Email Marketing Tips

Email Marketing Tips

11 Email Marketing Tips That Will Boost Your Results

The first email was sent in 1971, and half a century on the email is a highly effective marketing tool that shows no signs of losing its popularity. With 4 billion email users this medium is in no danger of slipping its grip on the global audience. Furthermore, the trajectory of email marketing revenue is nothing short of remarkable, with projections reaching a remarkable $12 billion by 2024 which is why the Outsource Your Marketing team has collected 11 tried and tested email marketing tips to boost your campaign results.

11 Email Marketing Tips to Boost Your Campaign Results

Our email marketing tips are based on a decade’s experience of using email to market a range of clients, as well as recent studies and advanced tools that can expedite email marketing campaigns. The tips we offer here are effective when used in either B2B or B2C marketing.

1. Subscriber Segmentation

The first of our email marketing tips is also critical to campaign success; if you want to maximise the effectiveness of your email marketing efforts, you’ll need to segment your subscriber database. Email can serve numerous marketing purposes, such as welcoming new customers, guiding them through your sales funnel, announcing product updates, and promoting special offers. However, the key to successfully implementing these strategies lies in segmenting your email list.

Segmentation can take various forms, including:

  1. Demographics: Utilise your CRM to create email lists based on specific locations or demographic criteria.
  2. Engagement: Consider re-sending or tailoring a different email to subscribers who did not open your initial message.
  3. Customer Journey Stage: Customise your offers for new customers, versus repeat users, to enhance relevance.
  4. Source: Identify the contact form used, in order to access contact information.

Take time to establish rules and conditions on your automated email platform, to ensure that your campaigns are both focused and impactful.

2. Optimise for Mobile

Optimize for Mobile

A recent PWC report found that 1 in 3 customers will leave a brand they love after just one bad mobile experience, while 92% would completely abandon a company after two or three negative interactions. Most emails are opened on phones, so it’s critical that your email optimisation is up to scratch.

An optimised experience means that the email and its landing page load in less than 2 seconds, that all the relevant copy can be read on one screen, that tabs are operational and easy to use, and the design is clear and looks good on mobile.

3. Personalise the Email Experience

Personalised emails increase the potential for generating more revenue, which is why the trend for hyper-personalisation is continuing. The impact of personalisation is such, that emails demonstrating no awareness of the recipient’s identity, are more likely to be disregarded or deleted.

Here’s what email personalisation looks like:

  • Messages are tailored by audience segment.
  • Products or content are recommended by audience segment.
  • Emails are triggered by visitor behaviour.
  • Content or products on an individual basis.

4. Learn by Using A/B Testing

Get to know subscribers’ preferences by employing A/B tests. Experiment with variables such as subject lines, body copy, layout, CTA language, button colour, images. When conducting A/B tests, maintain the practice of altering only one element at a time to derive clear and actionable insights.

A/B testing empowers you to optimise your email campaigns based on data-driven findings, resulting in more effective communication with your audience.

5. Use AI to Improve Efficiency

AI tools are good at doing the boring and time-consuming tasks that eat up resources for marketing teams. For example, AI expedites email personalisation by allowing you to analyse more customer data, and faster.

Use AI to Improve Efficiency

Other ways to use AI to optimise your workload include:

  • Writing subject lines.
  • Sending individually personalised emails to prospects.
  • Cleaning up email lists.
  • Building mailing lists.

Two tools you may like to try out are Optimove or Zeta Messaging to help you out with the tasks you don’t have time for.

6. User-generated content

Have you tried incorporating user-generated content in email marketing campaigns yet? This is any form of content (text, videos, images, audio) that is created by end-users of your goods or services. These could take the form of product reviews, forum comments, or short videos.

Research carried out by the Nielsen Consumer Trust Index found that 92% of consumers trust this kind of content more than other types of advertising.

There’s one other reason to consider integrating USG into your email marketing campaigns; it’s a great way to reduce your input and will often have a far greater impact.

7. Don’t Give Up On Inactive Subscribers

Don’t Give Up On Inactive Subscribers

Whilst the acquisition of new customers is the lifeblood of your business, don’t forget about your existing subscribers. Inert customers can often be persuaded to renew their enthusiasm for your product, simply by identifying what initially attracted them to subscribe, and offering them an updated version of it. Plus, it feels good to be remembered!

Alternatively, consider offering an exclusive discount as a gesture of appreciation for their loyalty. Reconnecting with your existing customer base can be a valuable strategy for strengthening relationships and driving continued engagement.

8. Make Your Emails Interactive

Interactive responsive emails have been popular for a while and recipients continue to be enthusiastic about them. They deliver a substantial boost to customer engagement and significantly increasing overall email interactions. Effective interactive email elements include:

  1. Interactive Image and Product Carousels. User-controlled displays that allow seamless exploration of your products.
  2. Animated Buttons. Dynamic visuals that captivate and guide recipients.
  3. Rollover Effects. Interactive hover effects that highlight your product offerings.
  4. Surveys, Polls, and User-Generated Interactive Content. Engaging tools to gather feedback and involve recipients in the conversation.
  5. Accordion Features. Streamlined presentation for lengthy content.

9. Get Emotional

If you’re selling security gates, your customers are moivated by the desire to stop being anxious about intruders accessing their property; security gates provide the peace of mind that comes with being able to take action to protect their family. The reasons why people buy always return to an emotional source. Use emotional copywriting and the power of stories to connect with your customers and build a close relationship with them.

10. What’s The Best Time to Send Emails?

Determining the ideal time to send your marketing emails is crucial for maximising their impact. While there are some general guidelines to consider, such as sending emails during the day, on a weekday (excluding Monday), and preferably midweek, it’s essential to recognise that these are broad benchmarks. The dynamics may vary for your specific audience.

Fine-tune your email marketing strategy based on real-time insights, ensuring your messages reach your audience at the most opportune moments.

11. Use Content to Nurture and Convert

The last of our email marketing tips is areminder that every marketing campaign is about building relationships. Nurture emails are made up of a series of strategically designed messages and content, aimed at building trust and gradually ‘warming up’ recipients with increasingly valuable offers. Here’s an example of a nurture progression:

  • A person subscribes to your list and receives a warm welcome email.
  • They’re invited to download an informative ebook or white paper.
  • They’re informed of a helpful webinar they can access.
  • A case study is made available for download.
  • They’re offered a free trial of the product or service.
  • An invitation is made to book a consultation.

Each piece of content reflects their place in the customer journey and delivers genuine value. Importantly, each new invitation or offer represents a modest increment from its predecessor. Consequently, by the time you extend an invitation to book a consultation, they are far more likely to accede.

If you would like to talk to the Outsource Your Marketing team about implementing any of our email marketing tips, we would be delighted to talk through them in more detail. Simply give us a call on 01234 900203