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Turbo charge your email marketing with these easy tips
Ilya Nasedkin • 14 June 2019
Email marketing. Every website owner knows they should be doing it, very few actually master it. Luckily, we’re here to help. It’s often said that email marketing offers the best ROI of any marketing channel and when you consider that the people you’re reaching out to have displayed an interest in your product or service at one time or another, it’s not hard to understand why.Crafting great emails however, emails that generate opens, clicks and conversions, that’s actually a tricky thing to accomplish. If you’re struggling to justify email marketing as a channel worthy of your time and money, here are a few easy ways that you can turbo charge your performance, with just a few small tweaks…
1. Everyone loves a cliff hanger When you think about your favourite TV show, what keeps you hooked? Sure, you may like the subject, the characters and the actors but what keeps you watching episode after episode? The cliff hanger. You tune in next time because you’ve been left on the edge of your seat and want to know what happens next. Use this exact same tactic to entice your subscribers to open your email and find out more. This means you don’t spell it all out in your subject line – be a little mysterious to encourage the reader to find out how it ends. 2. Send, send, send again Do you send your email once and then sit back and lament its poor performance? This could be the very basic reason behind your lack of email marketing success. Not all of your subscribers will open your email right away. Not everyone will see it. Some will file away for later.You can beat this and boost your open rate by simply sending again. All you need do is filter out those addresses that opened the first send (your email software such as MailChimp can do this for you in a few clicks). Now, write a new subject line then send again to anyone who didn’t read your first try. 3. Be short and sweet The majority of recipients now access emails on a mobile device (around 51% according to recent estimates). That means a small screen and usually, a dislike of scrolling. Crafting your emails with mobile in mind puts you in a better place to succeed. Keep text short and images compressed. Condense your message and make buttons large and easy to click on. 4. Test, test, test Testing your emails is an absolute must. Just as you would test a landing page when your new business website design goes live, so you should test your email shots. You can AB test pretty much anything and, we’d encourage you to test as much as you can from the subject line to the main image. This gives you real data and feedback on how you can improve your distribution before you reach out to the bulk of your mailing list. Most email platforms make this task easy, you’ll just identify a small portion of your audience (such as those with an ar in the email address for example) to pull up a sample, then send different versions of your email to those small samples. A day or so later, compare the results and then pick the best one for your main send.
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