How to Improve Your Email Marketing Campaigns Today
Email marketing is critical to a small business’s overall marketing strategy. People have access to emails anywhere at any time, thanks to smartphones, so there’s an opportunity for your brand to stay top of mind with potential customers through email marketing campaigns. Effective email marketing strategies make all the difference between someone deleting an email or clicking through. While there are many technical, design, and content strategies for successful email marketing strategies, there are some practical tips you can start today that can improve your campaigns.
1. Personalize Emails
A great place to start improving your email marketing campaigns is to add personalization. Most of us view email as a personal form of communication, as many people use email to connect with friends and family and send personal notes. Therefore, make your emails more personal by addressing the person by name. Emails that use personalized subject lines are more likely to be opened than generic emails!
Another way to personalize the email is to tailor the content to the person’s demographics, interests, and past purchases. You can also include content about seasonal or local events. For example, sending holiday emails to your email list or specific welcome emails to new sign-ups are all great ways to include a personal touch to your email campaigns.
2. Build an Email List
If you’re not capturing emails to build an email list, now is the best time to start! We don’t just mean gathering emails at the purchase but also when potential customers visit your website. Building that list of customers and potential customers means your emails, brand, and the message gets out to more people, which can lead to more sales and growth. You can build your email list through your company’s social media pages, capture forms on your website, and by offering a freebie for signing up.
3. Use Intentional Subject Lines
The subject line is the first impression you make when you land in someone’s inbox. So, let’s make the most of it! People are very quick to decide if they will open an email or move on, so being intentional about your subject lines is critical to improving your email marketing campaigns. So, what’s the best subject line? We recommend keeping it short, sweet, and to the point.
For most email providers, only a few characters are visible to the email user without opening the email. So use that space wisely to encourage them to open the email further! Lastly, don’t forget to personalize the subject line. For example, for an email campaign that works to re-engage previous customers, a subject line that reads, “Bob, we miss you!” is more engaging than a generic, “We miss you!”
4. Analyze Previous Metrics
One of the best ways to work towards future success is to see what worked (and didn’t work) in the past. If you want to enhance your email campaigns starting today, look back at the metrics from your previous campaigns. What was the open rate? Click-through rate? Bounce rate? Unsubscribe rate? These are all important metrics to track consistently with email campaigns. Once you have data to show past performance, you can make adjustments to see better results.
5. Add Images or Graphics
Think of yourself as the consumer in this situation. How often are you drawn to emails or other marketing that includes eye-catching and engaging graphics? That’s what your customers want to see too! If you don’t currently have any visuals in your email campaigns, start by adding an image or two that complements your email’s message. However, be mindful of the image size, so it loads quickly and properly. This leads us to our last point.
6. Test the Email
One part of email marketing that’s often forgotten is testing the email as a consumer. Send a test email to yourself and other team members with different email platforms. You will want to see how fast the email loads, test any links, ensure it’s readable with text size/color, and check the call-to-action. Most importantly, you should test the email in a mobile format. The majority of your email list will view your email on their smartphone, so a mobile-friendly email is a must! Ensure all the text, graphics, and call-to-action are fully visible and straightforward to engage with. Using a mobile-responsive email design will help with this.
Need More Email Marketing Strategies?
Using these email marketing tips is a great start, but if you need more, Suite Edge is here to help. Suite Edge is a team of marketing experts who use a unique combination of software and services to help companies grow exponentially. One of our specialties is digital marketing, which includes email campaigns, search engine optimization, content marketing, social media, and more. Reach out to Suite Edge today to learn more about how we can help you take your company to the next level!