Email marketing is a key strategy for businesses looking to connect with their target audiences. Recent research shows that 52% of consumers made a purchase directly from an email in 2023 – an eye-catching statistic that demonstrates the effectiveness of this tried-and-tested marketing tool.
Given the benefits of utilising well-crafted emails to promote products and services, it is unsurprising that a growing number of companies are looking to elevate their email marketing techniques. By developing a successful email marketing strategy, your business can look forward to higher ROI, valuable customer insights and increased brand awareness.
In this blog, we will examine 5 of the most essential email marketing tips you can use to enhance your campaigns:
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Write attention-grabbing subject lines
Before you craft your content, it is important to develop a striking subject line that immediately captures the recipient’s attention and conveys the central message of the email. Figures compiled by Sixth City Marketing reveal that 47% of people will open emails based solely on the subject line, while subject lines that provoke a sense of urgency result in a 22% higher open rate.
Remember – the subject line is the very first thing your recipients will see, so getting it right is vital. A subject line should be clear, concise, enticing and relatively short (ideally, four to seven words).
As well as keeping them succinct and creating an element of urgency, there are other ways you can make sure that your subject line is as impactful as possible, including:
- Personalise with the recipient’s name and details
- Ask questions
- State the benefit of the email to offer value
- Add a call to action
Let’s look at some model subject lines to inspire you when you come to writing your next email:
- “Last chance to save 50%!”
- “Hurry, sale ends today!”
- “Looking for the perfect solution?”
- “Reserve your stand for our event”
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Prioritise personalisation
Personalisation is an ideal method of making your subject line stand out – and the same goes for the body of the email. The days of sending out an automated email with a generic greeting line to an extensive list of contacts are over – in today’s world of tailored customer experiences, personalisation is paramount.
Including personalised messaging will show new and existing customers that you are aware of and care about their needs. Not only can personalisation enhance customer engagement and brand perception, it can also boost your sales and conversions. In fact, according to Influencer Marketing Hub, businesses that send out personalised emails can expect 40% more money than the average competitor.
So, how can your company harness the powers of personalisation? Here are some of our top tips:
- Gather Data: Begin by collecting relevant data that will allow you to understand your subscribers better. This could include basic information such as names and email addresses, as well as insights such as preferences, purchase history and engagement with previous emails.
- Segment Your Audience: Use this data to segment your audience into different groups. This allows you to send targeted messages that are more likely to resonate with each group.
- Respect Privacy Preferences: It is crucial to be transparent about the data you are collecting and provide subscribers with control over their data.
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Conduct regular A/B testing
Did you know that 39% of companies fail to A/B test their segmented emails? Although somewhat surprising given the proven benefits of regular A/B testing, many organisations fail to routinely examine the effectiveness of their email campaigns. Implementing A/B testing can give your business an edge over your competitors by boosting engagement, increasing conversions and reducing unsubscribe rates.
There are various real-world examples of big brands utilising A/B testing to drive revenue from email marketing. Take River Island, a global fashion retailer renowned for its exemplary campaigns. They successfully used A/B testing to secure a 30.9% increase in revenue per email and a 30.7% increase in orders per email.
Here are the best practices you should follow when carrying out an A/B test:
- Identify Goals: At the outset, decide on what you want to achieve, whether it be improving open, click-through or conversion rates.
- Measure the Relevant Metrics: Choose success metrics that align with your objectives. For instance, if you are testing subject lines, focus on the open rate.
- Iterate: Finally, utilise the insights from your test to further optimise your emails.
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Optimise for mobile
Optimising your emails for mobile users is an integral part of crafting your marketing email, not least because 41% of all emails are opened on mobile devices. In today’s tech-driven world, customers expect seamless user experiences, so making sure that your emails are suitable for mobile usage is a must. Doing so offers an array of advantages, including improved email deliverability, a higher ROI and the chance to reach a higher number of potential customers.
Follow these steps to optimise your emails for mobile devices:
- Use a responsive design: A responsive design will ensure that your email can adjust to both desktop and mobile devices.
- Have a simple layout: A straightforward, single-column layout is far easier to read on a small screen, whereas complex designs tend not to render well on mobile phones and tablets.
- Ensure links and buttons are easily tappable: All links and CTA buttons should be large enough to be tapped with a user’s finger.
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Consider timing and frequency
The timing and frequency of your emails can significantly influence your subscriber engagement rates. While there are different theories about the optimal time to send out emails, experts tend to agree that emails distributed mid-morning in the middle of the week tend to perform better.
However, bear in mind that the best time to distribute emails depends on your specific target audience. For example, if you are targeting a B2B audience, it is best to aim for business hours, especially between 10 am to 2 pm, as this is when professionals typically check their email inboxes.
Determining the right balance for email frequency is also key – too many emails can lead to unsubscribes, while too few can result in low engagement. Whatever email schedule you choose, be sure to remain consistent with it. If your subscribers expect to hear from you on a regular basis, you have a greater chance of building trust.
Adfield: The Agency You Can Grow With
Ensuring high-quality marketing emails involves a mix of strategic planning, engaging content, expert editing and a thorough understanding of your audience.
At Adfield, we have been delivering exceptional email marketing campaigns for our clients for many years. Whether you want to sell a product or service, or promote an upcoming event, our digital marketers have the means to create compelling emails that maximise your ROI, generate interest in your brand and drive customer engagement.
Want to make your next email marketing campaign a success? Get in touch with our sales manager Emily Davies to discuss your needs:
Telephone: 07341493662
Email: Emily@adfield.co.uk