Successful email marketing tips

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05 Jan 2024

Email marketing tips

Email marketing is one of the most effective ways to connect with your customers, helping you engage your audience, boost campaign activity and generate leads like never before. In this guide we’ll help you understand why email marketing is an important part of your strategy, the benefits of email marketing and how to optimise your email campaigns for better conversions.

Benefits of Email Marketing

Investing time and energy into your email marketing can reap a variety of rewards, especially as it’s an extremely powerful marketing tool to incorporate into your overall marketing strategy. Here, we highlight 6 benefits that can directly impact your bottom line.

Benefits of Email Marketing

Investing time and energy into your email marketing can reap a variety of rewards, especially as it’s an extremely powerful marketing tool to incorporate into your overall marketing strategy. Here, we highlight 6 benefits that can directly impact your bottom line.

1. Direct communication

Email marketing lets you talk directly to your audience. Unlike social media, where people come to you, emails land right in your recipients' inboxes. This generates brand awareness and helps you reach a wider audience.

2. Highly targeted

You can slice and dice your audience based on demographics, behaviours and preferences. This means you can tailor your messages to specific groups, making your emails more relevant and engaging. Align your email marketing campaigns with your website content to ensure consistent messaging across all channels.

3. Automation

There are plenty of tools out there that let you set up an email campaign well in advance. You can send content and build marketing momentum for as long as you want, when you want – without the constant manual effort. Check out Klaviyo or MailChimp to get started. The benefits of automated email campaigns means you can plan in advance and ensure your emails are shared regularly and consistently.

4. Measurable results

Email platforms provide detailed analytics, letting you track open rates, click-through rates, conversions, and more. This data-driven approach lets you fine-tune your strategies for better results.

5. Cost-effective

If you’re wondering whether you can make money from email marketing, absolutely! Despite its old-school charm, email marketing boasts a fantastic return on investment (ROI) compared to other marketing channels– an average $36 for every $1 spent.

6. Generate website traffic

Email campaigns are a no-brainer when it comes to driving more traffic to your website. Include the most recent blog article, the latest brand news or promotional features within your email and share links to those specific landing pages. This will ensure that your readers click through to the relevant pages on your website, in turn generating more traffic, views and sessions - and ultimately more sales.

Alongside the above benefits, email marketing campaigns can also boost other marketing channels and touchpoints, offering a seamless user experience. Not only this, but a robust email marketing strategy can help grow your business, driving revenue and sales.

Now, let’s reveal 10 essential tips that could transform your email campaigns.

Top 10 Email Marketing Tips

Effective email marketing turns potential leads into paying customers – driving sales, enhancing customer relationships, and building brand loyalty. So, when creating your email campaigns, think about:

1. Segmentation

One-size-fits-all emails are yesterday’s news. Break your audience into smaller, more targeted groups based on demographics, buying history, behaviours like abandoned carts, or content preferences. Sending laser-focused content can improve open rates, click-throughs, and conversions.

2. Mobile optimisation

Almost three-quarters (74%) of users check their emails on their trusty mobile devices, and 51% of emails are opened on mobiles. Make sure your emails are easy to read, navigate, and look great on mobile screens to beef up engagement.

3. Create a series of content

Keep your audience hooked, connected, and eagerly awaiting the next ‘episode’ of your email campaign. Instead of rehashing the same old stuff, aim to tell a captivating story, educate, or gently nurture leads through the sales funnel.

4. Compelling subject lines

Two-thirds of us (64%) decide whether to open an email based on the subject line alone. So, make it count. Craft a subject line that's compelling, personal, stirs curiosity, or offers something of value. And remember, keep it short and snappy.

5. Personalization with AI

Personalisation is the name of the game. Research shows personalised calls to action perform 202% better than basic ones. Harness the power of artificial intelligence (AI) to analyse user data, and create personalised product recommendations, snappy subject lines, and killer content.

6. User-generated content (UGC)

Throw in some UGC to build trust, loyalty, and authenticity. Think customer reviews, user-submitted photos of your products in action, or success stories. This personal, real-world approach makes your email campaign relatable and persuasive, swaying others' buying decisions.

7. Interactive content

Keep your audience engaged with interactive content like GIFs, polls, quizzes, and surveys. They can boost click-through rates and help you discover your customers' preferences.

8. A/B testing

Don’t be afraid to experiment with different subject lines, content formats, and send times with A/B testing. This shows you what sparks your audience's interest, so you can adjust your email strategy to match.

9. Test deliverability

It’s a waste of time and effort if your carefully crafted campaign ends up in people's spam folders. Regularly monitor your email delivery and use email verification tools to clean your list. A sparkling sender reputation is worth its weight in gold.

10. Analytics and metrics

Dive into the numbers game. Analysing key metrics like open rates, click-through rates, bounce rates, conversions, and ROI not only highlights your successes but also points the way to improvements for your next email marketing campaign.

Email marketing examples

Now you’ve decided to invest more time into your email marketing, how do you know what to include and what to focus on as part of your strategy? Here, we explain the different types of email campaigns so you can feel confident incorporating a variety into your marketing efforts.

  1. Newsletters: One of the most popular types of email campaigns, newsletter emails are quick to create and packed with information for users. They typically include non-promotional content, sharing industry news, brand updates and round ups.

  2. Welcome emails: Often the first email a customer receives once they sign up to your newsletter or email list. Welcome emails are a great way to introduce your brand and encourage your users to find out more about the products and services you offer. It’s common to add an introductory discount or promotional offer in your welcome email, enticing first-time customers to explore your site and make a purchase.

  3. Promotions and offers: The main purpose of these emails is to promote specific products, services or highlight sales activity, like Black Friday sales or seasonal offers.

  4. Abandoned cart: These emails notify a customer that they have left an item in their shopping cart when the purchase journey hasn’t yet been completed. Including incentives like discounts and free shipping are a great way to encourage users to go back to your site and finish their purchase.

Email marketing, enhanced by AI and strategic planning, offers engagement and ROI that few channels can match. It can improve sales, grow customer relationships that last, inspire brand loyalty, and establish you as the go-to authority in your sector.

Want more advice on getting the best out of your email marketing? Get 1-2-1 advice from one of our V-Hub Digital Advisors today.

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