Email marketing is still one of the most important methods for companies to generate business, both from previous customers and new clients. And it is still the case that our understanding of how to market effectively through email is changing. Even if your business has been sending out emails for many years there are likely to be plenty of ways that you can improve your success rates.
If you would like to get more from your emails, try using the following tips – they can make a vast difference to both your open rates and click-through rates, ultimately generating more business and money for your company.
Email the right people
It is amazing how much time and companies will invest in their email marketing campaigns without actually considering what really matters – are the emails that you are sending being read by the right people? It doesn’t matter whether your emails are targeting B2B or B2C, you need to be sending them out to people who are interested in your products and in a position to make a purchasing decision.
Naturally it is good to have an email list of previous customers and clients to target, but it’s also vital that you should be approaching more than just repeat consumers. It’s possible to purchase highly qualified and relevant data lists to allow you to get in contact with new customers for your products and services. A quality data list is not only created to your specifications but also ensures you are emailing the person in charge of making the decision to purchase.
Ensure your design is responsive
A surprisingly common error made by email marketing professionals is failing to optimise their emails for different platforms. It is still the case that the majority of emails are designed on desktop or laptop computers, however, more emails are opened on mobile devices now that any other platform – so it’s actually more important that a sales email is optimise for mobiles. But beyond this, it’s vital that your design should be responsive so that it can be opened correctly on all screen sizes.
Don’t overload the images
It was considered for a long time that excellent images were a key factor in their success as images are typically aspirational and mean that the emails look impressive. But research has shown that overloading marketing emails with images is a bad idea for a variety of reasons. Many email services block images by default, meaning that a user will need to choose to see the images – this makes the natural setting of your email ugly.
It is also difficult to make images responsive (note the point above). It is important, then, that text should make up the majority of the email.
Make sure your email comes from a real person
Another common mistake that email marketers will make is that they won’t think about how their email is presented in the inbox. Far too many marketing emails come from ‘noreply’ generic email addresses. This can feel very impersonal to the person receiving the email and make them simply delete it immediately rather than reading. The sender name is vital, and you should make sure that it comes from a real person for better open rates.
Personalise your emails
Undoubtedly one of the most consistently overlooked areas of email marketing is that of personalisation. The most successful emails are those that are able to target consumers on what feels like an individual basis. Even if you are only doing the simple stuff like adding the first name of your recipient to the subject line it can make a huge difference.
Ideally you would send out offers and products that are specifically targeted at groups of potential customers, so that they are being marketed to with the products and services they are most likely to buy.
Keep testing and refining
It is also vital that you should not get complacent with your email marketing. Even if you have had success with your campaign there is always the opportunity to improve. Keep trying out different things and seeing what impact they have on your success – the key to great email marketing is refining what you do well.