Email has long been a successful marketing technique and one that many businesses adopt across the globe. This being said, finetuning your strategy to increase conversions can be a game of trial and error. To help you on your way, however, our team have put together this blog that includes our email marketing best practises to assist you in making more of a splash! Or there’s always the idea of outsourcing too, of course!
Email Marketing Best Practises
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Build a Targeted Email List
Depending on your audience segmentation and demographics, it may be worth spending some time building dedicated email lists to target different groups. Your campaigns should address particular pain points, so grouping your contacts based on a common denominator (such as age, sex, location etc.) may help you to generate greater conversions. It’s all about quality over quantity!
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Adding a Personal Touch
One of the top email marketing best practises is personalisation. People like to feel valued by the organisations they buy from. As such, by adding a personal touch, like addressing them by their name, you’re able to create a greater sense of community and boost conversions.
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Writing Compelling Subject Lines
First impressions are crucial and when your email lands in someone’s inbox, the first thing they see is going to be the subject line. This needs to be gripping if you want to encourage people to open your message and convert. This along with your preview should give receivers a quick glimpse into what your email contains and should get them excited.
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Providing Valuable Content
As we touched on earlier, your newsletters should touch on particular pain points that your audiences may be experiencing. People respond well to marketing campaigns that provide value. This could be in the form of a discount, or even some free advice. Either way, make sure that every campaign you build has a strong purpose.
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Optimising Your Campaigns for Mobile
Data shows that 1.7 billion people use their mobiles for checking their emails. Meanwhile, only 0.9 billion people use a desktop to complete this task. With this in mind, ensuring your templates are optimised for mobile viewing is crucial.
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Don’t Forget a CTA
CTA stands for Call To Action and these should be included in every marketing material you produce. Your campaigns should always be rounded off by telling the reader to take a particular action. Examples include:
- Click here for more.
- Enquire today!
- Get in touch for more information.
- Shop our sale now!
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Staying Consistent
Sticking to a schedule with your email marketing is also said to increase number of conversions. You need to find the right balance between keeping your customers engaged without making them feel bombarded. This will only encourage people to unsubscribe.
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Sending Tests and Optimising
Sending out test emails to your personal account will help you to minimise risk of mistakes and errors in your content or design. This tool is there for good reason. Make sure you use it!
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Analysing Campaign Performance
Like with any digital marketing technique, one of the best ways to improve your conversions is by tracking your performance. Content management systems like Mailchimp offer comprehensive reports on the success of your campaigns. This includes a breakdown of the following metrics:
- Overall recipients
- Number of delivered emails
- Bounce rate
- Open rate
- Number of clicks
- Any unsubscribes
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Adhering to GDPR Guidelines
In May 2018, GDPR saw huge changes which shook the marketing landscape. As such, marketeers and businesses alike must be incredibly careful with how they manage, process, and store personal data in line with email marketing best practises. When engaging in this activity, you must ensure you’re clued up on these regulations and are strictly adhering to them at every stage.
The Importance of Retargeting
Retargeting is a marketing technique used by businesses to do just this – retarget! In order to maximise all of your promotional efforts, this process allows you to reach back out to those who have previously shown interest. This could be users who have clicked on a link in your newsletter, potential customers who have abandoned their shopping cart or even those who have engaged with your social media ads.
Retargeting allows marketeers to tailor their message depending on where the potential customer is in their buying journey. Moreover, as they have already shown interest in your offerings, the chances of conversion are much higher. All in all, this technique will help you to bolster all previous marketing activity for a higher ROI.
Contact Us
Still not quite sure on email marketing best practises and keen to explore outsourcing instead? We’ve got you covered! We can lift the burden of marketing off your shoulders! As a full-service agency, we can be here to offer targeted support or, if needed, a full turn-key solution for your promotion.
For more information about working with VerriBerri, get in touch! You can reach our team by calling us directly on 01376 386 850.