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- media@commsroom.co
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Email marketing is a good way to generate leads and retain customers. It gets your page a high subscriber yield and you can benefit from casting a wide net of information, but maximizing email marketing effectiveness could be tricky.
Don’t fret! Marketing pros use a tried and tested combination of intentional changes, and you can try them, too. Here are five ways to upgrade your email marketing strategy.
Related: Meeting the Deliverability Challenge
Tailor your emails to your customers. This can increase your engagements and boost conversion rates, which is great for your website. Engagements lead to more visibility, which drives more eyes to your site, content, and even products.
A way to personalise emails is to use your customers’ recent actions on your site. Customer was looking at your Careers page? Customise your marketing email to include a “Work with Us” button! You can also address your subscribers by their names, instead of going with the generic “Dear Subscriber”.
A great subject line will act as your “hook” to get subscribers to open your email, so make it count! Specify what the email contains, but not to give away too much. For example, if your email contains details about a limited summer clothing line, an effective subject line could be “We’ve got the perfect summer style essentials for YOU!”
You can also seal the deal by adding a call to action (CTA) by the end of the email. This prompts your subscribers to take action and stay interested in your offers, boosting clicks towards your page.
In the age of fast-paced content, including a short video clip to certain marketing emails can elevate your marketing strategy. This is best for a company snippet, event trailers, or an upcoming product launch–it shows personality and generates curiosity, leaving them wanting to know more.
Videos have been proven to hold attention better than just plain text, but make sure to keep yours brief and engaging! These videos will serve as their first “taste” to your page, so pair it with a snappy CTA and good graphics.
More and more people are starting to integrate parts of their work system on their phones. Your emails have to fit different interfaces to keep up. Use responsive design that adapts to different screen sizes, and be mindful of the smaller details like fonts, colours, and images.
Before sending your emails out, do a test run and send it to yourself first! Do this to avoid overlooking mistakes such as typos, inconsistent sizing in graphics and images, and even wrong dates.
In marketing, re-engagement serves as a way to remind your subscribers of the previous email. This could count as a “follow-up” in case you’d like further action from them, or even just to let them know that a campaign might be coming to an end.
Some customers have proven to be interested in campaigns cited in marketing emails, but due to how busy they are, might forget. Re-engagement emails may vary, but their purpose stays the same: to remind customers that your page exists, and that you still regard them as a valued customer.
In case you missed it: Your Security Checklist for Email Service Providers (EB)
Marketing emails are important for retaining customers and making sure your page stays on their radar. Email campaigns run the risk of ending up in spam folders, but with these five marketing email tips, you won’t have to worry about that. We wish you well with your marketing!
