Hacks and Strategies to boost your email marketing campaigns
Email marketing is a key pillar in any digital marketing strategy. It offers a direct and personalised way to engage with your customers. Using email marketing effectively can significantly boost sales by delivering tailored messages, promoting products and offers that resonate with the individuals interests and nurturing customer relationships.
In this blog, I will be giving you tips that you can apply to increase click rate in email marketing, as well as sharing methods to improve email marketing conversion rates to increase your businesses sales. If you want to know how you can improve your email marketing performance, keep reading…
How can email marketing increase your sales?
Email marketing is a powerful tool for increasing sales, due to its direct, personalised, and cost-effective nature. It helps to build relationships with your customers and keeps your brand on their mind.
On average the ROI for email marketing is around £32 for every £1 spent.
Source – https://www.luisazhou.com/blog/email-marketing-roi-statistics/
Email marketing can be effective for both B2B and B2C businesses. Within a B2B environment, email marketing is used to save time and money, it favours more in-depth and targeted promotions. Whereas with B2C email marketing it is used more to appeal to customers’ emotions, with the main focus being the products’ benefits and solving the pain points for the customer.
Understanding what your customers need and care about
The 3 main pillars in any successful marketing campaign are quality, consistency, and brand authority. Aligning these elements with your recipients wants and needs, your campaigns become more targeted and effective, leading to higher engagement and conversion rates.
High quality content
Keep your content relevant and valuable, this helps to build trust and keeps your audience engaged. Segmenting your contact lists and customising the email content to their interests is a good way to ensure relevancy and quality.
Consistency
Consistency in your messaging reinforces your brand identity and keeps your business top of mind.
Brand authority
Establishing brand authority by showcasing your expertise and reliability ensures that your emails are seen as worthwhile.
How to increase open rate?
You may have created the best email ever, with compelling content and a stunning layout, but all your hard work goes unnoticed if you do not grab the recipient’s attention at first glance. In the sea of emails flooding people’s inbox daily, your email needs to stand out to be opened. Capturing the recipient’s attention with an exciting subject line and preview text is crucial: otherwise, your email risks being ignored, deleted or even marked as spam. Want to know how to improve your email marketing open rate? Here is how to ensure your emails not only get noticed but also opened and read:
Personalisation – Feature their name
By addressing the recipient by their name, you create a sense of individual attention and relevance. The personalised touch makes the email stand out in a crowded inbox. It gives the impression that you are talking to them and them only.
Ask a question
Asking a question in the subject line or preview text is a powerful technique to increase open rates. Questions naturally spark curiosity and invite the recipient to think about their own answer, creating immediate engagement. Often, recipients will open the email to find out more or to see if their thoughts align with the content. A well-crafted question can suggest that the email contains valuable information, inciting users to find out what is within the email.
Curiosity
When you hint at something intriguing or leave an open-ended question, you tap into the recipient’s desire to know more. By making a statement such as ‘made just for you’ can create a sense of mystery that can help to make your email stand out in a crowded inbox.
Incentive
By highlighting a benefit such as a discount, freebie, or exclusive access you provide immediate value to the recipient, making it hard to ignore. The promise of a reward creates a sense of excitement and urgency, encouraging users to open the email and take advantage of the offer.
What to avoid
Image Source – Microsoft
Not setting preview text
Often companies forget to add preview text. The email will then automatically pull the first line of text from the email, this could even be a URL… not helpful to users!
Clickbait
If it sounds too good to be true, then usually it is! Recipients may then just automatically report this as spam. While it may initially grab attention and increase open rates, ultimately it damages trust and credibility with your audience.
Long subject lines
If your subject is too long it may get cut off, especially on mobile. Aim to keep it concise and straight to the point around 5-10 words.
How to increase conversion rate?
Now that your email has successfully grabbed the recipient’s attention, the next step is to convert that interest into a sale. What makes your brand unique? What is your brands tone of voice? Is it clear within your email what you are expecting from the reader? If you want to increase your conversion rate, it is vital that you cover all the points below…
Segment your audience
By dividing your email lists into smaller more targeted segments based on factors such as demographic, purchase history or interests you can ensure that you are tailoring your messaging to reach the relevant people.
It is vital that the contacts you are emailing have opted in to receive marketing communications from you.
Create engaging content
Creating engaging content is paramount for increasing conversion rates. Ensure that your email is visually appealing, with compelling visuals and concise copy. It is also important to make your emails unique to you and your brand. Create something that your audience can recognise as your brand.
Optimise for mobile
Optimising for mobile is essential. Ensure that you have a responsive design with easy-to-read fonts and compelling content that looks good on a smaller screen. Check this first by sending yourself a test email and reviewing on your mobile or with select email marketing platforms you can preview how your email will appear on a mobile.
Use automation
Automation is crucial to increase conversion rates. By setting up automated workflows triggered by specific actions such as sign ups, purchases, or abandoned carts, you can deliver timely and relevant messages to your audience. Automation ensures that your emails reach recipients at the optimal moment, nurturing leads, re-engaging inactive subscribers, and guiding prospects through the sales funnel without manual intervention.
Tone of voice
Your tone should reflect your brands personality and resonate with your audience. Whether it is friendly, professional, or playful it can help to establish a connection with your recipients. It can help to build trust and make your messaging more relatable.
Include clear CTAs
CTAs show your reader what you would like them to do next, they need to stand out from the rest of your text. Ensure that they are highlighted visually and use direct phrases that encourage immediate action from the recipient.
It is all about setting the right strategy for the right audience
The success of an email marketing strategy depends on targeting the right audience with the right methods. Each businesses strategy will be different, there is no one size fits all approach. Each business and audience require a customised strategy to achieve the best results.
Keeping up to date
The email marketing sector is always changing. With frequent updates in legalities, it is important to make sure you are up to date. For example, the Gmail and Yahoo’s 2024 Inbox Updates are the newest changes that you need to be aware of, to get the best out of your emails.
Utilising these email marketing growth hacks, and other digital marketing services you can improve your campaigns and engage your audience effectively. If you want to create an effective email marketing strategy for your business contact us today.
