Email Marketing forms
a crucial part of any businesses online marketing. A way to reach your existing
customer database and win new business, it is one of the simpler forms of
online marketing that many small businesses are missing out on.
Optimising your email campaign is the difference between
your email being a resounding success winning business and being sent straight
to the junk folder.
Below are some of our top tips to help get your business started with its email campaigns:
Focus on the subject line. The subject line is the most important thing to consider, this is the first thing the recipient reads and is make or break for whether they open your email or chuck it straight in the junk folder. First things first it needs to be eye catching, test out your email subject lines and analyse which achieves the highest open/action rate.
Strive for inbox placement. A difficult one to measure, but not all email campaigns need to be actioned straight away, they just need to leave a lasting impression on readers. Just focus on the brand, the core product and services not super salesy jargon – you don’t want a reader to think it is spam and treat your email like junk.
Ensure the email is mobile optimized. Most email software will provide a mobile view of your email, ensure that it can be optimised for any device. Approximately 65% of emails are read on a smartphone/tablet (Marketing Land, 2017) so ensure your email looks the part on any device.
Personalise where possible. Use tags to deliver a personalised message to your customer, use their name, business name etc to give an email a more personal feel. People know emails are being sent to thousands at a time, but you don’t want to make them feel like another name of your mailing list. This encourages better engagement with readers!
Segment your email database. To go one step further and provide an even more personalised touch segment your database. Funnel down your customers and sort them by interests/industries etc into small niche mailing lists and send them a highly personalised email specific to their niche. For example, don’t just send your customers emails about workwear, filter the type of business and got a bit further.
Reduce text and optimize call to action. As much as Marketers hate it, people won’t spend a lot of time reading your email once opened – consumers decided within a split second if it is of interest or not. Be short, sharp & concise with any text to grab any attention. Focus on providing clickable calls to actions and leading them to enquire, order etc.
Make social sharing available. A simple but very over-looked one, ensure your email can be shared using Social Media buttons. Many email providers make this a simple click of the button. This helps grow the reach of any campaign you might send further than your customer database and reach potential new leads. Provide clear share buttons for your readers to engage with!