Online businesses are competing for attention. So it’s imperative to reach out to your customers and engage with them immediately.
No matter where they are or what device they may be using, you need to interact with them to develop a relationship and grow your business.
But one of the most significant concerns for entrepreneurs is being able to market the brand while personalizing interactions and staying within a budget. This is where email marketing is proving to be an ideal solution for many businesses.
Here we will discuss some email marketing tips to grow your online presence
What is email marketing?
For starters, it’s exactly what it sounds like- using emails to market your company.
According to Pew Research, 92% of US adults use email, out of which 61%, on average, check and send emails every day.
And because the cost of emails is relatively low, they often exhibit a high revenue. In fact, the median email marketing ROI is 122% nearly four times that of any other digital marketing channel, states eMarketer.
So by adding emails to your marketing strategy, you can improve your brand’s reach and visibility. But in order to engage better and drive more traffic to your business, you need to segment the target audience and ensure that the right people receive relevant information.
Moreover, to make your campaign more impactful, you can also identify which times are the most effective.
As you continue to interact and build relationships with potential prospects, current customers, and even past customers, your brand can continue to convert leads into sales regularly. But to reap these benefits and more, let’s explore all the ways as to how email marketing can do wonders for your business.
Email marketing tips
Most businesses usually incorporate email marketing early on into their marketing mix. But sometimes, they just don’t bring in the right results. There are numerous email marketing tips available on the internet that can help tweak your current campaign. But to help you get on the track to success, we’ve done all the hard work for you. Here are ten of the most effective pieces of advice that you should definitely look into.
1. Create a compelling subject line
You will probably find this tip on every guide, which only goes to show how important it is. But because people typically receive dozens of emails in a day, their inboxes are usually flooded with content anyway. So how can you make your email stand out in their inboxes?
This is where a catchy subject line can help. It’s the first thing a reader sees and instantly decides whether to open or delete your message. Remember, your aim is not merely to get a person to read the email. You want to guide them through the sales funnel and lead them towards a transaction.
To snag the recipient’s attention and pique their interest, consider the following tips:
- According to Campaign Monitor, more than 70% of people read emails on mobiles. So keep the title short otherwise, it won’t fit on small screens. The subject line should be preferably between 5 to 7 words or under 50 characters.
- We’re all busy; therefore, scannable titles that captivate readers are a must. According to a recent study by GetResponse, some of the words that are getting better CTORs include
- Personalizing the subject line of an email, such as using the first name, can increase open rates by 50% and lead to 58% higher click-to-open rates, claims Marketing Dive.
- Avoid spam trigger words, using all caps, excessive use of punctuation (such as exclamation marks, question marks, or single apostrophes), subject lines beginning with “Re:” or “Fwd:” etc.
- You want readers to click right away. Spark curiosity or promote a sense of urgency about an offer that’s available for a limited time.
- Use unusual subject lines to intrigue readers but not too vague so that they lose interest.
2. Get to the point
The content of your email needs to be concise and clear so that people easily understand its message. To keep an individual engaged, you need to provide an email that caters to their preferences or aligns with their lifestyle choices. Only then will people continue to read the email and choose to act.
Simple ways to create effective, to-the-point content are:
- Cater to content that is relevant to the recipients’ interests. This, however, begins by segmenting the audience.
- Don’t overwhelm people with complex phrases or lengthy content.
- Use bullet points to make it easier to comprehend the main points as well as scan the content.
- Utilize a CTA to communicate clearly what the objective of your email is, whether it’s a sales pitch directing towards a sale, encouraging the reader to download content, subscribing to a newsletter, or registering for an online course.
- Avoid attachments.
3. Target segmented subscribers with personalization
While newsletters are an ideal way for brands to blast subscribers with a general message, businesses cannot always use this type of email. So segmenting your subscribers is a great way to reach out to a diverse target audience.
With the help of demographics and analytics, you can create content for specific segments. This helps provide relevant information that engages the reader and aligns with their interests.
But even then, every individual is unique. Understanding their preferences not only boosts personalization tactics but also allows brands to develop a healthier relationship with customers.
Moreover, by offering relevant content, you can increase ROI up to 18 times, says Lyfe Marketing.
Though first name personalization has a significant impact on the open rate, you can do better. Consider where the person stands in the sales funnel. This can add additional context to your email marketing strategy.
For example, an email to a loyal customer should aim at appreciating their decision to remain connected with the brand. On the other hand, a potential customer can be subtly encouraged towards the CTA. Or a customer that has abandoned a shopping cart can be reminded about it and nudged towards a purchase.
Here are a few best practices to help you personalize content effectively:
- Collect information from sign-up forms and segment your subscriber’s list.
- Make minor changes to the core content, allowing you to send the right message to the right customers.
- Identify where your customers are in the customer buying cycle.
- Use behavior-triggered content based on browsing history, related searches, previous purchases, etc. to offer content that is relevant to readers. That way, you can recommend purchases or actions based on past ones.
4. Email design matters
Your email is an extension of your brand. Needless to say, you have to make an excellent first impression. With the aid of fonts, pictures, color palette, and much more, you need to build a cohesive image that aligns with the overall identity of your business. All these elements can contribute to an elegant design, which demonstrates professionalism and makes it easier to consume content.
- Make sure all aspects of your email, from font to images, are mobile-optimized.
- Optimize layout for quick reading. People usually spend less than 15 seconds reading marketing emails, says MailChimp.
- Keep the text size of the copy between 14 to 16 px.
- Give your links some space by using more white space between them. Not only does it look cleaner, but it can also help raise the click rate, quotes Optinmonster.
- Effective emails are designed around a CTA. Make sure yours does its job well.
- Incorporate colors that the brand is currently using.
- One or two colors for your emails is enough. The less you use, the cleaner the design will appear, and the reader won’t be distracted from the actual message.
5. Offer something of value
Focus on providing value to your readers before selling a product or service. By providing information about a topic, helping to solve their problems, or offering free tips and resources, you can establish yourself as a figure of authority. Once you’ve done that, sales and conversions are a lot easier.
To provide more value to your reader and get conversions going,
- Clearly, state benefits so that the consumer knows exactly what to expect.
- Offer your reader valuable coupons or discounts.
- Be consistent so that the audience continues to expect the same level of value in all your emails.
- As long as there is a valuable message or offer in your emails, people will be interested in interacting with your brand.
- Highlight what motivates your target audience to subscribe and trust you in order to drive engagement.
- Never offer more than one product, service, or solution in the same email.
6. Use visuals to catch the audience’s attention
If you want to reinforce interest in your brand, incorporate visual content in your emails. People are typically drawn to images more than text. Consider using videos and images in your email. Recipients will pay more attention to them and take action when their curiosity is piqued, especially with an image.
According to HubSpot, two-thirds of people prefer emails that contain images. Moreover, emails with visuals have a higher open rate (27%) than text-only ones (20%), says GetResponse.
So keep the following in mind:
- Make sure your images are not slowing down the loading speed. 74% of people delete a message that doesn’t open within 5 seconds.
- Hyperlink your emails’ images to increase CTR.
- Litmus says that 43% of recipients read emails without turning on the images. Add an alt text to images so that even if readers don’t see the images, they can understand the overall message.
- Avoid background images. Some email apps like Microsoft Outlook don’t recognize background images.
- Keep the text to image ratio at 4:1.
- According to Forrester, attaching a video in an email can help grow CTR by 200-300%.
- 54% of email subscribers prefer emails with videos, claims HubSpot, while 90% say that videos help them decide on making a purchase.
7. Optimize timings
Timing in marketing is everything, and email marketing is no exception. Sending an email when the target audience will positively interact with an email helps boost open and click rates. But optimal timings include knowing the time of day to send an email as well as the day of the week. It can even include the frequency of email send, whether it’s daily, weekly, bimonthly, monthly, or quarterly.
- Utilize email marketing tools and track your reader’s behavior. Target them at optimum times so that the probability of interaction is higher. If an email is left sitting in the inbox for 24 hours, the chances of it being opened drops below 1%.
- Don’t send a barrage of emails, or you could encourage people to unsubscribe or label it as spam.
- Segment your email list based on your subscriber’s time zones.
- Subscribers are most likely to read emails after arriving at work, around 10 am, or after lunch at 1 pm, or after reaching home at 6 pm.
- People are less likely to read emails during the weekend than on weekdays.
8. Integrate remarketing
It’s seven times more expensive to obtain a new customer than it is to hold onto a current one. Email remarketing is a great way to encourage customers that you’ve already invested resources on and bring them back to your business.
As a form of email marketing, it focuses on attracting customers back with the intent of directing them towards a purchase. With the help of personalized messages, you can send content that is relevant to your subscribers. This can significantly increase open and conversion rates.
A remarketing email could be sent to a customer based on previous purchases or browsing history. Emails could be for:
- Order follow-ups
- Abandoned cart recovery
- Rewards/loyalty programs
- Inactive customer follow-ups
Remarketing is effective when tactics revolve around the following ideas:
- Keep emails short, sweet, and simple to help minimize scrolling lengthy content.
- Make the CTA the main focus.
- Offer incentives such as promotional offers, free samples, discounts, coupons, or free shipping for orders above a minimum amount.
- Do not send more than one email in a day.
9. Add a P.S.
The postscript is one of the most-read parts of an email. Only 16% of people read the entire content of an email. They usually read the subject line, skim over the main points, and finish off by reading the end. So adding a P.S. can make your email more effective.
Consider including an extra CTA, link, or special offer in the P.S. The short message after the signature block acts as a last-minute incentive, helping readers make a decision about what action to take next.
10. Invest in an email marketing software
There is so much to do, from creating engaging content to producing subscription forms to monitoring the effectiveness of your email marketing campaign. Besides, managing subscribers, email lists, and segments is hard work. Not only is it time-consuming, but it’s challenging to stay up to date manually.
Choosing an email marketing tool that aligns with the objectives of your company can help simplify the tasks. Moreover, you can reel in the potential of email marketing to the fullest with the help of automation. Tracking and analysis tools can streamline tasks and provide a vast amount of useful data.
But email marketing has evolved dramatically over the past decade. AI and ML-based platforms are enhancing email campaign performances. But more importantly, brands can now effortlessly integrate with the power of social media and CRM technologies to further their approach.
Email marketing ideas
Now that you have a wealth of knowledge on how to make your email marketing campaign more effective, here are just a few examples of how other brands are acing it.
1. Use subscription forms
Keep forms short and straightforward. But ask all the essential information that can help segment your email marketing campaign. And remember, because a majority of emails are opened on mobile devices, offer more clickable options and less typing.
2. Focus on design
Always stick to a design that aligns with the overall brand image. Incorporate colors that the brand is currently using.
3. Enhance readability
Make sure emails are easy to read. Many people skim content, so let relevant information stand out with the help of different colored text or bold titles.
4. Strategically position images
Use images to break up big sections of text. Provide additional information in smaller print for customers who are interested in more detail.
5. Offer a gift
Offer gifts or freebies from time to time. It enhances engagement and trust, promoting the chances of a sale further down the road.
6. Target inactive customers
An inactive customer is a shopper who hasn’t bought from you in 60 days but has made two or more repeat purchases. Email remarketing can help bring them back.
7. Make it easy for readers to unsubscribe
Always give subscribers the freedom and ease to leave when they want to.
Every business has unique goals and priorities. And since there is no one-size-fits-all solution, you need to devise an email marketing campaign that suits your brand’s image and objectives.
By implementing best practice strategies, you can significantly increase the open rate. Once you effectively achieve this step, you can work on retaining customers by catering content to align with their interests and requirements.
But no matter how far you progress, always remember to follow up on your subscribers. You don’t want your hard work to go down the drain. Stay in touch with your customers in order to maintain a healthy relationship.