If many businesses are on social media, email is still a very efficient way of reaching out to your potential customers and shouldn’t be ignored. Here are 5 things you can do to improve your email marketing.
1. Create an email with all devices in mind
In the UK, we spend an average of 2 hours on our smartphones per day, to check emails, social media and browse the web. Making sure your emails can display correctly on mobile devices is imperative. If you’re adding images, videos or buttons, make sure they are easily clickable on smaller screens and don’t take too long to load.
If you’re using an email marketing manager such as Mailchimp, you can see a preview of what your email will look like on mobile.
MailChimp lets you see a preview of what your email looks like on mobile.
2. Optimise email settings outside of main content
Yes, email content is important but it’s meaningless unless people open your email! There are a few things before content itself that you need to think about:
Sender name: Often an afterthought, but tailoring your sender name for specific emails can increase open rates.
Subject line: Keep it simple and short, and if you can, convey a sense of urgency or mystery. An intriguing subject such as “It’s almost time!” can pique your audience curiosity.
Preheaders: The first line people will see after the subject and your last chance to get them to open your email, so don’t neglect it. Avoid using a line from the email and instead focus on the value of opening the email for the consumer.
There are a few things to optimise outside of your email’s main content.
3. Convey a sense of urgency
Whether you’re trying to get someone to register for an event, book a table or purchase a product, emails should drive action. Conveying a sense of urgency is a great way to do that. You can try removing article such as “the” or “a” – i.e. “book a table” vs “book table”.
Sending your emails at specific times – i.e. After a purchase – can also be an opportunity to suggest timely actions (give some feedback, purchase complementary products/services) and communicate that sense of urgency.
Make sure to include links that will direct your audience to take action
4. Try to engage the unengaged
It can be challenging to engage with people who don’t usually open your emails. Send them personalised emails and offers focusing on reigniting engagement. Consider sending a survey or running a competition that would allow you to get more information on their interests.
If some people haven’t interacted with you for a long time, you may want to remove them from your list and focus on people who are engaging with your business.
Example of what an email to re-engage with your audience could look like
5. Keep testing to find what works best
A/B testing allows you to send two slightly different versions of the same email to a small percentage of your mailing list to see which one performs best, before you can send on to the rest of the list. This can be particularly helpful if you have a large list or want to find out what’s the best time to send your emails, or which subject line is more likely to get your email opened.
Keep testing and reviewing performance to find what works best for you
We hope you have found these 5 tips useful. It’s just a few things that you can do to improve your email marketing and better engage with your audience. Remember to analyse results and email performance so you can find what works best for YOU!