interested.

3. Timing

Seasonal campaigns are important to help bring your brand front of mind around periods when your customers are in the mood to spend. On-going email communications around the specific times will remind them of what you have to offer and increase the likelihood that they will engage with the email as it becomes more relevant to their current interests.

Depending on your business there will be different seasons and festive periods that you will focus on. For example, for an online electronics business Christmas is the main period whereas for a sports clothing store the summer is key.

There are many ways to encourage sales through campaigns:

  • New or re-stocked product announcements
  • Gift guides
  • Special promotions and sales
  • Early access to deals
  • Follow-up messaging about purchases and shipping

According to McKinsey, email marketing is still one of the most effective channels and if tailored, well designed and timed correctly, can generate a lot of revenue for any business.

Share this insight